Advertisements are pictures, videos, animations or anything that contains information and describes a product or service. Advertisements can be of very different styles and every advertisement has its own message. This essay will take on and talk about the persuasive techniques, the message, the purpose, audience and the power of language of the two given advertisements. .
In the first advertisement, the worldwide known manufacturer, "Nike" uses a leopard for its speed. In that way, Nike is comparing its produced shoes to the leopard because, as it is apparent in the ad, Nike shoes allow its user to run faster. That brings us to the message. Nike is trying to tell its audience that in order to achieve a high speed, Nike shoes are needed besides all the usual training. The purpose behind the advertisement is more a type of publicity. People will buy the Nike products more because of wanting the ability to run faster. The audience of the ad would be people of every age and gender. Nike produces shoes for both males and females, and the shoes are available in most of the sizes for kids and adults. The power of language however cannot be described as very effective. Nike could have used better features in the advertisement. .
An example for that would be an old Nike ad which shows an athlete running faster than a leopard to save a deer. In that advertisement Nike shows the audience that wearing a Nike product will make you fast enough for a race against a leopard. Although that would be using Bait and Switch as a technique, that would have been more effective. The persuasive technique in this ad however is product comparison. In the ad it says Ask the master which shows that Nike is calling itself the master producer of all sport brands for shoes. This is a way of comparing several brands, however indirectly.
On the other hand, the second ad is more powerful. The audience is able to understand the message very fast and that even if no text was written on the ad.