Comparing How Advertisements Use Language and Presentation to Persuade Readers to Buy Cars

In this capitalist society people are persuaded by advertisers to

consume products which are not even needed. Companies need people to

consume in order for the economy to flourish. People who already have

cars which still perform well do not really require the replacement of

a further one. Cars are pretty similar to one another; all cars have

one principle in their manufacture which is to move from one place to

another (transport). The difference which divides the cars in groups

is the engine size, colour/finish, gadgetry etc. However, it is these

differences which persuade people to consume cars even if there is no

need to purchase one. This is the job of companies; they sell so

called 'dream cars' which have fancy gadgets and fast engines etc to

satisfy the aspiration of the reader and persuade them to purchase the

cars, even though their present one is in fine condition. People are

persuaded because of peer and social pressure which intentionally

makes them believe that neighbouring people are laughing at them

because of their cheap car. This belief makes a person reckon that

other people are taunting them, which causes people to consume cars

which they believe to have a higher standard. This pattern of

behaviour is constructed by marketing departments. Advertisers look

for their target audience for their advertising campaign. These could

be male/female, A-class people, or even retired people. The

advertisers look at people's deepest fears and desires which will make

the pitch hard to resist and they manipulate and take advantage of

people with these fears and desires. There are all sorts of media that

can be used to persuade ta...

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...heir powerful medium which draws on people's deepest fears

and desires. For this reason we must be discerning as consumers and

critical of advertisers. There are also implications of such powerful

advertising techniques for our society. There are environmental

concerns like pollution and stereotypes are reinforced e.g. the 'MGZS'

advert is very problematic since it is based on the construct of

muscularity and it suggests that men are risk takers (Genetically

Modified) and are sexual breeders (Testosterone Fuelled) which is

sexist and excludes women from the advert. Similarly in the 'Lexus

RX300' advert stereotypes of rich people are reinforced by presenting

luxury and hunting which relates to prosperous people. This excludes

large sections of the society, not only women but disabled people,

ethnic minorities and so on.