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The advertisement selected for this evaluation is Ryanair’s ‘Hottest’ Back to School Fares, Jan 2008, advertisement. Ryanair is an airline operational chiefly in the UK and is regarded as an airline for the common owing to its economic fare rates. As they are interested in the mass audience as their customer their advertisements are targeted towards them thus including elements that stimulate the mass psyche. These advertisement campaigns have helped to make Ryanair one of the toughest competitors in the industry. The key to their success has been the association of the Ryanair brand with the common and upwardly mobile general market.
The dynamic portrait of an attractive young woman and the simple but catchy text gives an impression of realistic wisdom. The style of the posters is made such that the common people become familiar with Ryanair. The image is made in black and white and a commanding but simple slogan is added to them. The advertisement also radiates sex appeal, seductive and athletic style to modify the social behavior of the audience to some extent. Although we know that engaging with the audiences does not make them buy a product, but it makes the consumers aware of the popularity and products of the brand.
The advertisement conveys to the viewer about the low price or the price of bygone days the company is offering with a touch of lust and nostalgia of the schooldays. It is all visualization essence of elation rather than fun and frolic as in the case of the older advertisement. This advertisement is more about impact rather than the message. However, this specific issue could have been dealt with a certain truth in a much better manner if the truth had been evaluated and taken into consideration that the matter of money is about not only accumulation of money but also accumulation of power. However, as the audience of the company usually is categorized in the middle-income group the advertisement tends to provide the feeling of power in form of lust keeping in mind the affordability. Thus it could be ascertained that society and everything related to the society is evolved and metamorphosed by the manipulation of economy and globalization and hybridization is a no different issue in this context. True it is to the context but seen from a sociological point of perception.
Ryanair’s advertisement represents the normal middle class. The image has moved from the traditional mass distribution and marketing age into the present culture in terms of design and relation with consumers. Their advertisement is dynamic and alive presenting an expression of quality with low economic price to pay and classic uniqueness. This advertisement of the recent Ryanair campaign has become more youthful and adventurous, adding a lot of personality to Ryanair. As a result, it can be seen that the advertisement of the company is a success in conveying the selling points in a remarkable crisp manner. It stimulates the viewer’s mind and makes an impression instigating the economic affordability in the background.
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