Summary of the Advertisement
The given advertisement is a print ad for general health and fitness magazines and features the product value based differentiation for body protein named Bodylogix. The ad focus on the value based differentiation for the product in terms of its protein rendering capabilities and sugar free composition which makes it more pro-healthy and fit for body building regimen. The given ad presents the product as a mode of unveiling ones natural calibre in terms of body building. The visual shows three different variants of the Bodylogix product which are Natural Isolate, Natural Whey, and Vegan Protein. All the three products have their name and product design focussed on stressing the word, Natural, so as to cast the value proposition based on all natural ingredients and no artificial sweeteners.
Advertisement’s selling ideology and the product
The given print ad is solely focussed on value based differentiation and corresponding positioning to the gym goers and bodybuilders who seek less artificially composed supplements. The advertised product is Bodylogix body supplement and its three products variants depicted in the ad are Natural Isolate, Natural Whey, and Vegan Protein. Thus, the idea used in the ad is to sell body-building protein supplement via ‘Natural’ as the key idea for positioning the product. The ad never says that given product is made from Natural ingredients but is says that no artificial sweeteners and sugar are used for the product. Hence, the idea sold via this advertisement is that protein supplement buyers should opt for a product that gives best protein boost with least artificial sugar intake in return.
Publication details and ad’s appearance to viewers
The given ad is eligible for print ads for a variety of health and general information based magazines (Body Fitness) which use the sponsored advertisements as major revenue source for their generic articles. The given ad is also a similar example which can accompany any health and fitness magazine article related to less sugar and low on artificial contents based products. The ad will be appearing to almost all the major targeted viewer segments and will be supportive to the generic article based on similar ideology. Further, the given list of sponsors for the product visual include Facebook, Instagram, Twitter, YouTube, etc. which add to the credibility of given ad source’s information rendered. There must be supportive advertisement pages dedicated to the product on these social networking sites as well and would aid in spreading the word on internet also.
Advertisement’s targeting stance over its audience
The advertisement uses three basic elements of attracting the target audience attention which involve the graphic components, textual content, and point of contact with the target audience. The ad uses very bright image of a body builder’s arm which illustrates the desired communication for bodybuilders and gym goers who tend to seek a protein supplement. Further, the product uses the naturally constituted sweeteners and uses the ‘Natural’ related positioning to seek those consumers who tend to avoid sugar consumption while bodybuilding regime. The ad also mentions that the product is composed of Natural ingredients for taste and sweetening but it also positions the product with no artificial sweeteners and sugar that are used for the product. Also, the ad tries to gain a competitive edge over the other sweet protein supplements by using the Natural positioning for the product. The ad also uses various social networks at the bottom of the page to bolster its creditworthiness by using Facebook, Instagram, Twitter, YouTube, etc. in the same advertisement.
Visual elements in the ad and angles of vision
The ad excels on usage of various visual elements of vision to attract the target audience. The various elements of visual appeal used in the ad are as follows:
Visual angles/visual perspectives: The vertical portrait mode of the advertisement image shows straight visual angle to the front view of an arm of a body builder who is doing push-ups wearing a red sportswear. The ad also shows the three variants of Bodylogix which are Natural Isolate, Natural Whey, and Vegan Protein. The rest of space is filled with block text and some sub-text for the proposed value addition from the product.
Colour shading: The light background of the advertisement image utilizes the stark colour contrast for various visual elements in the image. The eye-catchy effect is created by using bright red sportswear of the body builder and the ‘Natural’ elements of ad are conveyed via light green block text. Finally, the three product variants show varying contrast with green and white text on the prodct label, complemented by chocolate brown product body colours.
Arrangement of text and images: The ad uses neatly aligned vertically positioned images for body builder’s image vertically linked to the left, with topside down alignment of ad text on top and product image at the lower end. The usage of light green shades over product logo and text image adds to the catchiness of vision and visual appeal.
Obscured elements in the ad: The ad has nothing significantly obscured apart from the background light blue/violet shades for the image and the facial profile of the bodybuilder.
