The headline in the mobile phone advert is “GO ON TREAT YOURSELF, ITS CHRISTMAS!.” The headline is in white writing on a yellow background. The whole headline is in capital letters and bold writing. It also has shadows on each letter. It has an exclamation mark at the end of the headline. The colours they have used are all bright colours. The colour yellow is associated with a bright, positive mood. The colour yellow is strong and gets your attention very quickly. The exclamation mark is there as the headline is an imperative sentence. The words “GO ON” is really good because this type of language is telling you to do something. The words “TREAT YOURSELF” is very tempting because it is telling you to buy yourself something as it is also Christmas. They have written it as if it is shouting at you. The language is very chatty and friendly telling you to buy yourself something, its telling you in a very friendly, informal manner.
The way we react to the headline in the charity advert is by taking it very seriously by being moved to do something. For the mobile phone advert we react happily to the offer. The purpose of the two adverts is very different so we will react differently, although they use similar presentational devises. I think that both the headlines are effective and successful for their different purpose.
The illustration in the charity advert is very negative. The illustration is big and it is a picture of a donkey. This donkey they have used is not any donkey but it is a small, weak donkey rather than a healthy donkey. They have used this weak and very skinny donkey to make us feel sorry. It also looks lonely and sad. The background is very plain, it has bricks and it is standing on hay. She has got her head down suggesting it is depressed and cannot relax. The illustration is at the top of the page because it is important and that is where our eyes are drawn after the headline. The donkey is shown against a brick wall as the brick wall is dull and that the donkey lives in a very dull environment.
The mobile phone advert has two types of illustrations. Firstly there are two mobile phones and secondly there is a table comparing the offers & prices. The two mobile phones are different. One is a black phone and one is a silver phone. The black phone has “actual size” written underneath it so we know what the exact size is and the silver phone is about half the size of the black phone, the silver phone is not the actual size. The silver phone is in silver not because they want to use colour but because it actually is silver and we know what colour it is and we know what we are getting.
They have used a table because it is better than reading a whole load of information. If it is in a table it is easier to read and it is easier to compare different prices. This table has white text on a red background. They have used colour because this part of the advert is very important and has to be read by the reader, and it has to be ‘eye catching’. This type of table that compares prices, etc are called comparison chart.
The way we react to the illustration on the charity advert is in a very emotionally and in a very mature manner because the advert is talking about donkeys in which would mean life and death. The way we react to the illustration in the mobile phone advert is in a very positive manner because the prices and offers will benefit ourselves. The purposes of the illustration on the adverts are different so we will react differently. I think that both the illustrations are effective and successful in their adverts.
The layout of the charity advert is structured formally because the headline is first, then the illustration, the text is after the illustration and the reply slip is at the bottom the reason they have put the reply slip at the bottom is because by reading the headline, illustration and the text you should be convinced and should be ready to fill in the form. In the reply slip there is a logo with a reg.charity no. to prove to us that this is a true genuine charity group.
The layout of the mobile phone advert is not very structured because everything is all over the place, except the headline. The illustration, text, offers, phone numbers, boxes and free offers are placed randomly. The phone number is at the bottom so by the time you get to the bottom you are convinced and give them a call and order your phone. There is also a logo of their company, this is also placed anywhere on the page. This company logo is very common and most of the people should have heard of it in contrast to the charity logo.
The language of the charity advert and the mobile phone advert is very different because the purposes of the adverts are very different. The language on both adverts is very persuasive, in the charity advert the language is very emotive and carefully chosen because of its connotations. The language is emotive because it is a very serious subject.
The language of the mobile phone advert is also very persuasive, but it is friendlier and is in a very relaxed, informal manner because it is an offer and they would like us to be pleased with the offer.
I have compared & contrasted two adverts, one is a very charity advert and is a mobile phone advert. In my essay I have discussed the presentational devises and the structure of the two adverts. I have said how the headline, illustrations, layout and the language try to persuade the reader. The purposes of the two adverts are different but I think that the charity advert is really successful because the language used is serious and the language is really important. I think that the mobile phone advert is not as successful as the charity advert as the layout of the mobile phone advert is not that effective.
