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Analysing advertisements - Friends of the Earth and Hine Cognac

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Media unit: Analysing advertisements Advertising is about telling potential consumers about a product or service. The aim is to persuade customers to buy the product. This includes direct advertising such as through the TV, radio and newspapers. The advertisement can be about goods such as television or shampoo. It could also be a service such as accountancy or hairdressing. Other examples are places such as tourist destinations, or people such as football players or pop stars. The first advert I am going to analyse is for "Friends of the Earth". The advertiser is shown both by the address and the name in the small leaflet. In this advert, the idea of saving the tropical rainforest is being advertised. The last paragraph mentions "Let the forest live, let the Earth breathe." It says clearly that we need to save the forest and the Earth. The target audience of this advert is the general public concerning about the environment, probably at the age of over 18. People under 18 are still studying in the college or school. They may have a small income from their part time jobs or own savings. However, it may not be enough for their own uses. They are less likely to have spare money to spend on donation to Friends of the Earth. ...read more.


Otherwise the tropical rainforests will be vanished with a single generation. It also uses some strong and violent-sounding words like "quick killing" and "die" to convince that the rainforests are suffered in a serious damage. The audience may therefore want to give a hand to save the poor rainforests. The advert also mentions that "We are not powerless" and "Let the forests live, let the Earth breathe". It touches people's hearts indeed and encourages them to follow the plan, ie. contribute their money to save the rainforests. The advert helps the readers to consider the damage humans have done to the Earth and the tropical rainforests. If some people are damaging the Earth, there must be someone else to protect it. Otherwise, even the Earth will be damaged greatly eventually. However, one individual's power is small. Therefore the better solution is to donate the money directly to Friends of the Earth because it is a powerful pressure group in the world. I think this advert is very successful because it first describes the rainforests are being damaged quickly and convinces the readers that they need to save the Earth now by using strong and emotive words to make us touched. It implies the idea that "we" can do something if we all work together. ...read more.


graceful majestic of spirits." It makes use of good English structure which may cause reading difficulty for small part of uneducated old people. However, this can link to the grand style to Hine easily. The suggestion of the tradition of Hine is shown throughout the whole advert. Words such as "Vikings", "Gauls" and "Saxons" suggest that Hine has a long history. Moreover, "century-old" and "heritage" are also associated with age and tradition. If a cognac was made long time ago already, it should be considered as the origin and the best in the world. The advert hopes to convince the reader that Hine is the original type of cognac and owns a long production history. It still exists today and this implies that Hine is of very good quality and people still enjoy drinking it very much. At the bottom part of the advert, the Hine's bottle of cognac is shown together with the sentence 'Cognac is our heritage'. That suggests Hine is inherited even in the future because it is such a wonderful cognac. I think this Hine advert is successful because the picture and passage suggest that Hine is valuable and has a powerful position. The use of the French words shown at the top of the advert is also associated with a high quality lifestyle because French drink wine as a type of entertainment in their daily lives. ?? ?? ?? ?? 1 ...read more.

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