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Language of advertising

What is the purpose of advertising?

The purpose of advertising is to sell/promote a product or service, by advertising a product you automatically create a desire for it and so, if advertising is done right the product should sell.

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  • There are many different techniques that companies use in their advertising to help influence and persuade you, yes I'm sorry to tell you but the truth is we're all being subconsciously persuaded without even realising it!

  • Some of these techniques are:

  • Visually staging the product to appeal.

  • Brand familiarity/loyalty- Logos and straplines.

  • Positive association-Shot in a way that not only sells the product but the lifestyle that comes with it.

  • Humour- If you can make an audience laugh then the advert will tend to stick in their minds, this consequently builds a quick assosciation with the brand.

  • Shock tactics- Often used in health adverts shock tactics are used to scare an audience, making them feel an emotional connection with the advert or cause.

  • Metaphors- Suggests an item is like something else.

  • Stereotypes- Labeling groups of people together because of a common link or interest.

  • Romance- Technique mainly used in perfume adverts, again sells the lifestyle that comes with the product.

  • Sex- Similar to romance but more seductive, models also wear less clothes and look directly at the camera, and the audience viewing the advert.

  • Text- Specific fonts help to identify companies or brands. Informal fonts (teen and womens magazines) or formal fonts (Newspapers and magazines such as Vogue or Harper's Bazaar)

  • Colour- High contrast for black and white adverts, warm colours for holiday adverts, high saturation for food adverts.

  • Composition- Often the product is made dispropotionately large in post production compared to the rest of the advert to help it stand out.

Next time you get sucked in to buying that £80 pefume think about how much marketing is behind it!


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