Persuade readers to buy cars
In this capitalist society people are persuaded by advertisers to consume products which are not even needed. Companies need people to consume in order for the economy to flourish. People who already have cars which still perform well do not really require the replacement of a further one. Cars are pretty similar to one another; all cars have one principle in their manufacture which is to move from one place to another (transport). The difference which divides the cars in groups is the engine size, colour/finish, gadgetry etc.
However, it is these differences which persuade people to consume cars even if there is no need to purchase one. This is the job of companies; they sell so called ‘dream cars’ which have fancy gadgets and fast engines etc to satisfy the aspiration of the reader and persuade them to purchase the cars, even though their present one is in fine condition. People are persuaded because of peer and social pressure which intentionally makes them believe that neighbouring people are laughing at them because of their cheap car.
This belief makes a person reckon that other people are taunting them, which causes people to consume cars which they believe to have a higher standard. This pattern of behaviour is constructed by marketing departments. Advertisers look for their target audience for their advertising campaign. These could be male/female, A-class people, or even retired people. The advertisers look at people’s deepest fears and desires which will make the pitch hard to resist and they manipulate and take advantage of people with these fears and desires.
There are all sorts of media that can be used to persuade target audiences to purchase their ‘dream cars’. These include television, radio, sponsorship etc, nevertheless in this coursework I will be focusing on newspaper/magazine adverts featuring the MG ZS and the Lexus RX300 which are two cars. These will be used through out the coursework for comparing how advertisers use presentational and linguistic devices to persuade the reader and their effect on readers intentionally and unintentionally. The ‘MGZS’ advertisement starts of with a three part list, “The Genetically Modified, Testosterone Fuelled, Grin Inducing MGZS”.
Although the advertisement has detailed technical information at the top, it is small since it is not designed to attract readers but for serious buyers. When the advertisers use the term, “Genetically modified”, means the alteration of the genetic structure of and organism for a particular purpose and to improve its performance. An example of this is GM crops (genetically modified crops); these crops are modified to improve their growth so that they can grow taller, stronger and bigger so that the wheat or fruit they produce are more bigger and quality supplies.
This suggests that the car has been altered to be more powerful and advance compared to other cars, which subtly makes the reader believe that this car has been modified so that it performs more advanced compared to other cars. However, genetically modified food is also avoided by people who are concerned about their health, therefore it could make the reader also assume that the car it for people who are brave and risk takers and so if they buy this car then they will become risk takers and brave as well as a car which advanced than other cars. The word ‘testosterone’ is a male sex hormone.
Therefore the term “Testosterone Fuelled” would mean that the car is full of masculinity and so suggests to the reader that the car is suitable for very masculine men. The advert seems sexist since it is suggesting that men are the higher sex since they are bigger and stronger than women, which is also suggesting that men are sexual breeders (testosterone fuelled). The advert is stereotype since it only appeals to men as it suggests the car if full of masculinity (testosterone fuelled) and that men are risk takers (genetically modified) which excludes woman from the advert.
This could make the reader assume that the car is superior to other cars and that the car is faster and enraged since it runs on testosterone. ‘Grin Inducing’ means the car will give the owner a lot of pleasure or fun. This suggests to the reader that if he buys the car then he will be persuaded to grin at people, which refers to the phrase “Grin Inducing MGZS”. The phrase “Grin Inducing MGZS” appeals to the readers desire to be proud and grin at people. The three part list as a whole has metaphors in it which makes the reader think about the car as if it were something else.
For example, “Testosterone Fuelled” suggests to the reader that the car is masculine. The writer also alliterates the three part list. The writer alliterates ‘genetically’ and ‘grin’ and ‘modified’ and ‘MSZS’. This repeated consonant makes it easier for the reader to remember. There is use of jargon in the detailed technical information that a serious buyer might want if they are interested in purchasing the car, like financial issues. Jargons is also used to describe the cars performance and appearance which most appeals to a sports car enthusiast.
For example, it says, “1. 8 16v . 0-60mph, 9 secs . 16″ alloys . Sports suspension . Spots tuned power steering . Rear spoiler etc” Overall, the language has a lot of jargon and uses metaphor but does not have much colloquial language. Research shows that men respond positively to technical jargons. It seems to be appealing to a man, most probably a sports enthusiast rather than a family man. People can feel the potential and the rage of the car by how the car is described and introduced.
The ‘Lexus RX300’ advertisement starts with alliteration, ‘The luxury is hard to leave’. The writer alliterates ‘luxury’ and ‘leave’. This repeated consonant makes it easier for the reader to remember. This alliteration relates to the picture which is being shown. The reader can know the ‘story’ that takes place in the advertisement by the clues shown in the story such as the lonely moor, the hide (place of concealment for bird watchers or hunters), car advertised, disks thrown in the air, a man in the car with his gun out the window and a hunter standing on the moor.
The reader can link the clues in the picture with the alliteration, “The luxury is hard to leave”, and so as a result the advertisement is trying to say that the man in the car is so obsessed with the car that he can’t bear to get out and go hunting. The advert also has some information in jargon about the car such as ‘automatic climate’ and ‘walnut dash’. However, the advert is not too overloaded with jargon and it uses colloquial language like, ‘fully loaded’, so that the readers feel comfortable and not intimidated by difficult language. The whole hunting image is continued when it says, ‘fully loaded’, this gives a sense of luxury.
The advertisers speak to the readers in the second person since it says, ‘you can see’ instead of he, she, they, it etc. The advert gives some detailed technical information but overall the language is not overloaded with jargons. It seems to be appealing to an A-class, rich, middle aged man, rather than a young person who likes fast cars. People are made to feel comfortable about the cars luxury the way the advert describes the interior in the detailed technical information and the alliteration, “The luxury is hard to leave” reassures them.