The two ads both want to “sell” something to target audience. However the first ad has been placed by HMV in order to persuade young adults (20-25 years old) to become a manager of an HMV store, whereas the second and has been placed by “Regent Home” to persuade rich adults to buy a luxury home in Cheshire.
I will first talk about the HMV advert. The HMV advert is very informal. Its layout consists of a large picture, a very large heading and a good amount of text. The advert is very catchy and persuasive because it contains a large heading: “Where will you be in a few years time”. It is the “hook” of the advert and a rhetorical question as it can’t really be answered and also it is a direct address because it says “where will YOU be in a few years time?”. In addition, it also asks young people a sensible question of what they are doing further in their lives.
It is basically telling that to have a very good future become a business person of HMV. The layout of the advert is very informal and consists of quite a lot of text. The text uses persuasive, encouraging and positive words but in a very respectful and “jokey” way. For example, it says,”But if you’re up to it, we don’t believe you’ll find a more rewarding and exciting challenge in retail,” and words such as “gigged” and “streak”. The text also contains direct address because it says “you” a lot. The picture which takes up a lot of the advertisement is exceedingly catchy and very informal. It shows a replica of Madonna squirting jam at a person.
Using celebrities such as Madonna and Yemmi Bryan is a very good way in persuading people to buy the product as they would think, “wow, if (Madonna) has got it, I think I should try it out.”
The Regent Homes advert is a lot more formal and very serious. It is trying to sell some homes to rich and retired adults who have children at school and who want to relax and get away from the city life. At the top of it, is the location of the houses and underneath it says, “Beautifully appointed homes in an idyllic setting”. Readers will get first positive impressions from this. There is a lot of text and not a lot of pictures which show this advert is for older people. The text uses very persuasive and interesting words that will really persuade people to buy the houses. They use words and phrases such as, “luxury living accommodation”, “superb”, “delightful”, “Peaceful” and “prestigious development”. It uses technical sentences because readers will think that using technical words means the client is serious about selling the product and that the advert is professional and experienced. The font of the text is simple and is not too fancy and the size is quite small (not ideal for young people). The text also contains bullet pointed short sentences which can get the message through the readers a lot quicker. They are very positive and are kept simple and facts about the homes using persuasive words such as “guarantee”, “Luxury fully tiled bathrooms” and “fitted luxury kitchen”.
There is one slogan in the advert. It says, “The lifestyle you deserve”. It is friendly and very respectful to the audience as it uses direct address and quite “jokey”.
There is no actual title/hook for the advert; however the logo for Regents Home is at the bottom of the advert. It is not very big but readers can easily see who the client of the advert is. The logo contains a simple font (italics and bold) and has been made to be recognised and understood by adults and not children
