Advertising Analysis

Language techniques are used in all forms of communication and are vital in everyday society. One main example of this is advertising, it is worth over two billion dollars alone online, meaning, it is imperative for the correct language techniques to be used in order to attract potential customers, providers and even potential partnerships. The way an ad is made affects its effectiveness and success. An ad can be broken down into four criteria’s; Attention, Interest, Desire and Action – known as A.I.D.A. This is where the reader’s ‘Attention’ is grabbed, then it is sustained through the readers ‘Interest’, which then creates ‘Desire’ for the product and followed by the ‘Action’, where the reader finally feels an impulse to buy the product.
The first step in a ‘successful’ ad is grabbing the reader’s attention. When someone scrolls down a webpage or flicks the page over in their favourite magazine you want their attention to be drawn to your product. That is why Attention is the first and foremost important part of A.I.D.A. In the three ads chosen there are similar traits and of course differences, the one thing which is extremely common is how your attention is drawn to the centre of the ad. There is use of the ‘Z’ layout that follows the main central attraction. In the Heineken Ad, for example, your attention is drawn straight to the cross sectioned keg, your eyes then travel to the top of the page, you then read the words ‘party in a barrel’ then you scope down the keg looking at all of the little pictures and then at the end you see the ‘Heineken – open your world’ logo, causing the reader to have the lasting image of the product in her mind. Not all advertisements rely on text in order to gain attention, as proven with these three advertisements. They all have little to no writing with the mild exception of the Carlton Dry ad. These ads rely on the contrasting images and select words in order to gain the attention of potential customers instantly. The main