Jemil Parikh 09/09/2019

Raymond Advertisement Analysis

The advert or more typically the poster may just be a simple
promotional message of Raymond Clothing, however, when
implicitly looked into, it can be dissected into several hidden
aspects that somehow aid in the promotion or theme setting of the
advert.

Starting off with the Purpose and Audience of the advertisement, it

is vividly demonstrated that the audience the creators of the advert
have targeted is specifically men part of the ‘Beau Monde’ in India.
This can be easily cracked given the fact that the man is standing
and covering most of the poster, in order to display his attire. It is
also explicitly made evident by the tagline ‘The Complete Man’. The
purpose of the advert is to establish the idea that Raymond formals
are typically designed for the elite and the posh allowing for the
brand value and also that it give the men a different, royal, superior
feeling, slightly hinting at the alpha-male concept.

The man standing by the woman who is sitting and holding her
hands is basically the entire concept the author tries to portray,
with additional contents such as the aristocratic background
including elegant curtains and royal-like portraits. The
advertisement as well as the company Raymond, from the Indian
background have attempted to use the culture, showing the man
and woman hand in hand, implying that a man’s life is incomplete
without a woman, typically a wife, owing to Hindu religion’s ‘One
Life, One Marriage’ belief. This is again expressed by the adjacent
tagline, ‘The Complete Man’. The woman sitting and looking up to
the man could also be a result of the often common stereotype that
women are inferior to men.

Coming to the tone of the advert, the entire atmosphere created is

outrageously ostentatious and joyous. Two aspects that typically
point this out are the smiles on the couple looking at each other and
the entire gaudy setup (Curtains, Portraits, Outfit).

Further moving on to the stylistic features of the poster, the advert

has the line ‘Since 1925’, thus trying to create the ethos for brand
Raymond, which is a prestigious and almost a century old Indian
clothing brand, such that even the font style of the text in the logo
is almost recognizable widely as of Raymond’s. It tries to create
Jemil Parikh 09/09/2019

societal differences, associating Raymond to upper-class people’s

choice, by making use of bandwagon.

Lastly, the structure of the advert. The couple are on the left, and
initially it looks as if the main focus of the advert is them owing to
the sheer percentage they cover in the ad. But actually, the logo of
Raymond, with contrasting colors of red and white, is what actually
comes off salient and strikes the readers more imposingly. Overall,
the structure of the ad with text and the image and taglines, is
spaced extravagantly and not crowded into, distinctly showcasing
each as every aspect.