Exercise 4.1 Targeting an audience

Try the WWH approach for yourself by analysing at least three contemporary photographic advertising images. Choose any images you like – they don’t have to have a human subject as long as they reveal something about the human condition. 

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Wonderbra

Who	Young, pretty and flirty women
What	Sexuality
How	This is marketed at women, not men and sells the concept that a women's power comes from her sexuality not from any skills outside the bedroom.  It’s also degrading towards women and shows women that being smart doesn’t matter, as long as your breasts are large.

Coca Cola

Who	Obese people
What	Reward for taking exercise
How	Coke’s advert attempts to transform guilt into reward by making people feel like they “earned” their Coke through a 23 minute bike ride, the can of Coke becomes a deserved reward rather than a guilty pleasure.  The noticeable absence of any overweight or obese participants in the ad does bring some ethical issues to mind

Marlboro Cigarettes

 

Who	Young men
What	Brand of filter cigarettes
How	The images initially featured rugged men portrayed in a variety of roles but later primarily featured a rugged cowboy or cowboys, in nature with a cigarette. The advertisements were originally conceived as a way to popularize filtered cigarettes, which at the time were considered feminine.