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Mercedes Benz Advertising Essay

1247 words - 5 pages

Advertising has three significant levels. Advertising comes from its multiplicity of roles. Information, entertainment, and most consumers' way of life are the three levels in which advertising works. The first level is that information is primarily for new products or services and for prices and promotions. Pure informational advertising may connect the audience for which it is targeted. The second level can be a major source of entertainment. Advertising that entertains can appeal to a much broader target of consumers and build equity for the future. Finally, the third level can also be part of every day life. Advertising that becomes an element of everyday life can have its life extended beyond the time of the promotion because it is used and reinforced by the consumers themselves. Advertising may be talked about in day to day conservations. Words and phrases become part of conversational language. Consumers may miss out for lack of advertising knowledge. The most successful advertising operates on all three. Advertisements that accomplish all three levels have the maximum power.Advertising is intended to sell products. In the process, ads also advertise aspirations and communicate concepts of acceptable behavior and gender roles. Advertising makes individuals who can't afford it, buy things they don't want, with money they haven't got. Persuasion sells more than products. It manipulates minds. It does all this by creating false needs and false wants, without consumers being aware that this is occurring. Advertising encodes messages that are a dominating technique. It can be obtained through concentrating on the variety of glossy, glamorous, extravagant advertisements for luxury items in particular. These advertisements are rich in imagination; sensuous detail, suggestive postures, and they provide a wealth of evidence for the theory that all advertising contains unconscious appeals.In this project, I will select a magazine ad, identify the target audience, and perform my own ad analysis. I will conduct interviews to find out how others in the target audience react to the ad selected. The interviewees will be my husband, Napoleon, who is 60 years old, and my daughter, Lynette, 33 years old.The Mercedes-Benz advertisement is a two-page layout. The setting is a tailor's designing room. The objects and people are shaded, dimmed, and in very pale colors. The car in raised up on a pedestal in the center of the right page. The Mercedes-Benz is brightly illuminated with a lustrous shining color of silver. In the foreground are blueprints, bolts of material, and patterns on an eloquent oak desk. The lower left side has the words, "Style. Unlike any other". Through two large windows, light shimmers onto the car. This makes it appear to be lustrous, radiant and extraordinary above all others. Next to the car is a seamstress putting the last touches on the design of the driver's front fender. Another designer kneeling near the left side of the car is...

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