Compare and contrast a range of product and charity/issue advertising

Authors Avatar

Compare and contrast a range of product and charity/issue advertising

        Advertising is a multi-million pound industry; charities/issues with a small percentage of advertising and funding, such as Oxfam or Red Cross, and companies with a much larger percentage of advertising and funding, such as Nike or Cadbury’s. These two sides of advertising have two different aims; product adverts aim to increase profits, and popularity, unlike charity/issue adverts, which aim to raise awareness and donations. Large companies have vast budgets purely allocated to advertising, whilst charities/issues have to use money from donations only, to produce low-budget adverts. Adverts are displayed in a variety of ways, in a diverse range of places, such as on T.V, on billboards, in shop-windows, in magazines and newspapers, on the internet, on the radio, on the sides of buses and in cinema adverts.

        We will now discuss the similarities and differences of product and charity adverts, discussing them in detail first. We will now deconstruct the T.V product advert of Coca-Cola, then a magazine advert from L’Oreal Paris, noticing the names of well-known brands are used, as companies receive more publicity through their adverts. The Coca-Cola advert used a young cast, as Coca Cola is aimed at a younger audience, as a persuasive technique. . The use of fit, energetic teenagers, most of a white ethnicity (as in the 70’s and 80’s, people of different colours were not commonly used in T.V adverts) captures the intensifying energy of the product, as the advert displays Coca-Cola giving a fun boost of energy to the teens, as they dance and run, to reflect the loud, active beat of the song played in the background. Rhyme is also another technique used, this time in the caption; ‘can’t shake it-can’t fake it’. It symbolizes the hyperbole shown throughout these adverts, the hyperbole being that Coca-Cola gives you such an energetic boost that you can dance vividly or be in high spirits, which it really doesn’t, showing that exaggeration is used to a great extent. Another caption; ‘you can’t beat the real thing’, shows just how powerful Coca-Cola are, as they are saying to viewers that they have the real product, and ‘no-one else’s coke’ could be/is as good as theirs! The use of imagery also adds effect to the advert. The colours of red, white and black are used constantly to represent Coca-Cola, which leads to imagery staying in the mind, for instance when viewers see the three colours together, they will instantly think of Coca-Cola. There is also a section of the advert where a variety of 26 images are displayed. Bright colours are used to attract attention, and here, the cast are a variety of ages and ethnicity; from a toddler to a senior. Symbolism is also used, as in one sequence, where there are three girls standing slanted, wearing black, red and white, and the next image that appears is that if three Coca-Cola bottles, slanted, in the same place and position. This is a very effective use if imagery.

Join now!

        The next advert is from L’Oreal Paris, another well-known brand. This magazine advert is advertising a new straightening cream. There are many advertising techniques used to advertise this product, with the main one being celebrity endorsement. Beyoncé (well-known singer and actress) is a beautiful woman, in her early twenties, who L’Oreal hired to advertise their products, as girls want to be her, and boys want tot be with her. But, as this advert is aimed at girls, a deep pink coloured background is used, as a girly colour. The next technique used is known as ‘product for memory’. There is ...

This is a preview of the whole essay