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Analyse Carefully Three or Four Print-Based Advertisements, Paying Special Attention to the Techniques Used. Do You Think These Advertisements are Successful in Persuading Their Target Audience?

Extracts from this essay...

Introduction

Sarah Fearns English Coursework Analyse Carefully Three or Four Print-Based Advertisements, Paying Special Attention to the Techniques Used. Do You Think These Advertisements are Successful in Persuading Their Target Audience? Expenditure on UK television advertising in 2002 was £3.7 billion. This comes as no surprise considering the overwhelming effect advertising can have on its audience. Adverts can have an effect on our subconscious by using different techniques such as offering us not just a product, but a lifestyle. They give us motivation to buy a product: Wearing this perfume will make you more attractive, eating this food will make you funnier, your children will love you more if you buy them this toy. Every one of our emotions is played on so that we will feel obligated to buy the product. Personally, I think that the actual effect that advertising can have on society is astounding. We are made to believe that with the help of the x million products that are available, our lives can be made perfect. Obviously, in writing it sounds ludicrous that anyone in society could possibly believe that 'Lynx', for example, will actually make beautiful women throw themselves at you.

Middle

Therefore, it should stay in your mind. The use of alliteration also contributes to its attraction. The copy uses a rhetorical question to make its point- "Do you wish your foundation did more than just colour and cover?" Of course the answer they wish to be given is "Yes I do, how did I live without this product?" Realistically, few people will actually think this reply but subconsciously it has the same effect. The background of the advert is not immediately noticeable but has an excellent effect. Pure white implies not only freshness and purity, but also draws your attention to the image. The impact of background is often missed but holds great importance. Another example of well used plain background is the 'Chanel' advert which embodies many similar properties to the 'Lancôme Paris' advert. The plain white background accentuates the use of simplicity for impact in this advert. There is no copy other than the name 'Chanel' and, therefore, use of image is very important. Kate Moss is used to endorse 'Chanel' so that we make the connections between fame, glamour, success, beauty and Chanel's products.

Conclusion

In conclusion, I think that each advert persuades its audience differently, but successfully. There are so many beauty products available that interesting advertising is essential to the success of any product. I would criticize Yves Saint Laurant for giving their advert and their product two very different colour schemes. Ralph Lauren are a good example of matching the product to the advert. Upon the launch of the 'Ralph' perfume, the adverts used very light, pastel, fresh shades so that in the shops when you saw the products, you could match the two and so the advertising had a continuous effect. Personally, I think the best advert is the very generalised advert for 'Chanel'. Its simplicity and celebrity endorsement cause it to be very memorable and sophisticated. It appeals to a wide audience well by not actually promoting anything specifically. In my opinion, advertising works best when it is done with subtlety, I like to think that I am not affected by advertising and most of the time, I dont think I am. However, sometimes it matters less to do a good advert, than it does to just not do a bad one. As a result, i could never use 'Yes car credit' purely because the woman in it annoys me.

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