Businesses use various literary devices in advertisements to get the attention of the audience. This may vary from a tasting sense in food adverts to make the product appealing to the use of smell sense in perfumes for the audience to recognize the fragrance. The Hugh Rank’s Schema is a good analysis tool used to assess the techniques used by adverts to attract consumers. Guess, Nike, and Coca Cola companies have always ventured into advertising their products to reach a wider target group. This paper assesses the three adverts from the companies using Hugh Rank’s Schema.
The three adverts have utilized attention-getting techniques to get audience attention. In the Guess perfume advert, the company has included a seductive music with romantic tune. A sexy model who sprays the perfume and moves seductively in the room is simultaneously showcased with the background music motion. The advert also utilizes display and demonstration to get attention; the model illustrates how the fragrance is sprayed and later portrays her enhanced sexuality by meeting a man. The perfume is later displayed just before the advert segment ends.
Similarly, the Nike advert uses senses, emotions, and thought to get attention of the audience. There is music at the background of the advert as well as changing shoe colors in at every step the athlete makes. The athlete also jumps and smiles to show that she is excited and having fun jogging to evoke emotions of the audience. The advert also deploys thought technique in which the athlete demonstrates how one would feel while jogging with Nike shoes. In the Coca Cola advert, all the three attention getting techniques have also been used; there is music at the background and emotions are evoked including fun, excitement, and friendship between a famous DJ and hotel waitress. Both of them demonstrate how relaxing Coca Cola drink is when taken during anxiety.
All the three adverts have also utilized confidence-building techniques to make the message effective. The three adverts recognized their brand names; Nike and Coca Cola included the symbol (logo) of the companies while Guess only recognized the brand name on the packing and the company name. All the adverts have also included public acquaintances who can easily be trusted by the public. Coca Cola, for instance, has featured a famous DJ that many youths consider “cool.” Nike, on the other hand, has featured an athlete who definitely would approve only “comfortable” shoes to be able to win her races. The Guess perfume has featured a male and a female models also recognized by the public.
Key desire-stimulating techniques including target audience, product claim, and added value have also been portrayed by the adverts. The target audience for the Guess advert is youths and adults who are interesting in having quality fragrance. The motive of the advert is TO GET A GOOD look which eventually results in enhanced seduction. The key product claim used in the advert is BEAUTY and ROYALTY for those who apply the fragrance; thus, helps in achieving love and belonging need.
The target audience for the Nike advert is athletes and the general public who engage in physical activities. The main motive of the advert is TO AVOID BAD INJURIES that may result from putting on uncomfortable shoes while exercising. The product claims include RELIABILITY, SUPERIORITY, and BEAUTY which has been reflected by the different shoe colors displayed. The product advertised also adds SECURITY value.
The Coca Cola advert targets the whole public since every all age brackets take beverages. Their main aim was to show the audience that they can GET A GOOD FEELING if they take the coca cola drinks. With the two figures seeming to relax after taking the drinks, it is evident that claim of the product is STABILITY. The advert adds FOOD value which is a basic need.
There are also evident stressing techniques adopted by two adverts, Guess fragrant and Nike, through a soft sell approach. A speaker in the Guess fragrant advert states that, “Discover the new scent of seduction by Guess Seduction.” This message urges the audience to purchase the product. Similarly, Nike has used soft selling words to motivate the target market. It is stated, “AIR TO MOVE YOU FORWARD” which advocates for the quality of the product.
Response seeking techniques are evident in the adverts. In Coca Cola, the song lyrics states, “taste the feeling” which mean that individuals are motivated to taste or take the drink to have a good feeling. This can also be seen in the Guess fragrance in which the advert uses the word “Discover” to mean that the audience is motivated to purchase the product. Both of the products expect a response of purchase. In the case of Nike, however, there are no triggering words used, but the expected response is purchase of the product. As the athlete proudly climbs the stares and shows off her shoes to the seated male, it is evident that the audience is provoked to make a purchase.
Works Cited
Coca Cola. Elevator Ad. Retrieved from https://www.youtube.com/watch?v=1Rb13iRpGL0
Guess Seductive Perfume Ad. Retrieved from https://www.youtube.com/watch?v=foqlkFzVr9A
Nike Shoes Ad (Impossible stairs). Retrieved from https://www.youtube.com/watch?v=SeWdxkA9lKk
