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Advertisment analysis [5]
This is just a regular ad analysis where you find an ad and write as much as you can. Please just help me improve on the fallacies and stuff like that, persuasive techniques and stuff like that. Oh and if possible, give me a rating out of 10. Be harsh!!!!!!!;)
Ads. Also known as advertisements, they come in all sizes, shapes and colour. The ways in which they attract people to buy the product(s) also varies greatly. But what makes a really effective ad? Well, read on and see for yourself!
The ad which I would be talking about today is found in the Vancouver Sun, among many other reading materials. It is trying to attract people to buy their phones, services, and/or their deals. This ad is about great promotion(s) which are being offered. This ad is effective because the first thing that you'll see is the three bolded and capitalized words "Great, Great, Great!" Just that very sentence would attract your attention and make you want to read on. And then you'll see the words "Great phones, Great Services, Great deals!" These words would really attract your attention and make you want to buy it.
Yet, even though this ad is very effective, I would not say that it is very truthful. It is not exactly telling a lie, but as one should have noticed, even though it claims to have great deals and services, there are no details to back up that fact. In fact, the only details you'll get are at the bottom of the page, with a font size almost too small for the naked eye. Most of us would ignore it at the first glance. In fact, the ad appeals to the second and third level of Maslow's hierarchy; esteem needs and belonging needs. They intend for us to see the product and really want to own it, so that we can be just like our 'cool' friends.
The language used, although simple and lacking in grammar structure, is even more effective. In the headings, six of the nine words are "great." Thus, even if we might not remember the exact details of the ad, we would definitely remember that it was "great"! The word "great" was used so that we are guided to assume that it is going to be a good deal, or that it is going to be very easy to own. In fact, "great" can have many meanings, not all of them attractive money wise.
This ad puts a lot of emphasis on our assumptions. With some well chosen words, we would start to assume things that were left unsaid. And in many cases, what we assume is not 100% true.
A fallacy used in this ad is called Gilding the Truth. Sometimes, ads use sweetened words to conceal the ugly reality behind it. The persuasive techniques used would include Bandwagon, Don't get left out, Great savings and easy to own. After all, They are trying to get us to buy their products to boost our self esteem.
The visual images are important to the ad as well. The colour red is used for the background of the ad. Perhaps that is because red usually symbolizes passion, and they wanted us to feel passionate, passionate enough to feel like buying the product right after reading the ad.
Two Blackberry cell phones played an important role in creating a subconscious message. These phones are roughly life size so that it would seem more real and make us feel that it is almost within our grasp, as long as we buy the phone and the contract that comes along with it. Another picture that has a subconscious message is the small image of a busy city beside the word "Cellcom". This reinforces the idea that Cellcom is Canada's largest exclusive Rogers Authorized Dealer, even without looking at the text beneath.
Great, Great, Great! That is the message Rogers is trying to send to us. Yet every piece of evidence is practically screaming to us that it is not necessarily so. Perhaps the next time you look at an ad, you should think carefully before rushing off to buy the product. It might not be as great as it seems.