Evaluating a print advertisement – Garnier
Introduction:
This is an advertisement for a Garnier product called Garnier pure: Deep pore wash, and it is a blackhead removing product. I found this advertisement on the back cover of a previous girlfriend magazine.
Purpose:
The purpose of this advertisement is to persuade the viewer and reader of the magazine to buy their product.
Structure, form and layout:
This advertisement is a full page print ad. In the foreground there is the product and the Garnier sign. You can see that the product is the foreground because it overlaps with the girl and is in front, making parts of the girl invisible. The mid-ground is of the girl, and the background is the blurred ocean. The foreground is also the brightest object, followed by the girl, then the faint ocean.
The salient object (focal point) is the girl’s eyes. They are in the centre of the page. The reason the eyes are the focal point is that they are very eye catching, being a bright brilliant blue and a beautiful shape. The face that frames the eyes takes up the majority of the space in the page, which effectively grabs the audience’s attention after the eyes. The page itself is on the back cover of the magazine, which is a very effective spot for an advertisement, and probably the most paid for.
Vectors are created at 45 degree angles to the bottom right by her shoulders; they lead your eyes toward the actual product and the Garnier sign. For the usual reader, the eyes, face, product and sign are all that would be looked at before the magazine is turned over. That the Garnier sign would be the last thing looked at as it is in the bottom right hand corner is important because it makes you remember their product better. For anyone whom wishes to look at the ad for a more lengthy time, there is writing on the top centre, covering her forehead. There is also information on the bottom left hand corner.
Target audience:
The target audience of this advertisement is teenage girls. This is because pastel blues are used (soft), which is often girl associated. The model used is also a teen girl, and the advertisement is also placed on the back of a strictly teenage girls magazine ‘girlfriend’. For further proof, in the bottom left hand corner in fine print it says, “Dermo-clinically tested on 40 women (self evaluation).”
Written and visual techniques:
The facial expression on the girl is a sort of small smirk/smile. She looks very confident, looking the audience, it seems, straight in the eyes. She is also beautiful, with striking eyes. All this makes the audience, being teenage girls, wish to be her; confident, happy and beautiful with clear skin. The fact that she has extraordinarily clear skin is a good advertising technique for this product because that is what it is trying to convince you that the outcomes will be if you buy it. It’s almost like a silent “buy our product and you will have clear skin and be confident like her.”
The colour blue is very important in this advertisement. It is the colour that is always associated with Garnier products, including this one. It makes the ad easy to remember what it was about. Without this colour, the advertisement would be unsuccessful because the viewer would not be able to associate it with Garnier. The colour of blue symbolises purity and relaxation. It is a cool colour, so the product is then associated with these meanings. The purity part is important because that is what is what people want from a facial cleansing product. It even says on the product ‘helps unclog impurities’. The use of the leaf, water droplets and ocean setting makes the product seem more natural, tying in with the message of ‘skin naturals’. These also make the product more trustworthy as a facial cleanser.
At the top centre of the page, on the girl’s forehead, is a rhetorical question, “still afraid of blackheads?” It makes the viewer think more, and wonder what the answer could be. So after the question there is a simple solution, which is, “Dislodge them!”
“Scientific” evidence is another technique used. It states at the bottom “pores unclogged: 95%* skin purified 98%”*. The below, “*Dermo-clinically tested on 40 women (self evaluation).” This last bit of fine print shows that it was tested on only a small sample of women and that they just estimated how good it worked, so using percentages is incorrect because of the human error that would have occurred and that the women were most probably paid.
Conclusion:
Overall the use of structure, form, layout, techniques, advertisement placement and correct target audience for the magazine all add up to a very effective and persuasive advertisement.
Introduction:
This is an advertisement for a Garnier product called Garnier pure: Deep pore wash, and it is a blackhead removing product. I found this advertisement on the back cover of a previous girlfriend magazine.
Purpose:
The purpose of this advertisement is to persuade the viewer and reader of the magazine to buy their product.
Structure, form and layout:
This advertisement is a full page print ad. In the foreground there is the product and the Garnier sign. You can see that the product is the foreground because it overlaps with the girl and is in front, making parts of the girl invisible. The mid-ground is of the girl, and the background is the blurred ocean. The foreground is also the brightest object, followed by the girl, then the faint ocean.
The salient object (focal point) is the girl’s eyes. They are in the centre of the page. The reason the eyes are the focal point is that they are very eye catching, being a bright brilliant blue and a beautiful shape. The face that frames the eyes takes up the majority of the space in the page, which effectively grabs the audience’s attention after the eyes. The page itself is on the back cover of the magazine, which is a very effective spot for an advertisement, and probably the most paid for.
Vectors are created at 45 degree angles to the bottom right by her shoulders; they lead your eyes toward the actual product and the Garnier sign. For the usual reader, the eyes, face, product and sign are all that would be looked at before the magazine is turned over. That the Garnier sign would be the last thing looked at as it is in the bottom right hand corner is important because it makes you remember their product better. For anyone whom wishes to look at the ad for a more lengthy time, there is writing on the top centre, covering her forehead. There is also information on the bottom left hand corner.
Target audience:
The target audience of this advertisement is teenage girls. This is because pastel blues are used (soft), which is often girl associated. The model used is also a teen girl, and the advertisement is also placed on the back of a strictly teenage girls magazine ‘girlfriend’. For further proof, in the bottom left hand corner in fine print it says, “Dermo-clinically tested on 40 women (self evaluation).”
Written and visual techniques:
The facial expression on the girl is a sort of small smirk/smile. She looks very confident, looking the audience, it seems, straight in the eyes. She is also beautiful, with striking eyes. All this makes the audience, being teenage girls, wish to be her; confident, happy and beautiful with clear skin. The fact that she has extraordinarily clear skin is a good advertising technique for this product because that is what it is trying to convince you that the outcomes will be if you buy it. It’s almost like a silent “buy our product and you will have clear skin and be confident like her.”
The colour blue is very important in this advertisement. It is the colour that is always associated with Garnier products, including this one. It makes the ad easy to remember what it was about. Without this colour, the advertisement would be unsuccessful because the viewer would not be able to associate it with Garnier. The colour of blue symbolises purity and relaxation. It is a cool colour, so the product is then associated with these meanings. The purity part is important because that is what is what people want from a facial cleansing product. It even says on the product ‘helps unclog impurities’. The use of the leaf, water droplets and ocean setting makes the product seem more natural, tying in with the message of ‘skin naturals’. These also make the product more trustworthy as a facial cleanser.
At the top centre of the page, on the girl’s forehead, is a rhetorical question, “still afraid of blackheads?” It makes the viewer think more, and wonder what the answer could be. So after the question there is a simple solution, which is, “Dislodge them!”
“Scientific” evidence is another technique used. It states at the bottom “pores unclogged: 95%* skin purified 98%”*. The below, “*Dermo-clinically tested on 40 women (self evaluation).” This last bit of fine print shows that it was tested on only a small sample of women and that they just estimated how good it worked, so using percentages is incorrect because of the human error that would have occurred and that the women were most probably paid.
Conclusion:
Overall the use of structure, form, layout, techniques, advertisement placement and correct target audience for the magazine all add up to a very effective and persuasive advertisement.
