1. In this day in age people now are so easily persuaded into believing and buying a product.
Advertisements play an enormous role in our everyday life as it is on every single day,
according to Wiki answers, it is estimated that people watch six hundred or more adverts per
day. Although we may not pay attention to them all, they play a huge part in our life on how
we judge and believe in what we see/ what we want to see.
To sell any product companies need to know who they’re aiming their product to; this is
called their target audience. A lot of research goes into market research to make the
advertisement appeal to the right people. Audience research is defined as any
communication research that is conducted on specific audience segments to gather
information about their attitudes, knowledge, interests, preferences, or behaviours with
respect to prevention issues. Segments may be based on various grouping strategies, such
as race and ethnicity, age, education, or family income. Some investigators refer to audience
research as "formative" or "elicitation" research.
It is extremely important that audience research is done before the final advert is put
together so that producers can get a better insight of the target audience, it would be
pointless creating something that’s not going to appeal to the right people. It’s important part
of the procedure as it’s time consuming, and a waste of money if the product is not created
the way expected. Knowing the kind of people you want to target the product at can create a
wide variety of ways to advertise the product also.
http://www.youtube.com/watch?feature=player_embedded&v=3TE_TCYhdT0
http://www.youtube.com/watch?feature=player_embedded&v=D9bSjiOlbqw
In these two particular advertisements they both are selling beauty products but two diverse
types of audiences. The L’Oreal advertisements seem to be aimed at young teenage girls
who aspire to be like Gwen Stefani whereas the Boots advertisements are selling their
products to everyday middle class working women.
As seen in in my LO1 adverts are categorized through boards on people’s age, race, gender,
social position, environmental wellbeing and attitudes. Major advertising companies look at
their research through various sources including quantitative research which they may find
through BARB TV viewing figures; http://www.barb.co.uk. They may also want to look focus
groups and reviews and questionnaires to give them an insight on how they can market their
product. It is an opportunity to gain and learn from previous successful
advertisements;http://www.abc.org.uk/.
L’Oreal’s advertisement is glamourized to make people want to be like Gwen Stefani and live
her lifestyle. She is used to influence people attitudes (mainly females) into buying into this
project; this is called a celebrity endorsement. It not only helps the company’s income
greater but it also boosts Gwen Stefani’s fan base and publicity.
The L’Oreal’s advert can be seen as miss leading as the advert is portraying an expensive
stylish lifestyle when in reality people who are going to be buying these products are
teenagers and elder women who are demographically seen as working class females. In
comparison to the L’Oreal’s advert, the UK boots one is obviously aimed at the same target
audience but it presented in a humorous way to bring some joy and enjoyment out of buying
the beauty products and also to communicate to the audience whereas the L’Oreal’s Pairs

2. one makes you want to be like Gwen Stefani. Although these two beauty advertisements
vary in the distributing area, I would place them both in C1, C2 and B in the Standard
occupational classification.
The Psychographics of this advertisement would be classified as aspirers, succeeders and
main- streamers. The target audience each falls into these three categories as in some way
or another it can inspire individuals in different ways, the difference is, more and more
people will be inspired to do well so they can end up like Gwen Stefani who is seen as an
extremely rich talented woman who ‘has it all’. The UK Boots advertisement is a series and
is on most days of the week, some people argue that it will not have an effect on people
because it is on so much, however I believe that it has if not more than an effect on people!
The theme tune is unique and catchy and it is so easy to tell what company the product is
advertising through the song ‘Here come the girls’. Not only does this appeal to women but it
also means men will know what it is because the music/ theme tune is so powerful.
Through my audience research I gathered information on the Geo-demographics for this
advertisement. It showed that this TV advert was only shown in the UK allowing it to be seen
on more UK TV channels than usually, allowing the company to grow and widen their
audience by displaying it on several channel different characters watch.
Questionnaire
Roughly how many TV adverts do you think you watch in an average week?
A – 600 or less
B – 601 - 900
C – 1000 – 3000
D -4200 + more
What do you look for/ notice most about adverts?
A- Song
B- Actors
1
2
Answer
“A” Sophie Hoskin
“B” Phele mmbo
“A” Hayley McCarthy
“C” Freddie Goring
“D” Georgina Nelson

3. C- Logo
D- Theme tune
Do you think a well-known song influences people to buy a product? If not why?
A-Yes
B- No
What are your favourite aspects of these two advertisements?
Who do you think the target audience is for both these beauty adverts?
A- 10 – 15 yr. olds
B- 16- 28 yr. olds
C- 28 – 45 yr. olds
Answer
“Theme tune”Sophie Hoskin
“A” Phele Mmbo
“B” Hayley McCarthy
“C” Freddie Goring
“C” Georgina Nelson
3
Answer
“Yes as you get drawn to the product”Sophie Hoskin
“Yes, as it will make people concentrate more”Phele mmbo
“no, not if people don’t like the song people have different music taste” Hayley McCarthy
“No, not really because it could distract the audience into thinking more about the song than
product” Freddie Goring
“It doesn’t matter really” Georgina Nelson
4
Answer
UK Boots “it’s more realistic” L’Oreal Paris“Gwen Stefani is a well-known star”Sophie Hoskin
UK Boots “its funny” L’Oreal Paris “Gwen Stefani is pretty so it will attract male viewers” Phele mmbo
UK Boots “It’s funny realistic and lives up to a female stereotype” L’Oreal Paris “It’s summery and
people love summer” Hayley McCarthy
UK Boots “Storyline” L’Oreal Paris “ it’s more inspiring to people” Freddie Goring
UK Boots “It’s very clear what the products they are selling” L’Oreal Paris “it’s very professional”
Georgina Nelson
5

4. How do these two adverts compare to adverts you watch/ hear on TV and Radio?
Answer
“B” Sophie Hoskin
“B” Phele mmbo
“C” Hayley McCarthy
“B” Freddie Goring
“B” Georgina Nelson
6
Answer
“They are interesting and communicate to an audience”Sophie Hoskin
“The boots one has several others on TV whereas the Gwen Stefani doesn’t so you are more likely
to be interested in an advert you haven’t seen before” Phele mmbo
“Different target audience” Hayley McCarthy
“They have a unique pattern of editing, you know it’s going to be a beauty product” Freddie
Goring
“They are very girly and obvious it’s a beauty advertisement” Georgina Nelson