• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

How successfully can advertisementisements change peoples attitudes?

Extracts from this document...

Introduction

How successfully can advertisementisements change peoples attitudes Skoda and the Spastics Society are two companies that have both suffered a serious problem with their image, both companies have been the subject of jokes over the years and their original advertisements did nothing to change their problem infact they probably made it worse. The Spastics Society's original advertisement was of a helper aiding some one to do a simple task, cutting a slice of cheese. This reinforces the stereotypical view that most people have of spastics, that they are not capable of proper communication, that they are all quite thick and that they need help in doing everything. The Skoda advertisement was of a box shaped car on a road with a grass bank behind it, it was not a very interesting advertisement. This also backs up people's stereotypical view of a Skoda car that they are dull and unattractive. The Companies realised that they had an image problem. Skoda could't sell many cars because of peoples view and Scope had to change from the Spastics Society because 'spastic' had become an offensive term. So they released new advertisements to try to change people's stereotypical view. The Skoda advertisement tries to improve the public's opinion of them by showing that they have changed their company and the cars that they produce. ...read more.

Middle

Being too inward-looking does not sound like it is a very bad thing where as if they had said We were too self-centred this makes us feel worse about them and think "can they have changed that much". The last two sections are called 'The change' and 'The evidence' so it tells the reader it has changed and then backs it up. In the section called 'The Change' there are some very powerful words like 'revolutionised' and 'revised' and 'scrutinised'. The word 'revolutionised' is used because it makes it seem like Skoda have drastically changed. Scrutinised was used because it makes it seem like Skoda have looked at every last detail and got everything as good as it gets and revised was used because it seems like they have checked over everything and it wasn't easy. The last section repeats the word 'expect', for example 'It doesn't look the way you'd expect a Skoda to look. It doesn't feel the way you'd expect a Skoda to feel' The purpose of this is to try and change the reader's stereotypical image of what they expect a Skoda car to be like and convince the reader that Skoda cars are better than what the reader would expect. Throughout the Skoda advertisement the company refers to itself as 'we'. ...read more.

Conclusion

The image on the Scope advertisement is of a woman in a wheelchair wearing a suit, which shows that a person with cerebral palsy can be as normal as everyone else. The picture in the Skoda advertisement is of a brand new, shiny car and a new Skoda sign being erected next to it. This is to show that the company has now been turned around and is virtually brand new like the car. The sign being erected is like a new company has being founded and the new sign is to mark this new company. The dull background may be to make the car and the sign stand out. Or the bright car on a dull, dark background may be to represent the light at the end of the tunnel like Skoda has had a bad past like a dark tunnel but they have now turned around and there is light at the end of the tunnel, they are looking forward to a bright future. I believe that the advertisements are affective because the Skoda advertisement really has made me believe that they have improved as a company. The main reason for this is probably because of the J.D Power customer survey and because they have the backing of Volkswagen which has invested so much money into the company. Also the language used in the advertisement makes them seem confident of a good future. ?? ?? ?? ?? Joe Barrowclough Miss Cole Page 1 of 3 ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. VW - Skoda Fabia - Intergrated marketing communication.

    With the variety of different communication IMC aims to integrate all these possible communications to allow consistency across all the communication channels and allow maximum impact of its message. As described by P.Smith (1996), in Admap: "Integrated Marketing Communication is a simple concept.

  2. Pepsi-Cola company review

    Pepsi-cola also used outdoor advertising in billboards and at bus stops all over America. The campaign persuades and reminds consumers the product brand images- spirited, spontaneous, contemporary and exciting, and adding a new 'hero" image to the product. These strategies also put into the features of new radio, prints and on line adverting.

  1. Discus the revival of a new era magician chic.

    If these opportunities are used properly and coordinated with carefully planned marketing, he can become a universally renowned magician competing equally with David Blaine and Uri Gellar. Threats * Keith must ensure he does not over expose his magic, or his audience will get bored of the same tricks and illusions.

  2. Change is defined as something that differs or alters from its previous state. Change ...

    and romance, from the point of view of her current stage, parenthood. This shows the changes that the woman has in counted throughout her lifetime within both herself and therefore her lifestyle. Another piece of literature composed by Gwen Harwood that successfully portrays change in self is the poem titled "Prize Giving".

  1. Identify a narrative subject depicted by both Gitto in the Arena Chapel and Duccio ...

    Advertising comes in a variety of media including newspapers, television, direct mail, radio, magazines, the internet as well as outdoor and transit signs. In a single day, the average person may be bombarded with an estimated 500+ ads per day.

  2. Market Audit for Camel Cigarettes/RJ Reynolds

    These cigarettes may now only be sold in specifically designed Camel Lounges throughout the United States. Local laws do not apply in these lounges and the flavored cigarettes may be bought and sold legally. The standard varieties of Camel can be found at most gas stations, convenience stores, and supermarkets throughout the country.

  1. Introduction to Semiotics and Communication - An Analysis of an Advertisement

    been 'wrong' or socially unacceptable to receive reprimanding from a 'goody two shoes'. The text can be interpreted for one not to feel guilty over a decision already made, or it can involve a decision to be made in the future: whether to drink at all.

  2. Produce a clear understand of the Coca-Cola Company in Australia.

    men senior national teams. The system makes it possible to publish comparisons of the relevance strengths of internationally active teams at regular intervals. Since its introduction, the FIFA/Coca-Cola Ranking has proved to be a reliable measure for comparing national A-teams.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work