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308MKT
Communication Psychology
Coursework 2

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Advertising and Business

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Content

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

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Part 1
 Introduction to advert 1

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Part 1
 Introduction to advert 2

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Introduction

Part 1 Comparison of adverts – Persuasive tools
 Repetition
 Informative
 Colour
Part 1 Comparison of adverts – Fallacies
 Glittering generality
 Bandwagon/Hyperbole
 Card stacking
Part 1 Comparison of adverts – Semiotics
 Saussure’s sign system
Part 1 Comparison of adverts – Rhetoric
 Cognition
 LOGOS
Part 1 Comparison of adverts
 Overall comparison
Part 2
 Introduction to Created advert
Part 2 –Techniques used
 Colour
 False Dilemma
Part 2 – Techniques used
 Card stacking
 Proof surrogate
 Glittering generality
Part 2 – Signs and conclusion
 Saussure’s sign system analysis
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 Overall Effectiveness
References

Contents
Introduction
The first part of the assignment aims to compare and contrast two different print
adverts within the car industry, both adverts are advertising similar products aimed at
similar markets and are within the same price bracket
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Part 1: Adverts Information
The first car industry advert is for the new MG3, this advert featured in a woman’s
Closer magazine
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Figure 1: MG car Advert
Source: Closer Magazine (2014)
The second car industry advert is for the new Ford Fiesta with text reader, this advert
featured in a woman’s Closer magazine
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Figure 2: Ford car Advert
Source: Closer Magazine (2014)

Part 1: Comparison of Adverts –Persuasive Tools
Repetition

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Repetition is used often with well established brands to consistently further
encourage repeat buying habits
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In contrast earlier Anand and Sternthal (1990:345)
discuss repetition and its use in difficult appeals to enhance the effectiveness of the
advert also adding that the time available has an impact on the processing of the
advert
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MG seems to be more obvious with the use of repetition and have more impact due
to the size of font used around the advert showcasing their logo several times
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Due to the size of the repetitive logos on ford it lacks to be a focal point for
the reader to notice at first glance
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Informative

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Amaldoss and He (2010: 146) discuss the importance of informative advertising
focusing on the requirement for less price sensitive customers for an informative
advert to be successful
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In contrast
Nakata (2011:374) states that informative advertising gives advertisers more
opportunities, this could be in the context of flexibility which allows them to put more
information into advertisements
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In contrast to
this Ford use a different style by keeping all of the informative information in one
corner on the left bottom corner of the advert
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Although MG use lots of information in
the advert stating the price so baldly could also have a negative impact such as if
some of the target market are price sensitive they might be immediately put off by it
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This is a key reason
why organisations use such colours and have to choose carefully to ensure the
advert fits with the target market
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In relation to this Ioannis et al (2014:88) argues
differently stating that research suggests the affect of colour is limited and suggests
little about cognitive emotion
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This is also used with the writing in the left
corner of the advert with yellow striking writing on a red background which gains
attention from the audience very quickly
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Ford uses limited colour focusing on monochrome affects with lots of black and white
in a spiralling curl effect as if the advertisement is backed onto one of the white
strands in the pattern
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Based upon this Ford seem to keep a clear and
distinctive advert through the use of black and white keeping it feeling clean and
pure with the women in the advert also wearing black and white making them look as
though they are very sophisticated
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(Fleming 1995:5) A later more in depth view of glittering generalities
discusses them to be standalone words that are used to stimulate feelings of the
reader
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Shabos (2008) argument of glittering generality seems to be very strong in the advert
by MG with the use of the word ‘GO P3RSONAL’
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The word also contains the 3 which references back to the
car model with the word hoping to trigger an emotion which will be discussed later
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Therefore the words are effective and
hopefully gain approval as discussed by Fleming (1995) which then leads on to a
focus of attention by the audience
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In contrast to this point
several years earlier there is a slightly different view by Walton (1999:87) stating the
bandwagon effect to be where there is a feeling of need to follow a crowd in a
decision
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Ford use the Band wagon effect as stated by Walton (1999) fairly subtly in the
smaller text in their advert promoting the black and white cars as an essential need
this season telling the audience that they must buy this car as it is classed as in
fashion now
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MG fails to use the bandwagon approach in their advert with more focus on
personalisation aspect of the advert and rather being individual than the same as
others
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The same set of words which have the bandwagon appeal on the advert are also
seen as hyperbole in relation to Callister and Stern (2007), the words used over
exaggerate implying the car is an urgent must have and that instantly by purchasing
the car you will become fashionable which is clearly over exaggerated
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MG lack in the use of hyperbole in their advert although there are other stronger
techniques used
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Marlin
(2002:105) states a similar view expressing card stacking is in effect when the
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person or organisation selects factual or fictional information to showcase the best or
worst viewpoint for a specific situation
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An example of this is the warranty offer and discussing ultra low
insurance
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Ford do use the card stacking technique in the advert however it isn’t as strong as
MG the area where it is used is the focus on the text reading device
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Part 1: Comparison of Adverts - Semiotics
Saussure’s sign system
Saussure developed a dyadic system to analyse the semiotics of an advert stating
“every sign is made of sound-images or signifiers and the concepts generated by the
signifiers, signifieds” (Berger 2014:22)
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In application of Ford and MG based on the adverts figure 3 shows this:
Ford
Ford Fiesta Car

