Compare and Contrast Two Magazine Advertisements by Analysing, Reviewing and Commenting Upon the Use of Persuasive Techniques and Images

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Alix Burhouse        Media Essay        02/07/2009

GCSE Media Coursework

Compare and Contrast Two Magazine Advertisements by Analysing, Reviewing and Commenting Upon the Use of Persuasive Techniques and Images

In this media essay, I’m going to compare two adverts - which are both advertising cars. The first advert is for the ‘TOYOTA AYGO’ (I will call this advert A). The second is for ‘Rodeo Denver Max’ made by ‘ISUZU’ (I will call this advert B). Although they are both advertising cars, they portray the cars in totally different ways. This is because they are aimed at different groups of people.

Both adverts are aimed at adults. However, advert A is aimed at women, whereas, advert B is aimed at men. The denotation of advert A is girly colours – like bright pink, blue and yellow – and female silhouettes and public toilet symbols. On the other hand, the denotation of advert B is a pub in the back ground and dim but warm colours. It also talks about the cars “pulling” power, referring to how the car can attract females and pull very heavy loads.

The cars also show who the adverts are aimed at. The ‘AYGO’ from advert A is quite a curvy car in a metallic baby blue colour, with smooth lines and rounded edges. The ‘Rodeo Denver Max’ from advert B is a bulky truck with straight lines and more defined edges in a silver colour and blacked out windows – to make the car seem mysterious.

In advert B they clearly show the make of the car, both by having it in big, bold letters at the bottom of the page and my positioning the car so it shows the “ISUZU” sign on the front of it. However, the only recognition of the car, in advert a, being made by “TOYOTA” is a small logo with it written in, in very small writing, in the bottom right corner of the page. You can also just make out the “TOYOTA” symbol on the front of the car. This shows that “ISUZU” rely on who they are to sell the car as well as the car itself whereas “TOYOTA” rely on people buying the car based on what they think of it instead of what they think of the brand.

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Advert A has almost no writing on it. The advert’s slogan is ‘Whoever said life begins at 40 was 40”. It is in a large, bold font with the first 40 in an even bigger font. The slogan is a play on the saying “Life begins at 40”.  The only other writing on this advert is information on how to get more information on the car. It’s in a small font underneath the slogan but bold enough to notice it. There is also another small slogan for the car “Do something memorable”. It is just a bit bigger than ...

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