Analysis of Advertisements English Essay Example | Topics and Well Written Essays - 1500 words

Analysis of Advertisements English - Essay Example The Durex Company produced one prominent set of condom advertisements. These advertisements appeal to a wide audience, utilizing an approach that is unique relative to other condom advertisements. In considering the Durex ads, it’s noted that, †because there’s so much potential to make easy, tasteless jokes, condom advertising requires a more delicate touch; great ads should make us think a little bit harder before rewarding us with the punch line† (Rideout). When examining the overriding communication mechanisms of these advertisements, it’s clear they capture this delicate touch. The most overriding persuasive technique these condom advertisements use is humor, with all the Durex ads implementing a subtle form of wit. Within this spectrum, the advertisements then can be divided along lines of whether they promote the condoms based on safety or enjoyment. For instance, one advertisement features a bed with four framed pictures on a nightstand next to it. The individuals in the advertisements are staring at the bed with shocked faces. Below the visual elements the advertisement contains the tagline, â€Å"Have the sex you tell your friends you have† (Rideout) and a picture of Durex condoms. ... While this advertisement is highly minimal in its presentation, it is highly effective; the minimal visual style functions to enhance the power of the textual message, encouraging customers to greatly consider the essential need to purchase Durex condoms over other brands. Another prominent style of condom advertising was made for Doc Morris Pharmacies. Created by the Grey Worldwide Advertising Agency from Dusseldorf, Germany, the advertisements are for extra safe latex condoms. As the advertisements are for extra safe latex condoms, it should be no surprise that the underlining intentions of these advertisements are to promote the reliability and sturdiness of the brand. While the Durex brand had attempted to emphasize safety concerns, it appears that in this instance the advertisement works to create a market-share through the cultivation of this safety concept. Also similar to the Durex advertisements, humor is used as a major element in the persuasive technique. The advertisement s themselves contain cartoon visual depictions of sperm swimming with a white background. In one version the sperm leading the others has a haircut and mustache that clearly depicts it as Hitler. In another version the sperm contains a beard and a Middle Eastern head arrangement, ostensibly depicting it as Osama Bin Laden. The obvious rhetorical technique implemented here is that in not purchasing a condom, or in purchasing a competitor’s condom, the individual runs the risk of having an undesired child that could potentially become a terrorist or dictator. The humorous elements of these advertisements are very high and successful, however one questions if they have perhaps sacrificed reliability and client trust for