Comparing Advertisement Genres





                         Comparing Advertisement Genres

Charity Advertising:

Image result for charity printed advert
Repertoire of Elements-
  • The advert makes the audience member feel guilty and as though they are responsible for the victims misfortune. For example this 'People in Need' advert would make those who shop feel guilty for buying items they want, as the money they spend on a bag could feed many families.
  • Charity adverts are usually always full of dull, grey like colours, which is a symbolic code for the emotionless life that these victims live.

Modes of address-
  • Charity adverts use direct address a lot, so the audience member gains a personal connection to the victims and their cause. The direct address makes the viewer feel personally responsible for what happens to the victims.
  • The adverts use emotive language, such as saying that children are 'starving' or that someone is 'miserable'.

Ideology-
  • The ideology of a charity advert is that, the charity being advertised is the only way to help the victims and that if there are no donations none of the people will be helped.

Representation including use of stereotypes-

  • The 'People in Need' charity advert is mocking the stereotypical 'starving model' you would usually see in a handbag advert, as this women is literally starving. It is mocking the people who spent their money on the materialistic things such as handbags who could easily spend an eighth of the price on feeding a family for a week.
  • However most charity adverts set stereotypes, such as all Africans are poor and hungry, stereotyping the whole of Africa, however there are many people who live there and are not hungry nor poor, offending them greatly.

High End Clothing Advertising:

Repertoire of Elements-
    Image result for high end clothing print advert
  • High end clothing adverts are usually very plain, they are not cluttered, they are sleek and simple and straight to the point, with their brand name being the main focus more than the clothes, as the audience is paying for the name more than the product.
  • They usually have a physically attractive model representing some of the clothing items on their body. Such as this Gucci advert with a very famous celebrity modelling for the, Rihanna.  They used this celebrity as people would aspire to be her and that if they bought this certain Gucci clothes that they could be like Rihanna. 

Modes of Address-
  • These types of adverts usually use elegant words, or French words, as these connotate class and sound very formal, conveying that the target audience is in an ABC1 category.

Ideology-
  • The ideology of a high end clothing advert is that the audiences life's are not complete nor classy enough if they do not buy these certain clothes.

Representation including use of stereotypes-
  • The Gucci clothing advert shows a stereotypical physically attractive model, inferring that if you are higher class you have to be as flawless as the air shopped model. Firstly this is negative to those who can not afford the clothes as they will not feel as though they can be beautiful without Gucci clothing pieces. Secondly that is negative towards those in a higher class, as its conveying that the only way to success is being beautiful, which could offend those who earned their money.

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