留学申请文书:广告元素

留学申请文书:广告元素

梅赛德斯-奔驰的第二个广告考虑了有效沟通所需要的所有要素,即注意力、兴趣、信誉、欲望和行动。考虑到注意力的因素,标题起到了刺激的作用,同时也在混乱中起到了推波助澜的作用。在服务或产品的关系上,必须有适当之处,以说明“非官方服务可能是危险的”,以表达受众的利益或需要,以及广告的语气。随着行动的启动,人们开始选择免费的汽车诊断服务,并以15%的折扣购买零部件。这些说法是可信的,因此是可信的。如果扳手使用不当,必然会造成汽车的损坏。因此,广告传达了所有需要的元素。喜力的第三个广告关注的是兴趣、信誉、欲望和行动。
观众的兴趣是通过呈现一个吸引人的观点,两个啤酒瓶,以“干杯”为重点。这意味着观众有动力一口气喝一瓶啤酒。瓶底的形状暗示着喝了一瓶啤酒后,个体之间建立的信心。广告的一词多义、象征意义和互文性等概念对消费者的参与和目标具有重要意义。互文性是后结构主义的一个概念,它解释了文本与其他语境和文本之间的联系。必须在垂直和水平两个方面发展互文性(Stuhlfaut and Windels, 2015)。在不同的文化、社会和文学的互动中,文本不是线性的,而是动态的。基于意义的广告包括概念化的信息,以启发顾客思考与品牌相关的需求。

留学申请文书:广告元素

The second ad of Mercedes- Benz considers all elements required for effective communication, namely, attention, interest, credibility, desire and action. Considering the element of attention, the headline is acting as the stimulus, while cutting across the clutter. There must be appropriateness, in relation with the service or product, the interests or needs of the audience intended and the tone of advertisement by stating “unofficial service can be dangerous”. With the initiation of action, people are motivated to opt free vehicle diagnosis services from the company and purchasing spare parts at a discount of 15 per cent. The claims made are believable and hence there is credibility. If a wrench is not utilized in an appropriate manner, then it will surely result in destructing the automobile. Hence, the ad communicates all elements required. The third ad of Heineken focuses on interest, credibility, desire and action.
Interest of the audience is considered by presenting an attractive view of two beer bottles with the focus on “bottoms up”. This means that the audience is motivated to drink a bottle of beer in one breathe. The shape of bottle as a bottom implicates confidence established among individual personalities after drinking a bottle of beer. The concepts of advertisement like polysemy, symbolism, and intertextuality can be considered significant in the consumers engaged and targeted. Intertextuality can be considered as a concept of post- structuralism explaining the connections among the text to the other context and text. There must be development of intertextuality within vertical and horizontal aspects (Stuhlfaut and Windels, 2015). Text cannot be considered linear but dynamic in the interaction of different cultures, societies and literatures. Advertising based on meaning include the messages conceptualized to enlighten the customers for thinking about the wants and needs in association with the brand.

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