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Essay / Research Paper Abstract
A critical analysis of a magazine advertisement for a shaving razor, including the use of visual images, text, cultural associations and the composition of the target audience.
Page Count:
5 pages (~225 words per page)
File: JL5_JLturbo.rtf
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Unformatted sample text from the term paper:
the car and the razor, are deliberately juxtaposed to suggest various connections between the two, both in terms of the products themselves and with regard to the target audience. Advertisements
which use two apparently unrelated images in this way - in pragmatic terms, a car has nothing to do with a razor, in terms of the usage to which the
two items are put - do so because there are specific connotations between them in the minds of the audience, and the positive elements of the one are being used
to augment the qualities of the other. It is notable that there is little text used in the ad, and what little there is relies heavily on fairly simple but
emotive language - the main impact comes from the visual images.
We would therefore need to consider the kind of individual, in terms of age, gender and socio-economic class, to whom the ad would be likely to appeal. In
the first place, since this is an ad for a mans razor, we can deduce the gender of the target audience fairly easily. Certainly, there are advertisements for products used
by men which are targeted at women, as gift-buyers, but they would tend to emphasise the advantage to the buyer, rather than to the recipient of the gift. Razor ads
which imply that the man will be smarter, or more socially presentable, as a result of using the product, are generally aimed at women as buyers: this is not the
case here. This does not, however, imply that the
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