The print ad I’ve decided to review is by VonZipper.
I always enjoy looking through countless surf magazines just
to discover these adverts in particular. They always use popular surfers,
skaters and other townsfolk of similar origin. They then put these individuals
in odd situations where they can be photographed, and pasted into surfing and
skating magazines around the country.
The accompanied advert uses Joel Parkinson, and his spear
fishing adventures with a camera crew. The caption at the bottom reads, “The
beach where it’s dawn patrol all day / and suntan turnover time is midnight.”
. What I think is great about these adverts, is that they
are trying to sell you a particular product, but very subtly. In each of their
ads, their model is wearing a pair of VonZipper sunglasses. VonZipper specialises
in sunglasses and other eyewear, as well as clothing, if you didn’t already
know. They already have a large target market that recognises VonZipper as a
trusted fashion brand. If you ask any surfer or skater, what VonZipper is,
they’ll simply laugh at you. Maybe if you ask them again, they’ll stop giggling
and have enough pity to tell you. But other than that, VonZipper is known to be
a good fashion company, in the right circle of people.
They seem to be known as very exclusive. Maybe that’s what
they’re trying to aim at; an exclusive brand that caters to certain types of
people. This would create a very devoted consumer. They are also known to
create very good quality produce.
VonZipper could be missing out though. If certain people
don’t know what your brand is, or what you’re selling, they are not going to
know what your print ads are advertising. This may be one of their weak points.
As for the ad itself, it has a sense of intrigue about it.
The viewer ends up asking himself, what are they trying to portray, who thought
this up, and how would this, in anyway, persuade me to buy their products. This
advertisement works very well by making you think about it, and thus remember it
and the brand name.
I believe it is very well thought out; in the use of flash
photography, colour scheme, and aerial perspective. For me, this is a very good
print ad, when viewed by the right target audience.
This is the first of a few print ads that I’ll be
reviewing/critiquing.
Comments are welcome.
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