A1 - Virgin Atlantic

Advert One

This first advert is the 25 anniversary advert promoting the long standing reputation held by Virgin Atlantic.

The advert is more male orientated, targeting the business class male by using attractive air hostesses. It starts with a businessman leaving a taxi whilst trying to get into the airport. You can tell that this man is of some importance because it makes prominence of the old mobile phone in his hands - the originals that was the size of bricks. In that time, it was generally those types of people that could afford to get their hands on a product like that so it instantly makes you aware of who they are trying to target.

As the women (and some men but their out-shined by the women) walk through the airport, you are drawn to them by the vibrant red of their uniforms.

Red is a very important feature in this advert not only because it is the branding colour of all Virgin products but for it's connotations with these women. It's sexy and passionate, the entire tag line of the advert centering on this point Still red hot after 25 years.

Appearance is the biggest point of this product because Virgin relies on it's good public image. They use attractive women as their air hostesses whilst "average" people are on the sidelines watching them - other air hostesses wearing drab uniforms with their hair tied back looking the complete opposite of what Virgin are offering.  

Advert Two

This second advert was released more recently and provides a more glamourous look at the upper class services available through Virgin Atlantic.

Just as stereotypical as the last, the women are once again very attractive with the uses of red highlighting the brand and the domination these women possess. The power shown by these woman in some sections of the advert suggest that they are in complete control of what is going on but at the same time they are there to get you where you need to go.

However, this time the advert has taken a turn and has used men in an appealing way as well. You witness them pole-dancing on forks, swimming in Martini glasses and many more showing that not only is the business class male being targeted but the business class female too as we have entered an age where women are becoming more equal in that audience and not just a pawn to get the men to use products.

The entire advert is a James Bond parody,  giving the audience the illusion of grandeur. It takes on the connotations of the James Bond universe - the sex appeal, sophistication and smoothness. Most men in their lifetime have wanted to be James Bond and some women "Bond Girls", so this gives them the idea that they will get that high level of service.

It's a fantasy - their kind of "dream" image to show you what services they promise you will receive.