- Published: September 7, 2022
- Updated: September 7, 2022
- Language: English
- Downloads: 41
Compare and contrast a range of product and charity/issue advertising Advertising is a multi-million pound industry; charities/issues with a small percentage of advertising and funding, such as Oxfam or Red Cross, and companies with a much larger percentage of advertising and funding, such as Nike or Cadbury’s. These two sides of advertising have two different aims; product adverts aim to increase profits, and popularity, unlike charity/issue adverts, which aim to raise awareness and donations. Large companies have vast budgets purely allocated to advertising, whilst charities/issues have to use money from donations only, to produce low-budget adverts. Adverts are displayed in a variety of ways, in a diverse range of places, such as on T.
V, on billboards, in shop-windows, in magazines and newspapers, on the internet, on the radio, on the sides of buses and in cinema adverts. We will now discuss the similarities and differences of product and charity adverts, discussing them in detail first. We will now deconstruct the T. V product advert of Coca-Cola, then a magazine advert from L’Oreal Paris, noticing the names of well-known brands are used, as companies receive more publicity through their adverts. The Coca-Cola advert used a young cast, as Coca Cola is aimed at a younger audience, as a persuasive technique. The use of fit, energetic teenagers, most of a white ethnicity (as in the 70’s and 80’s, people of different colours were not commonly used in T.
V adverts) captures the intensifying energy of the product, as the advert displays Coca-Cola giving a fun boost of energy to the teens, as they dance and run, to reflect the loud, active beat of the song played in the background. Rhyme is also another technique used, this time in the caption; ‘ can’t shake it-can’t fake it’. It symbolizes the hyperbole shown throughout these adverts, the hyperbole being that Coca-Cola gives you such an energetic boost that you can dance vividly or be in high spirits, which it really doesn’t, showing that exaggeration is used to a great extent. Another caption; ‘ you can’t beat the real thing’, shows just how powerful Coca-Cola are, as they are saying to viewers that they have the real product, and ‘ no-one else’s coke’ could be/is as good as theirs! The use of imagery also adds effect to the advert.
The colours of red, white and black are used constantly to represent Coca-Cola, which leads to imagery staying in the mind, for instance when viewers see the three colours together, they will instantly think of Coca-Cola. There is also a section of the advert where a variety of 26 images are displayed. Bright colours are used to attract attention, and here, the cast are a variety of ages and ethnicity; from a toddler to a senior. Symbolism is also used, as in one sequence, where there are three girls standing slanted, wearing black, red and white, and the next image that appears is that if three Coca-Cola bottles, slanted, in the same place and position. This is a very effective use if imagery.
The next advert is from L’Oreal Paris, another well-known brand. This magazine advert is advertising a new straightening cream. There are many advertising techniques used to advertise this product, with the main one being celebrity endorsement. Beyonci?? (well-known singer and actress) is a beautiful woman, in her early twenties, who L’Oreal hired to advertise their products, as girls want to be her, and boys want tot be with her. But, as this advert is aimed at girls, a deep pink coloured background is used, as a girly colour. The next technique used is known as ‘ product for memory’.
There is a large picture of the product, that stands put in the right-hand side and middle of the page, and is a lighter shade of pink than the background, so when people go into a shop, they remember what the product looked like in the advert. The caption used is ‘ straight to perfection, with protection! ‘ as well as ‘ Studio Hot! ‘ which are catching words; especially for teenagers girls. There are two examples of copy used in this advert:- The first a short, small explanation saying how the product helps your hair, which is centred in the page, in small white writing (‘ It’s Thermo-Protect technology..
. and protect the hair for a perfect, silky result…
your style lasts, even in humid conditions. )’. The second is in tiny writing, at the bottom-left corner of the page, and states that Beyonci is styled in the picture using the product. This exaggerates on the celebrity endorsement.
Next, we will be deconstructing a T. V charity advert from the NSPCC, and a leaflet about adopting a dolphin. The NSPCC advert is a new advert shown on television quite recently, and consists of a small boy and girl throughout the advert. They look around 5-7 years old, and are shown wearing normal, everyday clothes, but have no lines to say. The technique of narration is used instead, with a deep, but caring man’s voice telling the story of what happened to those children.
The uses of colour throughout the whole advert are light greys, with black and white tints/tones to reflect the children’s sadness, which also makes viewers feel sad, enhancing the technique of emotive language, and images. The only colour used throughout the advert is that of the NSPCC logo, name and contact details, as to say that they are ‘ the ray of light and hope’ which will help these children through their ordeals. The narration not only tells of a story, but only suggests how viewers can help by directly addressing them using emotive language, such as ‘ you can help’. This technique is aimed to receive donations by targeting the audience. Another technique used is softness and subtleness of the music played in the background, to emphasise the feeling of sadness, showing that charity/issue adverts rely on direct address and emotions to enhance their adverts.
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