My second advert is one for Garnier Synergie Pure, Purifying wipes. It targets females around the age of 17-25 maybe early thirties, and people with a busy lifestyle. This is a slightly older age group to the Halls advert as it targeted 16+year olds. The advert shows a close-up view of a female using the wipes, the product, a splash of water, the Garnier logo, a slogan and information about the product. The whole advert is based around the purity of the product, starting with the slogan that says, “Cleanse, Purify and Unblock pores.
In one clean sweep”. This is similar to the Halls advert as it is based around the smoothness of the product. So both adverts are exploiting the positive aspect of the product. This advert uses the rule of three, hence; cleanse, purify and unblock, unlike the Halls advert that used alliteration to get the point across. Three is an easy number to remember and it is scientifically proven that people remember things well, in groups of three. The fact that there are three keywords in the slogan also relates to the product it is a “3 in 1” product.
The “1” part of the “3 in 1” is also mentioned in the slogan in the second sentence, with “one clean sweep”. So the whole slogan revolves around the fact that the product does three things in one. The word “cleanse” is a more sophisticated way of saying to “clean”. The word “purify” crops up a lot in this advert, and means to make pure and finally, “unblock pores” is to get rid of the dirt, etc clogged up in your skin. So these three words are telling you that the wipes will clean, purify and get rid of dirt from your skin, as well as linking in with the “3 in 1” part of the product.
The next sentence is also linking back to the “3 in 1” but also relates to the targeted age group of the advert. The phrase “one clean sweep” isn’t something that younger teenagers would say. It is a common phrase used by more mature teens and above and this is the age group for which the advert is aimed at. The word “sweep” means fast in this context, saying that the product can do three things very quickly. The copy on the right hand side uses the word “purify” and other related words, similar to the slogan at the top.
The slogan on the Halls advert does not use a keyword but uses similar words so that they stick in your mind. The first sentence of the copy says, ” The 1st Express 3 in 1 Purifying Wipes”. The word “express” links back into the slogan. “Express” in this context means quickly relating to the word, sweep. Again the copy is pointing out the speed and the 3 in 1 idea. The next sentence uses the words “anti-bacterial formula”, which are scientific. These words again are in a scientific tone. They are basically saying that they have used a formula that stops bacteria.
The next part of the sentence says, “easy-to-use”. These three words link back to the 3 in 1 aspect using hyphens in between to point it out. Underneath this sentence there are three bullet points. The first thing of significance in these points is that there are three bullet points, referring back to the 3 in 1 idea. The first point repeats the word “sweep” and uses the word impurities, which relates to the keyword “purify”. The second point repeats what is said in the slogan at the top, that the product unblocks pores and purifies your skin, again linking to the keyword.
The final point uses the word “imperfections”. This is a sophisticated word. If the advert was aimed at younger teenagers it is more likely to say “spots” instead. The targeted age group does not talk about “spots” or “imperfections”, but imperfection, is a nicer way of saying spots and is more indirect. So this single word is a clue to the age group. The sentence underneath starts with ” In one quick step”, which mentions the speed of the wipes. The final sentence of the box of copy uses another scientific word, dermatological.
Some younger teenagers may not know what this means but older ones in the targeted age group will and that is why this word has been used. The caption under the copy says “Pure confidence come from pure skin”. This carries on the idea of being purified. The images in the advert also go along with the purifying idea. The background to the advert is white which is the colour associated with purity. If the background were any other colour it would contradict what is said about being pure. The Halls advert also uses a related colour for the background, peach.
The two advertising companies have used the same technique in their advert. The packet for the purifying wipes is also white and behind this image is a splash of water. It is fresh water developing the idea of pure. The image of the woman also links into the purity. She is using the white wipe, a symbol of purity and has white/pearly nail varnish on. Her eyes show a great amount of pure white and her mouth is slightly open showing her white teeth. All of these white things represent, purity. The woman has blonde hair and blue eyes. A woman with these visual qualities is said to be the perfect woman.
The final points of the woman are her clear skin and eye line. The model in the image has got very clean skin with no “impurities” suggesting that she has used the product and become clear skinned. Her eyes are looking up towards the slogan so you look there too. To finish off the pure, natural, clean idea, at the front of the slogan is part of the Garnier logo. It shows a circle with a close up view of a leaf. This image has a double meaning. The first part is that leaves are natural and pure linking in with the product and the second half of the meaning is that the leaf looks like it has pores linking in with the slogan.
Both of my adverts have something to do with your body and how to make it better. The Halls advert is to do with your throat and how to make it feel better, and the Garnier advert is to do with your face and how to clean it quickly. The difference between the adverts is the use and choice of words. The Halls advert has used the poetic technique of alliteration and rhyme to make the product stick in your mind, whilst the Garnier advert has used the technique of repetition to get their point across.