Lifestyle Format

Brand and product: Juicy Couture

Source: Cosmopolitan

Publication date: February 2011

Category: Lifestyle format: Product is a gateway to a lifestyle that appeals to you personally (your demographic/psychographic)

Here is an ad so frequently seen in magazines like Cosmopolitan that advertises perfume for a famous brand. This particular advertisement for Juicy Couture appeals to my demographic (white, female, early twenties) and psychographic (student, interests in film, fashion, seeking culturati lifestyle). A popular approach to market those in my demographic and psychographic is to refer to the hippie/peace/love lifestyle that has resurrected and become very popular over the past year or so. The name of the product is actually Peace, Love, and Juicy Couture, but the way the creators of the ad treated the text make the "Peace and Love" part seem like a headline to draw in members of my demographic and psychographic.  

The model is featured in a recumbent position, has a blank less stare, and is wearing makeup that makes her look like a baby doll. These observations support the subordination of women claim in the "Gender Codes" documentary viewed in class. She is delicately holding the bottle of perfume with a feminine touch. The presence of hearts and peace signs symbolize the obvious theme of peace and love.

Brand and product: MuscleMeds Carnivor

Source: Muscle and Body

Publication date: February 2010

Category: Lifestyle Format: Product is a gateway to a lifestyle that is not for you personally (not your demographic/psychographic)

MuscleMeds Carnivor protein drink, for me, is not a product that is a gateway to a desired lifestyle. This advertisement does not appeal to me in any way and I would not wish to purchase this product and have this kind of lifestyle. Not only is the advertisement for a product that is a gateway to a lifestyle that is not for me personally, but it is placed in a magazine that I would personally not read.  Muscle and Body mostly targets younger men, usually athletes. I am neither of these and therefor, I am not in any way in the demographic/psychographic for this advertisement.

The man pictured in the ad appears extremely buff and fit and acts like a carnivore. He is ferociously eating a raw piece of meat which alludes to the name of the product. It is a rather gruesome image and would really only grab the attention of a male audience. There is a  testimonial below him and the rest of the text on the page tries to entice the viewer with an array of attention grabbing quotes such as "The power of beef at the speed of whey!"