Esrm 320 Nature, Values and Market Segmentation Paper

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The printed ads of “Just Add Vodka” target customers from urban area and big cities, because it has becausetiful skyscrapers and restaurants. It also aims to both men and women who love to go to nightclubs and have a wonderful nightlife. The benefit customers would get from the product should be the lifestyle, because what the printed ads want to express is that a bottle of vodka can switch a dark and dull village into an exciting city. The product also aims at the heavy users and light users who have experienced drinking and clubbing before. Generally, according to the printed ads of “Just Add Vodka”, the product target on people from urban who love nightlife and excitement. Obviously, this product is best for experiences who are seeking excitement, entertainment and socializing.

Nature plays an important role in both printed ads. The “Old Spice” ads has many elements of nature, such as sea, beach, palm trees and volcano. All of those elements play a role of helping the ads to express the ideal of masculinity of this product. “Old Spice” target on male customers who share the same values with the VALS type experiencers, who love excitement and new things. Beach and sea attract people’s eye who are interested in traveling; Volcano eruption catch people’s attention who “cool” stuff. The poster, combined with a strong black man and those elements of nature, express an ideal that anyone use “Old Spice” shower gel will become a “real” man just like the black man in the poster, who can do anything – catching shark and sailing boat and can conquer anything – volcano eruption. The printed ads of “Just Add Vodka” has the nature elements of a dark and sleepy mountain covered by houses. The dark mountain with the village plays an additional role in contrast with the beautiful nightlife in the modern city. If people only see a bottle of vodka pouring into a big city at nighttime, people would not feel the cosmopolitan excitement, but contrast may make something appear more beautiful than it is when seen alone. In the poster, a mountain covered by dark houses set off the allure of the big city and make the big city looks more desirable. It helps the printed ads to imply the ideal that a bottle of vodka can bring you the life transformation.

In both of those two printed ads, nature plays an important role to help targeted customers to better understand the advertising concept.

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In the “old spice” ads, target on male, on male who wants masculinity,

Volka, who like night life

Nature: add more adventure elements

Nature: plays a role to contract the nightlife