Introduction
The two print ads are promoting the seven deadly sins, in which one falls under antique category while the other one is a modern ad. The advertisers have maintained some features that were used in the old times while other features are significantly difficult, due to the change in technology. One of the ads represents the sin of lust while the other one promotes glutton, as some of the deadly sins in the world. This papers aims to provide a comprehensive comparison and contrast of the two advertisements.
With regard to the “seven deadly sins”, the two ads reveals two different “sins”, that is Lust and Glutton. The modern ad tries to promote the need to fulfill unspiritual desires, not only sexual desires but all other traits that are associated to lust. Modern generation is usually attracted to the lust and these ads could work effectively in modern advertisement industry. The ad show a number of women wearing blouses that cling to their bodies, short dresses that reveal cleavage and showing a glimpse of their breasts and thighs. There are those women that are in a posing in a sexual position and some are smashing fruits and berries to bring about the value of lust. This ad indicates a dance club context that goes hand in hand with the wine that is being advertised. On the other hand, the antique ad promote glutton. This ad does not only show the act of taking too much of food but also taking too much of other things. The aspect of consuming too much food is indicated by the plumb man who attempt to participate in a community event. However, this ad tries to encourage the glutton people that they are socially accepted and they should feel confident in participating in community events irrespective of their body size.
The two ads attempt to show how the market is not stagnant and how the designing companies had adjusted their strategies over years to keep up with the current trend. The modern advert portrays the use of the digital technology since the ads appear have clearer and high quality contents than the antique ad. Over the past 25 years, low level of technology was applied in the design of advertisements since coloring of the print ads was not common. During the old time there were limited use of the colors in the ads, hence the antique ads came in black and white.
The antique design can be considered as being complicated and busier than what is indicated in the modern design. Traditionally, the designers just used to clutter, because they translated what they knew and see on the events or at the scene where the print ad was captured. This is portrayed in the antique ad because it reveals the exact situation without using the contemporary features of design. However, in the modern ad, the designer shows how he had effectively studied the user’s experience. Through the analytics skills, the designer is able to burden the ad with more contents. For instance, there are numerous girls in the room and the presence of the fruits. The fruits and berries tries to illustrate that wine is originally blended from fruits and berries. As a result the audience of this ad can be able to focus to more than one element of ad unlike in the old antique where the audience could only focus on just one action. For instance, in the antique ad, the only action is the plumb man jumping in what it seems to be a pool of water.
The target audiences for the two advertisements are the youths. This is depicted by the use of items that more specifically captivate the attention of youth. In the advertisements, the images used are those of youths. In the antique advertisement, the youths in the background seem to applaud the gluttonous man. In the modern advertisement, the people used in making the advertisement are young girls. The advertisements seem to promote products that are used by the youths and would influence their lives. Due to their target audience these posters would be found in places where the regular visitors are youths or in youth magazines. The wine advertised in the modern advertisement is a product that is known to be very appealing to the youths. This product is what the glutton store stocks. The ad from the glutton society has the words, “helping people make the most out of themselves for over 100 years” inscribed on it to encourage glutton people to take part in activities and make the most out of their lives despite being obese since they have support from other people in the community. The ads also exhibit that youth are attracted to both good and bad things and really enjoy watching such things.
Both the adverts are simple visual design. They use minimal text and more of images. The ads avoid using large texts that may confuse the audience or scare them away due to wordiness. In the ad by the glutton society, the words are large, uses large typestyle and are effectively placed. The ads use a clean and simple approach in delivering the message and fulfill the advertisers’ goal. This way, people can easily gain interest in the advertisements and understand the focus of the content instead of getting confused or lost by the use of many characters or mass words. The ads use designs that are easily understandable and quite attractive to the human eye. This is done to make what is being advertised stand out to the person viewing at the advertisement piece.
The ads use images that are relevant to the message being put across. In the antique advert by the glutton society, the use of an obese man jumping over a pool of water clearly passes the message that obesity should not hinder one from engaging in sporting activities. It is quite relevant to the message being put across. In the modern advert, the wine is being advertised by showing how people feel after using it and their appearance when taking the product. The product is associated with a feeling of joy and happiness. The various colors used in the advert are also quite relevant to a clubbing environment and portrays exactly what goes on in such settings.
In conclusion, though the two ads promote the seven deadly sins, they share many similarities and have differences too. They differ in time when they were crafted, the specific sin being advertised, designs and the aspects of modernity and tradition also prevail. They are similar in the audience they target and texts used.
