Print Ad Analysis

Audience and Purpose:

This type of text is a print advertisement targeted towards young women. It is targeted towards young women due to the female in the picture wearing a wedding dress, as well as due to the watches both on her wrist and in the bottom right corner which look like watches for females. The purpose of this print advertisement is to make the viewer want to buy watches from Hour Choice. It aims to do this by persuading the audience with the slogan “Never Follow”, meaning to be out of the ordinary and not mainstream.  

Content and Theme

In this print advertisement, watches by Hour Choice are advertised as seen by the somewhat transparent title at the top, and the several watches in the foreground of the ad at the bottom right. In the centre we see a young woman wearing a white wedding dress, sneakers and a watch. This is done to draw the viewers attention to this section of the advertisement as it clearly contrasts with the dark background. The sneakers and watch which the woman is wearing also contribute to the companies slogan in white text, which also stands out from the darker background, “Never Follow” as it implies that you should be different than the rest. Both the slogan and the female both build upon another to bring across the theme of being different.

Tone and Mood

The tone of the print advertisement is encouraging as the slogan “Never Follow” encourages change and being different from the rest. The atmosphere created is relaxed and daring because the female in the ad is willing to be different while wearing casual sneakers and a watch which create a relaxed and daring atmosphere. 

Style and Structure

This print advertisement encourages people to be different by using the slogan “Never Follow”. The text in this advertisement does not use any pronouns, however it does use direct speech as the slogan is addressed directly to the viewer. The text at the bottom of the advertisement show all of the different brands which Hour Choice offer. This is however made in a small text font in order to not draw away much attention to the main text, the slogan. The slogan itself effectively hooks and engages the reader as direct speech is used. The structure of this print advertisement is done in this way in order to focus most of the viewers attention to the centre of this ad as well as the watches in the bottom right of the ad.