Dramatic words are used throughout the advert to make the advert more exciting and inspiring. E.g. “Seatbelt snapped tight, burst, shunted, rammed”, and many more. They use these words to persuade the reader to read on with out getting bored.
Technical language is also used many times, one of the technical language used is “computer calculated”, they use these to show that they know what they are talking about and shows that SAAB have done their research.
The mood of this advert is structured so, straight away they talk about the crash, and the drama of the crash gets you interested and involved in the crash. Then it goes to technical language, e.g. explaining all the facts of the car, speed safety etc. Finally they finish the advertisement with a coupon on the bottom of the advert, giving all the information to get in touch or send address for more information.
The coupon is very important because if you are interested in the car the coupon gives all the information on the price and other things such as the free phone number and free post address.
They deliberately put the small print coupon on the bottom of the page because, they put all the hidden extras e.g. Price, VAT etc.
The logo “THE NEW 900 VERY SAAB” convinces you to buy this car because, “VERY SAAB” really sums up that the car is going to be really safe, reliable and good.
This advert is very persuasive to me because I think religious language is very effective and will persuade people, e.g. “Chapter, sacrificed, devilish”. The safety features of the car is also very good and effective which convinces me to buy the Saab because its proves that inside that Saab you will be safe at all times, e.g. “with in a tenth of a second of impact, the 900's front seat belt snapped tight”.
In the second part of this essay, I am going to look at a different advertisement from anther car manufacturer. This advert is by HYUNDAI and it also appeals to its audience on the issue of safety.
The safety issues this advert is referring to is its brakes (ABS). Both advert do not deal with the same safety issue, because HYUNDAI concentrate more on the people outside the car telling you that you will never hit any pedestrians when you are driving the HYUNDAI, SAAB concentrate on the safety of the people inside the car telling you how safe you will be even after an accident. SAAB advert makes you think about the safety of you and the people inside the car e.g. Family members, HYUNDAI advert makes you think about the unprotected vulnerable youngsters out there. In a sense both advert appeal to people with children. The HYNDAI car is much more bigger than the SAAB car but the price of the HYUNDAI is much cheaper than the SAAB, so more people are likely to afford the HYUNDAI.
A powerful rhetorical question is used in the headline to make you think, how safe is the brakes in your car? This plays on your emotions. This advert evokes a concerned, anxious or guilty feeling inside you, the feeling of guilt is not the same as the what the SAAB evokes, SAAB advert brings out a nervous feeling and makes you think, if you had the SAAB car you would never hit vulnerable child out there. This advert makes us think we are not going to be involved in an accident because, by buying a HYUNDAI we are avoiding the accidents in the first place.
They have used a child for the first image you see because, a child is to be seen as innocent, unprotected (at times) and vulnerable. The image itself represents the windscreen, and that picture is what you would see if you accidentally stormed into a vulnerable child. This is liked with the headline because, it could be an innocent child who could be hit by you on your windscreen if your brakes are not good enough.
The image on the bottom of the page is of a brand new HYUNDAI car in mint-conditioned form, to show you how it will look when you buy it. It is for the same as the SAAB advert, because somewhere in the advert they must show what the car looks like in mint condition.
The language of this advert by HYUNDAI is effective in persuading its audience.
The opening of the advert includes a rhetorical question, the advert opens by saying “In life you never know what lies around the next corner” by saying that they are playing on your emotions, and which suggests that a vulnerable child could be around the next corner, e.g. “Spying on an ice-cream van or chasing a runaway football”. Metaphorically suggesting your fate could be around the next corner. This makes the reader feel upset and concerned.
The safety features of the HYUNDAI are 'full size drivers airbag', which means you are going to be safe inside the car. Anti-lock braking system (ABS) which also means you will not hit anyone outside the car. They are good because when the anti-lock brake is activated you can still control your steering. They said the brakes are the beat of the best and are most effective of all other car braking system, e.g. Brake hard in an emergency and you will not skid but stay in full control.
The mood of this advert starts off making you think there's an accident about to happen then it tells you that how vulnerable and silly children can be, and then the structure changes and talks about all the technical things such as 'ABS brakes', which makes the reader confident about the HYUNDAI company. Then the structure changes again, and then finally the structure changes again and tells you all the information on how to get touch of the company.
The SAAB advert is telling you how secure you will be during an accident, and the HYUNDAI is telling you that when you hit the brake you will never hit a child or pedestrians.
They deliberately put the italics on the bottom of the page because, it includes all hidden information, e.g. 'road tax, delivery tax, number plate price etc. hoping you won't read it.
We can get more information by calling the free phone number, suggests as it is free, more people are likely to get in touch.
The logo is small and is right at the top because, it would be inappropriate to have a big HYUNDAI logo when the concern of the logo is safety and child morality.
Its easier to get in touch with SAAB because it includes free phone and free post, also with a coupon on the bottom so it saves time from writing a whole letter by hand and posting it.
This advert persuades me because, it shows the reader that if they buy this car, they will not be involved in an accident or child morality. It also suggests the safety of the driver, e.g. 'full size drivers airbag', 'inflates in an incredible 0.03 seconds'. The first image is very effective on me because, as soon as you look at the advert, the face of a vulnerable child comes in to my mind and concerns me that I could hit a child, after looking at the vulnerable child's face with an anxious look in its face. This concerns me because it makes me feel that if I don't buy this car i might hit a child with a car with not as reliable brakes as the HYUNDAI.
Overall I think that both of the adverts are equally effective. First of all the SAAB advert offers you a test crash, proving the point that the car is really safe inside for you and your family whatever happens outside, this is effective because, people think about the security of their family first before buying the car. But the HYUNDAI advert concentrates more on the people outside and around the car, and uses much more emotive words with a very effective image on the top of the advert, unlike the SAAB car which shows a crashed car for first image, which is also effective because that shows that the safety is really true about what they are saying. The SAAB advert also includes a rhetorical question in the headline, which sets the reader thinking from the start.