The Metro Motors advertisement came from the Bay Sunday News and the remaining advertisements came from the Bay of Plenty Times.
In this selection of articles I found that there were in fact common language techniques in car advertising. In many of these articles there were imperatives, repetition, and technical jargon.
One language technique, which I found common through my articles, was imperatives. Imperatives were used throughout the advertisements as orders or commands. They made it seem urgent to purchase a car. In the Suzuki advertisement the words "Test Drive a Suzuki to win," gives a suggestion to test drive a Suzuki. This imperative not only gives a order but also directs you to the hyperbole, "Win." Also in the Jaguar advertisement the words, "Drive away," are giving the orders to drive. In this advertisement there is also a prize to be won after carrying out their "order." Another example of the use of imperatives is in the Ezi-Car-Imports advertisement where the words, "Check these out," are used. This particular imperative is also the answer to a rhetorical question. These imperatives are used to give orders, which give an urgent feeling to the consumer.
Repetition was also used to make important or emotive words stand out, because you see them often. In the Metro Motors advertisement the words, "Metro Price" were repeated before each price of a vehicle. Also in the Nissan Advertisement the price, "$649," is subtly repeated three times. This use of repetition may first be seen as hust emphasizing the low price, however each time repeated, there is different details after the price. The first time the monthly price of $649 is shown, simply says, "Only $649" a month. This very low price stands out and the words make it seem simple and very easy. The second time th eprice is shown, the font is much smaller and there is another price added on, "plus GST." The third time price is the shown, the font is very small, no longer bold, and also adds on more conditions.
