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To what extent could it be argued that advertising is successful in persuading people to buy products?

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Introduction

Media Assignment To what extent could it be argued that advertising is successful in persuading people to buy products? Advertising is all around us. Wherever we go there is normally an advertisement. Businesses spend millions every year advertising their products to the nation. So why do they spend millions? This is because advertising is very successful. People see adverts on the T.V. and instantly want and desire the product advertised. Adverts don't only work on a personal level. Businesses are advertised to as well. In some cases they are the biggest buyers. For example, Microsoft's NT Business severs are no use to the public; therefore it is only advertised to businesses that need the product. The businesses are the 'Target Audience'. Every advert has a specific target audience. For example, it is no use aiming an advert selling football equipment to old people, because they have no need for it. The advert will be aimed at younger boys aged 10-25 who are interested in the sport. A good example of this is the Nike(r) advert. It has a variety of the world's best-known football players from all over the world playing football and showing off skill. The target audience (10-25 year olds) instantly know the players they see and know they are exquisite footballers, whilst people outside the target audience will probably go "Ronaldo?" All of the players in the advert are wearing the latest Nike(r) ...read more.

Middle

Old fashion images for food are good, while as for modern things such as cars only the latest technology will do. This is seen in the BMW adverts and Mercedes adverts. Their adverts use the latest music so it seems brand new; they have modern settings for their adverts. Their adverts make the cars seem desirable and make people wish to own them. The people in the adverts are always middle to upper class, young smartly dressed, clean, and have model like looks. Everything about them, the car, and the scenery is made to be perfect. Famous people aren't used very often in adverts, as people believe they have been paid thousands of pounds and their opinion is fake. Ordinary people give the feeling that they have actually tried the product and their opinion is true, for example, Skoda(r) had a very bad image in the 80's, and now in their adverts they are playing off their stereotype of their cars being bad, they are re-launching their product in order to give them a new image. People walk up to the Skoda(r) cars and look at them and then are in disbelief that they are Skoda's(r). This is attempting to say, our cars were bad, but look at them now, they are better. De Fleur's Model of Media Effects proves this. The model is an attempt to explain what happens when people see an advert. After seeing the persuasive message a psychological process occurs of which the person is unaware of. ...read more.

Conclusion

Signs don't always have to be directly related to the product, for example, if a food advert is set in Italy, Italy is the sign that the food is traditional, and well made, by the hands of authentic Italian women, even if it is made in England. The adverts create these stereotypes. Products are re-launched all the time saying they contain 'new added formula' when really they are no different than the original one, but by re-launching the product, they keep the people who already buy the product are kept interested and new people who don't already buy the product are informed and may change to the new one. The language in the adverts also changes. In specific magazines, such as computer magazines, the adverts use jargon, and this creates a semantic barrier, and if you are not into that subject you wont understand the language. Jargon is a specific type of language that needs understanding of the specific subject to be understood. It is a known fact that advertising is successful; if it weren't then major companies wouldn't spend millions on it each year. The way people find out about products is through advertising, they desire the products due to the adverts, the adverts create images, and when these images are used out or out of date, the product is re-launched. Adverts are all around us; everywhere we look there are adverts, from T.V, to magazines, Internet, Leaflets, junk mail, billboards, and many, many other places. If you are consistently reminded about how good a product is, then you will be temped to buy it. Adam Warburton - English Coursework Page 1 ...read more.

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