Techniques Used in Print Advertising Essay

1987 Words 8 Pages
There are a plethora of features and techniques used in print advertising which are often invisible to the naked eye, and primed at targeting the audience’s subconscious mind. Audiences consume advertising wherever they look or go, whether it be on a train, reading a newspaper, or even using the public bathrooms. Conventions are constructed, and past knowledge is exploited, by what can be acknowledged as a ‘language of advertising’. Print-based advertising is a genre that has been around for a significant amount of time now, and a form that continues to flourish and adapt itself despite the prominence of more contemporary methods, such as the internet, and more recently, the growth of tablet computing. The following investigation will …show more content…
For example, first-time home buyers could be looking for a provider, and are more likely to be found at the lower end of the age spectrum, whereas long-term customers are being targeted to switch from a rival company by the advertisements. Also, another contextual and audience based issue worth considering is the fact that the advertisers have chosen to feature their adverts in a Winter edition of the newspaper; a time when people generally consume more energy, what with the requirement of heating in the cold months, and other similar issues. Therefore, the text attempts to connect with the reader in order to persuade them into the prospect of an ‘attractive alternative’, to the energy supplier they are already with. Semiotic choices, such as typography, play a role in this, however that is an area that will be considered later in a full textual analysis. Although, it is crucial when considering context to acknowledge the contemporary economic woes, with consumers looking to save as much as possible. Such adverts, and their language choices, such as ‘Our Prices Won’t Budge’, attempt to exploit this financial fear, as a method of persuading the reader.
Next, following on from an acknowledgement of audience and context, it is important to observe the use of language in each advert, and the way in which such language use is

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