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Compare and contrast two advertisements for similar products. You should evaluate the techniques used in the adverts and comment on the extent to which they comply with 'The Code' established by the ASA.

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Introduction

Compare and contrast two advertisements for similar products. You should evaluate the techniques used in the adverts and comment on the extent to which they comply with 'The Code' established by the ASA. I have chosen two adverts for washing-up powder, 'Persil' and 'Bold'. I will be comparing and contrasting the two adverts and evaluating the techniques used. I will also comment on the extent to which they comply with 'The Code' established by the ASA. The first advert I will talk about is the 'Persil' advert. The target audience for this advert is young children as the advert looks like a drawing and has a picture of a child with bits of coloured paper stuck all over him. This attracts a child because it is very colourful and there is coloured paper with scissors and crayons which children like. The picture is close up and fills the whole page. This is so it will immediately attract children to it because children notice big images rather than small images. At the top of the advert it says in large spaced-out writing 'Guess whose school got free arts and craft materials?' ...read more.

Middle

I think this advert is good because it immediately stands out; it attracts children to the product so their parents will by the product and it has a gift free with it to encourage people to buy the product. I think this advert complies with 'The Code' established by the ASA very well; it is not bringing the law into disrepute, it is not causing any offence to anyone, it is clearly understood and it is not misleading anyone. The second advert I will talk about is the 'Bold' advert. The target audience for this advert, unlike the 'Persil' advert is for basically anyone who washes clothes. It is not aimed at anyone in particular, just anybody who does the washing. When you first look at the advert you wouldn't know it was an advert for a washing-up powder as there is no writing at the top of the page just small writing at the very bottom. The advert is filled with a picture; there is a red shirt in the middle of the page and about a centimetre away from the shirt all the way round are lots of fish swimming away from the shirt. ...read more.

Conclusion

I think this advert is also good because it shows a feature of the product and explains briefly how it works so people can understand. Like the other advert I think this advert complies with 'The Code' established by the ASA well; it is not bringing the law into disrepute, it is not causing any offence to anyone and it is clearly understood. The only thing which could be a problem is that it could mislead people into thinking the washing-up powder will always keep their clothes smelling like they have just been washed. However, I do not think this very misleading. Adverts are a part of our everyday life and so people don't think about the techniques used to encourage people to buy their product. By analysing these two adverts I have found out how companies do this. I have thought about the target audience, the type of language used, images used and the selling strategies used such as humour. Some adverts bend the rules of 'The Code' established by the ASA but these two adverts did not although the 'Bold' advert could slightly mislead people. ...read more.

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