Type of product

Advertising is to make something publicly known which many companies and the dual purposes for product produce and charity advertising is to promote the product and increase company’s profits and to raise awareness of an issue or charitable cause. There are two types of advertisement we have been studying, which are products and charity/issues. Which will include similarities and differences in the variance of techniques such as persuasive language, emotive language, celebrity endorsement, imperative, pictures and pun. There are many effective forms of advertising for instance promoting a product.

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One of the product advertisement from a magazines or newspaper we have been studying is L’anza, which is a hair product. The picture shows a woman with curly hair, next to it the product and then the woman with straight hair, therefore it shows the results of the product, a before and after. This specific picture is very effective because it is placed in the centre of the advert and it stands out since it is clear to see. The caption for this advertisement “Go straight, Go smooth, Go get it,” is short and simply and the pace is fast and snappy.

However there are two techniques used, which are repetition and imperative, which makes it persuasive. The use of imperative “Go get it” makes the reader forced into buying the product, since its giving the reader a command. The use of repetition “Go” is because it is made to stay in the reader’s mind. Furthermore in this advertising, there is the copy. In the copy there is lots of positive information about the product “Hair has never respond to change like this. ” The positive language makes it very persuasive, which makes the reader to consider in buying the product.

Also it includes how the product improves the hair “unleash a new texture and shine like never before. ” This keeps an image in our head of the kind of hair that every woman wants and having hair “everyday ecstatic. ” However the word “New” in the advertisement emphases that the buyer will have a novel experience when using the product meaning it is different to any similar hair care products like L’anza. In addition there is a contact number for any enquires, so there is a way to get hold of the product or need more information about it.

Another type of product advertisement is from television. An advert that we have studied was the Audi car. In this advertisement, it is showed in a dramatic way, with dull colours and it is based on making decisions in life, “life is full of decisions” “life is better when you use your head and heart. It this explains how life can be the way you wanted to be, if you use your head to think and follow your what your heart says. This advert begins by a father receiving a phone call and he rushes to the hospital with his son, since his wife is having a baby.

The baby is used as a pun, because the baby stands for the new generation of Audi car, hence that the baby is born, a new life has begun. Yet throughout this advertisement there is a narrator, which is told by a woman to show that the advert is not sexist. However the narrator explains facts and statistics, therefore it proves that women do have the knowledge about cars. Also in the advert it include a family, the father, the little boy, the new baby and the narrator is the mother. The Audi car is aimed at for adults who have a family, meaning adults who have children.

A furthermore important use of advertising is to promote an issue or charitable cause. We have been studying many charity advertisements on televisions and there is one particular charity advertisement, we have studying about Africa’s debts. Throughout this advert there is negative language and it is repeated many time, “In the last 12 months Africa has paid out 4 times as much in debt repayments as it has received in emergency aid. ” This negative language makes it emotive and you feel quite pity for those people living in Africa. Therefore it shows how lucky we are to have all the things that the people don’t have in Africa.

The advert begins by women carrying their babies and then the babies are covered with bandage looking like mummies. The reason why the babies were like mummies is because they have died of hunger. After the baby’s mothers throw their babies into a huge piggy bank. Because of the debt in Africa, but sadly the people in Africa don’t have the money to pay the debt, “our babies are dying because of debts,” this gives us a gruesome images. When we see the babies thrown into the giant piggy bank, it gives us another point of view, meaning that as the more babies are dying the more debt is building up.

However the caption for this advertisement “Bury the debt not the dead” is a use of imperative, which is command to tell us that to forget about the debt, therefore there wouldn’t be a huge amount of deaths. Charity advertisements are also to be found in leaflets. One of the charity advertisement leaflets, which we have been studying, is “Oxfam. ” The caption “Sponsor a child, See the difference. ” is place on the front page. It is effective because it stands out and the reader will able to read it, which makes it eye catching and its short and simple.

However in the caption there is a use of alliteration with the letter “S” The copy in the leaflet is very persuasive because it makes the reader feel sorry for the children who live in the less economy developed countries are very lucky because parents have enough money to send their children to school; to have a good education, but unfortunately some children take things they have for granted. However in the beginning of the leaflet it tells the reader negative language information about things in life that children don’t have, for instance “Their lack of education means they have little opportunity to learn skills.

” Further on there is positive information hoe we can resolve this problem by sponsoring these children “we sponsor a million children across the world. ” The positive language makes it persuasive and the reader may consider to sponsor the child although it maybe a huge decision. Throughout this leaflet there are many pictures, for instance the front-page show a young girl, smiling and being happy, which does make it effective. On the second page there shows a picture of a boy holding a book, this shows that the boy wants to learn to read, therefore the reader feels pity for the boy, since his family cant afford a education for him.

Also there is another boy in the farm, which means that the boy has to provide food by seeds, he doesn’t have any. Again the reader feels pity and sorry for the boy, and you feel like you are helpless. The fourth picture shows people trying to get water but it is only dirty water. They need clean water. This makes it effective since they cant able to get lean water and so the people may die if they keep on drinking dirty water. The final picture shows a child and there is another caption saying, “Every child has potential.

” This tells the reader that just because children live in poorer countries, doesn’t mean that they are born with no talent. They do have talent but they don’t have enough money to show it. There is an additional part to the leaflet, which is a form to fill, if you want to make a difference by sponsoring a child. The reason why the company put the form in the leaflet is because then you can fill it in straight away, instead of getting the form, from somewhere else.

As my conclusion I would say that there are many similarities and differences between product and charity advertising. For instance product and charity advertising use forms of newspaper, radio, television and flyers, therefore the people are aware of the latest product in the market and the information that the charity is showing. However when they are advertised they both use persuasive language, which makes it emotive in charity adverts and for product advertisement, it persuade people in buying the product.

When companies or charity produces these adverts they make sure that they personal address it to the reader and by doing that there are different techniques that are used, like imperatives, which are commands. Also they use celebrity endorsement so that it looks like that if this celebrity looks good in this product, so could I. Therefore the advert is convincing the reader, so they are in control. The pictures that are used are visual images, and in charity advertisements they make the reader feel pity, since what the people in the less developed countries are suffering from.

Furthermore in every company and charity they have a logo, therefore it shows their identity and they know where they belong. On the other hand there are difference like in charity adverts there are lots of negative and emotive language because of the people who are suffering around the world, but with product adverts they use positive language for their product, therefore their product will sell. Yet when it comes to presentations charity have very low budgets so there adverts are not as good. In product advertisements they use a particular music to connect with the advert.