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Compare And Contrast Two Car Advertisements

How Do They Attempt To Persuade Their Audience?

Which is the most successful?

        In this essay I am studying two advertisements for different car manufacturers. I will be analysing how successful they are in persuading their audience to buy their cars.

        The SAAB advertisements that we have looked at appeals to its audience on the issue of safety. They use safety as a method to persuade because most people would look at the safety of the car in case they get involved in a serious accident. In the advert they use a number of safety features to prove that the car is very safe, e.g. “USA size air bag, burst into action” “Engine being transversely -mounted, doubled as a protective barrier”. They also offer and carry out a test crash showing a picture too proving that they are dreadfully serious about the safety of their car, “energy- absorbing door blocks, helped cushion the shock”. Mainly young family men would buy a car like this, because they wouldn't want any of their family members to be injured in any way.

        In the headline they offer you a test crash, The first picture shows a picture of a crashed SAAB car with a family inside it perfectly safe, this proves that SAAB really do test drive their car, this is linked with the headline because it shows a crashed car. There is also a second picture showing a brand new mint conditioned SAAB car. This is linked with the headline because they also offer you a test drive, so you know how it looks in compete form, it also makes you almost imagine yourself driving the car.

The main headline uses play on word (pun) which reads “Can we interest you in a test crash”, usually they ask you if you want a test drive but by saying “Can we interest you in a test crash” it makes the reader think more about the safety of the people inside the car.

        This advert uses language in several different ways in order to persuade the reader, e.g.

They use religious language. Few types of religious words used is “sacrificed, Chapter, verse and devilish”. The advert uses these kind of religious language because religious is usually associated or liked with truth, honesty, faith and confidant. This makes the reader think that SAAB are telling you the truth, are honest and you should have faith in them.

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        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 ...

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