Beer, cigarettes, perfume, hair products and cars are just a few of the many items advertised in magazines across the globe. Some are sold by tempting the reader with scantily clad men and women posing in exotic locations, looking deep into your eyes and begging you to buy their product. Others are sold by cute animals that appear so nice and friendly that you just have to buy the products. These “tricks of the trade” are what make the rich businessmen even richer year after year. If you study the advertisements closely you will discover that companies sell the same product to different consumers using distinctly varied ads. Since not same people read the same type of literature, the product ads are designed to meet the varied interest of the consumer.
Figure 1 is an ad from Sports Illustrated that advertises Jim Beam Bourbon. This particular ad pictures four men standing in tuxedos in what appears to be a church. Al
Figure 2 is an ad from a Food and Wine magazine for Carta Nevada Sparkling Wine. This ad was placed in this magazine for food lovers who presumably are mostly female. This advertisement has a woman lounging in a chair on the deck of a beach house gazing into the clear baby blue sky as she sips a full glass of Carta Nevada. In the lower right-hand corner is a small caption that reads, “Lazy days on the veranda. Picnics among dunes of white sand. Afternoon get-togethers warmed by a lingering sunset. These are the times for Carta Nevada. A cool, refreshing breeze of sparkling wine.” This ad attempts to give women the idea of comfort and release from the hustle and bustle of housework and kids. It allows the woman to imagine that she will enjoy herself more if she were drinking this sparkling wine. From a man’s perspective, this ad should also be effective. Most men, as well as women, enjoy getting away and being alone with their loved ones.
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