In the ad for the female perfume, the packaging used for the product is prominently displayed in the bottom right corner of the ad, which may also appeal to the contemporary consumer, as the bottle (in both ads) is very modern looking. Studies have suggested that today’s younger consumers are identifying with the push towards modernism which may be another target market effort to capture the attention of young consumers who fit this belief in modernity. Basically, the dark background in each ad really enhances the colors of the model’s clothing and their sleek bodies, suggesting that Adidas is primarily intending to make the models the focus of their advertising as they try to target their desired consumer. As far as social class, nationality, age, and economic status, Adidas’ ads fit each of these concepts when targeting their desired consumer. Since both models are wearing what appear to be expensive and modern clothing, it would seem that they intend to capitalize on the more affluent members of the 20-something youth group. Other companies might show a rag-tag group of youths driving around in an older model Ford if they were attempting to capture the attention of a less-affluent market, however, Adidas is clearly using clothing, sexiness, and color to appeal to the more influential consumer (in terms of economics and lifestyle). . Visual Analysis: Adidas Advertising & Promotion.
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