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Examining Pharmaceutical Ads Targeted at Successful Men in GQ Magazine

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5 diapositives · 179 Views · Jul 25, 2014

This paper analyzes a pharmaceutical advertisement in the September 2012 issue of GQ magazine to explore the deviation in viewership between aspiring and successful men. The ad's unique features highlight the target audience of married, successful men who prioritize rest over luxury. Through textual analysis, this study uncovers the messaging strategies employed to appeal to this demographic.

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  1. Paper #1 Summary Introduction to CMC 9/2012 GQ Magazine Ad Textual Analysis Jack Spallone 9/17/2012

  2. Demographic • 6.5 Million Person Audience • 4:1 Male to Female Ratio • 25% HHI More Than 100k • 83% Viewership 18-49 in Age • 49% Managerial/Professional • 70% College Educated • 6:4 Single to Married Ratio

  3. “Through a textual analysis of the September 2012 issue of GQ, this paper argues that a deviation between aspiring men and successful men viewership is exemplified in a particular pharmaceutical advertisement.” Thesis Statement

  4. Signifiers • Unlike most GQ ads, this one does not market a luxury item • There is not a male, or even an attractive female in the ad, suggesting that this product is for married men; therefore being apart of the older demographic – the ones who have attained success. • Although a woman is pictured, the POV is that of a married males, there by fortifying the older demographic target • Unlike most other ads in GQ, this one does not display a fantasy lifestyle. The deviation from that is an example that this is for a man who has attained a luxurious lifestyle, not one who aspires it. • The tagline “Because Sleep is a Beautiful Thing” again implies that this is for a hard working man who does not desire a grandiose lifestyle, but rather a man that needs rest from working so hard to maintain that lifestyle.