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

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

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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...


... middle of paper ...


...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.

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