Analysing and comparing a charity advertisement to a commercial advertisement
Advertising is a way to get the product across to the audience, by selling the company’s ideas and information to the audience, whether the company do it in a sympathy way or a thrilling way, either way they want you to buy it or help give money. In this essay I will be writing about the similarities and differences in a charity advert and a commercial advert. Adverts makes the audience want to buy it or help give money.
By doing this the advert has to be eye catching. An eye catching advert is an excellent way to get your attention and that is what makes an advert sell. Adverts are an everyday thing; you see it in newspapers, magazines, bill boards, trains, buses, taxies, TV adverts, literally everywhere. This effects everyday life as it makes more people want to buy products even if you do not need it. For example when you have a reasonably good mobile but then you see an advert which advertises the latest mobile, it makes you want to buy it because it makes you think it is so much more better.
In my essay I will compare and contrast a commercial advert to a charity advert, by looking at what they both are selling and where the advert came from. In this commercial advert they are selling this product called ‘LIVE’ which is a hair colouring product. The product is situated in the bottom right hand corner. It is big enough to see. This is a good idea as it shows what the product looks like. The advert came from a magazine called Cosmo girl, this shows that the company probably have a large number of money, as Cosmo Girl is a highly popular magazine sold and the advert is in colour. The advert was next to another hair advert, about damaged hair. The hair was on fire so, you couldn’t see how the hair looked like, but in the advert ‘LIVE’ the models hair looks sleek and shiny, making you want to buy the product.
In the charity advert, a little girl quite upset is shown and explains how she survives. They are asking to give a generous amount of money or a gift. The advert was posted through my letterbox. It was given near the time of ActionAid week, which is on the16th September- 2nd October. In the commercial advert the advert uses informal language, as this makes the advert look relaxed, and that’s what they want the advert to look like ‘cool’. The tone of the text is fun, exciting and engaging. As they use a lot of slang, and how they put it across to the audience, it is short and simple so you will not be bored.
The copy uses superlatives ‘Xtra’, ‘Xtreme’, ‘Xhilarating’, ‘Love’ and ‘longer’ this make the copy look like it is the best, also X and L are at the beginning of each word as this relates to COLOUR XXL. The words are bold and highlighted this make it stands out to catch your eye. The copy is in red and red stands out as an individual, this makes me want to read it. The rest of the copy is white on blue. ‘LIVE’ is written in blue, making it look natural. ‘LIVE’ is also bigger, bold and eye catching; this is helpful as this is the products name.
No rhetorical questions used but facts and opinions are. The opinion ‘love the feeling’ is an opinion as the reader might not actually love the feeling. The fact ‘with ultra- concentrated colour pigments’ is a fact is because it does contain them also this makes it scientific it gives the impression that it really does work, so you will see the effects. Personal pronouns are used ‘if you’ve got the attitude, we’ve got the colour.’ This makes you feel involved.
The logo is Schwarzkopf and has a picture of a side view of a man with hair; the slogan is ‘Professional hair care FOR YOU’. They highlighted ‘for you’, so it makes you feel they’re only doing it for ‘you’, making you feel special. The copy in the charity advert uses emotive language. The effect is that it makes you think, making you fell, depressed, sad, and emotional. It tells us she just receive 24p a month to help Anamika (the girl being advertised) survive and her family. It tells us just how 2, 4, and 10 pounds can just help a girl’s life helping her own way out of poverty. They use persuasive language as it mentions ‘you can’t buy back Anamika’s childhood but…a small gift from you could make a big difference to her.’ As this makes the reader feel like the reader can help Anamika if the reader gave money.
The tone of the languages is serious; as the copy is serious the text is formal. The copy is simple, long and informative. The copy uses negative connotations at first such as ‘died’, ‘bust’ and ‘manual scavenger’. These words are distressing and make you think how easy we have it. However then the language changes and has a positive connotation in the next paragraph when the advertisers explain what happens when you give money for example could, help, learn, earn, safe, shelter, community, chance. These words make you think how much of a difference this can help.
The copy uses personal pronouns such as ‘you could …’ as this makes the text look likes it written to you. They use absolute such as small, as this makes you think you only need to give a small amount, to help. There are opinions and facts, it mentions ‘a small gift from you could make a big difference to her’ we actually don’t know if it will make it a big difference. The facts shown are based what upon would happen on how much money you give, and when they explain what action aid is. The writer used a rhetorical question as ‘who is action aid?’ this makes you get involved as you might not know.