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Berlei: Advertising Analysis - Essay Example

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Berlei: Advertising Analysis

For an advertisement to be good, it must present a certain unique aspect whether through creativity, by its imagery or by the brand or product which it is featuring. Besides this, the basic objective of an advertisement is to educate and inform an audience of the presence of a product. In some cases, it is just to create a buzz in the market so as to refute competition. Each type of ad suits different situations which a brand or a product is facing. Some advertisements are persuasive while others tend to be just informative. Some ads aim to trigger fear (such as public service messages to discourage use to demerit goods) while some ads aim to boost sales. However, not all advertisements’ aim is to promote a product or to leverage sales. Some advertisements’ objective is to create a brand out of a product. This is done by designing the elements of an ad in such a way which is relevant to the target market’s preferences. The attached advertisement is of a brand called Berlei which deals in ladies undergarments. Berlei belongs to the Berlei Group which is operative in Australia and is a division of Pacific Brands. The brand’s USP is the comfort which it provides women from wearing Berlei. All of its communications highlight this Unique Selling Proposition. The attached print ad will be critically examined and the elements which are included and promoted in the latter will be reviewed (Berlei (N.Z.) Ltd., 1950). From the attached ad, it can be observed that the target market which Berlei has selected is females in the age group 18 to 35 years. This is done because the market of Australia do not like associate themselves with an aging brand. Because of this fact, along with threat from competition, Berlei had to reposition itself to use females from the above mentioned age group. The market of women underwear is categorized in two classes, the first being the women who prefer comfort over anything else. These women can be categorized as somewhat introvert but however, are at ease with themselves. The second category of the market is women who fashion conscious and will even compromise comfort over fashion. The target market of the brand is women who give priority to comfort over fashion. Research shows that women own about 8 – 10 bras out of which, four to five bras are kept for regular and everyday use. Berlei sees this market as with the most lucrative potential as for everyday use, Berlei’s bras would be perfect as the technological support which the company has to produce bras which are most comfortable, will compliment Berlei’s objective. The target market can also be gauged from the style of the bra itself which does not seem fashionable at all. This goes on to imply further that the market of Berlei comprises of women who want to feel comfortable and not get uncomfortable with stitching, dug-ins, wire supported fishbone support etc. Moreover, the ad has appeared in an issue of Harper’s Bazaar Australia which itself is positioned as a fashion magazine for “women who are first to buy the best from casual to couture” ...Show more


Advertising is defined as promoting a product or brand name in the right target audience in relevance to the media vehicle which is most accessed by the target market of the brand or product. Print media is amongst the most widely used modes of advertising from electronic, which includes TV; digital advertising, incorporating the interactive social media, websites…
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