Stylistic Analysis of an Advertisement
The text I decided to analyze is an advertisement taken from British edition of Cosmopolitan magazine (11/2007). The advertisement introduces new cosmetology product for men.
Advertisement is a genre of newspaper style proper. Main purpose of advertisement is to sell the product and to make money. First they inform you they are introducing new product and they try to persuade you indirectly to buy it by using headline, emotionally colored words and syntax. In this case, Company Clarins promotes new product called Skin Difference, which makes shaving easier, slows down the growth of the beard and softens the skin. The name of the product Skin Difference suggests that your skin will get smoother and softer when using this product. Language is presenting [Clarins introduces Skin Difference, the best way to get kissed every day.], convincing [Bison Grass, Purslane, Chinese Ginger and Avocado help protect and moisturize while promoting firmer, more youthful-looking skin.], believable [Whats more, Skin Difference targets the entire face to smooth, soften and revive dull skin.], and also instructive. [One pump of the double-vial bottle delivers a unique formula thats exceptionally rich in powerful plant extracts.] Language has a conotative function, because it is supposed to address and influence the reader to buy a product. It can directly address the reader. Big difference youll both notice. Purpose of pointing is to emphasize and to make it more persuasive.
Cosmopolitan readers are girls and women aged 15 - 35. Although product is for men, advertisement is for women. Women are the target audience, because it is usually them who buy cosmetics for men. This affects the language too. Language addresses women, because it is them who want to slow stubble growth of their boyfriends/ husbands and they want men to have smooth and soft skin when kissing them everyday.