AMB220 Advertising Theory and Practice
ASSESMENT 1 Advertising analysis
By Adrian Barrett
Student Number N4792327
The message of the Ad
Background
The ad campaign by OPSM is selling contact lenses, but more so informing potential customers of the ability to have a free comfort trial. The magazine ad (appendix A) is 1/3 page size placed on consecutive pages creating a flowing story style. The TV ad (Appendix C) plays for 56 seconds and would be shown in prime time slots. There is also a mail brochure Appendix B); this would be sent to existing contact lenses customers that are on file. The campaign also consisted of a large poster (Appendix D) that was hung in the front window of its stores.
Target Audience
This advertisement is intended mainly for persons whom wear glasses but feel that glasses are not to be worn at all time and want to show themselves off with out them. From viewing the ads it can be discerned that it is being targeted towards younger professional women in the ages of early 20s to mid 30s, with poorer eyesight that most, women who place high importance on their looks and appearance and are possibly single or like getting attention from the opposite sex. These women are highly social and spend many of their non working hours in social environments.
Hook and story
The ad uses a mix of allure and comedy to get our attention, the TV ad shows a very attractive younger professional woman entering into an upper class bar with a pair of glasses on. As she arrives at the bar she removes the glasses and scans the room seeing a gentleman to her right. She then proceeds to flirt heavily with the man, and he reciprocates. The woman however can not see that the man she is flirting with ...