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Analysing Armed Forces advertisments.

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Introduction

Over the past few years the Armed Forces have resorted to using many different media for advertising as they have found it increasingly difficult to recruit a sufficient number of applicants. This is mostly due to teenagers and young adults being encouraged to go to a local college then to university rather than going straight into the Navy, Army or R.A.F. Media is all around us and is forever increasing in quantity. It is a very successful and appealing way of giving information and persuading people who read it. Depending on the content of the media, it can be specifically aimed at certain age - groups. In the case of the armed forces material I have looked at, it has mainly been aimed at 16 - 26 year olds. The Royal Navy television advert is set in a tropical scene with bright warm colours, which grasp the audience's attention. The tropical travel theme is also depicted in sound with foreign, undercover voices and bongo drums in the background. It takes you on a mini adventure where the drug smugglers are the 'baddies' who must be stopped by the team of heroes, the Royal Navy, by quick thinking tactics. However unlike an Enid Blyton - type fiction film, this is real life, which brings in a serious element. Also this clip helps break the stereotypical view that the armed forces only fight in wars. They are not just fighting in wars but they are also fighting drug smuggling - acting like global police. ...read more.

Middle

Also a slogan is written across some photos ("You don't have to be in the classroom to be learning"), which will attract possible applicants. The pictures in the leaflet reflect on the target audience because they can get an idea of what they will be doing in the army. The photos show people of different gender and race doing different activities in various environments. Each photo has been cleverly put together to give messages to the audience e.g. the picture in the bottom left is showing a student learning about electronics construction with some machinery equipment which is showing that not all aspects of the army are on fitness and marching drills - there is mental skill involved. There is also a hand pointing and helping the student, this shows there will be guidance and more experienced people there to help. Another photo shows a female smiling and reading something. This bring across the message that women are welcome in the army and can also enjoy themselves and be successful. In the background of this photo you can see two other people sitting down talking and laughing, perhaps in a common room. This stops people from thinking that the army is really strict with personel permanently working them under stress and pressure - you will also have some time to do your own thing. These photos appeal to the audience because they want to know what to expect in the army. The use of language in the text isn't really formal but is quite chatty, informative and understandable. ...read more.

Conclusion

Again by using a pun is is deflecting from the seriousness of the services which sometimes puts young people off. The web page holds a lot of information with everything you'd want to know but doesn't come across as overcrowded because of white background (with faint simple grey pictures of a plane and the symbol.) Also the font is reasonably small, yet clear. The website is very easy to follow and the subtitles are all written in capitals so they stand out. In the centre of the page is a welcoming message encouraging you to look further. Underneath this are simple, easy instructions on how the reader can use the site to their benefit. The 'Main Menu' allows the reader to move quickly and easily within the site. Despite all of this just for reassurance they have a rhyming sentence at the base of the page " If you lose your way, don't worry, just press 'MAYDAY.'" As well as using rhyme this, like the slogan, relates to flying because if you're in trouble on a plane you call "Mayday" into the radio. Rather than trying to target a particular age group on the website they have targeted a particular interest i.e. planes and travelling. They have referred to longitude and latitude at different places around the R.A.F. base. The website also allows you to navigate the R.A.F. centre and look at the different careers available and what qualifications you need and how old you have to be. Anyone interested in the R.A.F. would find this site very useful and interesting. Even the most inexperienced users of computers and the internet could find their way around the site. ...read more.

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