Ad Description: The Color Ad Chosen From

Ad Description:

The color ad chosen from People Magazine advertises Thai Airways Southeast Asia Silk Express, the "fastest service from New York to Bangkok." The headline reads, "Less time flying, More time exploring Asia." What catches the attention is the very strange, actually laughable, juxtaposition between the photograph of the ancient spires of what appears to be the Grand Palace on the left frame and an attractive Caucasian woman with her palms pressed together in Asian form and a gold headdress on the right. Whether or not the marketing department wanted this to appear straight or humorous, it draws the viewer. There is very little white space, with the photographs and copy covering most of the page. The signature THAI: Smooth as silk, runs at the end of the page.

TARGET AUDIENCE:

The 30-year-old People magazine claims 9.8 readers for every issue printed. Circulation is over 3,600,000, and readership is 66% female and 34% male, with a median age of 40.8 years and a median household income of nearly $62,000. The woman and man pictured in the ad are in their late 20s, early 30s, which is in the age demographic. The woman, with her perfect makeup and oriental dress looks very fashionable.

The question is why placement in a broad appeal vs. A specialized magazine? Can those in the age group who read People afford a roundtrip and stay in Bangkok? A median income of $62,000 is not that high, especially in some of the more affluent areas of the country. Surely, the marketers did their homework and believe that this is a good spot for the money. Yet it seems that the ad would be better placed in a more upscale magazine for the 40 and under set who like to travel to the more exotic places.

AD EXECUTION:

The advertisement connects with the reader in both emotional and rational ways. The emotional is, as noted above, due to the response to the attractive Caucasian woman. Despite her bizarre look, she draws the reader with her calm appearance and alluring smile. Overall the ad is warm and inviting. All the gold in the spires and the woman's headdress also add to this positive feeling. The composition attracts one in as well.

At the same time, the advertisement is rational, since it is saying, "here is a way to save flying time for more exploring." Since the airline reports to offer the "fastest service from New York to Bangkok," travelers who only have one week off, or two at the most, will get the most from their trip.

The execution style is mostly mood and image, because of the gold and deep purple colors and the photo of the Thai architecture. However, there is a small cross with lifestyle, since one of the small photographs on the bottom of the page shows a young man relaxing in a comfortable airline seat, and the copy talks about "unparalleled pampering, with more comfort, more space, more personal entertainment ... "

SOCIAL RESPONSIBILITY:

The advertisement is straightforward and the copy is not misleading. The product is neutral. Travel is a part of daily life. Some people are pleased that technology allows individuals to travel quickly all over the world; others, including environmentalists, are concerned about fuel use and pollution.

RECOMMENDATIONS:

As noted previously, the execution of the advertisement is done well. The composition and the color scheme are very attractive and support the central theme, which is being able to relax and enjoy the peaceful Asian world. It would be interesting to know how the art director expected the woman with the headdress to be viewed -- with interest or lighthearted.