The company’s products
A report on the features used on a chosen paint brochure that helps the company sell their products The following discussion will use the process of analysing a range of paint brochures in order to complete this media coursework. In order to discuss the persuasive techniques used that help paint companies sell their products, the language and format used on one of the chosen paint brochure will be analysed. The brochure that will be discussed and analysed is the’ crown’ paint brochure. The purpose of this advertisement is to persuade the reader to buy the companies products.
Discussing and analysing this paint brochure will answer the question, why has the brochure come to be very successful at persuading readers to buy the company’s products? The advertisement is printed on high quality gloss paper. From my point of view, the use of high quality gloss paper produces a brilliant image of the brochure and makes the colours shine when light is reflected off it. This technique used is the key of getting peoples attention. The customer becomes intrudingly amazed at how real the colours look.
The use of gloss paper brings out the colours and makes them look realistic. Due to this technique people are persuaded to buy the products and in the process keep them engaged. The advertisement is laid out with the writing indented on the bottom quarter of the brochure. It is broken up further with new paragraphs every three lines. This layout of the writing makes it less daunting and easier to read giving an opportunity to skim read the information instead of having to read solid blocks of text which is more time consuming and boring for the reader.
The logo, which is in bold italic, attracts the reader’s attention and is written many times, this is so that the reader is reminded many times of the company when finished observing the advertisement. It is like the reader has had the company logo engraved in their minds so that they do not forget them for. The logo is also written at the bottom right hand corner of each page of the brochure. This is extremely effective because before turning every page the reader sees the company logo.
This repetitiveness of the logo results in the reader remembering the company name. Therefore when the customer ever thinks about paint, they will remember a special company that they have come across time and time again. And as a result the customer will probably buy paint products from the crown company. The company sells standard every day colours for example green, blue, and red. These standard colours are then mixed and enhanced so that a wide range of colours are available for the customer to buy.
This variety of colours shown in the brochure makes the customer aware that the company does not just sell normal every day colours. If the company had only sold the colours of the rainbow then the customer would be limited to the variety of colours they could buy, and then would probably consume products from a different company leaving the original ‘crown’ company one less short of a customer. The brochure shows many of the other range of colours split up in to group categories.
The categorized group colours are aimed at different audiences for example a teenager picking a colour would be interested in colours like sporty blue, grass green or pink. This categorization of colours makes it easier for the customer because they can quickly locate the colour they intend to buy, instead of the customer having to flick thorough a brochure with the colours printed randomly in any order trying to locate the colour they intend to buy would be time consuming.
It is important that the company get the organisation correct or as a consequence the customer would loose interest. Some information is set out in tables. This ideal way of setting out information in to tables creates a better image of the brochure and what is really important is that the tables present vital information in such an organised way that when the customer reads the brochure they cannot miss the information very likely.
Information like hot deals, 20% off, buy one get one free, is very vital to the customer and so it is important that the customer does not miss it or otherwise the high prices of the products would be off putting. Bold italic sub headings and bullet points were used. They are used through out the brochure separating different types of information apart from one another. The use of bullet points and bold italic sub headings provides quick access of information for the customer.
If the brochure did not use bullet points and subheadings then it would be time consuming for the reader and seriously off putting to read a solid block of text and by the time you know it the reader has thrown the brochure away. Readers do not intend to read the whole brochure, they just quickly want to read the basic important information so they can quickly choose the correct paint, so bullet points and bold italic sub headings are used. Many of the pictures used in the brochure show painted walls with one of the colours chosen from a variety of colours.
The pictures are coordinated showing every day objects with the same type of colour, which match up to the colours of the walls. The pictures give the customer an idea of how their walls may look; this use of coordinated pictures is an effective way to sell paint products because as the customer looks at the pictures they get an insight of how great their walls will look, which Is from my point of view. I have noticed that the prices of all the products that the company sells are not whole figures and this made me think why?
The prices are one penny lower than the whole numbers. This strategy used of lowering the prices buy one pence makes the product sound cheaper deliberately causing the customer to buy the paint product, or that may not be the case from my point of view. For example a paint product at a price of nineteen pounds ninety-nine pence sounds cheaper than twenty pounds. The language used in this paint brochure is very persuasive and formal. The brochure uses words like transformed, enlighten, exclusive offers and brilliant etc.
persuasive words are used through out the brochure persuading readers to consume the company’s products. If informal words were used then the reader would think that the company is such nonsense as some of the vocabulary is childish. Some of the paint names have names that relate to certain objects. Paint names such as sunshine yellow, nature green, chocolaty brown, live red and falling blue all have something that relates to that specific colour.
Paint names like these make the reader feel as though they are part of that colour and make them feel as though they can interact with that specific colour is some way persuading them to consume the products, which is from my point of view. Paint names like chocolaty brown, strawberry red, cookie, banana split and apple red have something in common, they all relate to food types. Some of these paint names named after food types sound so delicious that the paint looks and sounds good enough to eat.
The persuasive name of paints the brochure has used is set out to persuade the reader and that is what the brochure has achieved. The brochure it self is personalised using words like “you” to make the reader feel personally involved and as if they were talking direct to the company which is what the customer wants so they do not feel as they are left alone to select a specific colour. Conclusion The crown paint company has set out to persuade the reader to consume the company’s products and that is what brochure has effectively done.
When the customers buy the paint product they don’t just buy paint, they buy a life style as well so the brochure has to be set at high standards to sell paint products effectively and also help the customer to buy the correct paint as well as persuading them, metaphorically helping the customer to buy the correct life style. Which is what the brochure has accomplished. The layout of the brochure along with the techniques used encourage the reader to eventually buy the product, which is what I think the brochure has done.
The brochure presents information clearly and in an organised manner. The use of bullet points, sub headings, repeating bold italic logo, tables to present information clearly, co coordinated pictures to give the reader an idea if what the colours may look like on the walls, the gloss paper and the formal persuasive language used all help the brochure to accomplish the task set which is to persuade the reader to buy the paint products and this has answered the question, why has the brochure come to be very successful at persuading the customer to buy the paint products.