Heavywater Magazine Advertising Techniques

Advertising In Todays Magazines Advertisers use a variety of techniques in their ads to grab the attention of their readers. These techniques are used to “talk up” their product in an effort to coax the reader into buying it. In some cases, the techniques used can be hard to recognize. Kaenon creates a desire for their sunglasses by using appealing words, crisp and clear images, and subtle hidden messages in its August advertisement in Heavywater magazine. Through the use of appealing words Kaenon creates a desire for their sunglasses. Advertisers want to use words that relate to the product being advertised. Kaenon really hit the nail on the head with this ad by using words like ultra-lightweight, glare-reduction, and clarity to glorify
The images that advertisers use in their ads will always go hand in hand with the point they are trying to make in the text in the advertisement; as well as appeal to the emotional needs of the consumer. McClintock did a great job of helping us understand what card stacking is, and this image reflects everything that Kaenon said in their ad. In this image, there is a gorgeous female in a bikini on a beach and the picture itself is very crisp and clear. Nicole said, “The first thing I noticed was the beach setting and the very attractive female.” It is important that the picture has a very crisp and clear look to it because the ad is for sunglasses. A good pair of sunglasses will always be very clear when looked through them no matter the darkness of the lens. Kaenon wants the consumer to believe that when you’re wearing these glasses, nothing will be hard to see. When you think of the beach, most likely your first thought is a hot, sunny, and summer day. So, there is no wonder why they would choose to include a picture of the beach in their ad. Also, Kaenon picked out a gorgeous female for their ad. There is no doubt that they chose this female to appeal to the emotional need for attention that Fowles explained to us. Why would Kaenon put an overweight and less attractive female in their ad? They want to draw all the attention to their ad, and they want the consumer to want to look just like the female in their ad. You are sadly mistaken if you do not believe that there are many people out there who think that by buying these sunglasses they look like this model and will get more attention by wearing