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Choose two adverts to compare

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Choose two adverts to compare. Explain how the advertiser presents the product to the consumer and discuss the similarities and differences between your chosen adverts. For each one, you should consider the presentation (layout), the copy (language), the message and the target audience I have chosen to compare two adverts on cars. They are for a Mercedes-Benz and a Chrysler Voyager. I will be looking at all aspects of my chosen adverts and comparing them to each other. The advert for the Mercedes-Benz is very personal, and is constantly putting the reader in the driver's seat. It is laid out like a cinema screen, and that comparison continues throughout the advert. The picture is very passive and immediately places the reader at the centre of the advert, and the whole layout is calming. In comparison, in the Chrysler Voyager advert the attention of the reader is not immediately drawn to the car. Instead, it is on the ride in the background, which conveys excitement and adrenaline. The ride is very unusual looking, and the use of light draws the eye to the advert. ...read more.


It also reinforces the feeling of a cinema screen by saying 'watched the world outside unfold upon the screen as if it were a silent movie'. This makes the reader feel important, and detached from the outside of the car. This is the feeling that the writers want to convey, as it presents a positive picture of what being in the car would feel like. This image that has been presented, of the reader in the driver's seat, is backed up by the picture of the view, through the windscreen, from the driver's point of view. The language used in the top section is very flowing, as the ride in the car would be, and it has been made smoother by use of alliteration such as 'watched the world', and 'unfold upon'. The bottom section of text starts by saying 'Picture the scene'. This immediately makes the reader think of a scene in a movie, and then it backs that up by saying 'set against the evenings pale and chaotic backdrop'. It also makes the reader the most important person in this scene by saying that everything is pale and boring, and chaotic in comparison to the Mercedes and its owner. ...read more.


This makes it seem powerful but also exciting. But then it contradicts that by saying that you could 'never describe the Voyages as a white knuckle ride'. The writers of the advert are careful not to make the Voyager seem dangerous or scary, and they then take some time to point out some of the Voyager's safety features, such as airbags, and its comforting features, such as air conditioning. The Voyager advert is very exaggerated. It describes the inside of the car as a 'cavernous walk-through interior' and says that the owners of the car 'scream with delight', whereas the Mercedes advert was very understated and relaxed. The Voyager's advert is also very descriptive, to project a very vivid, positive picture of the car. The target audience of the Mercedes is wealthy working-people, as it begins by saying 'heavy from the day's toll'. It is for people who like sophisticated relaxed rides, and are willing to pay for it. The Voyager on the other hand is very much a family car. it describes it as 'Americas favourite family ride', and the majority of people who go to Busch Gardens, where most of the comparisons come from, are families. Both of these adverts are describing cars, but the similarity end there. ...read more.

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