Comparing How Advertisements Use Language and Presentation to Persuade

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... ...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.