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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. ...read more.


Persuasive techniques used in visual adverts are often used in printed ones too. The use of repetition and assertion is very frequent as it underlines the qualities the advert is emphasizing. Like visual adverts, printed adverts tend to use slogans often as successful ones serve as a reminder to the audience. For example, an advert advertising 'Glevum Windows' uses the slogan 'The class behind glass' as a way of both emphasizing the quality of the windows sold and flattering the audience by insinuating that they will be classy if they buy these windows. A Volkswagen printed advert attracts the readers' attention with the humorous hook: 'Animals in cars. The results can be horrifying.' The advert emulates the vocabulary and tone of police reports and crime watch programmes. For example, the advert opens by using a statement that is reminiscent of a police report. Equally, the advert continues by suggesting that the rescue is as dramatic as it would be in real life. Throughout the advert, vocabulary, such as 'incident' and 'occurrence' is used to insinuate that the advert is actually a police report. ...read more.


to fill the donation form immediately after informing him/her of what he/she will gain if they donate some money in earlier sections. The leaflet is packed with thought-provoking and emphatic images in order to fully engage the reader into what they are being told. And to ensure the reader is not hesitant to make a contribution, the back pages of the leaflet are complete endorsement of Greenpeace with the use of positive selection and assertion. There are lists of achievements and successes which gives the reader the sense that Greenpeace, although in need of more support, is already an established and influential movement. In conclusion, the most successful adverts have not only used the basic persuasive techniques such as repetition and assertion, but have also gone further by subverting the rules and using many stereotypes and other themes and genres to convey the message required to the target audience. Two adverts, the Guinness and Greenpeace, are the most successful adverts in using complicated persuasive techniques that have resulted in very affective adverts that touched on many different themes, genres and stereotypes. Although simply presented, but hold many deep meanings when looked at closely. ...read more.

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