Signifier

MG
MG 3 Car

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Transport

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Transport

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Signified

Sophistication

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Sporty car

Figure 3: MG and Ford signifiers
Source: Adapted from Berger 2014:22

Part 1: Comparison of Adverts - Rhetoric
Pracejus et al (2006:82) defines rhetoric to be simply persuasive communication and
then goes on further to discuss that advertisers use Rhetoric to persuade consumers
to purchase something
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In terms of
Ford and MG they have a strong focus on the cognition and the audience will need
to evaluate the adverts in-depth to really gain all the information from them
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Logos is discussed as being based around logic and showing clarity in the
message being put across with evidence to support any claims made within it
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Ford use Logos with the advert being based around the Sync Text reader using
logical discussion in the bottom left of the advert keeping it clear focusing solely on
the Unique selling point of the advert
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In contrast MG uses Logos to a great extent in their advert however in some
opinions it could be seen to be too much logic causing confusion for the audience
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The small cars play a significant role in the
advert similarly to Ford, in relation to the slogan ‘GO P3RSONAL’ as the different

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cars reinforce the simple word and small text underneath to show that the cars can
be personalised in many different colours and patterns
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Although they
don’t use all of the techniques listed, the ones that are used are very strong such as
the use of colours in the advert making it much more noticeable than Ford
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Ford do however do compete well and use the darker colours to fit with the advert of
Black and White range of cars showing the sophistication of the advert by the
inclusion of two smartly dressed women
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Part 2: Creation of a Competing Advert
This advert has been created to compete with Ford and MG adverts that have been
analysed in part 1
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It has a focus on being for sophisticated women
who want something better and also care about being environmentally friendly in
terms of their lifestyle
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Bright colours are
a good way to draw interest into the advert as stated by Lichtle (2007:39) discussing
the consumer preference for bright colours over darker ones
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The bright yellow colour has
also been used in the logo to stand out from other brands with its unique lightning
bolt symbol
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(2009:88) defines false dilemma to be a situation where the audience is
provided with two choices and made to feel like they are the only choices available
whereas in reality there are actually several other choices
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This does
seem to be an extreme context however it has to be to put pressure on the audience
and make them feel they have to choose BatteryBolt

Card stacking
Card stacking as mentioned earlier is used to build up the positive profile of the
brand forgetting the negatives
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The advert also states being clean
which suggests this buying this car is clean and is the best ever using the older cars
to show the pollution from them
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Proof surrogate
BatteryBolt advert shows the use of a proof surrogate in the text on the advert
discussing that research suggests standard cars are the biggest cause of pollution
which might be true but doesn’t have any evidence to support it
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Glittering generality
This is used in the advert more than once but not too heavily, the first is through the
use of telling the audience to go green as it is not actually clear what this means
other than something to do with being environmentally friendly
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It most likely will not be known what it actually
means as an individual cannot save the future of the planet by them but according to
the advert they can do just that by these words
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It fits the target market fairly well however in
future it could try to use more femininity in the advert to ensure females understand it
is targeted at them
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Although proof surrogate is used in
the advert however for future recommendations a consideration could be to use
more informative information also to ensure the audience do gain important
information
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Amaldoss, W
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(2010) ‘Product Variety, Informative Advertising, and
Price Competition’
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Anand, P
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(1990) ‘Ease of Message Processing as a Moderator
of Repetition Effects in Advertising’
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Berger, A
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Society 51(1), 22-26
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and Stern, L
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Journal of Current Issues and Research in Advertising 29(2) 1-14
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and Yen, C
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Ehrenberg, A
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Journal of
Advertising Research 40(6), 39-48
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(1995) ‘Understanding propaganda from a general semantics
perspective’
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Ford (2014) ‘Ford advertisement’
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24 March, 2
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(2009) Thinking your way to freedom
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America: Temple
University Press
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(2013) Advertising and Psychology
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Oxon: Routledge
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and Walker, W
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Ioannis, K
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Journal of Consumer
Psychology 24(1) 87-95
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and Kwon, K
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Journal of Promotion
Management 18(1), 83-99
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(2007) ‘The effect of an advertisements colour on emotions evoked by

an ad and attitude towards the ad’
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Lohse, G
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(2001) ‘Signaling Quality and Credibility in Yellow
Pages Advertising: The Influence of color and Graphics on Choice’
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Marlin, R
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1st edn
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MG (2014) ‘MG advertisement’
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24 March, 2
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(2011) ‘Informative advertising with spill over effects’ International
Journal of Economic Theory 7(4) 373-386
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et al (2006) ‘How Nothing Became Something: White Space,
Rhetoric, History, and meaning’ Journal of Consumer Research 33(1), 82-90
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(2008) Techniques of Propaganda and Persuasion
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America:
Prestwick House Inc
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(2001) ‘Authorship and Origins of the Seven Propaganda Devices: A
Research Note’
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Walton, D
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1st edn

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