Advertising Analysis

Advertising Analysis

Advertising is constant. Wherever you are and whatever you are doing,

you will be bombarded with advertising; it's commonly accepted that

the media (a collective term for film, radio. television, music, the

printed press [ i.e. newspapers and magazines] and now, the Internet)

is a key part of our modern day lives. The media is largely funded by

advertising, because companies will pay large sums of money to reach

the huge audiences of the media; and so, every time you turn on the

television, tune it to the radio, open a magazine or newspaper, watch

a film or connect to the Internet, you will more than likely see

advertising. Even as I write this, I am being bombarded with

advertising; the Sony brand name is clearly visible all over my

computer; on its monitor, on the top-left corner of it's keyboard;

each second I spend on my computer, Sony will be advertising its

products (let's not forget Sony has many, many products to advertise),

to me, simply because it's brand name and logo are directly in my line

of vision as I type on my keyboard. Sub-consciously, I will remember

the Sony name. Examples of this form of advertising, the free exposure

a company gets by plastering its name all over its products, is very

widely used. The program I'm using to write this is Microsoft Word,

and the program that allows my computer to run the program is

Microsoft Windows. In the top-left hand corner of my screen, the name

Microsoft appears. Every time I look up at my screen to check that

what I am writing bares any semblance to what I intend to be writing,

I see the Microsoft name; I'm not going to forget it, am I? Especially

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...s shown how two adverts selling he same

product (holidays) and aimed at a simmilar demographic (high-earning

Times readers) can be vastly different. Whilst the Swan Hellenic

advert relies on showcasing and using a built up image of the

Medetteranian and the reputation of P&O cruises the Scottish Highlands

advert tries relentlessly to dispelpreconceptions about the Scottish

Highlands through the use of modern colours, the internet, short,

snappy phrases and a modern sense of humour. In my opinion, the Swan

Hellenic is more successful becauseit has a built up image to rely on

and fall back on and so the product is easier to sell throgh visual

showcasing and the use of language techniques (,etaphor in 'like a

beacon in the sun' rheotorical questions), and the conotations of the

swan and Helen of Troy to sell it's product.