РефератыИностранный языкExExamine The Various Techniques Used By Advertisers

Examine The Various Techniques Used By Advertisers

Essay, Research Paper


Examine the Various Techniques Used by Advertisers. Consider How These


Techniques Are Used To Persuade Or Inform Their Target Audience Using At Least


3 Examples Courtesy of www.Revise.it Chris Haley The way in which advertisers target


people?s insecurities and desires is increasingly prominent in all forms of the


media. Television adverts, magazine adverts and billboards are hard to escape


in modern society and influence people more than many people realise. Adverts


can raise issues that are not normally considered or show radical images to


create controversy; making people talk about the product and therefore raising


awareness of it. This can be an excellent form of promotion and has been seen


in many advertising campaigns such as that of the ?United Colours Of Beneton.?


They have used this technique in a number of campaigns including a very recent


billboard one in which a photo of a convict on death row is displayed along


with the persons name, how he will be executed and what he did to deserve it.


This produces many emotions in the viewer including pity and a feeling that the


person deserves the punishment. This conflict of emotion is what makes the


viewer of the advert take note and the association with the large logo makes


the company name stick in the mind. An example of a more typical advert


comes from ?Sky View,? a listings magazine for satellite viewers. It is sent


free to subscribers of SKY monthly if they pay thirteen pounds or more for


their selected package. This means the target audience ranges from lower middle


class to the high upper class and people of all ages, male and female. The


colour glossy nature of the advert makes it seem glamorous and exciting as well


as expensive which adds a sense of extra value to the product being advertised.


The fact that the advert is also full page adds to this effect. The advert in


question is for a mobile phone company called ?First Line Mobile?. The main


technique used in this advert is simple but effective; an image of a scantily


clad female grabs the attention of the average male. Society is in a stage


where ?lad-ism? is promoted in many ways and consequently there is no guilt or


embarrassment associated with the desire or even staring at the female anatomy,


in fact, it is promoted and expected from men in this modern society. The


appearance of the woman is important: tanned, smiling and generally good


looking. This promotes the idea that she is living a good life and since she is


holding the product she is associated with it to the extent that the product is


seen to be, in part, the source of her good fortune. In this respect the advert


appeals to not only the general male population but the female also. The way in


which this is just selling the lifestyle rather than the product is very


effective, much is left unanswered about the product but the audience may have


already been persuaded. The advert boasts the handset?s best features however


the important factors in buying a mobile phone such as call costs are not


addressed. The theme of the advert is of a


mainly adult nature. The reason for this is the fact that the target market for


the product is over eighteen since the product must be purchased over the phone


with a credit card. There is always a reluctance of the public to start ringing


up companies unless they are really interested in the product. This advert


leaves a lot of questions about the product but since they have already been


swayed by the images in the advert they are prepared to call to find out about


the product they already want to buy. The other main feature of the


advert is the caption at the top of the page. ?It says I love you.? The display


on the phone also actually s

ays ?I Love You.? This message is manipulating the


basic human need to feel wanted and loved. People see the phone as a direct way


of becoming popular and this adds to the desire of the phone, which is rapidly


building. The promotion continues with the bulleted points: a description of


the phone including the word ?sexy,? which adds even more to the image of the


product. The promotion continues by playing on the public?s dislike of signing


the 12 month contract and shouting about there not being one. The public also


generally love the word ?FREE? and there are two examples of this in the


advert. The handset is free and there is ?Free home delivery.? The image of the


product is further improved with the appearance of the words ?As seen on T.V.?


Since television adverts are much more expensive and generally associated, in


Britain at least, with reputable companies and sophisticated products and


therefore suggesting this product falls into this categorisation. There is also


the appearance of a recognisable logo, which further adds confidence in the


product and the company producing it. There is a quotation on the page that the


company is ?Britain?s biggest direct mobile phone company,? giving still more


propaganda about the company. The final way in which the product is promoted in


this advert is the appearance of the quotation ?This offer is not available in


shops.? This gives the feeling of the product being something different and


new. This allows people to be part of the mobile revolution and conformist


whilst still having their own identity with a different product to most. The advert I examined next is that


of the ?Millennium Experience.? It comes from the same magazine as the previous


advert and consequently has the same audience. It chooses two main images to


display in the full-page advert with a large caption at the top. The caption is


a clever pun on the idea of having an outer body experience, which is seen to


be an incredible and wondrous experience and the well publicised body zone in


the dome involves a journey through the inside of the body. The way these


images tie together is clever and witty. This also rubs off on the image of the


product. The amazement of the innocent young child in the foreground of the


advert shows how incredible the experience is. The child is portrayed as being


innocent with blonde hair and blue eyes showing his purity to the extent people


will feel he is genuinely gawping in awe at the ?Millennium Experience.? The advert has a recognisable logo,


in the top right hand corner, of the ?Millennium Experience? company. A logo is


an excellent tool for instilling confidence in the general public. Another technique


to make the reader of the advert feel confident in the product is showing off


technology. The tickets are available on the Internet and through National


Lottery retailers, showing how professional the organisation is. The advert


also gives the reader a sense of fear that they will never get to see this


amazing exhibition as it lasts for only one year. It tells the reader ?It?s


time to visit,? making them feel they must take action now in buying a ticket. I felt that the most effective of


these adverts was the mobile phone promotion. This is down to the way it


appeals to the minds of male readers so effectively and the way that the image


of the product takes precedence over the actual product itself. This is an


extremely effective way of advertising in cases where people are not likely to


be persuaded just by seeing the product. I consider this an intelligent method


of selling but I would consider it slightly unethical as it is deliberately


trying to mislead and take attention away from the product. The advert is


nevertheless effective in it?s intention.

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