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Analyse and Compare the Ways in Which Two Television Adverts Persuade the Target Audience to Buy the Product

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English Media Coursework Candidate No. 6605 Centre Number 39339 Analyse and compare the ways in which two TV advertisements persuade the target audience to buy the product Josh McCartney 2/1/2008 Analyse and Compare the Ways in Which Two Television Adverts Persuade the Target Audience to Buy the Product Television adverts are crucial to television channels, as the hire of advertisement space coughs up top dollar, allowing the development and continuation of the many channels available to us twenty four hours a day. Product manufacturers invest incredible sums of money allowing them to manipulate us in our very own homes. Adverts play a huge part in our decision of which products and services to use, often without us even realising, in particular television adverts, because of the vast expanse of potential customers they reach. They are a powerful tool in the marketing scheme of companies which can be used to access millions of homes and influence us in the purchase of everything from bathroom cleaners to a new car. In this essay I will be comparing the advertising techniques and how they affect their target audience's decisions of the television advertisements for two cars; the 'Citroen C4' and the 'Skoda Fabia'. Both adverts are aimed at very different target audiences; the Skoda aimed more at older women because of the music played, 'Rain Drops on Roses' from The Sound of Music' sung by Julie Andrews. Because there are females in the advert, the fact that it is a woman singing a song from the 1960's, as well as the orange colour of the car, which would maybe not be as attractive to males, especially younger males helps lead me to this conclusion. ...read more.


This implies that the car is built on strong foundations and is built to last, not unlike mortar and cement. In the Skoda advert, you see a lot of attention being given to the inside of the car, even though these details such as the engine and it's syrup 'oil' and the seats will not be seen in the final cake product. This says a vast amount about the message that Skoda are trying to put across; that they spend a lot of time and attention making sure that the car not only looks good, but has had just as much focus on the interior and mechanics, it's not just design that is great. One of the other content signs from the Skoda is when the bakers are applying icing sugar, used for making things white, onto an already white roof of the car. This puts across the image and idea that Skoda constantly improves things even though it may be considered unnecessary. This trait would be considered very desirable especially in a car company. The actors playing the roles of the bakers in the Skoda advertisement are constantly smiling, selling the idea that if you buy the car, you will be happy. This is a desirable trait, although it is more of an opinion. It is still, however, a nice idea. All of these content signs and 'lovely stuff' in the Skoda advertisement are leading to the slogan at end 'full of lovely stuff'. This slogan is not literal or directly related to the features or technical specification of the car however, in my opinion it is a good marketing campaign. ...read more.


In comparison, when the car transforms into a robot, low angle shots are used looking up at it, giving the impression of size, along with over the shoulder shots which show the height of the robot. The low angle pan shots that follow the robot round help add to the illusion of speed, a trait that a car should have when it is targeted at younger people, especially males. The lighting in the Citroen advert is darker, making the car look bright, startling and a haven in deserted surroundings. It makes you think that if you were in that situation, you would want that car to be there! Both adverts use very similar advertising techniques, using well known songs that induce mood enhancements on their chosen target audiences. The un-literal slogans that the adverts are based on are selling happiness or lifestyle choices. This should make us think carefully about the person we are, or want to be and how easily irrelevant fantasies and unrelated advertising campaigns influence our decisions to buy products. Neither of the advertisements uses dialogue and they are both very subtle about the content signs and techniques they employ. If we are switched on to the way that advertisements and their motives work, we may pick up on these and choose the way we react. However, if we only pick up on these devices subconsciously then we may make the decision to react without giving appropriate thought to the matter. This means that in the wrong hands adverts could be exceptionally dangerous! In conclusion, I think that both adverts work well and are equally as effective against their separate target audiences. ?? ?? ?? ?? 2 ...read more.

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