Image Attribution: “The Bags That Make Your Life on the Go Easy” by Madeline Mailloux is licensed under CC BY. Image Adapted By: Madeline Mailloux (See interactive map)
I spotted this advertisement at one of the entrances inside Aberdeen Mall, right beside Bentley’s leather bag store, which is who it belongs to. The advert is attempting to advertise the store, but strangely enough, it didn’t express any sort of bag on it. The poster was trying to convey a sense of fun and adventure if you were to buy their product and make consumers believe their bags would allow them to have easy travel or “a life on the go.”
The image in the advertisement had a blurry background, with the focus on the father and the baby. From the top to the bottom, we can see that it has a nature-like look, with the sun shining behind the trees. The people in the advert appear happy, and the sun seems to be at its “most gold” point as if it was setting. They used texture and space as a pictorial element to convey that buying their bags will make your busy life more straightforward. They texturized the background by making it all blurry yet still having the sun’s brightness show through. As well, they spaced the individuals in the image to be the center of attention very well.
They targeted this advert for anyone attending the mall or those directly going to the store. Considering the placement of the advert being directly beside the store, it was noticeable for anyone attending to buy their bags. The ad draws consumers in because the bright sun and the man’s expression of joy automatically indicate pleasure and happiness. The colour yellow of the sun is proven to make people feel joy and happiness when viewing it. As well as it is a man and a child, and the stereotypical norm is usually a woman with a child; therefore, it draws people in because it is seen as “different.” There are no other advertisements on the wall with this advert. In that case, it stands out more. You have nothing else to look at in that environment.
When viewing this advertisement, the company isn’t recognizable because it doesn’t have its product on it. The company name is posted on the bottom but is rather unnoticeable considering the liveliness of the rest of the image. If the advert wasn’t posted beside the store, many people wouldn’t recognize what it was trying to put out there, nor the brand. The unknowingness of the company is also probably the reason why there haven’t been any scandals or articles written about it. The store focuses on leather bags, and I was sure they would’ve had an issue about that, but not yet. As consumers start to be more environmentally friendly with their purchases, I’m sure we will soon hear about a problem with Bentley Bags.