• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month
  1. 1
  2. 2
  3. 3
  4. 4
  5. 5
  6. 6
  7. 7
  8. 8
  9. 9
  10. 10

The Art of Persusion

Extracts from this document...


The Art of Persuasion The following essay will analyse the advert which is the infamous Tango advert 'Orange man'. The main focusing points of the essay are to illustrate whether the advertisement is successful or not successful. The advert can be viewed on You Tube via this link http://www.youtube.com/watch?v=ngg9QxNEYn0 The essay will also relate to either rhetorical or semantic theories. Tango have made many controversial and effective adverts, since the time of the orange mans slap to today's adverts which sees a man firing himself out of a cannon into a barrel of oranges. Whether or not the company has received complaints about the adverts, they are all effective. The main purpose of the adverts is the message, which is that Tango has that orange taste and gives the consumer a kick that no other orange drink on the market can. According to James B. Stiff to define pervasive communication "as many messages that is intendeds to shape, reinforce or change the responses of others". By analysing this statement of definition, it limits persuasive activity to deliberate behaviour. Even though people can argue that all communication is by its very nature persuasive and that many activities might by accident affect the responses of others, the above quote will only consider communicative behaviours that are intended to affect the responses of others. ...read more.


Commercial messages appear just about everywhere on TV, in magazines, newspapers, billboards, on the radio, on buses, in phone booths, sports arenas, on the Internet, even in public toilets. Considering that we live in an electronic generation, advertisers are challenged as never before to get their message to consumers. As a result, advertising's job is extremely difficult and very competitive. The key to creating advertising that engenders persuasion is to have a sound and properly focused advertising strategy. It is necessary to understand who the consumer is and what their attitudes and product usage habits are in order to develop this strategy. The Tango advert made such an impact on the consumers that it also brought out bad publicity for the Tango product. The structure of the advert was three men on the street and one of them is drinking an orange Tango. A voice-over of two men who commentate on the man drinking the Tango, reverse to when he takes his first sip. When the two men commentate their tone of voice is an ironic tone of voice. When the man takes his first sip a fat, bald orange man appears to be running in a comical way. ...read more.


From the time of production to the time it went off air the Tango slap advert was a good idea. It was showing that their product had the effect of hitting the consumer with their orangey tangy flavour. To show us that the taste would suddenly hit you. In today's world of advertising and promoting, adverts are important. Companies need to find fun ways, not only to keep the audience interested in it but to actually want to go out and buy their product and tell their peers about the product. Even though when people drank Tango at the time, every one knew that when they consumed the drink that a fat orange man would creep up behind and slap their face, because he never needed to, the figurative slap in the face was from the taste of the actual product. Looking back at when the advert was launched and compared to the other advert at the time, the Tango advert was ahead by miles. It looked at everyday situations and used the situations to influence the consumer. The Art of Persuasion- Reference Page Books The basics of semiotics- Daniel Chandler 2002 Persuasive Communication- James B. Stiff 2003 Lecture Notes Rhetorical Tropes 2007 Semester 2 Week 1 Semantics 2007 Semester 2 Week 2 Semiotics 2007 Semester 2 week 3 Websites http://www.youtube.com/watch?v=ngg9QxNEYn0 www.knowgramming.com www.answers.co.uk www.putlearningfirst.com 1 ...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.

    This gives the person a reason to buy the product. In store displays/demos This is where there is a in store demo of the product in use, or there is a special in-store displays. The idea of these is to incise the customer into buying there product.

  2. Free essay

    Crazy Frog Advert

    The number is very simple and easy to remember as it is five eights. There is a voiceover talking telling you how to order the ring tone as well as the actual song playing. Throughout the advert, the terms and conditions are scrolling along the bottom of the screen so you can always read them.

  1. A Study of Advertising.

    This advert is one of the pleas from the NHS and the only sound to be heard through the whole advert is the sound of a ventilator helping a woman to breathe. TV adverts can also describe a product's details a lot more than magazines as TV adverts can put

  2. Customer Behaviour

    2.3 Another linkage between consumer and marketing strategy is when a charity Organisation is working together to promote a service to people to come together And help a charity out, for example many marketing organisations and firms Love to promote them in front of the media and help organisation this

  1. What are the main reasons for Sony PlayStation's profitability?

    Sega had high costs in comparison to Sony. This was because Sega would buy their parts from outside the company which was very expensive while Sony would make everything themselves. This helped to reduce their average total cost which has made the PlayStation more profitable and therefore increase profitability.

  2. Consumer and Organisational Buying Behaviour Assignment

    the kind of people presumed to be interested in buying the Tigne Point living concept as well as be able to afford it. The Tigne Point advert also targets the affluent yaghting/sporting community (the fully pedestrianised enclave is describes as being "just seconds from the sea")

  1. Advertising & promotion

    For this reason local firms often use cinema advertising. Some national businesses, such as banks and car manufacturers, increase the size of the audience reached by advertising in cinemas throughout the country. Advantages * This is a good method for a local business to advertise.

  2. Reading a TV commercial.

    Number twenty is a man with a piano outside in the open air. What makes this clip so striking is the setting that it is in. It is saying that coca-cola motivates you to do anything and it doesn't matter where it is or how it is done.

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