Analysis of techniques used in adevertisement
Besides promoting products, brands or services, advertising can also help people gain knowledge about social issues (Craig & Bichard, 2019). Two advertisements, the Second-Hand Smoke video advertisement in 2014 aimed at Scottish parents to open their windows while smoking, and the Second-Hand Smoking printed advertisement aimed at parents who have infants and smoke inside, deliver a message that parents should go outside and smoke, otherwise, their children will be affected by second-hand smoke. Although both advertisements target slightly different audiences, both utilise contrast in colour, logos, and emotive language in order to persuade their audiences to smoke outside to prevent their children from being affected by second-hand smoke.
Both advertisements utilise colour in order to persuade their audiences. The contrast in colour in the Second-Hand Smoke video advertisement is used to visualise the harm of second-hand smoke. It shows that the colour of the child's lungs gradually turns darker and darker. In the Second-Hand Smoking printed advertisement, in contrast to the beige background and the infant's pink clothes, her lungs are black, and the word 'child' is coloured red. In the video advertisement, the change in colour of the child's lungs determines the inhalation of harmful chemicals from second-hand smoke, which severely damage the lungs. In the printed advertisement, beige represents neutral and calm, pink represents love, warmth and care, whereas black represents darkness and death. The contrast in colour shows that although the infant does not smoke, second-hand smoke still causes negative impacts on the whole lungs. The word 'child' is coloured red to emphasise and raise awareness of the effects second-hand smoking on young children that parents may not realise. Also, red represents danger, meaning that parents are putting their children at risk when smoking inside. Overall, the utilisation of colour in both advertisements succeeds in persuading their target audiences by showing how second-hand smoke affects the children's lungs.
The audiences are convinced by the utilisation of logos in both advertisements to present data related to the effects of second-hand smoke on children. The video advertisement delivers information about the amount of second-hand smoke that a child can inhale during the first six years of life, whereas the printed advertisement includes a comparison between adults and children and the period that the second-hand smoke can present in the house. In the video advertisement, a comparison is made, 'Kids breathe faster than adults', and scientific data showing that 'Harmful chemicals can move from room to room for up to 5 hours' is included. Compared to their parents, the faster a child breathes, the more toxic chemicals they inhale. In the printed advertisement, it states that a 6-year-old child may have inhaled the equivalent of 102 packs of cigarette if their parents smoke inside. Providing data for the audiences helps to raise their awareness and broaden their knowledge about second-hand smoke. Parents may not realise, or underestimate the facts about second-hand smoke. Hence, the lack of knowledge contributes to their actions, which causes harm to their children. Overall, logos is used with similar purposes of the two advertisements, and it has succeeded in delivering the messages to the target audiences.
Emotive language and one of the Maslow's needs, which is love and belonging, in both advertisements were used to encourage parents to smoke outside. These two techniques appeal to parents' fear about how their children's health is affected by second-hand smoke. The video advertisement states that 'You can choose whether your child breathes second-hand smoke or clean air.' Similarly, the printed advertisement says 'You smoke. Your child smokes.' Both techniques show that parents' decision can affect their children's health, which implies that parents must be responsible for their children's health. Parents need to show love and thoughts for their children by taking their smoke outside. To summarise, both advertisements utilise emotive language and Maslow's love and belonging need to evoke the emotions of their target audiences and persuade them to smoke outside.
In conclusion, both advertisements, the Second-Hand Smoke video advertisement and the Second-Hand Smoking printed advertisement, successfully deliver their messages and persuade their audiences to smoke outside. They both directly visualise the health consequences associated with second-hand smoke for children by using contrast in colour, logos, and emotive language. The Second-Hand Smoke video advertisement strongly appeals to logic by providing numerous facts and data about second-hand smoke, whereas the Second-Hand Smoking printed advertisement almost entirely relies on the use of contrast in colour. These techniques are effective in evoking parents' fear about second-hand smoke in order to change their opinions and persuade them to smoke outside.
- Analysis of techniques used in adevertisement 3
- Your first task is to write a personal introduction Divide your introduction into four main sections 1 Your background Your country of origin The length of time you have lived in Australia Language s spoken at home Your family Vivid memories Your living a 3
Comments
Essay evaluations by e-grader
Grammar and spelling errors:
Line 3, column 620, Rule ID: ENGLISH_WORD_REPEAT_BEGINNING_RULE
Message: Three successive sentences begin with the same word. Reword the sentence or use a thesaurus to find a synonym.
