Fixon Ball Clicker Erasable: Appealing to Younger Women

There is a young American girl in the middle of the page. She is wearing a collared shirt and a sweater vest, she has her hand on her forehead as to show “oh no, not anther mistake.” She appears to be sitting at a desk in a classroom working on drawing pictures of animals. Above the girl’s head are the words “Erase every ‘Oops.’” in red, italicized font. At the bottom of the page there is a long red pen that takes up three-fourths of the width of the page. On the pen it says Frixon Ball Clicker Erasable. On the left side of the pen there is a picture of a hand using the pen to begin to erase the words Incredible, Erasable ink, in red little font. Under that illustration there is the logo for the Frixon Ball Clicker in blue font. Next to that, in the middle of the page, there is a brief description of the product. On the right side of the description, there is the logo for Pilot in blue and in the bottom right corner under that it says “Power to the Pen!” in black.
The ad, placed in the Women’s Day magazine, is very effective in targeting the audience if mothers of young children. However, this audience is not the only ones that read this particular magazine. Young women, starting their own careers, and some still in college also read this magazine. This magazine provides many great ideas for women; ranging from healthy recipes, to relationship advice, to DIY home décor ideas. In this advertisement analysis and proposal, I will define who the ad targets and how it is targeting them, how the ads appeals work for them, and then I will define and describe a new target audience, describe an ad designed to appeal to them, and what types of appeals the new ad will use and why.
When we look through the magazine, we see women dressed in fun clothing, usually in style with the new trends. Every woman in the magazine looks to be of middle class and some may be higher. Most of these women look as to be stay at home moms or those that are very active in their children’s lives. Many of ads and projects in this magazine attract children and being creative. This particular ad targets middle class women who may or may not work, that do have children, and want to see their children do well in school. These mothers would do or buy anything that would help their child be in best and succeed in school.
This ad would appeal to middle-class inner-directed emulator. She shops for convenience and name brand products, not just for herself but for her children too. This full-page ad, in black and white with some color would draw her in. The ad might make her reminisce back to the days when she was in school and how annoying it was to make a mistake and not be able to erase it. Therefore, this ad would appeal to her emotions and make her want to be able to help her child and be able to prevent those frustrations.
However, as I stated earlier, middle-class mothers are not the only women who subscribe to and use Women’s Day magazine. Another demographic who subscribes to this magazine are young women, mostly ones that have just got out of college or are about to get out of college that are beginning to start a new chapter in their lives. These young women may be living away from home with significant others or may be newly married and are advancing into the middle-class and beginning to start families. These women may be learning how to do their taxes or fill out important paperwork for the very first time. These young women are more than likely nervous to make mistakes on this important legal documents, therefore, being interested in this new product. Also, young women finishing up their college careers are beginning to take important exams, fill out job applications and much more, therefore, these women would be interested in this product in order to ease their minds about making mistakes also.
I would not change the color layout of the ad. It makes a stark contrast and sticks out when looking through a magazine full of colorful pages. Instead of a little girl sitting at a desk, I would chose a young couple or a young woman alone, sitting at a table filling out loan or job applications, looking as if they were going to pull their hair out, with a mess of papers all over the table. Above their heads in red, italicized font it would say “Urg! I wish I could erase all these mistakes!” Many of the appeals would be the same; however, instead of promising a content child with their mistakes erased, the ad would promise the woman to be less stressed out and able to erase her mistakes.
Women’s Day magazine needs to remain aware that the demographics of their subscribers are more than just middle-class mothers. I believe that the ad I have just described would target and be of interest to the younger subscribers, and could potentially cause an increase in sales.