The advert that I have decided to analyse is a cocaine advert. The reason why I decided to choose this is because it shows what typical teenagers think about the effects of cocaine and to make you think just how wrong they are. I found this advert in Match (a football magazine). You can see that all of the people in the advert are teenagers. They are of mixed sexes. The class of the teenagers are very similar because each of the teenagers wears similar clothes (i.e. the men wearing jeans, tee-shirts and jumpers and the women wearing black clothes). All the men look like they’re having a good time but the women have a very serious expression because each of them realises the consequences of taking drugs. The advert is rather stereotypical; the men think that drugs should be taken just for a laugh, and the women knowing what the consequences.
The objects, which feature prominently in the ad, are the teenagers themselves and their opinions of taking cocaine. This symbolises what stereotypical teenagers actually think about the effects of cocaine. The ad is set at a disco/party. You know this because you can see disco lights in the background and people dancing. This is trying to symbolise that most teenagers take drugs at parties/discos. This advert is unusual because it is not trying to sell the reader a product; instead it is trying to tell you NOT to take cocaine. It is trying to advertise the National Drugs Helpline. The number of the Help-line is shown at the bottom right of the advert. The number is shown in a bigger font and in a different colour-yellow.
The ad has a lot of colour because it symbolises party/disco lights where most teenagers take drugs although black and white have been used a lot. This is where the teenagers give their opinion about cocaine when they are wearing black clothes and what they think of drugs in white writing.
The elements in the ad aren’t in focus because this ad tells you not take cocaine so they are not going to show pictures of cocaine. However, the number to call to help you stop taking drugs in focus. The image in relation to the overall design of the ad is relatively small because the ad is based on what teenagers know about drugs and if they show an image of drugs this may send out the wrong the message to the reader. The object is to advertise a Help-Line about drugs. The ad is divided into eight sections; each section has a different teenager’s opinion about cocaine and its effect. The ad is spread over two pages.
The brand name is very easy to understand. To me, it says that if you are having a problem and/or you want to give up drugs you can call the Help-line and they will give confidential advice. The slogan is ‘One night. One club. One question: What do you know about cocaine?’ The slogan is trying to make you think what do you actually know about cocaine and may make you think twice about taking cocaine again. The slogan relates to what the ad is advertising because as I mentioned before it makes the person whose reading it to think what do they actually know and what they might have been told is a lot of rubbish, which would make them call up the Help-line and find out the actual facts about drugs.