• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

“The language of advertising”.

Extracts from this document...


"The language of advertising" In order to be successful, an advert should not only be seen (or heard - depending on your target market etc), catch and hold your attention, and should not only inform, but it should persuade or influence people along a certain course of action, or to purchase the commodity being advertised. The process may be briefly and simply summarised by the AIDCA formula as described by Friedrich Lund: 1. Catching, focusing and diverting Attention to a particular message; 2. developing Interest in the product, ie a wish to find out more; 3. creating a Desire for the product (ie the benefit the product will accrue); and a 4. Conviction that replaces desire, with a belief in the necessity to possess the product; 5. Action: eg visit the showroom (class notes and lecture: 04/11/03). A variety of means and presentation, are used by advertisers as tools in order to achieve the above, some of which include the size and position of an advert; use of colour; novelty and contrast; humour; status; fear; parent and family life. Much of this is done through the use of pictures and images, however words and language remove any ambiguity which these, left to themselves, might portray. ...read more.


Research of a number of local (Dungarvan, County Waterford) and national newspapers and their advertisements, over the past few months, a few of which are highlighted below, illustrates a number of the advertising techniques which have been observed. Property advertisements I have noted that generally, most property advertising of new housing estates, is done by using an artist's impression of the new/proposed, development. Whilst this is practically feasible, it must be pointed out that these graphic representations are intended to represent the idyll and set out to do exactly that through the imagery used - see appendix 2 (Tournore Court) at the rear of this assignment. These images are then supported and their message enforced through the wording used on the advert - eg "Make the Right Move, Choose Tournore Court, Dungarvan. The very first word of this statement sets out to convince and persuade the potential purchaser to initiate/take a course of action. The following words, " the Right Move", is an appeal to a person's general tendency and desire to want to do the "right thing", and is intended to convey the impression that purchasing a house in this development (as opposed to any other in another development, and as highlighted by the word "Choose") ...read more.


and marketing activities and materials (some of which have been listed already), and through which legal recourse may be obtained should any person consider themselves to have been misled by any advertisement. It is therefore considered that introducing further legislation, simply to regulate property (which may be regarded in the same light as any other consumable commodity), would serve no purpose, and merely duplicate what legislation etc already exists. As has been highlighted above, a major element of advertising are the words used to attract attention, describe the product, and persuade potential purchasers to buy. However, as alluded to in the assignment topic, the way advertising can use words can often be described as less than ethical. Although it is illegal for advertising to lie, the way it can tell the truth, through the use of connotations, fuzzy rather than concrete words, logical fallacies, and careful choice of language roots, creates illusions, delusions, and the belief that advertisements are saying one thing when in fact they are saying something totally different, if indeed they are saying anything at all. This is neither good nor bad; it is advertising doing its job, selling products under extreme restrictions in time, space, and lack of immediacy. However, knowing how advertising uses language makes it possible for the average consumer to make better, more informed purchase decisions. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Analysing Coca-Cola advertising.

    The song in this advert is sung by a woman, it is done as a voice over i.e. the viewer does not see the woman who sings the song in the advert. The song finishes on a perfect cadence so you can tell that it's finished.

  2. This project requires me to produce a imaginary business

    This means that they are good to target certain groups. Advantages � Very good to target a certain group � Are relatively cheap � Can include coupons for the reader � May be kept around for a long time by the reader Disadvantages � May not be read Cinemas This type of adverting can be very affective.

  1. Research an existing business in your local area and produce questionnaires to be distributed. ...

    Questions Are you in full time employment? Yes 75% No 25% What type of work do you? Senior management 20% Lower management 12% Supervisor role, administration 30% Skilled manual 7% Unskilled manual 23% Causal labours 8% Which best describes your yearly income?

  2. The Art of Persusion

    To conclude on the Tango advert, even though the advert is dated and there has been debate surrounding it, the advertisement was very successful and it was because of the way it used persuasion and marketing to sell the product.

  1. HND advertising and promotion

    And it doesn't mean you have to be predictable. To announce the arrival of BRAVIA we wanted to get across a simple message - that the colour you'll see on these screens will be 'like no other'" (Source:www.bravia-advert.com)

  2. A Study of Advertising.

    The graphic devices used in the advert look very realistic, even though you would never see this image in reality. I think that if you were flicking through a magazine and came across this advert, you would be attracted to the colours used in the background and you would be

  1. Advertising and Marketing Assignment

    The flowers and insects give the advert a fresh and revitalising feel to it. The colours are calm but at the same time energetic. The flowers are blowing across the page and the insects or dragonflies are randomly placed on the page, some that are near the car or are flying by.

  2. Consumer and Organisational Buying Behaviour Assignment

    OneVoice thus seem to be projecting a brand image consistent with most people's underlying needs. Subconsciously consumers may be enticed to purchase OneVoice cards in order to feel a connection with Julie and all she represents!

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work