Date: 17 September 2012
In this paper I will focus on studying a specific print advertisement that I have choose which is the ArmanieXchange print ad, where I found this particular ad on Teen Vogue. This study will look into the perspective of ad design, ad placement, targeted audience, mode of address, the relationship to popular culture, possible consumer responses and etc.
The Armani exchange print advertisement uses the magazine as the medium to put out their advertising to the public. The magazine that was used is the Teen Vogue; this magazine is the brainchild of a well-known magazine, which is Vogue where it’s famous about high fashion and celebrities. Most of the content that they are putting out is about information towards latest event, entertainment and issues.
A speculation can be made on the targeted audience for the advertisement, by looking towards who are the magazine catering for; from the aspect of nationality we can say that it is international. This is because the magazine circulation is around the world. According to Audit Bureau of circulation, in the year to 2011, the circulation rates for teen vogue are 1,029,336. Other than that the targeted audience are mainly from the age of 16-23 years old, because this magazine is primarily for teen. Looking towards gender, most of it is targeting the females, but there are certain parts that are targeting toward the males. Into the bargain people that have been target is mostly living in urban areas, which likes entertainment and normally in the same or related with the industry.
In this ads everything that is been placed have its own purposes, including the timing of the ads been put out. This ads was put out on the teen vogue March issues, where it is the spring season for the western hemisphere, hence we can see that the ads is advertising the summer clothing, where they are try to get the consumers to start buying their summer clothing now.
Focusing on the ad itself, the first glance will defiantly get the attention of the magazine’s readers. This is because the attractive and sexy pose of the models in the ad. This does help in pointing out that the advertisement does not really representing the product, this is because the first glimpse will drag the attention towards the models but not towards the product that should have been represented.
The ads should have highlighted or emphasize more on the ArmaniXchange apparel rather than focusing on the models, because the ad should represent the company product and help to sell it to the consumer. By highlighting the clothes, this will help the future costumer to acknowledge or recognize the uniqueness of the design that has been produced by Armani.
This ad applies the combination of both visual and textual elements. The textual element used in this ad is very minimal, for the whole ad there are only two textual elements located. First is the ArmaniXchange logo which consist of two alphabet A and X where the font is approximately 36pt and uses the engravers MT. The second textual element is the company’s website address where the font is approximately 12pt and uses the Arial Unicode MS. But the textual element does not use the reading gravity as it starts on the right top corner not the Primary Optical Area or as known as POA. According to Harrison “It is fundamental for the eye to automatically start at the top left corner of a page and move across and down the page, obeying ‘reading gravity’ until reaching the end of the page … The top left corner is called the ‘Primary Optical Area’. From there the eyes move across and down the page, obeying reading gravity and reaching the ‘Terminal Anchor’.”
The rest of the ad is filled with visual elements, where the image techniques were used is the picture technique. The picture inside the ad contains three models, which is two female models and one male model was used as the main attraction. The...