Comparing three car advertisements Essay Example

from the outset that each of the three ads has a unique target audience.

The RVT S3, created by British company RVT, targets mature men who crave both speed and extravagance. The advertisement employs a personalized and amiable tone, addressing the intended audience with "you" and "we". Furthermore, the ad emphasizes the vehicle's performance capabilities, particularly its capacity for velocity. On the other hand, Mazda 2 is a family-oriented car manufactured by Japanese firm Mazda.

The Citroen Saxo Forte caters to a different market compared to the other advertisements. It targets young adults and women who are searching for their initial car. The car is favored by families as their primary vehicle, mainly owned by men. The advertisement highlights Safety and Reliability as crucial considerations for families, delivered in a personal and approachable manner. There is a conscious avoidance of a third-person perspective to maintain a non-offensive tone, eliminating any ageism or sexism observations commonly seen in ads.

The ideal car for them is one that is affordable to purchase and maintain, has a stylish appearance and is easy to insure. With limited funds, the Mazda advertisement showcases the appropriate vehicle with its tough, new supermini. The emphasis here is on the adjective "new."

By utilizing a three-part list, the advertisement creates an image of a superior, contemporary product. This technique is commonly utilized in advertising to increase effectiveness. The text begins by posing a rhetorical question - "Who says driving can't be therapeutic?" - which adds to its persuasiveness and entices the reader to continue reading in order to discover how this car can be therapeutic.

In both the Mazda advertisement and the RVT, persuasive techniques

are utilized through the use of adjectives such as 'tough', 'new', 'nimble' and 'great'. These adjectives make the text attractive to read and hold a powerful presence in the advertisement. The RVT presents a similar technique to that of Mazda's, beginning with a rhetorical question - 'Who says you can't drive fast and safe?' This technique is highly persuasive, drawing readers in and creating interest in the car's unique capabilities.

The Citroen Saxo advertisement employs persuasive language that effectively appeals to its target audience. A key element of this is the use of the adjective 'new' in the second sentence, which implies modernity and superiority. Meanwhile, the fourth sentence presents a three-part list that emphasizes the car's value, style, and capabilities, further bolstering its appeal. Notably, the advertisement avoids technical jargon about engine specifications that may not interest its predominantly female audience. Instead, the focus is on the car's aesthetic appeal and perceived benefits. The opening sentence effectively draws readers in by promising value and style, encouraging further reading to discover how they can attain both through purchasing this vehicle.

The Saxo advertisement emphasizes the car's appeal to its desired audience, citing its irresistibility from the beginning. The ad presents a brief paragraph listing the car's features on the right side of the page, while a prominent image captures the reader's attention on the left. A simple layout is crucial in an ad, as it determines whether or not readers will read it; Mazda's advertisement employs a straightforward design.

The advertisement boasts an attention-grabbing title above a photo of the Mazda 2. Underneath, the message of "breathe in, drive out" adds to its appeal. Bold

wording declares the new product, "the new Mazda 2," ensuring it remains unforgettable to readers. A picture of the vehicle proves more alluring than the accompanying text, displaying the fast and sporty family car's reliability. The advertisement succeeds if the audience can recognize the car and its manufacturer by the end.

According to the bottom left corner, the car was the winner of a comfort test in 2003. The RVT advertisement is simple in its layout, with a title, picture, and text. Yet, it stands out due to the bright yellow stars with titles on a red background. The large, bold font of the slogan and car name are also noticeable.

The advertisement for Citroen Saxo aims to familiarize readers with the name of the car, and it achieves this by featuring a large picture of the car alongside text that highlights its attributes. The car has won the prestigious 'British Car of the Year 2003' award, indicating its excellence. Despite its somewhat complex layout, with the car in the bottom left corner and various images and text occupying other sections of the ad, the eye-catching image of the car draws readers' attention. The text is quite lengthy and lacks a clear heading or slogan, but bold font is used to emphasize certain sections. Ultimately, if readers are able to recall the name of the car by the end of the ad, then it has served its purpose.

The car picture is noticeable only because of its size, as it blends into the background. Although I prefer the Mazda 2 advert, I think all ads achieve their goal of targeting specific audiences and leaving an impression.

The Mazda ad is particularly effective with its simple yet striking design. The RVT ad also stands out with its convincing text and easy-to-remember car name.

In my opinion, the Citroen Saxo advertisement contains compelling content but lacks a memorable heading or slogan, has a monotonous color scheme, and an excessive amount of text, making it less effective than the other two advertisements. Nonetheless, the effectiveness of an advertisement depends on its purpose and target audience as they are intended to persuade people to stop and read them while also being remembered.