...smoke, which severely damage the lungs. In the printed advertisement, beige repres...
^^
Transition Words or Phrases used:
also, besides, but, first, hence, if, may, second, similarly, so, still, whereas, while, in conclusion, in contrast, in contrast to, on the whole
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 16.0 15.1003584229 106% => OK
Auxiliary verbs: 14.0 9.8082437276 143% => OK
Conjunction : 30.0 13.8261648746 217% => Less conjunction wanted
Relative clauses : 18.0 11.0286738351 163% => OK
Pronoun: 48.0 43.0788530466 111% => OK
Preposition: 111.0 52.1666666667 213% => Less preposition wanted.
Nominalization: 20.0 8.0752688172 248% => Less nominalizations (nouns with a suffix like: tion ment ence ance) wanted.
Performance on vocabulary words:
No of characters: 4276.0 1977.66487455 216% => Less number of characters wanted.
No of words: 756.0 407.700716846 185% => Less content wanted.
Chars per words: 5.65608465608 4.8611393121 116% => OK
Fourth root words length: 5.24361079503 4.48103885553 117% => OK
Word Length SD: 2.98940190553 2.67179642975 112% => OK
Unique words: 283.0 212.727598566 133% => OK
Unique words percentage: 0.374338624339 0.524837075471 71% => More unique words wanted or less content wanted.
syllable_count: 1275.3 618.680645161 206% => syllable counts are too long.
avg_syllables_per_word: 1.7 1.51630824373 112% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 8.0 9.59856630824 83% => OK
Article: 16.0 3.08781362007 518% => Less articles wanted as sentence beginning.
Subordination: 1.0 3.51792114695 28% => OK
Conjunction: 7.0 1.86738351254 375% => Less conjunction wanted as sentence beginning.
Preposition: 10.0 4.94265232975 202% => Less preposition wanted as sentence beginnings.
Performance on sentences:
How many sentences: 34.0 20.6003584229 165% => OK
Sentence length: 22.0 20.1344086022 109% => OK
Sentence length SD: 66.5596553196 48.9658058833 136% => OK
Chars per sentence: 125.764705882 100.406767564 125% => OK
Words per sentence: 22.2352941176 20.6045352989 108% => OK
Discourse Markers: 4.26470588235 5.45110844103 78% => OK
Paragraphs: 5.0 4.53405017921 110% => OK
Language errors: 1.0 5.5376344086 18% => OK
Sentences with positive sentiment : 14.0 11.8709677419 118% => OK
Sentences with negative sentiment : 9.0 3.85842293907 233% => Less negative sentences wanted.
Sentences with neutral sentiment: 11.0 4.88709677419 225% => Less facts, knowledge or examples wanted.
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.032454506338 0.236089414692 14% => The similarity between the topic and the content is low.
Sentence topic coherence: 0.0145227061833 0.076458572812 19% => Sentence topic similarity is low.
Sentence topic coherence SD: 0.0267167118572 0.0737576698707 36% => Sentences are similar to each other.
Paragraph topic coherence: 0.0269386586867 0.150856017488 18% => Maybe some paragraphs are off the topic.
Paragraph topic coherence SD: 0.0222482802341 0.0645574589148 34% => Paragraphs are similar to each other. Some content may get duplicated or it is not exactly right on the topic.
Essay readability:
automated_readability_index: 16.3 11.7677419355 139% => OK
flesch_reading_ease: 40.69 58.1214874552 70% => OK
smog_index: 8.8 6.10430107527 144% => OK
flesch_kincaid_grade: 13.1 10.1575268817 129% => OK
coleman_liau_index: 15.84 10.9000537634 145% => OK
dale_chall_readability_score: 7.9 8.01818996416 99% => OK
difficult_words: 152.0 86.8835125448 175% => OK
linsear_write_formula: 18.5 10.002688172 185% => OK
gunning_fog: 10.8 10.0537634409 107% => OK
text_standard: 16.0 10.247311828 156% => OK
What are above readability scores?
---------------------
It is not exactly right on the topic in the view of e-grader. Maybe there is a wrong essay topic.
Rates: 3.33333333333 out of 100
Scores by essay e-grader: 0.2 Out of 6.0
---------------------
Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.
