This essay will explore the way in which structural and linguistic devices target specific audiences by analyzing three different holiday brochures: ‘Club 18- 30’, ‘Super Family’ and ‘Forever Young’, each of these brochures has its own specific target audience with each type of audience reacting to a particular layout and style of writing. For example, older audiences would often be more convinced by a formal sounding text which shares facts, whilst younger audiences would be more interested in an informal, chatty text with lots of appealing images.
Some of the main characteristics of each brochure include its layout with each brochure applying different presentational devices. Also the structure and style of language used in the brochures is employed differently. These brochures are trying to both inform and persuade their readers to holidays in Majorca by using these techniques. The holiday brochure ‘Club 18-30’ has a very different layout to the other two brochures. The heading is in bold and is printed in lower case letters. This makes the brochure look ‘funky’, which appeals to younger readers.
In comparison the heading of ‘Forever Young’ is in plain font and looks relatively basic and straight forward. This simplistic layout is presented to attract a young, modern audience. On the other hand the brochure ‘Super Family’ places its heading down the side of the page which is quite unusual and exciting to look at. It is presented in a white font with a black background. Setting it out in this way makes it stand out, immediately encouraging its target audience to pick it up and read it.
The heading of each of the brochures also gives information about where this holiday is to. ‘Club18-30’ gives less information about the holiday compared to the other two, which is perhaps why they have used a larger font. This is because people who are looking for a fun holiday and are between the age of 18- 30 are going to be looking for a brochure which looks fun and are not as interested in the content, as long as the holiday looks appealing. There are several other presentational devices which have been used in these brochures.
For example they all have at least one image, which are placed in the brochure to persuade a reader to go on holiday in Majorca. ‘Club 18-30’ shows three young adults, who are all smiling, giving the impression that they are having a good holiday. This encourages the reader to think they too could have a great time if they choose ‘Club 18-30. ‘Super family’ however, illustrates an image of a hotel where people of mixed ages are enjoying themselves through taking part in family activities, in this picture they are shown swimming.
This gives a reader the impression that this holiday would be great for families. This contrasts with the ‘Club18-30’ brochure in which adults are partying; ‘Superfamily’ gives off a much more relaxed feel in order to appeal to families in which parents also have to consider their children’s enjoyment. ‘Club18-30’, also includes a logo. This reminds people they are a well established and trusted company, so it can be expected that they are likely to know exactly what people between 18 and 30 want on holiday.
Some of the subheadings of this brochure are also given as questions, summarizing what the paragraph is basically about, so that anyone can easily pick up and skim it for appealing details. The language used in ‘Club 18-30’, is far more informal; applying contemporary words which young people are familiar with such as ‘gorgeous’, ‘fancy’ and ‘tons’. This is a more informal tone which appeals to readers because it sounds friendly and chatty. For example the sentence ‘You’ll need a fair bit of wedge’ is suggesting people need to bring a lot of money with them in order to have an even better time.
Abbreviations have also been used; Med instead of Mediterranean which again makes the brochure easier to read and using the ‘@’ sign instead of ‘at’. In contrast ‘Superfamily’ and ‘Forever Young’ have used more formal language ;this appeals to an older, and perhaps more intellectual audience, which will be looking for sensible Travel Agents as many will have their children in mind when searching for a holiday. Both brochures also give more information about Majorca itself and the Hotels facilities, whereas ‘Club 18-30’ is more concerned about places to go in the country rather than a specific hotel.
The sentence structures in ‘Club18-30’ are very simplistic and brief. This creates the effect of making it quicker to read. This again emphasizes that his brochure is for people between the ages of 18-30. The way it is structured, makes it seem as though it is an advert. They are writing things quickly and want to cram in lots of information in a short amount of time. These sentence structures compared to the structures of the sentences in ‘Forever Young’ differ a great deal.
‘Forever Young’, uses much more complex sentences such as ‘There is an abundance of activities on offer, and for the keen golfer, numerous courses to choose from. ‘ This sentence, appeals to more mature readers, such as young adults, and makes them want to read more about the holiday. It also includes bullet points which set the facts out in a simplistic, easy way to read. It also includes some of Majorca’s history, which appeals to tourists going there to explore its older times. ‘Super family’ also includes bullet points, which again makes it straight-forward to read.
Its sub-headings, ‘Children’s clubs’, ‘Baby time ‘and ‘Family care’, lets the reader see what each set of bullet points will be about. Its sentence structures compare to ‘Forever Young’ where again they are complex and filled with information. It is clear from both the layout and content of each brochure that each one is successfully targeting a different audience. ‘Club 18-30’ in particular, appeals to younger adults, the title itself suggests by going on holiday with this company you are looking to go out and party and most importantly by going on holiday with them you will become part of a ‘club’.
This is shown to great effect by the persuasive pictures and text they have used. Although ‘Forever Young’ is also targeting young adults, it is not trying to win over an audience who just want to party. Instead it is targeting people who are interested in culture and the country itself, for example students which are taking a gap year or older adults who want to feel that they too can be ‘Forever Young’. This impression is given through images which depict an enjoyable and relaxing atmosphere.
On the other hand ‘Superfamily’ is clearly targeting families, again this is shown immediately in the title, in particular the language is more informative in order to make a parent trust the brochures image that a great holiday can be had for all the family, in a stress free environment. Although all three brochures are appealing to different audiences, they are essentially the same because they use persuasive language and images which look and sound fun and exciting, in order to get different types of people to go on holiday with them.