How the Advertiser Presents the Product to the Consumer and Comparing the Adverts in Mercedes-Benz and Chrysler Voyagers Ads
I have chosen to compare two adverts on cars. They are for a
Mercedes-Benz and a Chrysler Voyager. I will be looking at all aspects
of my chosen adverts and comparing them to each other.
The advert for the Mercedes-Benz is very personal, and is constantly
putting the reader in the driver’s seat. It is laid out like a cinema
screen, and that comparison continues throughout the advert. The
picture is very passive and immediately places the reader at the
centre of the advert, and the whole layout is calming. In comparison,
in the Chrysler Voyager advert the attention of the reader is not
immediately drawn to the car. Instead, it is on the ride in the
background, which conveys excitement and adrenaline. The ride is very
unusual looking, and the use of light draws the eye to the advert.
Only after a closer look, does the reader notice the car in the
foreground. The Mercedes advert is laid out with a small section of
writing at the top and the rest of the text at the bottom below the
picture, whereas the Chrysler Voyager advert has a heading at the top
and then the picture dominates the advert with the rest of the text at
the bottom underneath it. The Chrysler advert is deliberately
presented to be exciting and eye catching but the Mercedes advert is
subtler.
The language of the two adverts is very different. The language of the
Mercedes advert is soothing and very personalised. The section at the
top is written and laid out like a poem. It places the reader in the
centre immediately, with ‘with all the reassura...
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like sophisticated relaxed rides, and are willing to pay for it. The
Voyager on the other hand is very much a family car. it describes it
as ‘Americas favourite family ride’, and the majority of people who go
to Busch Gardens, where most of the comparisons come from, are
families.
Both of these adverts are describing cars, but the similarity end
there. They advertise different sorts of cars to different people by
appealing to two very different personalities and preferences. I
prefer the Mercedes advert as I think it is more thoughtful, and I
like the fact that they make comparisons to a cinema. I think it does
a better job of making the car feel safe and secure as it does not
have to contradict itself in order to get this message across, however
both of the adverts are very effective and well thought out.