Advertising

The first advertisement I will talk about today is the Aveda Spa and Salon. The tactics used in this advertisement are unbelievable. First off, the actual salon is barely mentioned or advertised, in fact a picture of the actual salon isn’t even in the advertisement. The only thing reminding us of this product is safely tucked away in the right hand corner. (the logo). And though I know the context of this advertisement, to me, it was poorly produced. By focusing on global warming the company was trying to present itself as a contributing member of the tree hugger group but I don’t buy it. For instance, Aveda promises that a portion of their profit will go to non-profit environmental groups but they fail to specify exactly the percentage. But of course they can’t take all the credit. YOU are the ones contribution to this plan therefore solidifying our mutual effort to protect the Earth. To top all of this poor advertising off, Aveda places four very earthy pictures of our beautiful planet to draw our attention. Notice how all of these pictures use very bright colors and capture nature in its full beauty. The ray of sunshine through the forest. The clear clean water splashing off what appears to be the hands of a child. The beautiful tall mountain landscape. All these pictures are meant to stir up nostalgic feelings of our beautiful planet, and then associate these feelings with Aveda. Not working.
I actually liked looking at the Breyers Light Advertisement. You see a woman who is clearly enjoying her FAT FREE yogurt in the comfort of her kitchen. From looking at this woman I can see that she is most likely a very hard working (possibly stay at home) mother who has very little time for herself. The kitchen alone suggests that she has a family based on the groceries on the counter. Even the clothes she is wearing scream MOM loud and clear. You can even tell that the woman has had a long day by the way her body language and the way she is positioned against the counter. You can see a satisfying look of gratification on her face as she takes that tiny moment out of her busy schedule for herself. It is clear that this advertisement is targeting middle age women who may not necessarily stay at home, but still are mothers that take care of their children and remain health conscious all the while.