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'The International Wine Company' - Advert Analysis

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Introduction

James Poulter 11n/F1 31st July 2002 Media Studies Coursework An advertisement is used to persuade. The advert by 'The International Wine Company' to sell wine uses many persuasive and linguistic techniques. They are used for different purposes but add up together to persuade the reader to buy the product. The letter is targeted at the ordinary person over the age of eighteen because you cannot drink alcohol under that age in this country. The reason I believe that it is aimed at the average person is because it uses french words like 'chablis', 'vin ordinaire', 'premier cru' and 'sommelier'. Using these words is intended to make the reader feel better about themselves and more important even though they may not know what the words mean. In England, wine for �4.99 and champagne for �11.99 is at the lower end of the market ,so isn't likely to be of first class quality. It would therefore be unlikely that more affluent people would be attracted to this advert. The first, and perhaps most obvious technique used to attract the reader is persuasive language. ...read more.

Middle

Another tool used to persuade the customer is pinpointing the enemy. It is done less directly in this advert as there were laws permitting using another companies name directly to benefit yours. It says 'Outstanding wine offers, together with colour brochures , to study in the comfort of your own home (we have no sales reps).' This is implying that whereas other companies will try and intimidate you with sales reps, they leave you to make your own decision. The claim that 'They would normally cost �12.99 elsewhere.' is simply there to cast doubt over the value for money of other companies whilst enhancing the reputation of their own. Rhetorical questions are yet another method used in this advert. The idea is to lead the reader to where you want them to go by asking questions which are not meant to be answered because in fact there is only one answer. For example, 'Where else, for instance, can you buy a Chablis from the glorious 1992 vintage at the unbelievably low price of just �4.99 a bottle?' ...read more.

Conclusion

However, the question that needs to be asked is "in whose opinion?" A company in the top five hundred importers of wine in the world, some would consider to be a leading importer. Where as others would only consider a company in the top ten to be one. The sentence is an exaggeration, but not something that could be disproved, so therefore not a lie. The advert is presented in the form of a letter which ends in a 'Yours sincerely'. The device is used to approach you on a more personal level. This is done at the risk of not looking professional, but enhances the effect of making the reader feel as if they belong. If they are approached them personally the advert may be more effective in making the reader feel they need to be part of the promotion laid before them. Following on from the previous point the writer uses a 'P.S.' at the bottom. This is again informal and just re-iterates the idea of personal feel. The use of the opening, 'Dear reader', makes the letter sound pleasant and warming to the reader. The letter is signed and gives the name of the managing director, which makes the letter seem more personal. ...read more.

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