Coca-cola, Nike, Mercedes, and Levi’s… all of them are well known companies. The question that anyone can ask is that « why are all these companies popular? » the answer can differ from one to another, but the best one in my opinion is the use of advertising. Sure, all of them have good products to sell, but the principal factor behind their popularity is advertisement. Almost every one agrees that advertisement is an essential factor behind the success of any product even if it has some inconvenient. To make a product more popular, there are different ways to advertise it such as television, radio, journal… In this paper, I will emphasize on advertisements in magazine and especially Mercedes cars ones. Mercedes cars advertisement’s differs from one magazine to another and this depends on three factors. The fist one is the type of magazine; the second is what the advertisers want to reflect as a message; and the third is to which public this magazine is addressed, but this doesn’t exclude the existence of some similarities.
Mercedes cars advertisement’s differs from one magazine to another depending on which type of magazine is it. To illustrate this difference, I have chosen as example two magazines; the first one HARPERS & QUEEN is a women magazine, and the second one version HOMME is a men magazine. They both advertise “SL-Class” which is a high level car made by Mercedes. In the first ad, they show the beauty of the car by presenting the car and its convertible form (60-61); this can attract the attention of women who love beauty in cars. In the second ad, they show the solidity and speed of the car by showing just its engine which can be used as a symbol of these two previous characteristics (40). Using this ad, the advertisers can attract men to buy this product because it contains what men in general like in cars of hardness and power.
From the analysis of those two ads, I can generalize that the first difference between the advertisements of the same product depends on the type of magazine. There are a lot of types of magazines and each type tries to relate the ads that it advertises with the function that it is specialized in. In the other hand, there are some cases in which these rules are not respected. For example, I found another ad of “S-Class”, which is another car made by Mercedes, in two different types of magazines.
The first one is VOGUE (116) which is a magazine for women from high social economic class and the second one is Esquire (2-3) which is a business magazine. I found that they advertise the same product in the same form; they show the performance of the car in duel between the concerned car and a train. This proves that sometimes even though magazines don’t have the same orientation, they can advertise some products in the same way.
The difference in Mercedes cars advertisements comes also from what the advertisers want to reflect as a message. This dissimilarity has a big relation with the first one that was developed in the previous paragraph. This difference is clearly shown in the text that accompanies the image. The text reflects the message that the advertisers want the audience of the magazine to know. To illustrate this difference, I have chosen two ads of the same product which is “S-Class”. On the one hand, the first ad coming from Esquire (2-3), which is an American business magazine, has a text that says “Performance. Unlike any other.” From this slogan, I think that the advertisers want just to give an idea about the performance of the concerned car without giving any other details.
In the other hand, the second ad coming from L’auto-journal (126), which is a magazine that is specialized in cars, has a text that says in French “La Class S, ici en version 320, arrive a faire oublier son gabarit imposant en proposant une ligne très équilibrée.” This means that the advertisers of this ad specify which car it is and also give an idea about the new changes in this car. From this analysis, I think that the difference in advertisement of any product comes also from the hidden meaning that the advertisers want the consumers to understand, and this message has also a relation with the type of magazine where the product is advertised.
The third difference that can be seen through out the advertisements of Mercedes cars is the society influence which means to which public this magazine is addressed. This difference depends on the characteristics of the concerned society. This can be easily seen from the different ads of Mercedes cars in all types of magazines. On the one hand, HARPERS & QUEEN (60-61), which is designed to rich women and especially occidental ones because it is written in English, advertises the “SL-Class” car which costs nearly $98000; this means that this magazine in not designed for poor women, and the ads that are in it should take in consideration the social class of the audience. On the other hand, the car, which is advertised in Special Trophée Hassan II (35), the “C-Class” costs less money than the other one.
This is because this magazine is designed for Moroccans who most of them don’t have the opportunity to buy expensive cars. From this analysis, it’s clear that the advertisement of any product changes according to the public, and the parameter that decides of this change is the type of magazine which in its turn is decided by the audience of the concerned magazine. In addition, I can add that there are other characteristics of the society that control these changes such as language, customs and analphabetism.
As conclusion, I think that advertisement in general in magazines is controlled by many rules that assign how a product must be advertised. This was noted and explained in the examples of Mercedes cars advertisements. But this doesn’t mean that there are no exceptions to the rules, there can exist some similarities even if the type of magazines is not the same
Courtney from Study Moose
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