The two adverts that I have chosen are both for migraine tablets.
The first advert is advertising migraleve. The name of this product is quite cleverly done, as it is a mixture of two words migraine and relieve. This may have been done to show that it deals with migraines and more specifically it relieves them. The name of the product is quite catchy and will be remembered by the audience. This adverts does not really have a slogan but on the package of the tablets there is some additional information ‘POWERFUL RELIEF OF HEADACHE AND NAUSEA’ this additional information is telling the audience what the tablets actually do.Also it is written all in capitals to catch the reader’s attention and also to emphasize what the tablets are doing.
Also ‘AND’ is underlined this is to highlight to the audience that the tablets do more then one thing they relief headache and nausea. On the advert there is more text the text that would attract the readers attention is written in capital and looks at if it has been scratched in. It may have been done like this to show that you would be in some much pain that you would be in.This text is saying what migraleve is it tells the reader that it is a migraine tablet and not a headache tablet. This is written to show the readers what the advert is about and also give a little information about what the tablets are for. This text is placed in the bottom left hand side of the advert. It may have been placed here as the advert uses an image to attract the readers and this takes up most of the page. As the reader have looked at the image and are interested in what the advert is about they will then move onto the text, so the text is placed lower down from the image.
Below this large text there is some smaller text this may have been done as the advert is making the reader look at the image first them the large text and then the smaller text, order of importance. On the advert there is two images. The image that attracts the audience is the image at the centre of the page. This image is of a woman with screws in her head.
The image attracts the audience, as it is a very unusual and a horrible image to imagine. This may have been done to put fear into the readers mind, fear that if they don’t do something for the migraines they will be in this much pain.The woman looks as if she is in a lot of pain as her face is scrunched up and she looks as if she is screaming. This is to indicate the amount of pain that is caused by the migraine. This image is in the centre of the page and takes up a lot of the page. The reason for this is to be eye catching and attract the reader to look at the rest of the advert. The image is quite large and takes up most of the pain to show that enormous amount of pain the woman is in, it further emphasizes the point that is being made by the image.
The other image is of the package of the product; this is situated at the bottom of the right hand side. It may have been placed there at the bottom of the page to show the reader what the product looks out if they are interested to buy them. After the reader has read all the information and still are interested the product they can see the package. The packaging may also be there to give the reader some information. As written on the package is the amount of tablets available and the colour that they are in.To help analysis this advert I can look at the AIDA theory and this says that the basis of any effective advertisement is that it attracts the potential buyer, Interest, arouse desire o have the product and create action to obtain the product. This advert does this by fear as if you don’t take tablets for the migraines you will have a headache and nausea.
This is also done by the writing as it shows that a migraine is a lot worse them a headache and It cannot be cured in the same way.It attracts the buyer who has migraines by the image with the woman with the screws in her head. This image also creates interest. The second advert is advertising propain tablets, which are also for migraines. Once again has been cleverly done as pro means for so the name of the tables means for pain. This may have been done to show the audience that these tablets are for pain. The slogan for these tablets, which is written on the package of these tablets, is ‘Powerful pain relief’ which corresponds with name of the tablets.On the advert there is more text just below the middle of the page in a bigger font size then the rest of the text is ‘At the first sign of a migraine’ this may be written in a bigger font size to draw the attention of the reader.
The lettering is telling the audience that at the first sign of the migraine take propain. Also to help make the letting stand out and draw the readers’ attention the text is purple. They may have also chosen purple to correspond with the colour on the package of tablets. Just below the large text is smaller text on the left hand side of the page and this is written in a smaller text.
This text is giving the reader information about the tablets and what symptoms it gets rid of ‘can help relieve the pain and nausea of a migraine’. On this advert there are two images the main image is at the top of the page and takes it almost half of the A4 sheet. This image is created using two pictures of the same woman but in different situations. There is an image with the woman who looks to have a migraine and has a warning triangle around her. This image is in a dull colour and looks blurry. On top of this image there is the same woman but smiling, looking content.This may have been done to show before and after the tablet is taken. the image in the background is done like this to show how it will feel to have a migraine as in the background everything is blurry it also has a warning triangle around it this is to show the readers that this is the time to take the propain tablets.
