Advertising Analysis the Most Important

Advertising Analysis

The most important part of business communication is probably advertising. This component could well decide the future fate of a company; it done well, advertising could spell success. If not, the business might go under as a result of ineffective communication with potential customers. As such, a lot of money is spent on advertising, effectively reaching the target market, and creating messages that will reach this market with the greatest result. While the projected end result is therefore sales, the primary purpose of advertising is to communicate information regarding a new product, and to convince the target audience to purchase and use this product.

Kitchen appliances for example are increasingly targeted at a diverse audience. The traditional role of housewife has been supplanted by equal partnerships between professional men and women, both of whom are often expected to carry out duties at home in addition to office jobs. As such, kitchen appliance advertisements need to widen its appeal for communication both to the housewife, the stay-at-home husband, and the working professional.

Globe, as a manufacturer of food processing equipment, is a company that appears to understand the social paradigms of its audience well. The specific advertisement under discussion is the company's food slicer. The image is set against an intense green background. The largest image is that of a globe, from which the bottom third is sliced off. In large letters on this image is the slogan "Slicing? Globe it." Underneath this is an image of the slicer, which is significantly smaller than the globe. This is accompanied by a bulleted list of attributes that might be expected of the slicer, headed by another slogan, "Globe slicers...A slice above the rest."

The immediately obvious suggestion of the images and text is that slicing is made easy, consistent and fast when using the machine. One of the bullet points emphasizes that the slices are "perfect every time" and that there is a minimum of waste. This focuses on a target audience that requires perfection in their food preparation, and yet have a minimum amount of time to commit to this. The suggestion is that using the machine saves a large amount of time. In terms of an audience of traditional housewives, the advertisement targets them also with the "perfection" claim. Housewives tend to take pride in the perfection of their work, which is now made easier by the slicer. Certainly guests invited to a dinner party are bound to be impressed with what looks like hours of work to achieve the level of perfection offered.

The advertisement can also be analyzed more closely to investigate messages that are not mentioned in the text, but suggested by the composition of images.

As mentioned above, the globe is much larger than the image of the slicer. Firstly, the obvious suggestion is the name of the company, which also connects with the slogan "Globe it." The globe could also suggest that the company's products are so excellent that they are useful on a global scale. Such a global scale could be taken to mean not only in terms of physical location, but also in terms of the kinds of purposes the company's appliances can be used for.