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Stylistic Analysis Of An Advertisement

2065 words - 8 pages

The text I decided to analyze is an advertisement taken from British edition of Cosmopolitan magazine (11/2007). The advertisement introduces new cosmetology product for men.Advertisement is a genre of newspaper style proper. Main purpose of advertisement is to sell the product and to make money. First they inform you they are introducing new product and they try to persuade you indirectly to buy it by using headline, emotionally colored words and syntax. In this case, Company Clarins promotes new product called Skin Difference, which makes shaving easier, slows down the growth of the beard and softens the skin. The name of the product 'Skin Difference' suggests that your skin will get smoother and softer when using this product. Language is presenting ['Clarins introduces Skin Difference, the best way to get kissed every day.'], convincing ['Bison Grass, Purslane, Chinese Ginger and Avocado help protect and moisturize while promoting firmer, more youthful-looking skin.'], believable ['What's more, Skin Difference targets the entire face to smooth, soften and revive dull skin.'], and also instructive. ['One pump of the double-vial bottle delivers a unique formula that's exceptionally rich in powerful plant extracts.'] Language has a conotative function, because it is supposed to address and influence the reader to buy a product. It can directly address the reader. 'Big difference you'll both notice.' Purpose of pointing is to emphasize and to make it more persuasive.Cosmopolitan readers are girls and women aged 15 - 35. Although product is for men, advertisement is for women. Women are the target audience, because it is usually them who buy cosmetics for men. This affects the language too. Language addresses women, because it is them who want 'to slow stubble growth' of their boyfriends/ husbands and they want men to have 'smooth and soft skin' when 'kissing them everyday'. So, common cosmopolitan reader is modern woman who is materialistic and willing to buy a new product. This woman realizes the importance of taking care of her skin and thinks men need to take car of their skin too. She is most likely to have a boyfriend or husband. All this suggests there is a big chance of selling the product.The text has two headlines which are crucial to the success of advertisement. One is the first sentence ['Clarins introduces Skin Difference, the best way to get kissed every day.'] It is forgrounded - it is in bigger letters and in red color. So it immediately catches your eye.It gives the reader the feeling of getting benefits. It also introduces new product and includes the name of product and trade mark. The purpose of the headline is to make you interested in the product. It must be attractive, because it determines whether the reader will read further or skip to another page. In this case the first line of the text does not finish the idea ['Clarins introduces Skin Difference, the best way to get'] and leads reader's eye automatically to second...

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