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

To advertise is to; “draw attention to or describe favourably (good or services) in a public medium to promote sales

Extracts from this document...


"Advertising uses powerful psychology and influences our views of the world." Discuss this statement with reference to car adverts produced for television. To advertise is to; "draw attention to or describe favourably (goods or services) in a public medium to promote sales."(1) It aims to encourage the consumer to buy the company's products. Advertising takes different forms according to the society in which it operates. Town criers were probably one of the first types of advertising. They would appeal through the sense of hearing. Slowly over the centuries, advertising has progressed and now it is unlikely that a day will pass without you encountering hundreds of adverts. People are bombarded with adverts. They can be subtle, such as a shop name on a carrier bag, something that is taken for granted or multi-million pound campaigns which have commercials on every television channel. Advertising agencies and companies recognise the awesome power of television and the other media and, in 1999, UK advertising expenditure totalled a record �15.3 billion. (2) Coca-Cola is a prime example of how influential an advertising campaign can be: Father Christmas traditionally wore a blue suit but as part of one of their campaigns, Coca-Cola changed that to red in keeping with the colour scheme of their packaging. Children growing up today will only associate the colours red and white with Father Christmas, not the original blue. ...read more.


As she drives around his treasured possessions, for example the cricket trophy and his guitar, which have been carefully arranged in the courtyard, she demonstrates her driving ability while he pathetically chases the car. But she is also telling the audience the car has good handling, speed and power. The excellent braking is portrayed when she speeds towards his guitar, stopping with only inches to spare. This reinforces her superior position in the relationship. The lovers' story concludes when the man pleads for forgiveness, he declares his love and his admiration for her driving. The woman is completely in control. In this way the woman's revenge is absolute. The advertiser is hoping that the female viewer will subconsciously link her success with owning a Fiat Punto. The advert appears to have been shot in a hot Mediterranean country as opposed to England. I think this because of the dusty ground and the elegant fa�ade of the buildings. The advert features a gramophone which is playing opera, traditionally popular in Italy, and Fiat is an Italian company. A silver car is selected to appear in the advert as it looks sleek and sophisticated. The classical Italian buildings are reflected in its bodywork adding to this overall image. The storyline in this advert uses the woman moving from a position of inferiority to a position of strength. ...read more.


Voiceovers describing aspects of the car, for example safety, aren't used in either of the adverts although the Fiat advert uses spoken copy as a contributory part of the story. It is mainly images that are used to sell the Fiat car, while the Volvo advert uses exclusively images and sounds which means it relies heavily on psychology for its impact. The Volvo is portrayed as a technically advanced car, exciting to drive but still a safe family car. The Fiat Punto is marketed as a car for an independent woman to buy, classy and sophisticated. In conclusion I feel that I have shown ways in which advertising uses powerful psychology and influences our views of the world. The Punto advert portrayed the world to be dominated by powerful women who inevitably were in control because they drove the right car. These messages will confront the subconscious thinking of women and may influence their decision on which car they may buy. The Volvo advert uses psychology to change people's perceptions of the Volvo car by showing it as an exciting mode of transport to be used anywhere in the world. As virtually every household in the country has at least one television set, this medium reaches a huge audience. However, advertisers need to be aware of changing trends. The advent of the internet, which holds an even more captive audience, presents new possibilities for the advertisers to sell products. (1) Concise Oxford Dictionary. (2) www.adasoc.co.uk Advertising Association Statistics ?? ?? ?? ?? Rosemary Maguire Media Assignment ...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. My business strategy - computer shop.

    can not open, then you will be covered for the profits that are lost. Personal accident and sickness This pays a certain amount of money to self employed person if they can not work due to illness, or a accident.

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

    This will attract people who try to stop quitting. Finally the doctors did a test trial with commit and placebo and commit doubles your chance of quitting smoking. The target audience is people who smoke. The ad is selling commit to help smokers to stop quitting.

  1. Analysing Coca-Cola advertising.

    He appears to be carefree just lying on his car listening to music and drinking a Coke. He's what men want to be and who women want to be with. People on their way to work drive past the posters on billboards and they see the relaxed man he appears to have no job and he doesn't care.

  2. With reference to the adverts you have studied, investigate the ways in which 'Lucozade' ...

    to strategically place their product in front of Lara's most famous physical assets. This has the invaluable effect of bringing Lucozade to the attention of at least every male viewer watching who has a pulse! Part of Beechams success in marketing Lucozade over the last thirty years has been the 'story' their advertising campaigns have told.

  1. Compare two television advertisements, focusing particularly on how they present and target different types ...

    Using a family emphasizes the fact that all of the family can be pleased with just one paper. The slogan "the perfect Sunday" is chosen this is to persuade potential buyers to buy the newspaper and to persuade the audience into thinking that the Sunday times will bring the perfect, peaceful family.

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

    It also makes his skin clearer, which the consumer is supposed to mistake as a testament to the effectiveness of the product. The image takes up most of the advert because it best puts across the message of the advert.

  1. Describe a range of covert advertising techniques. Why do advertisers use these techniques to ...

    This is because (as well as the obvious financial benefits) branded products add realism to productions that may otherwise have lacked validity. Companies use product placement for a variety of reasons. Firstly it helps to raise the profile of the product in question through mass exposure to an audience.

  2. The two adverts that I have analysed are: an advert for the NHS which ...

    Unlike the NHS advert, the car ad is set in daytime in natural light. The use of a couple adds to the realism as well as giving the audience something to relate to. Also, the man staring at other women makes the ad more realistic.

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