Advertising is to make something publicly known which many companies and the dual purposes for product produce and charity advertising is to promote the product and increase company’s profits and to raise awareness of an issue or charitable cause. There are two types of advertisement we have been studying, which are products and charity/issues. Which will include similarities and differences in the variance of techniques such as persuasive language, emotive language, celebrity endorsement, imperative, pictures and pun.
There are many effective forms of advertising for instance promoting a product. One of the product advertisement from a magazines or newspaper we have been studying is L’anza, which is a hair product. The picture shows a woman with curly hair, next to it the product and then the woman with straight hair, therefore it shows the results of the product, a before and after. This specific picture is very effective because it is placed in the centre of the advert and it stands out since it is clear to see. The caption for this advertisement “Go straight, Go smooth, Go get it,” is short and simply and the pace is fast and snappy. However there are two techniques used, which are repetition and imperative, which makes it persuasive. The use of imperative “Go get it” makes the reader forced into buying the product, since its giving the reader a command. The use of repetition “Go” is because it is made to stay in the reader’s mind.
Furthermore in this advertising, there is the copy. In the copy there is lots of positive information about the product “Hair has never respond to change like this.” The positive language makes it very persuasive, which makes the reader to consider in buying the product. Also it includes how the product improves the hair “unleash a new texture and shine like never before.” This keeps an image in our head of the kind of hair that every woman wants and having hair “everyday ecstatic.”
However the word “New” in the advertisement emphases that the buyer will have a novel experience when using the product meaning it is different to any similar hair care products like L’anza. In addition there is a contact number for any enquires, so there is a way to get hold of the product or need more information about it. Another type of product advertisement is from television. An advert that we have studied was the Audi car. In this advertisement, it is showed in a dramatic way, with dull colours and it is based on making decisions in life, “life is full of decisions” “life is better when you use your head and heart. It this explains how life can be the way you wanted to be, if you use your head to think and follow your what your heart says.
This advert begins by a father receiving a phone call and he rushes to the hospital with his son, since his wife is having a baby. The baby is used as a pun, because the baby stands for the new generation of Audi car, hence that the baby is born, a new life has begun. Yet throughout this advertisement there is a narrator, which is told by a woman to show that the advert is not sexist. However the narrator explains facts and statistics, therefore it proves that women do have the knowledge about cars. Also in the advert it include a family, the father, the little boy, the new baby and the narrator is the mother. The Audi car is aimed at for adults who have a family, meaning adults who have children.
A furthermore important use of advertising is to promote an issue or charitable cause. We have been studying many charity advertisements on televisions and there is one particular charity advertisement, we have studying about Africa’s debts. Throughout this advert there is negative language and it is repeated many time, “In the last 12 months Africa has paid out 4 times as much in debt repayments as it has received in emergency aid.” This negative language makes it emotive and you feel quite pity for those people living in Africa. Therefore it shows how lucky we are to have all the things that the people don’t have in Africa.
The advert begins by women carrying their babies and then the babies are covered with bandage looking like mummies. The reason why the babies were like mummies is because they have died of hunger. After the baby’s mothers throw their babies into a huge piggy bank. Because of the debt in Africa, but sadly the people in Africa don’t have the money to pay the debt, “our babies are dying because of debts,” this gives us a gruesome images. When we see the babies thrown into the giant piggy bank, it gives us another point of view, meaning that as the more babies are dying the more debt is building up. However the caption for this advertisement “Bury the debt not the dead” is a use of imperative, which is command to tell us that to forget about the debt, therefore there wouldn’t be a huge amount of deaths.