Advertisement is a manipulative use of media in order to bring the audiences attention to a product or service. In the two advertisements we see two different uses of the same media (posters). Types of advertisement come under two main categories: Importance-giving important details such as opening dates and location. Persuasive-plays more on the manipulative side, this is present in the two posters.
The ‘NSPCC’ advert is appealing to our sympathetic and emotional sides asking for our donations to help the troubled child. We are given the impression that we are helping an individual; this is because of the picture and accompanied story.
A vulnerable child bandaged and exposed on what seems to be a bed rather than a crib dominates the page. The message is limited to 1/3 of the page. This message is subtle, keeping our sympathy going rather than anger. ‘NSPCC’ is placed in the bottom right hand corner, a name that is well know and respected for its work. The message is in bold lettering against a large white space so it is easily noticed. The message is snappy and carries a rhythmic pattern which is disturbed by the line ‘and the tips of her father’s fingers.’
Also you can read Analysis July at the Multiplex
The baby bandaged and covering its eyes creates an impact on the reader and our attention is diverted b the captivating text, it opens with the word ‘All’ which suggests a limited list. In the final item to the list we are shocked at the abolished subtlety. ‘Tip’ suggests sharpness increasing the sympathy pain. When we read the donation form we discover yet more about this unfortunate child. In the more in depth story lines such as ‘loss of control’ leads us to thoughts of frantic behaviour. Before we get to the amounts for donation we get the line ‘I want to help’ this leaves little room for us to deny such an emotional appeal.
Rhetorical devices are not present in this appeal because it asks for our co-operation through sympathy instead of the company arguing their point. The overall effect is simple and direct, simplicity is used because they are emphasising how the picture says it all. One sentence in the donation form is opened with ‘You’ personalising the advert and making it the reader feel involved and important.
The ‘BP’ advert uses shock to entice the audience. We cringe with disgust as we see the worms entwined and stacked together taking up 2/3 of the page. The headline is bold but once read it only confuses the reader and increases captivation. Due to our curiosity and hate of confusion we read on in order to understand the link between the poster and its headline. The ‘BP’ logo is small; if it wasn’t we’d know what the poster was about and would find little need to read on. In this poster there is little need for fancy fonts because curiosity has already occurred. The caption has an informal tone a sign of humanity making it easier to converse with this company.
The caption opens with ‘Most people would’ a sign of them distinguishing themselves from the average. They make out to be environmental campaigners but our futures can’t be the first worry of a petrol company. Both adverts use visually shocking pictures, they erect curiosity. ‘BP’ and ‘NSPCC’ claim protection over something to our caring and nurturing nature. When we are asked to care it is difficult to refuse without guilt of being heartless. Overall both pictures use the element of shock to attract an audience, 1/3 of the page is a description because the pictures alone aren’t too descriptive. ‘NSPCC’ uses slightly enlarged and conveniently spaced lettering because the picture requires very little explaining. ‘BP’ uses a confusing headline to lure the audience in and keeps the curiosity levels going. A shocking picture is accompanied by 1/3 of writing, the explanation is in a small font and is not particularly short in content, and this is effective in making this a memorable poster.
Both posters have a small company logo, but this for different reasons; ‘BP’ is to crate confusion and ‘NSPCC’ is to give the impression that the poster is a campaign for children rather than popularity.
Dramatic vocabulary is used in small amounts throughout the two posters such as; ‘All this baby will ever remember’ and in ‘BP’ ‘Protecting’. ‘BP’ could have used statistics but decided not to, this makes the poster humane and the reader feels empathetic towards the ‘NSPCC’ advert.
Read also Case 302 July in Multiplex
Presentational devices are arranged around the one objective ‘shock’. These posters captured my attention and curiosity; I was more interested in the ‘BP’ because it wasn’t too blatant with its point so it required more information beyond its headline. They were both successful in their intentions, but both obviously were directed at two different audiences. Sympathy is a very emotional mindset and as long as our emotions are triggered we become captivated. Emotions are difficult to ignore because they engage rational thinking with knowledge, a combination that would be un-human to ignore hence its use in these adverts.