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

Kenco Coffee "How does this advertisement attempt to persuade consumers to buy Kenco's Purely range of instant coffees?"

Extracts from this document...


Kenco Coffee "How does this advertisement attempt to persuade consumers to buy Kenco's Purely range of instant coffees?" Kenco coffee have attempted to persuade consumers into buying their product by many different ways, though the content, language, as well as the design of the media. Though noble the cause, this marketing campaign was motivated solely on one objective, which is to increase the number of consumers therefore Kraft Foods receive more revenue. Even from the beginning of the advertisement we can see an emphasis on the importance of Coffee to the people and the environment, as the title suggests "essential". And in this particular case it focuses on Columbia, a developing country with an increasing variety of threats to its natural environment on "which they depend" heavily, especially the coffee business. All around the main passage Kenco coffee is portrayed as a high-standard commodity to consumers' lives. ...read more.


It uses positive words such as "enjoying", "universal", and "balance". It seldom uses the same adjective to describe something. It creates a need for coffee, as it is "that staple of our everyday lives". It appeals to the reader as it is a concept "which balances our desire to have the best coffee in our cup with our interest to help the communities and environments of the developing world". It uses emotive language; "living in ways that are in harmony with their environment". It emphasises most of its good points but not the bad; "Through our partnership with WWF, the global environment network". The other main point of the language in the advertisement is that is uses some figurative language to create maximum effect. There is a repetition of the sentence "In Colombia, as in all coffee growing regions, coffee is a way of life". It also uses alliteration in " playing your part in helping local people protect". ...read more.


For the gullible consumer I think yes, it is successful. But if looked closer there are a couple of points that are discouraging. The photograph of the kids can be interpreted as being child labour. Why does the coupon only valid until Sept. 30? Is it because in October rainy season starts and coffee production lowers therefore Kenco sells less? As Colombia by then is no more use to Kenco? I think that Kenya and Costa Rica should be mentioned in the advertisement more, for they too are coffee growing countries. The technicality of the coupon is a little confusing at first, notice that the font size is smaller. In the Colombia inset "cattle ranching and farms" are the causes of the clearing of the rainforest, but are not the coffee plantations a cause as well? It could be argued that it is less damaging when compared to farms and cattle ranching, but by clearing the rainforest many species may become extinct without anybody knowing hence there will be less diversification of flora. Arnoldus A. Nedwika 11 JL ...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. Decode the representational symbols in an advertisement which is selling alcohol.

    the advertisement it reinforces the image of the pump to the viewer. The colours black and cream are neutral colours the golden brown of the ale stands out more. By using only two contrasting colours the viewer is not distracted by anything else on the page.

  2. Show how charity advertisements persuade the public to support them.

    There is also a telephone number written in bold to catch the readers attention, this is to pay faster and therefore is less time consuming. The amount �25 is in bold as it serves as another reminder of the date the 25th of December.

  1. Compare and Contrast the Oxfam 'Cut Conflict' Advertisement and the CCF Advertisement.

    as strong and can not cope as boys do so at the young age girls are made to feel more sorry for. Also the girls have the very sad and emotional face to create an effect to the reader, which is to be sorry for young girls.

  2. The principles of marketing.

    These rules and regulations that are set by these bodies would have a great impact on our product as our product will need to be sold in the market to customers who will purchase our product. It is essential that we meet the other regulatory bodies otherwise it will be

  1. How Media Texts Persuade Us.

    Shephard look ridiculous as does the line "slapped down", which makes her look like the small child, and she is portrayed as the victim of her own suggestion. Therefore she looks like the victim of her own suggestion. This irony is very bitter and sardonic.

  2. How has lucozade persuaded it is audience to buy the product from 1970 to ...

    The people that the advertisement is targeting are: Mothers who feel pressurised into buying the product to prove that they are good mothers, children who use pesterpower to get their mothers to buy it. Also the time of day that it is shown would be during mother and child hour or during the time when soaps are on.

  1. Compare the ways in which two Charity Appeals, one from a newspaper and one ...

    By doing this, they also both inflict guilt upon the audience, making them feel selfish unless they give money. They are both aimed at adult audiences, and at people with a regular income. Both advertisements use children in the feature, and refer to the helplessness of the parents of these children.

  2. Discussing and analysing this paint brochure will answer the question, why has the brochure ...

    Therefore when the customer ever thinks about paint, they will remember a special company that they have come across time and time again. And as a result the customer will probably buy paint products from the crown company. The company sells standard every day colours for example green, blue, and red.

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