Critique
The text at hand is apparently an abstract of the advertisement in fashion industry that is evidenced by premonition designs. Having this in mind, the main purpose of the advertisement is to capture the anticipation and attention of fashion enthusiasts, especially those customers who rarely take part in social events. Therefore, fashion customers are the target audience of this advertisement.
In order to demonstrate the audacity of the announcement, the author employs different methods to win the attention of people. Methods applied in the text are last age means of affecting the emotions of the audience (Meinhold and John 120), which are aimed at one particular group of customers - middle aged customers. First, the text is introduced by attributes of the bandwagon effect used to show how the product is likely to become popular within the audience. Premonition designs encompass the use of art, cultural design and pure beauty (Haug 32), with the author showing how the dress designs are expected to spread across Australia and the rest of the world. These fashion products are designed for a fast moving market, in which popularity of products is a critical issue, thus the advert has in purpose to cover the very loophole of product popularity. Bandwagon effect is applied when designs are subject to becoming obsolete and need to be sold out before competitors come up with new and innovative ideas.
Secondly, the advert wants to persuade its audience that the fashion product is worth trial and usage. Having this in mind, the author does not risk raising any social issue that could jeopardize the sale of the product. Art, culture, beauty, and bridging between the past and the present are aimed at making a customer excited to try on the product, and use it to see whether it brings all the attributes highlighted in the text by the author. The role of the advertisement is bipartisan: apart from persuading customers to try on and use, the text also is dedicated to increase the sales of the products. This advertisement is mostly aimed at increasing sales (Haug 116).
Moreover, materials that the advertisement text uses to capture the audience are not very obtrusive, as they try to pay attention to the tastes and preferences of diverse social groups, but without emphasizing its diversity. For instance, the use of a problem-benefit scenario utilized in the text is dedicated to show that the product designs can be used for taking part in social events.
Furthermore, the text of the advertisement contains distinct pivotal elements that give the audience a reason to try out their products, which mainly include clothes. For example, customers get an idea that the enterprise embraces art and culture, and curve it into their products, as the text portrays that art, culture, and beauty manifest themselves in the company’s fashion designs. In addition, the advertisement also shows to the audience various market segments where premonition designs are applied, such as music and life, that brings a feeling of a profound joy. Products from premonition designs are targeted at the urban population and culture, as it appears in the text.
Giving out main attributes of a product is the best advert strategy (Haug 43). Premonition designs bring up an interesting issue to the audience by showing that it can unify bold prints and embellishment attributes. Taking this into account, the text is rich in humor, and for sure captures the audience’s attention. Consequently, various parts of the text seem to give the author a better gearing in achieving his objective. For example, the text gives the audience a challenge to come out and experiment with its products, promise better look and much more attention. Appeal to uniqueness also gives the audience an incentive to try out products as the main reason why follow fashion trends.
However, the advertisement may have also referred to other essential components that would have given more audience credit to it. For example, art, culture, and beauty are not the only attributes that can describe design products. Incorporating elegance, complexity, and social sophistication would have provided a wider perspective and probably expanded the scope of sales, as it would have captured the attention of individuals beyond its market niche.
Moreover, the target audience of this text is limited to specifically urban population. As the rural audience is not addressed by the text, some groups of fashion enthusiasts are neglected, and this makes the text of a very narrow reach. Thus, it is worth noting that the text is not trying to reach any rural audience, except maybe in Australia, which seems to be the main place of the company’s operations. Hence, it is possible for the intended audience of the advertisement to have doubts about whether the product is genuine or not (Meinhold and John 44). In order to get rid of the drawback of mistrust, the author could have included some aspects of guaranteed satisfaction to ensure that the message is not misinterpreted.
Another apparent issue of this advertisement is the gender of the audience being targeted. ‘Dresses, skirts and street basics’ all seem to address female gender, and thus, it makes the audience narrower. Focus on strictly female audience also can be a reason why the advertisement may be perceived in a wrong tone, as this can receive lots of criticism from competitors who would appeal that the advertisement does not work for the best interests of premonition designs (Haug 113). Testimonials are important in advertising of the design products just as a social good. A customer must be in a position to learn from a secondary source, or another client’s experience, that the products they intend to try out are worthwhile (Haug 93).
The advertisement text at hand does not have any testimonial or a secondary source to show its audience that their product is worth trying out. At the same time, the author provides interesting points in the text that give the main purpose of the advertisement. For instance, the author shows how sophisticated and unique their products can be by showing that all their efforts are aimed at providing a design solution specifically to a particular customer; the experience is unique. From the start of the text to the end, the author shows his audience the commitment of premonition designs to serve for the best customer experience as well as emphasize various situations in which its products can be best applied.
As a result, the text is dedicated to the extension of its audience by means of persuasiveness. Therefore, the writer is successful in capturing the trust, attention, and loyalty of his audience, through giving the audience what they prefer among the design products. The advertisement provides the audience with a feeling of excitement to try out premonition designs, and a guarantee that the products will suit to different social events. Moreover, by saying that the product will be ‘you,' gives a feeling that each product will not resemble any other (Meinhold and John 84), despite the fact that no testimonials are provided to support the adage. However, there are some obvious limitations that significantly affect the message being sent by the text. The audience is narrowed as a result of focusing on the urban female population. Moreover, the author could have addressed another attribute of design products such as elegance to enrich the expectations of potential customers.
Works Cited
Haug, Wolfgang F. Critique of Commodity Aesthetics: Appearance, Sexuality, and Advertising in Capitalist Society. Minneapolis: University of Minnesota Press, 1986. Print
Meinhold, Roman, and John Irons. Fashion Myths: Cultural Critique. , 2013. Print
