The spoof advertisement takes the idea of “protection” and turns it around to make the audience feel uncomfortable. This is done through the use of contrast, there is less balance between light and dark which creates a sense of uneasiness. Contrary to the original advertisement, this advertisement is hard with sharp lines and has not been airbrushed. This advertisement is meant to say that you do not know who you are talking to when you are online. Additionally, the text is meant to “creep out” the viewers. In the short paragraph on the bottom of the page in the banner, it subtly states that “we guarantee someone will find you” which eludes to the idea of stalking, another uneasy idea that sits with the audience.
The original Match.com advertisement wants to show people that not everyone on Match.com is a creep or a stalker or old. The overt meaning of this advertisement is that Match.com has more to offer. There are attractive, “perfect” people on Match.com that they guarantee you will find if you join. Match.com wants women to think they will find their soul mate. The covert meaning behind this advertisement is found in the word “protect”. This word is meant to comfort women who have been hurt who want to protect their hearts from getting hurt againMatch.com has the trademark phrase “It’s okay to look” which calms the target audience and intends to make them feel like it is normal and acceptable. The advertisement of a young, attractive male in a soft black and white photograph with white fonts that stand out. The only color in the image is the Match.com banner in blue with a lime green accent circle. The black and white image is supposed to draw the viewer in and the colors guide the eye through the advertisement to the information. One of the important things that this advertisement does is that it makes the service mean something to its target. The advertisers at Match.com figured out that their target audience wants protection, which it is something they dream and desire.
I played off the Match.com name a logo and changed it to Watch.com. I also changed their slogan "it's okay to look" to "a/s/l? where r u?" to make it seem creepier. I created profiles from mug shots and made their usernames and quotes sketchy sounding.
As for the alternative media, I'm considering doing a billboard design or bus stop advertisement.
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