This advertisement appeared in the October issue of Teen Vogue. The ad is for Macy's Department store, particularly the Junior's or Women's Department. Found in a popular fashion magazine, it is pretty safe to assume that the purpose of the ad is to entice young women to shop at Macy's. The audience, someone who reads Teen Vogue, is obviously very fashion and trend conscious, and would want to recreate the looks they found between the pages of the magazines. The advertisement claims that they can do so at Macy's by saying: "The hottest trends. The coolest brands. The place you want to be."
The ad is also very manipulative in its layout. In an ad-heavy magazine like Teen Vogue, readers are likely to skip over ads to get to content, especially overly-wordy ads. However this ad is similar in layout to many of the photoshoots found in the magazine. It's simplistic format is likely to draw in a reader who is flipping through, who may mistake the ad for an article. By the time the reader realizes that it is an ad, they will have already viewed the ad in its entirety.
The ad also takes advantage of of technology in its delivery to extend the advertisement beyond the page. At the bottom of the page there are several icons, announcing which social media sites Macy's is connected on, inviting girls who view the ad to like them on Facebook, or pin this look on Pintrest. They also offer a url: "maceys.com/mstylelab" so that readers can "shop more looks" . By using social media and the internet, Macy's is able to advertise more than just the dress pictured in the ad.
The dress pictured costs $89 dollar, according to the label next to the dress. While this initally might seem pricey, and therefore actually do the opposite of the ad's purpose by driving people away, it is important to consider the context. This ad is found in a magazine filled with designer clothes that are often upwards of $300. By juxtaposing this dress and the designer clothing, it seems like an attractive affordable price for a dress.
All together, the ad knows it's audience, and uses that knowledge, to deliver the ad in an effective way.
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