please have a look at my essay and give some comments for me :-) Thank you .
Purpose: To warn people not to 100 percent believe advertisement and consider carefully before making decision to buy things.
Audience: People in general
organization : compare/contrast
Gender and Language in Advertisements
Every day, men and women waste a lot of money on products with attractive advertisement words. Advertisers have some techniques, they use language in marketing based on different stereotype of gender to convince customers to buy products. Be considerable, this tactic is absolutely very efficient.
Because men and women have different stereotype, adjectives in advertisement for each gender are used differently. They are basically used to make an emotion for the sentence. Advertisements for women contain a lot of declarative adjectives as "smoother, firm-looking skin and a surprisingly spa-like feel." whereas hardly seen in ads for men. Advertisements for men usually use simple words which don't have much adjectives and easy to understand. In fact, women are predominant in language ability and emotional perception. They are able to perceive complicated words and emotional messages better than men because an area in the brain associating with language, The Temporal Lobe area, works better in female than in male (Hill: n.d.). So female tends to prefer complex messages which send her feelings than male does. Have noticed that fact; advertisers use descriptive words frequently in women skin care and cosmetic advertisements. It is a great strategy which effectively attracts customers. As a survey conducted by Chulalongkorn Students in Free Enterprise, one half of customers decide to buy products because of captivating advertisement. More than 50% of women from the survey said that beautiful words were one of the most important factors making them feel good to buy even they didn't know whether the product was good. However, they often realized later that it's unnecessary and they were already victims of the advertisement.
R.H Grabner (2007) mentioned in his study that male's Cerebellum, The Parietal Cortex, and The Amygdale brain area, relating to number and analysis, biologically have bigger sizes compared to those of female. That makes men have better mathematics competence and number perception. Some advertisements use number to attract men's attention. Those with numbers are more trustworthy for men. They also tend to buy products which contribute the details in accurate number. Adapt this fact with advertisement, advertisers use a lot of numbers in men advertisements and avoid using them in women's ads. For women, whose brains are not really good at number perception, it's not only unattractive but makes them feel scared of the products also. As seen in digital camera advertisements in men magazines, ISO, F Stop and Shutter Speed are presented in specific number. While in women magazines are full of description instead. Number can have effects on both men and women. Advertisers use it wisely to be suitable for each gender either attract or scare. To be a wise customer not a victim, don't let these strategies convince you. Make sure to consider carefully before making a decision.
Apart from adjectives and numbers, sentence structure is also important to draw customers' attentions. Jaralvilai Jaroonroj (2555) says women are likely to use more indirect sentences and quote than men.
A sentence as "why don't you try...?" is found regularly in women advertisement, grammatically, it is an interrogative sentence but intends to issue a direction to customers. In contrast, a direct sentence like an imperative is generally used in men advertisements. Because of different language ability between genders, it leads to ability to interpret a message. Men do not use indirect sentence much in daily life and sometimes have a problem with interpretation. Sentences structures are already chosen suitably for each target 'victims'. And it is quite hard for 'victims' like us to pretend not to interest in those messages because it is all designed to response our individual gender stereotype.
Advertisements for different genders have different ways of communicating messages. In order to make an advertisement, research about language in use which proper to target customers has to be conducted. That means customers must be more considerable before buying product. Consider carefully whether that product is actually needed or we are being persuaded by wise marketing strategy. Advertising is sometimes as if poison apple which looks very tasty but not good for health. Don't be the victim of advertisement. Keep this fact in mind, use advertisements just to be a part for making a decision and find out more information every time.
Purpose: To warn people not to 100 percent believe advertisement and consider carefully before making decision to buy things.
Audience: People in general
organization : compare/contrast
Gender and Language in Advertisements
Every day, men and women waste a lot of money on products with attractive advertisement words. Advertisers have some techniques, they use language in marketing based on different stereotype of gender to convince customers to buy products. Be considerable, this tactic is absolutely very efficient.
Because men and women have different stereotype, adjectives in advertisement for each gender are used differently. They are basically used to make an emotion for the sentence. Advertisements for women contain a lot of declarative adjectives as "smoother, firm-looking skin and a surprisingly spa-like feel." whereas hardly seen in ads for men. Advertisements for men usually use simple words which don't have much adjectives and easy to understand. In fact, women are predominant in language ability and emotional perception. They are able to perceive complicated words and emotional messages better than men because an area in the brain associating with language, The Temporal Lobe area, works better in female than in male (Hill: n.d.). So female tends to prefer complex messages which send her feelings than male does. Have noticed that fact; advertisers use descriptive words frequently in women skin care and cosmetic advertisements. It is a great strategy which effectively attracts customers. As a survey conducted by Chulalongkorn Students in Free Enterprise, one half of customers decide to buy products because of captivating advertisement. More than 50% of women from the survey said that beautiful words were one of the most important factors making them feel good to buy even they didn't know whether the product was good. However, they often realized later that it's unnecessary and they were already victims of the advertisement.
R.H Grabner (2007) mentioned in his study that male's Cerebellum, The Parietal Cortex, and The Amygdale brain area, relating to number and analysis, biologically have bigger sizes compared to those of female. That makes men have better mathematics competence and number perception. Some advertisements use number to attract men's attention. Those with numbers are more trustworthy for men. They also tend to buy products which contribute the details in accurate number. Adapt this fact with advertisement, advertisers use a lot of numbers in men advertisements and avoid using them in women's ads. For women, whose brains are not really good at number perception, it's not only unattractive but makes them feel scared of the products also. As seen in digital camera advertisements in men magazines, ISO, F Stop and Shutter Speed are presented in specific number. While in women magazines are full of description instead. Number can have effects on both men and women. Advertisers use it wisely to be suitable for each gender either attract or scare. To be a wise customer not a victim, don't let these strategies convince you. Make sure to consider carefully before making a decision.
Apart from adjectives and numbers, sentence structure is also important to draw customers' attentions. Jaralvilai Jaroonroj (2555) says women are likely to use more indirect sentences and quote than men.
A sentence as "why don't you try...?" is found regularly in women advertisement, grammatically, it is an interrogative sentence but intends to issue a direction to customers. In contrast, a direct sentence like an imperative is generally used in men advertisements. Because of different language ability between genders, it leads to ability to interpret a message. Men do not use indirect sentence much in daily life and sometimes have a problem with interpretation. Sentences structures are already chosen suitably for each target 'victims'. And it is quite hard for 'victims' like us to pretend not to interest in those messages because it is all designed to response our individual gender stereotype.
Advertisements for different genders have different ways of communicating messages. In order to make an advertisement, research about language in use which proper to target customers has to be conducted. That means customers must be more considerable before buying product. Consider carefully whether that product is actually needed or we are being persuaded by wise marketing strategy. Advertising is sometimes as if poison apple which looks very tasty but not good for health. Don't be the victim of advertisement. Keep this fact in mind, use advertisements just to be a part for making a decision and find out more information every time.