Language and Audience of an Advertisement - Essay Example

            While general advertising principles exist, it’s clear that when considering specific advertisements there exists great variety in terms of presentation. In large part, there are specific aspects of that advertisers must consider when customizing advertisements. This essay considers the specific aspects of audience, picture, language, and technique, as they are implemented in a Prudential advertisement that is featured in the current issue of the New Yorker.

Audience

            The specific advertisement was found in an issue of the New Yorker. With this concept in mind, it’s possible that the intentions of the advertiser were to reach a more educated audience, who already has a general understanding of financial aspects and upper-level vocabulary and comprehension skills. In these regards, the extent the audience is clearly middle to upper class and educated.

Picture

            There are a great many visual techniques implemented in the advertisement. The first notable concept is that the advertising consists of a full-page spread with an entirely dark blue background. The effect of this is such that it creates a juxtaposing effect in relation to the heavy text-based stories that constitute the majority of the magazine. In terms of specific pictures, in the upper-right hand of the advertisement, a city backdrop is pictured in muted tones. The signification of this imagery seems to indicate that Prudential has an urban feel, perhaps reminiscent of Wall Street. This is further indicative of an understanding of financial systems as being rooted in industrial or urban life. The very functions of the urban experience demonstrate the gear and wheels of the working economy; indeed, right next to the picture of buildings are pictures of gears in motion. Pictured even further to the left of these individuals is a small man in yellow. The implications of this imagery seem to empathize with the potential customer or client. In essence, the advertising is situating the reader in the position of the small man in yellow, and the Prudential advertisement is saying that through going to Prudential for financial advice will result in the individual being able to navigate this challenging urban environment.

Language

            Perhaps unique to this advertisement is the reliance it places on text. One possible explanation for this is the obvious implication that since the advertisement is from the New Yorker, it is believed that the audience will be more interested in reading the text than perhaps in a publication such as People or ESPN Magazine. In fact, the text is featured in two long columns throughout the entire body of the page. In terms of the actual language that is implemented, the first relies on a rhetorical feel, attempting to empathize and draw the reader into the advertisement. Even though it is featured in the New Yorker, the text still retains a crisp and to-the-point tone. Phrases such as, “What if today was the day we took on the big challenges?” are balanced against more financially specific language such as, “What if we could help create more reliable and durable forms of financial security?” Ultimately, it’s clear that the language remains in traditional advertising form while acknowledging that the reader is aware of general financial terminology.  

Technique

            The overall technique is the creation of an advertisement that doesn’t insult the reader’s intelligence, conforms to traditional advertising trends, and considers the medium in which it will be displayed. The overall signification of the advertisement seems to indicate that through Prudential’s experience, the reader will be able to navigate the challenges of the contemporary financial environment. In these regards, the text moves from a general rhetorical style to more specific information related to the reader's interest. It implements contrast to bring out the heading ‘Bring Your Challenges’ which also represents the general theme of the advertisement. It also displays this theme in visual ways through the juxtaposition of the small man in yellow and the city backdrop. It also implements modern design concerns, with dividing barriers at the bottom of the advertisement that has the same graphic quality as a website. Ultimately, the advertisement has a prevailing theme – ‘Bring Your Challenges’ – that is demonstrated both textually and visually as a means of appealing to the reader with the greatest possible emotional impact.

Conclusion

            In conclusion, it’s clear that the Prudential advertisement brings together aspects of audience, language, picture, and technique as a means of creating a powerful sales appeal. This essay has demonstrated that the advertisements implement these techniques to create an overriding theme – ‘Bring Your Challenges’ – that is articulated through both visual and textual evidence. Ultimately, it’s the combinatory effort of these elements that creates the advertisement's overall sales appeal.