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Adverts are done to convey a certain message about a product to a specific audience. However, do all adverts pass their intended message to the intended audience? The following is a comparison of two different adverts done by two different people and are targeting two different sets of audience. From the given adverts, the second advert is more effective than the first one.
In the first advert, we see a picture of a gentleman who has a bright face. On the upper side of his mouth; the upper lip, he is covered with a white substance whereby judging from what is being advertised in this advert, that white substance is milk. Therefore, the product being advertised is milk since we can see a picture of a cow at the bottom area of the picture and the word ‘milk.’ Since the advert uses a gentleman who looks like he is between the age of 25 and 30 years, we can say that the target audiences for this advert are all gentlemen, most probability between the ages of 20 and 35 years. The technique used in this advert is use of a person who the targeted audience can associate with. From the caption, the gentleman says that one of his commitments in life it to take care of his health. He says that he does this by taking three glass of milk everyday. Since taking milk is associated with young kids, the gentleman says that he takes it with no fear since he knows the value of the milk in his body; calcium (Matthew Fox).
In the second advert, we see a picture of a nice looking lady holding a glass of milk and having her upper lip covered with white substance. The product being advertised is milk since we can clearly see that the lady is holding a glass of milk and there is a picture of a cow and the word ‘milk’ at the bottom part of the picture. We can say that the target audiences for this advert are ladies who are cautious about gaining weight through taking fat. The technique used in the advert is use of a good looking, slender lady who many ladies who care about their weight can associate with. In the caption, the lady is keen to mention that she takes three glasses of skim milk a day where she gets all the calcium she needs without the fat. The ad uses a specification technique to convey to the target audience about this specific product; skim milk (Daisy Fuentes).
Apart from advertising milk, both adverts are similar because they use the same technique to reach out to the targeted audience. That is, they use individuals whom the targeted audiences can identify with. The first ad has a gentleman and the second ad has a lady both of whom the target audiences can identify with. Another similarity is that both ads clearly indicate the product they are advertising. In both ads, we see a picture of a cow and the word ‘milk’ at the bottom side of the pictures used in the ads.
In contrast, despite using the same techniques to reach out to the target audiences, the ads are targeting different groups of audiences. The first ad is targeting gentlemen who care about their health and the second ad is targeting ladies who are cautious about fat content in their diets. Another difference is that, the first advert is general while the second advert is more specific. In the first ad, the caption states that the gentleman takes three glasses of milk every day while in the second ad, the caption specifies that the lady takes three glasses of skim milk every day which is fat free.
Between the two adverts, the second advert is more effective than the first one. This is because it is more specific in terms of the product being advertised. It specifies the best milk product that the targeted audience can take; skim milk since it does not contain fat. In conclusion, both adverts are advertising milk. They use the same technique to reach out to their targeted audiences. This includes use of individuals who the target audiences can identify with. However, the second advert is more specific than the first one because it specifies the best product for its target audience. Therefore, the second advert is more effective than the first one.