The Advertisements Of Mercedes Cars Essay

1026 words - 4 pages

Coca-cola, Nike, Mercedes, and Levi's... all of them are well known companies. The question that anyone can ask is that « why are all these companies popular? » the answer can differ from one to another, but the best one in my opinion is the use of advertising. Sure, all of them have good products to sell, but the principal factor behind their popularity is advertisement. Almost every one agrees that advertisement is an essential factor behind the success of any product even if it has some inconvenient. To make a product more popular, there are different ways to advertise it such as television, radio, journal... In this paper, I will emphasize on advertisements in magazine and especially Mercedes cars ones. Mercedes cars advertisement's differs from one magazine to another and this depends on three factors. The fist one is the type of magazine; the second is what the advertisers want to reflect as a message; and the third is to which public this magazine is addressed, but this doesn't exclude the existence of some similarities.Mercedes cars advertisement's differs from one magazine to another depending on which type of magazine is it. To illustrate this difference, I have chosen as example two magazines; the first one HARPERS & QUEEN is a women magazine, and the second one version HOMME is a men magazine. They both advertise "SL-Class" which is a high level car made by Mercedes. In the first ad, they show the beauty of the car by presenting the car and its convertible form (60-61); this can attract the attention of women who love beauty in cars. In the second ad, they show the solidity and speed of the car by showing just its engine which can be used as a symbol of these two previous characteristics (40). Using this ad, the advertisers can attract men to buy this product because it contains what men in general like in cars of hardness and power. From the analysis of those two ads, I can generalize that the first difference between the advertisements of the same product depends on the type of magazine. There are a lot of types of magazines and each type tries to relate the ads that it advertises with the function that it is specialized in. In the other hand, there are some cases in which these rules are not respected. For example, I found another ad of "S-Class", which is another car made by Mercedes, in two different types of magazines. The first one is VOGUE (116) which is a magazine for women from high social economic class and the second one is Esquire (2-3) which is a business magazine. I found that they advertise the same product in the same form; they show the performance of the car in duel between the concerned car and a train. This proves that sometimes even though magazines don't have the same orientation, they can advertise some products in the same way.The difference in Mercedes cars advertisements comes also from what the advertisers want to reflect as a message. This dissimilarity has a big relation with the...

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