Using Hidden Messages And Advertising Techniques Used By The Alcohol Advisory Council Of New Zealand

951 Words Mar 14th, 2015 4 Pages
Advertisements are powerful tools of communication used to persuade consumers into buying products and/or change their view on how they perceive a particular issue or subject. What makes advertising appealing to the consumer is not just a fancy product or a pretty face, but the underlying messages used to convince, shock, and inform the consumer into taking some form of action. We will explore examples of hidden messages and advertising techniques used in a print advertisement by the Alcohol Advisory Council of New Zealand. ALAC (the Alcohol Advisory Council of New Zealand) released a series of emotional and powerful advertisements in a print campaign reaching out to alcoholics living in New Zealand. The main technique ALAC is using to persuade viewers in this advertisement is pathos, which essentially means appealing to the emotions of the audience. Consider the overall ambience, for example. We see a typical middle-class family seated in a small, slightly cluttered kitchen. Our eyes focus on a battered gentleman slumped in a kitchen chair with a giant pint glass encapsulating him. The pint glass, symbolizing a cage, alienates him from his family and keeps him locked in a dangerous cycle of binge drinking, while the cuts and bruises found on the man’s face and body shows his defeat. In small print below the glass reads, “Was last night really worth it?” This question causes viewers to observe their own drinking behavior and how overdrinking can potentially disrupt their…

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