The Use of Language, Structural and Presentational Devices by Car Manufacturer to Persuade Buyers

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The Use of Language, Structural and Presentational Devices by Car Manufacturer to Persuade Buyers

In this essay I intend to analyse and compare the language,

presentation and structure of two different advertisements. Both

advertise cars however one is for magazine while the other is for TV.

Within language I will be looking for language features such as

alliterations for example; sheer strength. I will also be looking for

structural devices such as the style of layout and presentational

devices suck as different font sizes and colours. Ultimately I will

try to discover what car manufacturers use in adverts to sell cars.

In the Volkswagen magazine advert Volkswagen were advertising their

latest Polo cars. There is a large amount of language used the

language persuades the consumers by using language devices such as

alliterations, '…sheer strength…' as both words begin with s it make

the text read with a flow and it is catchy, also the alliteration

gives the impression that the polo is a well-built car. The

alliteration 'Improved rigidity doesn't just make it safer, it also

means better road holding and responsiveness' allow for better flow as

the repetition of words beginning with r creates a rhythm. '…speed-sensitive…'

is another alliteration which is catchy.

Personal pronouns are very important in advertisements as they connect

with the reader making the text read as it was talking directly to

him/her. 'Careful it doesn't go to your head' this quotation shows

this as it give the impression that text is connecting directly to the

reader. Also personal pronouns personify the company '… and more

enjoyable to drive than an...

... middle of paper ...

...only an Imperative word but also a

minor sentence.

This advert uses a lot of structural devices. The text is set out in

small paragraphs with a heading, at 'Arial'-size16, there are five

Heading all of which are accompanied by an image or text. The text

includes a variation of both large and minor sentences.

The advert uses a lot presentational devices such as 'Arial' font at

size 12; also there is bigger spacing in-between the word on a line.

The font is round but clear making the read more enjoyable. Their are

two pictures with diverse colours and an image of the car the third

image is a tattoo with the phrase 'I AM INVINCEIBLE' on it, these

images are interesting, as well as this all images have the same

theme. The theme is the car is tough and sturdy, this theme enhances

the idea that the car is well built.

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