The image in the foreground is there to show the audience that the pro pain tablets do work and make you feel a lot better. The other image is of the package of the product; this is situated at the bottom of the right hand side.This image doesn’t take up as much of the page as the first image as this image is more for information and is not really used to attract the readers’ attention. It may have been placed there at the bottom of the page to show the reader what the product looks out if they are interested to buy them. After the reader has read all the information and still are interested the product they can see the package. The packaging may also be there to give the reader some information. As written on the package is the amount of tablets available.The main reason why the package is there is to show the readers what to look for if they want to buy them.
To help analysis this advert I can look at the AIDA theory and this says that the basis of any effective advertisement is that it attracts the potential buyer, Interest, arouse desire to have the product and create action to obtain the product. This advert does this by fear as if you don’t take tablets for the migraines you will have a headache and nausea. It attracts the buyer who has migraines. This images also interest.The advert tells the reader ‘ask the pharmacist’ so this shows action.
These adverts have similarities and differences. Both the adverts have two images and one of these images is of the packet of tablets I think that both these adverts does this to help with the action of getting the tablets, they use it as a visual aid. Also both the main images are of women, which could suggest that the adverts are aiming for the female gender. This may have been done as both these adverts were found in magazines, woman magazines, so the target audience may have been women.
This is where the similarities in the images stop. On the first advert I think that the image is showing more of the pain where as in advert 2 it is showing the relief after taking the tablets, the adverts have taken different approaches to attract the potential buyer. Advert one is saying this is how much pain your in and to get rid of it take migraleve where as advert two is more like this is the relief you get if you take propain. Advert 2 has a plain background, as it is all just white.This may have been done so that any colour can be used on top of the white as any colour stands out on white. It is important to use colour as it attract the reader’s attention.
Advert one has a black background with white scratches on it. This background was used to tie in with the rest of the advert as the advert is about pain shown by the image and a dull background goes with this. The scratches are used in some of the text ‘A migraine is not a headache. Migraleve is not a headache pill’ so they have done scratches so that there is some continuality in the advert.Also putting the white scratches on the background is more interesting then just a plain black background and an interesting background is needed to attract the reader.
As they have used a black background all the lettering is done is white to make it stand out this is important, as the reader needs to be able to read the information easily. In both adverts the AIDA theory is the same as both adverts do this by fear as if you don’t take tablets for the migraines you will have a headache and nausea. It attracts the buyer who has migraines. This images also interest. The advert tells the reader ‘ask the pharmacist’ so this shows action.Although I think that in advert one this is done more effectively because of the image as this puts more fear in to the readers mind as the picture is showing how much pain you can be in. Where as in advert two it is not that obvious as in the advert it is written ‘help relive the pain and nausea of migraine’ so the fear to the readers is that if you don’t take the tablets you will be left with these symptoms, which is not as effective. On both adverts there is some text and they both have larger text and then smaller text under the larger text, this may have been done in order of importance.
On advert one the text that it written fells as if it is someone is telling all the information in a stern voice. This may have been done so that the message is put across to the reader and a firmer voice may be better to use as a firmer voice is usually listened to. On advert two however it is different as you get the impression that the narrative voice is a friendly voice and this may have been done as the readers may relate to a friendly voice. This impression is given because of the text as it is rounded, smooth where as in advert one it is more sharp and pointed.In my opinion the better of the two adverts is advert one.
The reason for this is because the image is so unusual that it would intrigue readers to se what the advert is about where as in advert one the main image is quite plain and uninteresting. Attracting the readers is very important as if they are not attracted they won’t read the information written on the advert. Also the advert ha s a USP (unique selling point) as it says that it ‘specifically targets major migraine symptoms, not just the agonising head pain’ this would arouse desire of the product.
This is why I find advert one the batter advert.