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? ? ? ? ? ? ? ? ? ? ? From doing this project I can conclude that radio, newspaper and television advertisements use different techniques to make the adverts appeal to the consumer. Newspaper advertising concentrates on the use of the written word in conjunction with graphics and colour (where appropriate). TV advertising has the advantage of the spoken word, graphics and camera and lighting techniques. Finally radio advertising uses the spoken word and sound to appeal to the listener. ? ? ? ? ? ? ? ? ? ? ? All forms of communication are effective and each has its benefits in putting over the message and each using different techniques in achieving its objectives. ? ? ? ? ? ? ? ? ? ? ?
One of the major benefits of using one or all of these advertising is that they can reach a national target audience if this is desired. This is not always the case since some advertisers are appealing to regional audience and would therefore use regional newspaper media and selected commercial TV channels to advertise their product or company. ? ? ? ? ? ? ? ? ? ? ? Smaller companies do not use large scale media advertising to advertise their products or companies because it is sometimes not a profitable expenditure and is not required to target a national audience, so leaflets given out in the street and adverts in local newspapers are often used. ? ? ? ? ? ? ? ? ? ? ? In all types of media advertising, I have discovered that companies use different persuasive technique when writing text, speech or dialogue.
Pre-modifiers and superlatives are used to make objects sound better or worse than they are, for example an old-fashioned computer or a modern computer. Contrasts in text or colours can be appealing, and contractions of word are used to make things easy to understand and not confusing. Monosyllabic words also do this, and doing the opposite can make things sound modern, superior and educated. ? ? ? ? ? ? ? ? ? ? ? Cohesion plays an important part in media coverage, especially when the company uses all three types of advertising, as it makes the consumer identify with different things. ? ? ? ? ? ? ? ? ? ? ? Famous people are frequently used in all three types of media, as is makes the viewer identify with that person, and they may believe that that person recommends the product or company. ? ? ? ? ? ? ? ? ? ? ? Overall, I can conclude that much effort is taken when planning a new television, radio or newspaper advertisement to make the advert appealing to the viewer without them knowing it, and many persuasive and effective techniques are used to do this.
The use of colour, the cast, the camera angles, the sound and the text and the informality of the message all help to create an effective, informative and successful advertising campaign.
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Research essay sample on Spoken Word Three Types
