Provide a 2 pages analysis while answering the following question: Advertisements to Compare. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required.

Provide a 2 pages analysis while answering the following question: Advertisements to Compare. Prepare this assignment according to the guidelines found in the APA Style Guide. An abstract is required. Comparing Two Advertisements: Olay and Tropez of assignment) Table Task Chosen activity

Chosen advertisements

Olay and Tropez from chapter 4

The customer groups

Subcultures. upper and middle class

Channels of communications

Oral, written and electronic

Negative impact of oral communication

Oral messages are difficult to retrieve and store as compared to written and electronic messages. Most individuals have a poor memory for what they have heard and the content of the conversations are lost soon after it ends.

Advertising is regarded as a form of introducing the public to a product in order to increase sales. The main aim of advertising is to make the general public to be cognizant of a particular product, so that next time they require to replace it, they would be encouraged to purchase it immediately (Green, 2011). Advertising convinces people to buy products since they contain both information and persuasion. Currently, advertising can be regarded as a public relation, marketing, communication, information and persuasion process. The Olay and Tropez ads have very convincing messages to the consumers. For instance, ‘you color, your life.’ It emphasizes the importance of maintaining a good natural skin color.

There are numerous kinds of adverts, for instance adverts appearing on billboard posters, ‘junk’ mail, football teams, television, radio, and social media. These advertisements channels usually make a lot of revenue since adverts are typically paid for. Both Olay and Tropez adverts are aimed at promoting cosmetic products and appeared on print media and television. They both use pictures of women who have appear beautiful according to their skin color after applying the lotions. This is true to the beauty and fashion industry which is mostly associated with women.

Both ads have the pictures of a fair skin woman who has been made to look more beautiful by applying the Olay and Tropez lotions which have made to have that natural look. This easily convinces the customers that if they use the products they would be like the pictured women. This shows the practicality of using the products. Both adverts have the major points that they want the customers to focus on as soon as you have a look at them. Additionally, both adverts also contain a visual trick which makes you to start thinking about skin color, this in turn gains more attention from the reader. Lastly, the adverts contain the company logo located at very conspicuous position which makes the customer to easily identify the brand.

The brand name Olay has been at the bottom of the advert so as the customers can associate the product and the brand name. On the contrary, Tropez ad has the brand name at the top of the advert. Another difference between the two ads is that Olay has a conspicuous precautionary message for the customers, while Tropez has the message hidden.

Olay and Tropez products targets subcultures. upper and middle class people who have the ability to purchase the product. The middle class however make the majority of the target since they consist 70 % of the American population (Gale Group, 2000). After viewing the ads it quite clear that the ads target outright consequences and emotions that a product would have on the subcultures. For instance “Your color, your life”. The ads are all about pleasure, enjoyment, and appearance as well as practicality, something associated with upper and middle class.

Communication channels for the ads

Written communication. this facilitates the transfer of meaning across barriers of space and time better than oral messages. This is because writing offers a permanent record of the information. The adverts used written documents since they are easy to transmit, store, and retrieve. It also allows the sender to prepare a message carefully at his/her convenient time. In addition, it allows the receiver to read it at their convenient time too (Gouvier, 2011).

Electronic communication. since we are living in the era of information age, the use electronic media has been on the rise. The electronic channels range from mail, television, radio, internet, and videoconferencing. Compared to other channels, electronic media covers more distance quickly. The speed and reach of electronic channels leads to building up of new expectations for both sender and receiver. The main advantage of electronic media in promoting cosmetic products is that there is immediate feedback. Olay and Tropez advert used electronic channels since they are quick and convenient. The use of internet will ensures that the message reached a lot of people globally. Since 2009, mobile and internet advertising has grown by 18.1% and 9.2% respectively (Bittlingmayer, 2012).

Oral communication. the bulk of communication in today’s world is oral. According to Kaser (2012) argued that most people working in organizations spend an estimated 75 % of their work day listening and speaking. Oral communication assists build a rapport between seller and the customer. In this adverts, oral communication was used since it convinced the customers on importance of using Olay and Tropez more compared to other methods especially on face-to-face situations. Oral communication also allows the involved parties receive feedback immediately on the product and change their messages accordingly.

Although most cosmetic products are orally promoted, oral communication is relatively inefficient and that the oral messages are hard to retrieve and store as compared to written and electronic messages. Since most individuals have a poor memory for what they have heard, the major setback is that the content of most conversations are lost soon after the ending of the conversation.

References

Bittlingmayer, George (2012). "Advertising". In David R. Henderson (ed.). Concise Encyclopedia of Economics (2nd ed.). Indianapolis: Library of Economics and Liberty.

Gale Group. (2000). Business Rankings Annual. New York: Gale Research.

Gouvier, W. D. (2011). Channels of communication and related factors influencing the perception of meaning, value, and emotion. London: Taylor and Francis.

Green, J. (2011). Advertising. London: Sage Publications.

Kaser, K. (2012). Advertising and Sales Promotion. New York: Cengage Learning.