Advertisements : Excite’s Internet service provider and the Specialized Mountain Bike Essay Example
Advertisements : Excite’s Internet service provider and the Specialized Mountain Bike Essay Example

Advertisements : Excite’s Internet service provider and the Specialized Mountain Bike Essay Example

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  • Pages: 3 (680 words)
  • Published: July 4, 2017
  • Type: Essay
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Currently, it is typical for companies to allocate significant funds towards advertising their products through diverse forms of media such as television, radio, print publications and the internet.

Advertisers encounter intense competition in the market due to the plethora of consumer products and services available. They strive to convince potential customers that their offerings outmatch those of rivals. Frequently, they employ marketing tactics such as catchy slogans, varied typography, wordplay, repetition of sounds and conveying a belief that buying their merchandise will substantially enhance one's standard of living.

Both of the advertisements I have selected promote a new product or service. One of them aims to increase public awareness and market Excite's Internet service provider. The ad depicts a middle-aged, large man examining a tattoo on his arm containing an image of a dove

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and a scroll with the word "PIECE". The tattoo suggests that the man is foolish since one would typically associate doves with "PEACE," not "PIECE." The advertisement conveys the message that Excite is user-friendly, quick, and feature-packed. It showcases the ease of use of Excite by portraying a seemingly simple man managing to use several functions typically thought to be challenging to navigate.

The advertisement for Excite appears to offer a wide variety of functions, including last-minute flight booking, Harley shopping, rare CD purchasing, yen worth checking, and even the ability to send flowers to one's mother. The advertisement is likely aimed at older, less tech-savvy users who may be intimidated by new technology. The ad features a man who is stereotypically seen as intellectually challenged, indicating that even he can successfully use the service. The majority of the ad is blue in color,

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suggesting dullness, but the vibrant yellow text contrasts this and creates a feeling of excitement. The text is divided into three easily digestible blocks, with the punch line emphasized in large yellow letters. Despite its extensive functions, the Ad implies that Excite is user-friendly and easy to navigate.

The initial text appearing in white color and reading "co. uk" intentionally stands out to draw attention. The main objective of the first block of text is to capture the reader's interest and encourage them to read further. Various techniques such as humor, alliteration, and impressing the reader are used to hook the recipient.

The text discusses a humorous moment involving a biker in search of his dream Harley discussing karma. Alliteration is used to draw attention to the words and add interest. The intention is to show the variety of conversation that can be had on Excite. Excite's logo is a simple "excite" with a white oval around it, to make it easy to remember the web page address. The advertisement emphasizes the name "excite" by repeating it three times. The second advertisement promotes Specialized Mountain Bike Gloves as necessary for mountain bikers.

The mountain bike gloves are strategically placed among several other sports gloves on a white background, giving them a unique appearance. The message conveyed through the image is that these gloves are indispensable, much like their counterparts. Moreover, the advertisers have used language such as "the ulnar nerve" to create an impression among readers that a lot of research went into the design of these gloves. It is likely that the gloves are targeted towards mature riders (25+ years old) who are more

concerned about the health aspect and technical details of the sport than younger riders. The text is presented in a small, sophisticated block, which flatters the reader by not being broken up like other ads. Finally, the colorful and bright design of the gloves makes them much more appealing than others.

The advertisement, found on the rear page of a magazine, is highly visible to all due to its placement. In addition, the use of thick glossy paper further enhances its sophisticated appeal. The distinctive emblem of Specialized, portrayed as a squiggle, aids in easy recall and visualization for potential customers seeking to procure the product. Overall, the advertisement conveys that these gloves are indispensable, elegant, protective, superior to competitors' options, and fashionable.

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