VINTAGE AND CONTEMPORARY ADVERTISEMENT

Similarities and Differences of Vintage and Contemporary Advertisements



Similarities and Differences of Vintage and Contemporary Advertisements

Introduction

This study is related to two types of advertisements that are vintage and contemporary advertisements, which are important phenomena to study. The reason of this statement is that it is observed that there are differences in vintage and contemporary advertisements; however, the objective of these advertisements is same that is to get the attention of the customers.

Vintage Advertisement

It can be observed from the given vintage advertisement that the product is the target Kellogg's PEP vitamins. In the advertisement, mainly the married women are targeted so the husbands get attracted towards their wives.

The advertisement emphasizes on the love between the husband and wife, which particularly reflect that through the use of Kellogg's PEP vitamins, the love between the husband and wife increases and their married life become more stable. Besides it, the visual composition in this vintage advertisement is also appropriate and decent which represents the respectable relationship between the husband and wife. An important aspect in vintage advertisements is that an appropriate vocabulary should be selected.

Moreover, this vocabulary should be is aimed at exposing the positive aspects or elements of the product that is Kellogg's PEP vitamins and present it to the targeted audience. It also includes setting a unique tag line or vocabulary that includes the consumers' perception towards the Kellogg's PEP vitamins product. It should be nonrepetitive in competition features of the product, distinguishing it and provide an advantage over the model, which represents the competition (Green, 2011). If the price of vitamins is higher as compared to offer of the competitor, then something has to go hand in hand with the increased expense, it can be such lifetime warranty on the product.

The tone of the message of this vintage advertisement seems to be not appropriate; however, for the nature and objective of the product is to show the love between the husband and wife. For that reason, it can be said that the tone of the message in the advertisement is appropriate. Moreover, determination of the targeted audience, the formulation of appropriate media hitting the awareness of consumers and to define the characteristics of Kellogg's PEP vitamins are crucial for the purpose of advertising. It differentiate Kellogg's PEP vitamins with the competitors' product and brings the competitive advantage to the Kellogg's PEP over the competitor, and also provides good ...