Describe the techniques used by a variety of printed and visual adverts - Discuss which of the advertisements you consider the most successful, and why?

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Describe the techniques used by a variety of printed and visual adverts.

Discuss which of the advertisement you consider the most successful, and why?

Jaffar Al-Rikabi 10E

A successful advert is one which selects the positive aspects of its product and emphasizes it by the use of repetition and assertion.

While visual adverts tend to rely on the use of music and different shades of colours, printed adverts tend to rely more on hooks, signatures and the use of puns throughout the copy.

How successful an advert is depends on how successful the advert had been in employing a variety of different persuasive techniques and how clear and concise the advert had been in conveying the message required to the target audience.

The Tango T.V advert is an example of a visual advert which uses slapstick humour to encourage the sale of its product. The advert employs the stereotype of a fat and bold man which is associative with ‘genies’ and ‘fun’. The fun aspect is further emphasized by the Geordie accent which is also reminiscent of football commentators.

        The tango advert is a satire of serious adverts as it is much exaggerated. It makes fun of adverts used for coffee products as they are usually very serious, with the main character being a white male in the age between 20-30 years, playing the role of ‘Mr. Average’ who goes around having fun and serious about nothing.

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        A complete contrast to the colours used by the Tango advert is used in a Guinness T.V advert.

The advert does not use stark and bright colours to give its audience a ‘peace of mind’. Instead, it is in very faint blue as if it was set very early in the mourning engaging the audience into a relaxed and calm mood.

Modern and dramatic music is used to give the advert a ‘live’ sense. While faint colours and slow or no music would give a ‘dead’ impression, one with faint colours and dramatic music gives the audience a ‘soul refreshing’ ...

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