Analysis of print based and moving image advertisement.

Analysis of print based and moving image advertisement.

This essay will discuss the differences between a charity print based advert and a brand moving image advertisement.

This print based advertising campaign a charity organisation called Missing People , it uses taglines to engage their audience for example "help bring missing children home" engages their readers by asking them to "help" this allows the charity to involve their audience in the campaign . The print based campaign establishes its genre by using warm colours to link to the purpose as it is talking about bringing missing children home for Christmas, therefore the warm colours  are inviting the missing children home, also the purpose of is to invite the audience  to help. On the poster it says "every five minutes, a child goes missing… its heart breaking for their family" .this is where they use emotive and persuasive language to make their audience feel bad if they don’t help. They do this in their advertising campaign as it tends to a hard cell approach due to it having a powerful meaning; however you could argue that it also uses a soft cell approach as the main image is a bike wrapped up, this has positive connotations. Although at the same time the long shot is used makes the room seem empty because we do not see the child which implies loneliness, this is could mean this is how the family feel. Hyperbole might be used in this campaign as the fact they have used that states every five minutes a child goes missing could be exaggerated to shock the audience, however it’s not provable. The unique selling point for this campaign is that you’re making a family happy this Christmas , it tends to reference Christmas to play on their audiences feelings as it is known as the time of year for giving. In this case the iconic representation is how families feel because their child is missing this Christmas, this links to how  the campaign plays on fears of parents about their child going missing and how they would feel if this position. The narrative is told from two perspectives in my opinion, the text on the poster is the charity telling the narrative, on the other hand the image is from the parents as it’s almost like their waiting for their child to come home for their Christmas present.

In contrast, this moving image advertisement is a brand selling their product the ad using bright colours to connote to confidence, which links to the makeup they are selling. Within the audio codes they talk about “having doubt” which we see is gone once she uses the product in the visual codes. The slogan for the campaign is “no maybes” ,is imperative to persuade their audience that this will make them feel confident . This mirrors the establishing genre as the advertisement is about not having self-doubt it tends to take an aspirational narrative to encourage their audience to buy the products so they don’t feel this way. The advertisement takes a soft cell approach, as it does not state anything dramatic to engage their audience. Celebrity endorsement is used for their unique selling point, Gigi Hadid is used to attract a target audience of young women as she is a supermodel that many aspire to look like that, the company done this to portray a message that if you use our products you'll look like this model. Gigi Hadid is represent as a confident and attractive by using close-ups of her face to show her happy facial expressions , it is also done to pay attention to the makeup that they are selling. Additionally, they use mid shots to emphasise her confidence while she is walking, the ad tends to use tracking shots to show she is an important part of the advertisement .However, she is not presented a sexual object of desire because the advert in aimed at women. Maybelline play with the desires of young women, they use females in there ads that are considered the “ideal women” to make there target audience feel like there desires are fulfilled when they use Maybelline makeup.