Ad Analysis

The June 2011 edition of The Oprah Magazine contains a classy and simplistic two-page advertisement for the farewell episode of The Oprah Show. Both pages of the advertisement are centered horizontally on each page with a dark black background. On the first page of the advertisement, the word “Farewell” is typed out in beautifully scripted, flowing gold letters which grow slowly brighter as you read from left to right. On the second page of the advertisement, Oprah is standing on a stage, facing an implied audience with a spotlight on her showing her silhouette and shadow fading behind her. Other than the gold lettering in the word farewell, the advertisement is entirely in black and white, keeping the class and simplicity. The beautifully simplistic use of black and white, of dark and light, in this advertisement is a useful tool is in emotionally appealing to the minds of women, young and old alike, who at any point in their lives felt some sort of draw to Oprah the woman or Oprah the television show.

It is safe to say that most consumers who have purchased The Oprah Magazine have at some point in time watched The Oprah Show, and the purpose of this advertisement is to draw those viewers to share with Oprah in her saying goodbye to the television community who made her a part of their lives for over 20 years. The word farewell, in the gold scripted writing, growing in brightness, is by itself an emotion evoking word. Oprah has been in the hearts and homes of millions around the world for her entire career. Saying farewell to Oprah is, to some, like saying farewell to a part of their families. The scripted handwriting, with the graceful curves and flowing lines, is strongly feminine. To some, who feel that strong personal connection to Oprah (the woman) could see this writing as writing in her own hand, saying farewell to her millions of viewers personally.

On the second page of the advertisement, Oprah herself is the center of attention, but it...