Magazine ads have changed not only in their appearance but also in their content and intended audience. The way the message was pitched to the audience reflected the thinking of the masses of that era. Nowadays, although some brands continue to capture their target market with the same message they had 30 or 40 years ago, some brands have transformed radically in their approach and have given a new identity to their products often re-inventing their products. Another proper feature of the ads from1980’s was that they focused more on the qualities of the product rather than on how it will affect the customer.
A classic example is of Nescafe's Gold Blend. There ads from the 1980's targeted the mature and higher class gentry. This special coffee was for sophisticated people with sophisticated tastes usually drunk in parties and meetings. The ad also showcased bottles of coffee with golden roasted beans on top of the jar. With the passage of time although the intended audience changed to the youth and encompassed people from all walks and ages of life but one thing remained the same, that is the focus on bonding of long lasting relationships. The core emphasis was still on the golden roasted coffee beans.
Maybelline, the nail polish maker, focused in their ads on the features and qualities of its nail polish.
They emphasized on key words such as smart and beautiful to distinguish its product from its rivals. Moreover, in the ad they only showed fingers with dark red nail polish. Another nail polish ad by Cutex, only showed the fingers that displayed dark red polish. Their ad also emphasized on the unique quality of strong nail strength and used tag lines such as “picture-perfect strength”. Andrea nail polish ad also only showed both hands with dark red nail polish, this highlights the fact that in the 1980’s nail polish companies used red color to draw attention and was as a symbol of universal nail color. It can also be identified that red was the most commonly used nail polish worldwide. Moreover, the showing of only part of the hand signifies the fact that it wasn’t considered appropriate to show a lady in ads, a typically backward approach of that time.i Camel Cigarettes is a good example of how the ads have drastically changed over the past few decades. During the 1980’s the company focused entirely on a limited market of adventurous and rough men by using titles such as, ‘where a man belongs’, ‘it’s a whole new world’ and ‘share a new adventure’. These titles were constructed by targeting only men, especially those who used to spend time outdoors and lived solitary lives. It basically gave them an impression of a companion in places where there was no one else and its pictures portray scenes of mountains, rivers, ice-caps and so on. In short, it was for the most rough and bold type of people who dared to go beyond limits. Camel gave them the opportunity to differentiate from others and establish themselves as the rugged, hardy and robust men. The ads were simple with nothing more than the name of the brand and magnificent scenery at the back. The basic idea was to establish a unique identity through a special journey that the individual had gone through, and Camel cigarettes were always there to share it.ii On the other hand, the new ads of the same Camel cigarettes speak a different story. They are more creative and appeal to a wide variety of markets. Their recent ad campaign “Discover More” used a variety of optical illusion tools to highlight its brand name. This more subtle image of the brand got embedded in the unconscious minds of the consumers who tend to remember the product more. Its existence in so many places through its logo shows how it can be found anywhere