Persuasive Method of Tesco Christmas Advert - Essay Example

Marketing Communication: Persuasive Proposal Marketing Communication: Persuasive Proposal BUS220 Persuasive Proposal Piece One Chosen Service Gen Stationary Services. Target audience- all the individuals involved with writing (students, managers, businesspersons). This will be a poster as well as a flyer and a wall painting advert. Visuals There is a handwritten work on a white background depicting a book at the left top of a rectangular green background. There is a cartoon image of a student sitting on a Gen pen. The tip of the pen will be pointing upwards in the direction of the handwritten work. The image student will be wearing a gown. The other end of the pen will exhume fast moving white gases. Copy Headline: “Sailing to Greater Academic Heights” Body copy: We have been in the market for the last 65 years, we know what you need and we have it. Do not just write but write like a professional. Use Gen writing pen. The pen assures quality without compromising quantity. The Gen pen has been made better by the use of water resistant ink. Buy 4 get 1 free at this back to school season” Slogan: “Writing for professionalism” Explanation of Persuasive Techniques The complete pictorial representation is a metaphor reflecting the professionalism associated with the Gen pen. The representation is quite appealing to capture the audience’s attention. Every element of the image captures a particular information. My intention in using a students image is to be able to capture the main writing target audience. Generally, the image aims at winning loyalty in the use of the Gen pen by ensuring the effectiveness and quality of the pen. My choice of a smiling student has several reasons for its use. To start with, a smiling face implies lack of troubles. In other words, it conveys a message of comfort. This assures the TA of the pens effectiveness while writing. The smiling face acts as a point of attracting attention. For the TA to have an interest to read the advert, it must be appealing and calling out to the audience. I opted to use the exact pen positioning of the tip pointing towards the handwritten work while the other end heads downwards. First, the pen’s tip acts as a pointer towards the handwritten work. The handwritten work has its implications as well as seen later. The pointing therefore acts as an enhancement to ensure that the TA has had a view of the handwritten work. Furthermore, the positioning of the pen from downwards to upwards helps to reflect the ascending ladder an academic system. It implies a progressive continuation of this ladder that also helps to create awareness for the need of education. The fast moving white fumes that are exiting at the pen’s tip convey a message of high speed. I opted to use this in order to convey a message of convenience. It is obvious that the speed may be essential when writing. For this reason, I opted to convey a message that the Gen pen is designed to allow high speed in writing. The student flying on the pen is metaphorical of the fact the pen supports education through quality assurance of the pen. My intention in using an image of a student wearing a gown is to impose a feeling of professionalism while using the Gen pen. Many are the times when humanity, especially children, derives a feeling of confidence from what they possess. I attempted to capture this in the image by arousing a feeling of professionalism within the users of the pen. It also serves as a platform for encouraging the young learners as possible TA to pursue excellence in their studies. I intended to include a handwritten work for several reasons. For instance, the use of the handwritten work gives a sample writing work. The feature further helps to drive home the convenience that comes with Gen pen. Moreover, the handwritten work helps to show the effectiveness of the pen while writing. This is in the sense that the handwriting used depicts actual appealing writing. This helps to create a mental image of the good application of the pen. I used a green background for a number of reasons. Green is usually associated with economic thriving. The use of the green background, therefore, helps to show the association of the Gen pen with success. In other words, it implies that the use of Gen pen opens door for successful writing. Green is also a bright color, which appeals to most people due to its association with the nature. The use of the green background therefore acts as a center of attraction. I also chose a headline that relates to the pictorial representation so that it acts as an enhancement. The headline is a summary of the whole symbolism. It serves as a call to aim higher. This related to academics who form the major market for the Gen pen. However, in the context of our portfolio, it is a call to use nothing but the best professional pen. I also opted to use a slogan relating with the headline to strengthen the quality entitlement of the users to quality, which is what the Gen pen provides. Piece Two Chosen Service Builder’s Cement Company. The Target audience includes all individuals aiming to build, predominantly constructors. This will be the local TV ad. It will be applied as a social media ad for YouTube. Visuals There is a clear sky with sparse, clear clouds with a background of tall buildings. Two men confidently coming towards the screen from the different vertical ends of the screen- one of the men is in a blue overall and a helmet. He will be holding a soft board with attached papers that show part of a construction drawing. The other man will be in official dressing and carrying a black briefcase. At the center of the clip, there is a lion coming towards the screen. The two men and the lion should converge at the center of the screen with the lion being slightly behind the men. The lion should arrive later than the men should. Once the men meet, they should greet to show agreement and then confidently pose. A drawing of a lion’s head followed the words “Strength. Durability. Reliability” The ad headline and the slogan will then appear on a blue background pop-up menu will enter from the left vertical side of the screen. There will also be a background sound for the headline followed by the slogan. Copy Headline: “Builder Cement” Slogan: “Made Just for You” Body Copy “Builder Cement has been in the market for the past 73 years. We have grown with you. Builders Cement now comes with even more features. It is strong, durable, effective, expansion soundness and has proper fineness for proper hydration. “ Explanation of Persuasive Techniques The clip is metaphorical. It aims to create a visual representation of strength and acceptance through the professionalism of Builder’s Cement. The clear sky acts as an effective background to the TA. The two men are illustrations of professionalism. Their greetings are a metaphor of the agreement of the consumer and real estate constructors. The lion is figurative of strength. It converges with the two men to convey a metaphor suggesting professionalism. It is a mental vision of professionalism required in the building, which is where Builder’s cement comes in. The lion drawing and the clichés following it are for further quality assurance in the use of Builder’s Cement. The headline brings the TA to the attention of the item of advert, while the slogan is metaphorical of the effectiveness of the brand in meeting market requirements. 1274 words Read More