Grammar and spelling errors:
Line 3, column 620, Rule ID: ENGLISH_WORD_REPEAT_BEGINNING_RULE
Message: Three successive sentences begin with the same word. Reword the sentence or use a thesaurus to find a synonym.
...smoke, which severely damage the lungs. In the printed advertisement, beige repres...
^^
Transition Words or Phrases used:
also, besides, but, first, hence, if, may, second, similarly, so, still, whereas, while, in conclusion, in contrast, in contrast to, on the whole
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 16.0 15.1003584229 106% => OK
Auxiliary verbs: 14.0 9.8082437276 143% => OK
Conjunction : 30.0 13.8261648746 217% => Less conjunction wanted
Relative clauses : 18.0 11.0286738351 163% => OK
Pronoun: 48.0 43.0788530466 111% => OK
Preposition: 111.0 52.1666666667 213% => Less preposition wanted.
Nominalization: 20.0 8.0752688172 248% => Less nominalizations (nouns with a suffix like: tion ment ence ance) wanted.
Performance on vocabulary words:
No of characters: 4276.0 1977.66487455 216% => Less number of characters wanted.
No of words: 756.0 407.700716846 185% => Less content wanted.
Chars per words: 5.65608465608 4.8611393121 116% => OK
Fourth root words length: 5.24361079503 4.48103885553 117% => OK
Word Length SD: 2.98940190553 2.67179642975 112% => OK
Unique words: 283.0 212.727598566 133% => OK
Unique words percentage: 0.374338624339 0.524837075471 71% => More unique words wanted or less content wanted.
syllable_count: 1275.3 618.680645161 206% => syllable counts are too long.
avg_syllables_per_word: 1.7 1.51630824373 112% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 8.0 9.59856630824 83% => OK
Article: 16.0 3.08781362007 518% => Less articles wanted as sentence beginning.
Subordination: 1.0 3.51792114695 28% => OK
Conjunction: 7.0 1.86738351254 375% => Less conjunction wanted as sentence beginning.
Preposition: 10.0 4.94265232975 202% => Less preposition wanted as sentence beginnings.
Performance on sentences:
How many sentences: 34.0 20.6003584229 165% => OK
Sentence length: 22.0 20.1344086022 109% => OK
Sentence length SD: 66.5596553196 48.9658058833 136% => OK
Chars per sentence: 125.764705882 100.406767564 125% => OK
Words per sentence: 22.2352941176 20.6045352989 108% => OK
Discourse Markers: 4.26470588235 5.45110844103 78% => OK
Paragraphs: 5.0 4.53405017921 110% => OK
Language errors: 1.0 5.5376344086 18% => OK
Sentences with positive sentiment : 14.0 11.8709677419 118% => OK
Sentences with negative sentiment : 9.0 3.85842293907 233% => Less negative sentences wanted.
Sentences with neutral sentiment: 11.0 4.88709677419 225% => Less facts, knowledge or examples wanted.
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.032454506338 0.236089414692 14% => The similarity between the topic and the content is low.
Sentence topic coherence: 0.0145227061833 0.076458572812 19% => Sentence topic similarity is low.
Sentence topic coherence SD: 0.0267167118572 0.0737576698707 36% => Sentences are similar to each other.
Paragraph topic coherence: 0.0269386586867 0.150856017488 18% => Maybe some paragraphs are off the topic.
Paragraph topic coherence SD: 0.0222482802341 0.0645574589148 34% => Paragraphs are similar to each other. Some content may get duplicated or it is not exactly right on the topic.
Essay readability:
automated_readability_index: 16.3 11.7677419355 139% => OK
flesch_reading_ease: 40.69 58.1214874552 70% => OK
smog_index: 8.8 6.10430107527 144% => OK
flesch_kincaid_grade: 13.1 10.1575268817 129% => OK
coleman_liau_index: 15.84 10.9000537634 145% => OK
dale_chall_readability_score: 7.9 8.01818996416 99% => OK
difficult_words: 152.0 86.8835125448 175% => OK
linsear_write_formula: 18.5 10.002688172 185% => OK
gunning_fog: 10.8 10.0537634409 107% => OK
text_standard: 16.0 10.247311828 156% => OK
What are above readability scores?
---------------------
It is not exactly right on the topic in the view of e-grader. Maybe there is a wrong essay topic.
Rates: 3.33333333333 out of 100
Scores by essay e-grader: 0.2 Out of 6.0
---------------------
Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.