An Analysis and Comparison of Two Adverts Essay Example
An Analysis and Comparison of Two Adverts Essay Example

An Analysis and Comparison of Two Adverts Essay Example

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The dictionary definition of advertising is the act of announcing and highlighting attractive features to capture public attention and encourage a desire to purchase or support. To be successful, the advertisement must effectively convey its intended message to the audience, convincing them that they need to buy the product. The communication must not only be effective but also accepted and absorbed by the audience for advertising to function as a two-way communication process.

The timing of TV adverts can indicate which minority group a product is targeted towards. For example, morning ads often promote children's toys and sweets because many kids watch TV at that time, making it a prime opportunity to reach the target audience. This is why the advertiser chooses to show their ad during this time. In this analysis, I will

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compare the commercials for the November 2002 Ford Mondeo and Peugeot 206. As both products fall into the same category - vehicles - it will be possible to compare the techniques and features used in each ad. First, I'll analyze the November 2002 Ford Mondeo ad. The opening scene shows an upside-down environment to capture the viewer's attention and build interest in the rest of the ad.

The little boy hanging on a climbing scene is revealed as the origin of the original perspective in the second scene. The third scene features a car pulling up the drive, stopping, and its occupants getting out. The fourth scene, which is upside down, captures viewers' attention. The fifth and sixth scenes depict the boy getting off the climbing scene and looking disgusted and bemused. Scenes seven to ten showcase a woman getting out of the

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car, kissing a man and a girl, and the small boy's reaction to those actions. The exaggerated nature of the woman's kisses provides a comedic element to the scenes.

Scene eleven features a close-up of the woman's face, emphasizing her exaggerated nature and "villain" persona portrayed through the bemused expression of the small boy in scene six and the unhappy face of his assumed sister in scene ten. The subsequent scene twelve offers an overview of the large house with its expansive garden and white picket fence.

The prominence of the Ford Mondeo in the scene is deliberate, as it seeks to appeal to those seeking a luxurious car. Furthermore, the scene aims to challenge the notion that purchasing a Ford Mondeo is a downgrade. As a result, it appeals to more affluent buyers. In scene thirteen, the woman calls out "Joe?", indicating that she is referring to the young boy previously shown. Scenes fourteen and fifteen depict the man, assumed to be the father, shrugging his shoulders in response to the woman's inquiry about Joe's whereabouts. In scene sixteen, it is revealed that Joe is inside the car, having chosen to remain there for protection from the woman.

By kissing the car's windscreen towards his father, the boy expresses both fondness for his dad and appreciation for the vehicle. Nonetheless, the action can also be seen as humorous, implying a mockery of the father's inability to get away.

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