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

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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. The lack of specification and details of the car would stereotypically appeal to some women as they may not be interested in these ‘irrelevancies’ and would prefer, as the slogan suggests, a car ‘full of lovely stuff’.

Conversely, the Citroen advert is aimed at a much younger, male target audience who are more likely to be taken in by the vast amount of technology boasted in the advert. Factors that influence this are the fact that it is men in the advert, the colour of the car is a ‘cool’ gun metal colour which would be attractive to a target audience of people up to date with technology, usually younger people and particularly males.

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The narratives of both advertisements are relatively simple and straight forward. In the Skoda advertisement, a team of bakers make the car being promoted out of cake in great detail, although it is not apparent what is being created until the end of the advertisement. This technique of keeping people in suspense of what is being created keeps the audience interested.

Taking a different, more common, approach, the Citroen advertisement shows the car at the beginning of the advertisement, at the edge of an extremely remote frozen lake in barren, mountainous terrain. The car then transforms into a robot and ...

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