ROMANCE of Ralph Lauren free essay sample

Advertising has long been a part of the world’s culture. It is the business of drawing the attention of the public to different goods and services, and it uses different kinds of media to bring its message to the audience. Moreover, it includes different components and concepts such as public relations, sales promotion, publicity and personal selling. Custom publishing is the kind of advertising that targets a specific kind of audience and therefore the kind of advertisement they produce largely depends on their targeted audience. But although a specific type of audience is targeted, this type of advertisement may also be use to catch the attention of other audience. There are two approaches in analyzing an advertisement. The first one is the semiotic analysis, and the second one is the content analysis. These two are rarely use together because they are from different ideological standpoint. One of the companies known for their advertising strategy is the Ralph Lauren. We will write a custom essay sample on ROMANCE of Ralph Lauren or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Analyzing one of their advertisements is really a challenge since Ralph Lauren is a famous brand and its fame goes with its advertising strategies. By answering different questions regarding the advertisement of the product and whether or not their advertisement achieves the result they want to achieve, we can analyze the Romance advertisement. The Ad on Love, Affection, and Intimacy Advertisements are available because they want to say something. They want to express something to their audience for the audience to do something about their product – whether to buy it, or tell it to other people who are interested in their product. In the case of Ralph Lauren’s advertisement, Romance, it stimulates the reader’s mind by creating an image of intimacy. The ad shows a man and a woman embracing each other, with both their faces full of intimacy. The man in the ad is also almost being undressed by the woman. The other side of the ad shows the perfume which is the product of the advertisement. Romance, as we all know, is a word often related to love, affection, and intimacy. The product, which as mentioned shows a picture of two intimate lovers, suggests that this product is use for ‘doing romance’. Their seductive faces as well as the pose of the models also suggest that the ‘romance’ being featured in this ad has something to do with the erotic romance. The product also seems like it cannot be for daily use, and can only be use in ‘special’ circumstances such as ‘making romance’. The Ad encourages the consumers to buy the product More often than not, an ad is trying to sell something, but this is only the initial answer to the question. There are other questions that we need to consider. First, does it persuade its audience to buy their product for the first time, or to switch from other brand to their brand? Most ads commonly want to increase their sales by catching the reader’s attention and stimulating their interests in the hope that the purchase of the product will follow. In the case of Romance, the product, as mentioned earlier, is something which cannot be used on a daily basis and is therefore encouraging the consumer to buy the product to make an intimate moment extra special. The Ad is intended for both men and women In the earlier times of advertisements, most ads are mass produced and have no specific targets. On the other hand, advertisements in the recent years are more focused on segmentation and target of specific audience. Fitting the product into the interest of a group is now a marketing strategy which, more often than not, carries a positive result. It came into the principle that most advertisers sell the same thing to everyone everyday, which often end up to very low sales of their products. Romance’s has a specific type of audience. It targets men and women capable of having an intimate time together. It means those who are married (may it be on the earlier years of marriage or on the part where couples tend to ‘fall out of love’), lovers, and other couples. Although it targets a specific audience, it also aims to attract the attention of other audience. Using Emotions as a Strategy to Catch the Attention of the Audience The strategies used in selling a product are definitely a very important consideration when it comes to advertising. There are different considerations like the reason behind buying the product, the orientation of the product (emotional, physical orientation), whether the ad feature the product itself, or whether it focus on use of the product, direct suggestions to the readers, whether the endorsement is provided by a celebrity, or whether it plays a positive or a negative appeal. Most ads contain both illustrations and texts. Advertisers also often concentrates in the layout, shapes, sizes, and the colors used in the ad. The smallest detail is very important in every advertisement. Ralph Lauren’s Romance uses both illustrations and texts. It is to better understand the meaning of the ad. Note also that the models used in the advertisement are not famous celebrities which indicate that the use of the products is for everyone. Also, note the colors used in the ad. The picture is in black and white, and the dresses of both the models are also in black and white. This is because black and white express intimacy and romance. Those two colors create an image of ‘calm passion’. Instead of using red, which is usually the color of romance; the ad uses black and white to indicate a kind of calm romance not the wild one which is often associated with red passion. The ad also targets the emotion of the consumers. Instead of saying that one should use the perfume because of its scent, the advertisers just showed two models embracing each other to show passion and romance. No tagline was used and the audience just has to rely on the message of the ad by merely looking at the picture – a clear indication that the ad is for adults and young adults. Effectiveness of the Romance Ralph Lauren’s advertisement, Romance, has succeeded in bringing their intended message to their audience. The use of color, the models (and their pose), the mood, and the feel of the ad clearly express the meaning it wants to express. The subtlety of the erotic message in the ad also adds to the effectiveness of the message. With the color scheme, theme, and message of the Ad, Romance definitely captures the romantic side of the consumers.