We see advertisements everyday; they are an ever-present thing in modern life. We cannot escape them. This essay will compare the various techniques used by advertisers to reach their target audience. The four advertisements in comparison are by BT, Skoda, Tia-Maria and Pacific Poker. The four advertisements use very different visual effects to advertise their products. The BT advertisement uses a very atmospheric, galactic theme. The image of the telephone could be seen from a distance as a space ship.
The advertisements background uses blue and white. These are the colours of the BT logo; this was done to show that the product was produced by BT. Although the BT advertisement uses a theme, the whole layout and design was not aesthetically pleasing. Whereas in the Skoda advert the background is a group of light, 3D cars and there are two blank spaces on the advert which to the untrained eye is a ‘42’. The whole advertisement seems to look fun and aesthetically pleasing. The main image is a black ‘Skoda’ car.
The Tia-Maria advertisement involves a large eye in the centre of the page. This gives you a feeling that you are ‘forbidden’. There is a also a spiral leading into the eye which makes the viewer feel slightly hypnotized as their eyes follow the pink line of the spiral into the eye. The earthy brown colour again gives you this forbidden theme again. At the bottom right there is an image of a liqueur bottle. The advertisement is very eye-catching. Whereas the Pacific Poker advertisements background dark blue card back, this symbolizes card games such as Poker.
There is a ‘No Under Eighteen’ sign at the bottom, which means obviously that the site is for no one under eighteen. The logo is golden which fits in with the theme of wealth and gambling. The ‘O’ in the logo has a spade in it which again fits in with the theme of gambling. Each of the advertisements uses very different linguistic features. Some of them use play on words. For example, the words ‘It doesn’t always pay to be truthful. ’ in the Pacific Poker advertisement whereas in the Tia-Maria advertisement they use no play on words.
The BT Equinox uses play on words like ‘The latest conversation piece. ’ The Skoda advert does not use any noticeable play on words. An uncommon device in the advertisements is colloquialisms, such as in the Pacific Poker advert ‘You’re a bare faced liar’. That is the only one of the four to use colloquialisms. Repetition is also a key device, for instance in the Tia-Maria advert they use the words ‘Don’t look into her eyes,’ which gives you an urge to look into the eye. Another noticeable linguistic technique in attracting the target audience is rhetorical questioning.
It is used for example, in the Skoda advertisement, ‘A car with free air conditioning as standard? ’ Each of the advertisements uses mainly interesting, short, to the point, sentences. The tone in each of the advertisements can differ widely. The daring words ‘Find out what you’re made of ‘in the Pacific Poker advertisements for example, seeks to appeal to the James Bond of today by creating a strong sense of dare. A very different tone can be felt in the Skoda advertisement.
The use of the bright colours and the friendly text creates a tone which would appeal most to an average Joe who is looking for a good car which is not too flashy. Meanwhile in the British Telecom advertisement they use of atmospheric colours and informal, informative language which would appeal most to a person with a taste for ‘intergalactic objects’. The tone really affects the overall impression on the target audience. In conclusion, it would appear that the most effective feature in appealing to the right audience is the tone.
This is because the tone tends to affect the whole feeling of the advert and really can differentiate the type of audience it is appealing to. In appealing to any audience it is not just about tone, it is also undeniably about the visual aspect of the advertisement. However the tone is probably more important, as we can distinguish in the British Telecom advert. Their use of vocabulary and their layout made the tone more appealing than that of the for example, Pacific Poker advert.