• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

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

Extracts from this document...


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.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing essays

  1. Compare and contrast two advertisements for similar products. You should evaluate the techniques used ...

    The advert uses consumer expectation by appealing the advert to children by having the free arts and craft materials because children are likely to ask their Mum's to get the product and they will want to get it for them.

  2. How do advertisements appeal to a target audience?

    Also, when I look at it, it gives me a radiant sense of heat, because of all the fiery colours. It would appeal to my target audience because now jeans are in, so people would go for jeans. But even if jeans weren't in, I know that my target audience

  1. Analysis of watch, DVDs, guitars and anti smoking adverts

    Another technique that makes the bison the first you see is that they made the bison look as if it were on top of the wild rice salad. The wild rice salad looks juicy. This looks tasty, but it wouldn't look like it does on the ad if you bought it.

  2. Compare and contrast two charity advertisements. How does each advertisement aim to persuade the ...

    Each picture used by the RSPCA triggers different emotions, such emotions could be identified as misery, confidence, sympathy etc. The first picture about Trio shows a dog, lying on the ground with his three legs visible. We sympathise for Trio as we understand how devastating it would be to amputate

  1. How successful is advertising? A comparison of two adverts discussing the techniques they use ...

    The fact that she is posing for the photo further perpetuates the glamorous "Hollywood" concept of the advertisement, because often in Hollywood, photographs that are meant to appear naturalistic are posed. This reinforces the message of the advertisement, which is that this shower gel will bring out the glamorous 'star' in you.

  2. What is the most affective form of media?

    The internet adverts can be very powerful and can be visited wherever you want. Advantages of advertising on the internet are that you can have sound if you have speakers and movement. You are unable to control them unless you buy products to block them.

  1. Early in the 21st century, the Tyrell Corporation, advanced robot evolution into the nexus ...

    Misen Sc´┐Żne is a word borrowed from the French theatre. It is actually everything on screen including scenery and the props used. The setting, costumes and lighting are also essential in an opening scene. It is essential in all films, as so much of the appearance and audience's attention goes directly there.

  2. How successful is advertising? A comparison of two adverts discussing the techniques they use ...

    She is a white 28 year old, and she is very famous, and a celebrity, for being a very successful super model. I think that she is a very good choice of model for this advert because she is a role model for teenagers as they want to look similar to her.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work