Analysis of a Print Advertisement.

Conceptual Analysis of a Print Advertisement Rooted to 4 Key Media Concepts.

The image I have used is of a man modelling for United Colors Of Benetton.

The picture of the model has been taken against a white background drawing all of the viewer’s attention towards him. The model is pulling a very ‘bad boy’ pose which makes the product(s) being advertised seem exciting. It also makes the person looking at the advert think the product is adventurous/dangerous.

The clothes being modelled are typically western and very upper middle class. The target audience appears to be gay males in their mid to late twenties, due to the style of the clothes and the way the model is standing. The model is looking directly at the camera instead of slightly to the side or totally away from it. This makes it easier for the viewer to relate to the model and makes the advert seem more personal.

Some people may even find this advert offensive as it is very stereotypical representation of homosexuality. This may have been done intentionally to either provoke a reaction or to draw in the target audience. If people are annoyed by this advert they are more likely to talk about it or the company which intern gives it more publicity.

The advert is also quite glamorous and makes the products seem like good quality and high class. They have been presented in such a way that all the products the model is wearing are very easy to see. Although it seems more than one product is being marketed in this ad the bags appear to be the main thing trying to be sold. Both the models hands are holding them and they are protruding. This draws the most attention to them.

I think that although some very good techniques are used in this advert the colour is rather bland. This surprises me a little and I find it rather ironic because the company is called “United Colors of Benetton”. This may have been intentional because it confuses the viewer and makes them think about the advert more.

Overall I think the advert is very effective and although I don’t apply to the target market I think it has done a good job at appealing to it. If I did fall into the target market I think that I would be tempted or provoked by the advert.