Essay, Research Paper
??????????? From
doing this project I can conclude that radio, newspaper and television
advertisements use different techniques to make the adverts appeal to the
consumer. Newspaper advertising concentrates on the use of the written word in
conjunction with graphics and colour (where appropriate). TV advertising has
the advantage of the spoken word, graphics and camera and lighting techniques.
Finally radio advertising uses the spoken word and sound to appeal to the
listener.??????????? All forms of communication are
effective and each has its benefits in putting over the message and each using
different techniques in achieving its objectives. ??????????? One of the major benefits of using
one or all of these advertising is that they can reach a national target
audience if this is desired. This is not always the case since some advertisers
are appealing to regional audience and would therefore use regional newspaper
media and selected commercial TV channels to advertise their product or
company.??????????? Smaller companies do not use large
scale media advertising to advertise their products or companies because it is
sometimes not a profitable expenditure and is not required to target a national
audience, so leaflets given out in the street and adverts in local newspapers
are often used.??????????? In all types of media advertising, I
have discovered that companies use different persuasive technique when writing
text, speech or dialogue. Pre-modifiers and superlatives are used to make
objects sound better or worse than they are, for example an old-fashioned computer
or a modern computer. Contrasts in text or
colours can be appealing, and contractions of word are used to make things easy
to understand and not confusing. Monosyllabic words also do this, and doing the
opposite can make things sound modern, superior and educated.??????????? Cohesion plays an important part in
media coverage, especially when the company uses all three types of
advertising, as it makes the consumer identify with different things.??????????? Famous people are frequently used in
all three types of media, as is makes the viewer identify with that person, and
they may believe that that person recommends the product or company.??????????? Overall, I can conclude that much
effort is taken when planning a new television, radio or newspaper
advertisement to make the advert appealing to the viewer without them knowing
it, and many persuasive and effective techniques are used to do this. The use
of colour, the cast, the camera angles, the sound and the text and the informality
of the message all help to create an effective, informative and successful
advertising campaign.