Solo Advertisement Essay

The two advertisements that LISB annotated were ‘Solo’s’ ‘The legend of the lemon tree’ and ‘Mount Franklin’s’ ‘Add a little sparkle’. Both brands are drinks but ‘Solo’ advertises soft drinks and ‘Mount Franklin’ advertises different variations of water. The target audience for the ‘Solo’ ad is men because the intention of the ad is that if you drink ‘Solo’, then you will be fit and strong like the ‘Solo Man’. In addition, the target audience for the Mount Franklin ad is women because the intention of the ad is that if you drink ‘Mount Franklin’, you will look like Jennifer Hawkins. The contention of the ‘Solo’ ad is to emphasise how Solo was ‘made’. Furthermore, the contention of the ‘Mount Franklin’ ad is what would happen if you drink the product, rather than demonstrating how it was made like the ‘Solo’ ad.
The ‘Solo’ and ‘Mount Franklin’ advertisements have many persuasive techniques used, some similar but some very different. For example, both ads use exaggeration, but in different ways. In the ‘Solo’ add, the ‘Solo Man’ is running after the barrel filled with lemons and when he gets to it, out pops the ‘Solo’.
For example, the ‘Solo’ ad appeals to escapism by showing the ‘Solo Man’ working hard and just wants a drink so he cuts off a lemon and squeezes the juice out of the lemon and likes it. This technique of escapism persuades the audience by telling the audience that ‘Solo’ is the drink for a well-earned thirst. While, the ‘Mount Franklin’ ad uses the persuasive technique of sex appeal by showing Jennifer Hawkins in the water with her bathing suit on and acting all sexy with the ‘Mount Franklin’ water bottle. This technique persuades the audience by showing them that if you drink ‘Mount Franklin’ then you will have a girlfriend as sexy as Jennifer Hawkins or for women, look as sexy as Jennifer Hawkins. Those are the persuasive techniques that are different in both