conventional but are instantly recognisable for their positive implication,
words such as 'amazing', 'stupendous' and 'tremendously competitive'.
These adjectives appear in pre-modification which sets up an expectation
to the reader. Pre-modification is used to highlight the image of the
product before you even know what the item is. For example, 'six
beautiful sommelier crystal glasses.' Four positive adjectives are put in
before you even know what the item is. So, even before it becomes
apparent what the item actually is, you are already impressed with its
attributes.
Another method used to tempt the customer into buying the product
is repetition. Repetition is almost compulsory in the making of a good
persuasive text, as it helps significantly in getting the point into the
reader’s head. The advertiser decides on important points to re-iterate
within the text. For this particular advert it is the 'free sommelier glasses'
that is the main repeating theme. However, same words are not just
repeated over and over as this may annoy the reader and give the
impression that not much thought had gone into the advertisement.
Instead the phrase is repeated in slightly different ways. For example,
'Your six free crystal glasses are perfect...', 'six beautifully crafted wine
glasses are the ideal way...', 'YOURS FREE WITH EVERY ORDER! Six
beautiful sommelier crystal glasses...' and 'They would normally cot you
£12.99 elsewhere- yet they’re yours free when you take...' This creates a
natural, more fluent text. The same idea is used with the point of
'inexpensive wines' trying to be emphasised.
Another tool used to persuade the customer is pinpointing the
enemy. It is done less directly in this advert as there were laws permitting
using another companies name directly to benefit yours. It says
'Outstanding wine offers, together with colour brochures , to study in the
comfort of your own home (we have no sales reps).' This is implying that
whereas other companies will try and intimidate you with sales reps, they
leave you to make your own decision. The claim that 'They would
normally cost £12.99 elsewhere.' is simply there to cast doubt over the
value for money of other companies whilst enhancing the reputation of
their own.
Rhetorical questions are yet another method used in this advert. The
idea is to lead the reader to where you want them to go by asking
questions which are not meant to be answered because in fact there is
only one answer. For example, 'Where else, for instance, can you buy a
Chablis from the glorious 1992 vintage at the unbelievably low price of
just £4.99 a bottle?' and 'Where else can you buy Peiper-Heidseck
champagne for just £11.99 per bottle?' Such questions are designed for
one purpose and that is to get you thinking in the same way as the
advertiser.
The letter uses words from the same lexical set. These are words
which are linked to the same subject. For example, if I was talking about
magic and witches, I would use words like conjure instead of cook and so
on. In this text they talk about wine and use words like 'vintage', 'wine
merchant', 'Chablis' and 'premier cru'. This technique is intended to
make the letter seem classier in the same way that the French words do.
The importance of the first sentence is stressed by the use of bold
print and some capital letters. 'YOURS FREE WITH EVERY ORDER! Six beautiful
sommelier crystal glasses, worth £12.99.' The 'yours free with every order ' is in
capitals so you take notice of the importance of the offer, to create the
idea that it is not to be missed. Then it goes on to describe the crystal
glasses and that they are giving them away free. Everyone likes things for
free and so the exclamation mark is put there to emphasise the fact that
you will be getting these free every time you order. The first sentence
starts with 'YOURS FREE WITH EVERY ORDER!' This immediately
stands out and before you even know what is free your interested in it.
A hyperbole is used in the advertisement. A hyperbole is presented as
a fact but it all rests on the reader’s ideas and standards. 'As a leading
importer of the worlds top vintages... ' This statement is used to place the
idea in the head of the reader that the company is among the best in the
world within its field. However, the question that needs to be asked is "in
whose opinion?" A company in the top five hundred importers of wine in
the world, some would consider to be a leading importer. Where as others
would only consider a company in the top ten to be one. The sentence is
an exaggeration, but not something that could be disproved, so therefore
not a lie.
The advert is presented in the form of a letter which ends in a
'Yours sincerely'. The device is used to approach you on a more personal
level. This is done at the risk of not looking professional, but enhances the
effect of making the reader feel as if they belong. If they are approached
them personally the advert may be more effective in making the reader
feel they need to be part of the promotion laid before them.
Following on from the previous point the writer uses a 'P.S.' at the
bottom. This is again informal and just re-iterates the idea of personal
feel. The use of the opening, 'Dear reader', makes the letter sound
pleasant and warming to the reader. The letter is signed and gives the
name of the managing director, which makes the letter seem more
personal.
