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Write a detailed analysis of two or more advertisements, showing what techniques the advertiser uses to persuade an audience and evaluating how successfully this is accomplished.

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Introduction

Write a detailed analysis of two or more advertisements, showing what techniques the advertiser uses to persuade an audience and evaluating how successfully this is accomplished. Pay particular attention to the use of language, but also referring to layout, Images and graphics The Adverts The adverts that I will be discussing are two adverts from a series by Volkswagen. These adverts were both taken from "evo" car magazine. This is a car lover's magazine and especially as these two adverts came from the Car of the year edition, a lot of people would have seen these adverts. The two adverts are promoting used Volkswagens. I will be describing both of the adverts separately and then taking about them together at the end. The Magazine "Evo" the magazine that these adverts were found in is one of the most popular car magazines on sale today. The two adverts were situated just after the contents pages this means that these adverts will probably be in one of the best places to be seen. The advantage of placing the adverts nearer the front of the magazine than towards the back is that people usually skip the back and so will probably miss the back adverts. ...read more.

Middle

So this was good decision by the designers of the advert. Image The image used for this advert is related to the advert well. The part of the title "Not all parts last forever." This ties in a lot with the picture of the junk yard behind it. In front it shows an Audi going down the street beside the yard. Advert 2- Language used This title to this advertisement is "Volkswagens rarely look their age. Something we've noticed a lot of people are keen on." This advert like the last is using humor to sell the product. The overall title is saying how the Car is contemporary and over the years to come will not look aged like many other cars. And then goes on to say that they know that most people don't want to look their age tying into the picture. The title is portraying the humorous side and is trying to relax the reader whilst still making an impact. This is a very good way to promote the car to the driving members of the public. ...read more.

Conclusion

It is selling the product with the lifestyle approach. Saying this car is glamorous and is the new style of car. This is showing the people what they need, not what they want. Layout The layout shows a clear picture of the car the details at the bottom have a border line but in effect it hardly woks for the advert with some of the text on the outside. This is not very aesthetically pleasing in comparison to the Volkswagen advertisements. Image The image is a fairly dramatic one, in that the colours are dark but has an interesting background to it. The reflection of the car is important to the advert for the title and is used very well tot hat effect. The image is strong and impacting and works. Summary The three adverts that have been discussed are very good adverts and have there own qualities to them. Out of the single advert or the series advert I prefer the series. It is more impacting way to sell a product because it is memorable and is a clever way of selling. It would cost a larger amount of money than the Peugeot but Volkswagen in my reckoning may have got the most out of this campaign. Scott Fennell 10JV ...read more.

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