Rimmel London' advertisement could be found on a billboards, outdoor advertising and magazine. The main place this advertisement will be found would be in magazine such as; 'Vogue' and other magazines which have the target audience as mainly women. The reason that is advertisement is placed there is because it has the same target audience as the magazines which they have chosen to place the advertisement. In addition, print advertisement is very popular and it gains a lot of readers therefore it is a good source to have been chosen. There could also be some sort of media synergy if the same star was used in other advertisements and for the same brand, in this case 'Rimmel'. This advert could also be found at social networking websites such as; Facebook, Twiiter and MySpace. On the other hand, the 'Barnardos' advertisements would main be found in outdoor advertisements near children clothes store or on the internet on websites such as chartity sites; www.oxfam.com.
'Rimmel London' advertisement aimed towards mainly 16-35 year old women. There is a mid-aged women on the foreground (about in her 30's) in the advert which connotes it is towards women. Also the advertisement showing that she has used product ( Mascara ) signifying that women uses the product. The Publications this ad may come across are in magazine which also has the same target audience as the company does. They could put this ad in magazines such as, Glamour or Vogue. Also they could target their audience through social networking sites such as facebook. Facebook pinpoints the specific target audience for your company. They do this by using details from people's details on their profile.'Barnardos' advertisement is aimed towards mainly towards parents. This is because they will understand it more and feel sympathy towards the child which is on the front of the front of the advert.
'Rimmel London' has used first of all beautiful women. This attracts the audience by the women thinking " I could look as good as her if i used this mascara". In addition, women admire what makes men admire them. Most men are attracted to the women on front of the advertisement therefore women know that so they appeal to the advertisement and buy the product to make them look as good. Another line of appeal is successful careers. Kate moss has had a successful career in modeling. This signifies that if kate moss using this product then the women of the advertisement will think that they should use it therefore, it is appealing them to buy it. Lastly, experts are used. Kate moss is a expert at looking beautiful. this attracts the reader to look up to her and to be as beautiful as her. Kate moss does this by using the mascara which is being advertised. Overall, making the target audience to buy the product.''Barnardos" has used the line of appeal which is childhood. they have used this to make the reader to connect with the young child on the front cover and feel sympathy towards it. Modal of address adds to this because it is direct. It shows the big , blue eyes looking straight towards you making you connect with the child.
'Rimmel London' uses expert power. The women ( Kate moss ) is a expert in looking good. This attracts the target audience because it signifies that she only looks good when she uses the mascara which is the product which is being presented to buy. If also uses reward power. The reward of using this product is to look good and beautiful as the expert 'Kate moss' in the advertisement. 'Barnardos' uses coercive power. The child on the front of the advertisement looks scared and lonely. This brings pain and sympathy to the target audience making this ' Coercive power'.
The camera angle used in 'Rimmel London' is low angle shot. It is used to give power to the women of the front as through you are 'looking up to her' and connoting she is some sort of goddess. It uses a close up her face to show the beautiful features of her which attracts both men and women. It also showing her eyelashes where the product is being used. The camera angle used in 'Barnardos' is a close up of the child's face. This is so you can see has big, blue eyes and see the fear which is there again implying sympathy towards the target audience.
In 'Rimmel London' High-Key lighting is used upon her face to lighten up her features so you can see them clearly as she is wearing the product. Low key lghting has been used in the background this is because they didn't want the background to stand out to the reader of the advert. This also can connote that again she is some sort of goddess. In Barnardos low-key lighting is used in the background which could connote the poverty and darkness which prevails the child. However, high-key lighting is used on his face which could signify that there is hope and also it again lights up his eyes which connects with the reader.
In 'Rimmel London' the tag line used is 'Black on Black'. This is used to make a mark in the readers head so that they won't forget the product. Also used repetition so it sticks in the readers mind the key word 'black'. The logo is used in the bottom right of the advertisement it says 'RIMMEL' in block letters so it stands out. It has a 'Crown' image on top of the 'R' to show that it is the Queen of all Make up brands. It is used to make a mark and to present the make as one of the best. The blurb is used to give information about the product a how reliable and good it is. it also there to give more statistic about the product.
In 'Barnardos' the tag line is 'it's just poverty he'll grow out of it'. This stands out seen as though is the biggest size of front of the page. It is used to again make a mark in the readers mind. Blurb is used in the advertisement to give a brief information about what the advertisement is about.
The typography in 'Rimmel London' is very bold and big, especially the tagline. this connotes that if you use the product you can also be bold and big. The name of the product is in red to attract the reader.This also signifies that red connotes love and dangers which attracts the reader.
The typography in 'Barnardos' is all white. This could connote plainness and seriousness. the size of the tagline is bold and big to make the reader catch his/her eyes on to the advert.
In 'Rimmel London' the modes of address is direct and formal. By it being direct it is connecting and engaging with the reader by the womens attractive eyes. this also make her eyelashes stand out showing how good the product is. By the advert being formal it shows in thier case women being sophisticated again engaging the audience.
In 'Barnardos' the modes of address is again direct and formal . the direct address is used to connect the reader to the childs eye and to show fear which is in his eyes creating sympathy in the hearts of the reader. The formal address is used to engage the reader by it being serious implying that the reader has to do something about it.
There is a good variety of symbolic and cultural codes in the advertisement. Kate Moss is wearing a black leather jacket. This is a symbolic code which could connote the 'Bad Girl' image of her and also signifies some connotations of rebellion. The colour of the background contains red. The is a symbolic code which could connote danger of the character.
The gratification theory can be applied to the Rimmel london advert. The Diversion is that the advert takes you away from real life and makes the product look dangerous this could show the reader a different and dangerous lifestyle. The reader may feel some sort of personal identity to the advert as they all identify with the task of putting on make and trying to look sexy. The adverts also satisfies the audiences need for surveillance as it gives us some information about the product including a statistic. It could be argued that the banardos advertisement satisfies our need for diversion as it shows plight of the someone who has had a tough and rough lifestyle.
Intertextuality in the Rimmel advert helps us to think of Kate Moss as the 'BadGirl' image which the company is trying to protray. This is because various films which is the gerne of Action include rebellious characters wearing leather jacket. Her direct mode of address also features in posters for action films suggesting the advert is exciting and dangerous. Such as this poster for this action film:
The Rimmel and Barnardo's adverts both use techniques common in print advertising. The main similarity is the camera angles used in adverts. The camera angle used is a close up on the main character. Another way they reflect common codes and conventions is the direct modal of address used in both adverts. They both have used this to connect and engage with readers. Finally, the last similarity is the colour code used in both adverts. They both use dark colours to make the adverts serious and very formal. To conclude both of the adverts use the technical codes of each company. They provide the logo both in the bottom right of their advertisements and they both also provide a blurb to give knowledge about the product which is being advertised or even the company.
