Comparing Advertising
An advertisement is usually a text that is designed to attract the attention of the consumer and try and persuade them to buy a product. The advertisements that will be compared differ in many ways - but the attribute that they both have in common is that that they are both trying to sell something. Their purpose, audience, medium, language and the devices that the copywriters employ will be discussed.
The two advertisements that will be looked at are in stark contrast to each other. The first comes from The Daily Star, a newspaper widely considered to be the "most tabloid" of all of the tabloid newspapers in Britain. Synonymous with paper are sex scandals and libel cases.
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It is advertising a "proofer," (The EPSON COLOR Proofer 5000) which is the printing device used by producers of professional leaflets to check their final copies before sending them for mass printing. The leaflet is in six ages, of which four are technical information about the product and its specifications. This is highly unusual and would suggest that the advertisement is not aimed at the average consumer. The information within the leaflet talks about advances in EPSON technology that are not necessarily specific to this particular product. Therefore, the advertisement is also aiming to promote the whole EPSON range of products.
Another area where the advertismentisements differ greatly is their target audience. The first advertisement was placed in the Daily Star, a paper whose target audience is generally accepted to be the British working class. As the advertisement covers a whole page, it is almost impossible to miss it if one is reading the paper properly and thus, the target audience of the advertisement is the same as that of the newspaper itself (as opposed to a small advertisement near the sport section, where only people reading that section thoroughly would see it).
The target audience of the second advertisement is more specialised. It is difficult to believe that this advertisement would come to the attention of anyone that wasn't interested
Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.
In this essay I have chosen to compare two adverts. I chose two from a magazine called ‘VOGUE’, I chose them as they both were linked by the theme of fashion but were advertising different products, this will help me show differences between the adverts but the fashion theme will help me to also highlight similarities. The first advert I chose was by a company called ‘Garrard’ they make fashion accessories such as leather accessories, silverware and also jewellery which is what they are mainly known for. The advert I chose has specifically advertised jewellery in this case a ring and a necklace. On face value the advert has a ring and a necklace laid on a picture of a of the U.K flag. Part of both pieces of jewellery look like wings and
Advertisements are everywhere. From billboards, to magazines, to newspapers, flyers and TV commercials, chances are that you won’t go a day without observing some sort of ad. In most cases, companies use these ads as persuasive tools, deploying rhetorical appeals—logos, pathos, and ethos—to move their audiences to think or act in a certain way. The two magazine ads featured here, both endorsing Pedigree products, serve as excellent examples of how these modes of persuasion are strategically used.
Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.
The advertisement is uniquely made. For starters, the words used, are in a font that is readable. The text consists of the colors yellow and white. Larger font is used on
Over the years, it is apparent that adverts in general have adapted their advertising language by employing extensive methods of persuasion, instead of focusing on their actual product or purpose.
Kilbourne uses past financial data of the industry of advertisement and compares it with years 1979 and 1999. This industry spent twenty million dollars in 1979, and this number would raise up to 180 million dollars in twenty years. She identifies that the changes that took place during this time was due to technology and proves that advertisement has an easier access to influence the readers. Examples of the way technology and advertising would have on people would be the way they went about their daily lives, by showing that beautiful women would not have flaws. Advertising hides the blemishes and realism of one’s beauty by masking it and trying to make the perfect icon, or making them the idol of a unique look or
Thesis statement: When compared side-by-side, there are differences in the two. Some of these include that the Lexus ad uses predominantly the logos, or logical, appeal whereas the second uses pathos, the emotional appeal, the target audiences for both commercials, and the effectiveness of each.
Today’s quick-moving world of technology has media texts such as advertisements to make sure that people understand with just a glance. Having adverts on magazines, social media and billboards allow them to use tools such as semiology, genre and narrative because it makes their messages clear instantly. These signs allow us to carry meaning through advertisements, connotations and the signification process. These tools let brands, mainly celebrities, and the option to produce and create a myth of the product such as “Be daring. Be an inspiration” to sell it to the world. We are in a time where advertisers use ‘simplicity’ in their adverts; there are no more paragraphs. It is mainly down to the person and the few words shown in that advert.
Although both advertisers highlight pathos and use bold, but capital letters, the portrayal of ethos, the color scheme, and denotative meaning of the typography differ, demonstrating the effectiveness of each advertisement.
Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. But when advertisers produce an ad, they have many different variables that come into play if they want to successfully persuade consumers. The first most important step they have to figure out is, what type of audience they are trying to target. They then create images and intend to appeal specifically to the values, hopes, and desires of that particular audience. This is why someone would rather pick the well-known Malboro cowboy ads over the new female cigarettes of Virginia Slims. Each of these ads targets a specific audience;
A Comparison of Two Television Advertisements Television is the most important medium for advertising, and advertising is a vital component of traditional TV business models. It has always been difficult to assess the benefits of TV advertising as advertisers have traditionally had only a vague idea of who may have seen a particular advert and the actual impact on them. However, they can try and target an audience specifically e.g. time, channel of advert, etc. Most channels gain over 50% of their revenue from TV advertising firms. Without TV adverts, we probably wouldn’t buy half the products that are on show in shops.
When an advertiser places one of their advertisements into a newspaper, they want their advertisement to appeal to the readers of that particular magazine. They could have the exact same message, but considering their audience, they could make it more effective if they use a different strategy to market their product. This is very common for advertising strategies to change when the content of the magazine changes. You can relate the way that the magazine producers choose their ads by when Steve Craig says that " program producers and schedulers must consider the target audience needs of their clients" (162). The types of advertisements are driven by the content of the magazine. Sports Illustrated provides a
The business world has drastically evolved over the years. This is mostly on how service providers market and sell their services. Marketing is vital as it makes a brand visible to potential customers. In addition to this, it helps separate different brands selling the same products. People were used to traditional marketing platforms until two decades ago when search engines were developed. This paved way for the development of online platforms. Online services have gained widespread acceptance within a short period because of improved technology. Studies have revealed a lot of people are using the internet to carry out different transactions. Numerous service providers running
It is important to highlight the impersonal component of this second definition, since nowadays, the most of the occasions, advertisements focus on mass audiences, instead of being directed to a specific target audience, because these target audiences are expected to be among the mass media receivers. Furthermore, we must consider the last definition more complete, as it tells the advertiser that since there will not