Advertising: Convincing the Consumer
When a company wants their product to sell to consumers, they give them a reason why their product is better than others. Advertising sells to consumers wants not just to their needs. People need a car but want a Cadillac. They need clothes, but they want Ralph-Lauren. When most people flip though ads the go fairly fast, therefore it must grab their attention. A good ad allows the reader to instantly recognize the concept being communicated. It sends a simple and easy message to the reader of the benefits they will get if they use their product. Cigar, cigarette, and alcohol ads in the mid 1900's persuade the reader that their products provide a beneficial and pleasurable experience.
A Hennessy advertisement in the 70's shows a picture of an equestrian and her horse (Ad Figure 1). In the subtext she says "I'll have a Hennessy Very Superior Old pale Reserve Cognac, thank you." In this ad emphasis is achieved by "size, shape, and color, or the use of white space" (Cohen 654). The Large picture with black and white contrasting colors grabs the reader's attention and directs him to the message of the ad When one flips to this article the horse and women are starting directly at the reader which grabs the reader's attention. They are staring at the consumer at a downward angle and have a serious look on their faces. Another title at the bottom of the advertisement
M'Coy 2
reads "The Taste of Success", which implies their success in the sport of equestrian. This ad appeals to the readers need for dominance and success. A picture of the cognac bottle is shown at the bottom of the advertisement, which points to the main picture of the women and her horse. This implies that if you drink Hennessy Cognac you will be looke ...