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

Media comparative essay - adverts.

Extracts from this document...

Introduction

Adverts are used to promote products though media sources. Advertising companies use television (in particular), to their advantage, to broadcast an efficient message using moving images and sounds allowing the television viewer to connect with the advert. Adverts do not have to be on the television; they are mostly found in newspapers, on the internet, and radio advertising especially has proved to be increasingly effective because you have to visualise to product in your head. The Volkswagen Passat advert starts off with the image of a young girl's face. You then see an image of the city, which can be described as chaotic, and then a distressed image of the young girl. It seems she is lost and alone in a chaotic city and appears to be very vulnerable. She is, however, not alone, and is apparently with her father. As the levels of disruptions of the city rises, so does the girls feeling of vulnerability. The girl does actually get scared so much in the advert, that her father has to pick her up to 'shield' her from the city. There are several more scenes of the city, showing the height of the buildings and the large amount of traffic. ...read more.

Middle

The Volkswagen advertisement sees the woman in control of the situation; she retrieves the young girl from the distressing city and takes her away. But it is not just the woman in the advert who is seen to be strong and independent, there are men also who are arrested, making the woman to seem even stronger. It goes completely the other way round in the Levi advert: the man is in control once he puts the jeans on. He is independent and free, as opposed to the barmaid who has been rejected by the man for a pair of jeans. The advert tells you the jeans are better than a woman. The use of colour in an advert is a clever, persuasive technique. It creates a mood towards the advert, which allows viewers to see the product in a different way. For example, if blue were used in an advert, it would make the product seem cool and refreshing. The Levi advert uses very dull sandy brown colours with the melancholy music to try to make you depressed. It continues to be dull and lifeless, until the man gets out the pair of jeans from the fridge. ...read more.

Conclusion

The main differences are: the Volkswagen advert has a family target audience whereas the Levi has a target audience appealing to men, women in the Volkswagen advert are seen to be more assertive than the men, contrasting with the Levi advert, trying to show that men are stronger than women, the colours used in the Volkswagen advert are black, grey and white, comparing with the colours used in the Levi advert which are dull sandy browns. The Levi advert has a sad and lonely atmosphere, which is almost opposite to the busy and chaotic city in the Volkswagen advert, and also the Levi promotes it's company with use of the logo and slogan, but Volkswagen instead promote their own product with the same technique. My opinion: Volkswagen advert: 4/6 Levi advert: 2/6 I generally thought the Volkswagen advert was more effective for these reasons: the product appealed to a larger and wider range of target audience, the use of colours created a better atmosphere, the use of camera angles was varied and it did create a better gender stereotype. Although the Volkswagen advert was, in my opinion, overall more effective, there were certain areas where the Levi advert triumphed. It had a better choice of song and also used the logo and slogan in a more effective way. ...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. Gender in the Media

    Manstead and McCulloch (1981) found similar things in their research. They found that males were portrayed as having expertise and authority, while women are shown as consumers and not very knowledgeable about the reasons for buying a product. In the past, it was rare to find a woman shown as a leader on television.

  2. English Media Essay (first draft)

    This emphasises what happened in the advert and the slogan 'NO NONSENSE' refers here to not worrying about monsters in the wardrobe, but burglars breaking through the windows. This presents other brands as pathetic and having the wrong priorities for their customer, enhancing the advantage of John Smith's beer being 'no nonsense' and therefore encouraging people to buy it.

  1. Investigation of How Women are Represented in the Media

    Kelloggs Special K young women sex object only wearing underwear, very slim, pretty, brunette, young yes 'Cosmo.' Walkers Low fat crisps young women sex object slim, pretty, young, brunette yes 'Cosmo.' Rimmel lipstick young women sex object slim, blonde, pretty, thin yes 'Cosmo.'

  2. Comparing and Contrasting a Magazine Advert with a Television Advert

    The TV advert that I selected is selling a new range of Jaguar cars. The hook is a variety of these Jaguars driving down the road. The advert is about 25 seconds long and was aired between a 1st division football match screened on Sky Sports, Prime time.

  1. Language in the Media

    are creating a false price and this would be a negative thing to do as they are advertising a higher price. This is semantically ambiguous if the reader knows that a Mars bar does not cost fifty pence. Ambiguity is used by advertisers to make the audience remember an unusual sentence.

  2. Compare and contrast two television advertisements: God Bless This Child (VW Passat), and Christmas ...

    She is forced to walk the streets at night. If it had been a boy in either of the adverts then there would not have been such a sense of vulnerability. Boys, in general, are more adventurous and don't show their feelings as much.

  1. Style Over Substance? In this essay I am going to try to discover what ...

    Slogans are used to catch the eye of the prospective buyer and lure them in to buy the product. They also show a company's image. So a cool, stylish company is likely to have a slogan which is also stylish.

  2. The Russian Levi's advert is about a man who arrives at a Russian airport ...

    time of the Russian revolution and inspired the soundtrack for the advert. The music is deliberately construed with ponderous militaristic overtones to give us the impression of fear and danger. Even without seeing the advert itself this piece of music gives us a very clear picture of the setting and atmosphere.

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