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Analyse an Advert and Prequel to it in Depth

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GCSE English Media Analyse an Advert and Prequel to it in Depth Advertising is one of the world's foremost businesses. Companies use this media to communicate their ideas, products and messages to the general public. This is one type of advert, which is used to draw people to donate to a cause. It is called an appeal. This appeal is from Help The Aged, a fairly large charity, dedicated to helping the older and less able people. This particular advert is for the SeniorLink pendant, a small telephone pendant that helps people when they get into trouble where they can't reach the phone, because they are immobilised. I will analyse this form of the appeal and elaborate the techniques and tricks used to convince people to part with their money. This form of the appeal is a leaflet. Leaflets can be specially designed to appeal to a particular audience or aspect of society; this leaflet is aimed at anyone who has money. The purpose of it is to convince these people that their product is: reliable; fast acting; state-of-the-art; easy-to-use and most of all, lifesaving. If it succeeds than Help The Aged will get their reward of a donation that, in theory, should then be spent on the pensioners. The advert uses several conventions to convey their tricks and tactics to the target audience. ...read more.


The intro ends with another ellipsis, opening the way for the transcript. Just before the transcript is a picture of both Lyn and Vera, depicted as happy, this is showing: how good the receiving staff is and how pleased Vera is to be alive. The transcript itself is 16 lines long, combining playscript style speech and bold typed event explanations. The playscript reads like normal speech, Vera pauses and the text is punctuated appropriately, "Please... Help me!" The language is different for Vera and Lyn, Vera sounds helpless and afraid, while Lyn sounds calm and efficient. At three intervals the scripting cuts into a short explanatory line, distinguished by its bold enhancement. These explain what is happening, like directors notes. We are expected to give the appeal some trust and believe that the conversation really happened. Finally there is an epilogue where, using reassuring text, they bring this ordeal to an end. They finish this section by emphasising that the SeniorLink saves lives. The final part of the advert, the back, is the possibly the most important. It is the advert in full, the appeal or the explanation section. It is nine paragraphs that encompass all of the emotion, drawn from before and add to it, then channel it into giving a donation. The title of the piece is large, bold and eye-catching. ...read more.


Paragraph eight is the technical element, it explains exactly what the pendant is, wrapped in technical terms to show that this is cutting edge technology and is really effective. The text ends with a warm climax ands shows one last time that the pendant is an amazing thing. The logo of Help The Aged is a rising sun, symbolising that there is dawning hope and always a light for old people. In conclusion, the advert uses most of the persuasive techniques in the handbook, from simple adjectives and bold text to psychological hints and shocking 'facts'. However I would say that the advert has been worked at: psychologically wise, everything is in the right place, and the things that should stand out do stand out. At every step of the way they have used persuasive writing, showing that: Vera survived because of the pendant, The pendant is efficient and will always work, Pensioners without a pendant die frequently, Preventing the deaths is easy: donate money. On a personal level I wasn't convinced, I saw the IT tricks and psychological hints as insults, and saw right through them. Perhaps I'm wrong, and I just am not human enough to see that they really are doing good in the world. But, most people would or should give money as it is fairly well thought through and has pretty shocking facts, if they're true. I have learned that advertising is a crooked business and has many ways of persuasion. It does take a lot of thought. ...read more.

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