Top Posts Today:
Category Archives: Issue 2012 February
Advertisers create ads in magazines to catch the eyes of readers and encourage them to want to buy the product. Each advertisement includes claims, warrants, and supports, which make the advertisements attractive. For example, in the attached advertisement for Chevrolet Cavalier, each of these ideas used, makes the reader want to go out and buy this car. In the advertisement, there are many catchy phrases and pictures which make the car look very desirable. Furthermore, the general nature of a magazine such as "People," where the ad is found, it attracts people of all types. As displayed in the Chevrolet advertisements, claims, warrants, and supports are used to attract people of all types.
Claims in the advertisements are used to try and get people of all types to notice, admire, and eventually go out and buy this car. There are three different types of claims: policy, fact, and value. The claims of policy in this advertisement are similar to most claims of policy in ads, which are, "buy this product." The claims of policy are created by the pretty picture on the opposite side of the page, and the writing on the ad. In the picture, the pretty mountains and bright sun look very inviting to someone who needs sometime to relax. By the desire to have free time, the busy worker will think that the car will get them some free time. Then, they will want to buy the car. The writing includes lines such as, "Finally. After working for what seems like forever, you have some time to yourself." Although this quote really does not have much to do with the car, it attracts the reader who may want some free time. The claims of fact include the statements about how many miles the car can go before needing a tune up and how it fits a low budget. These kinds of claims can attract people of all kinds, mainly people looking to spend little on a car for themselves or for their children. The claims of value state that this car can take you wherever you want, and that "even though going out during your free time may cost a lot, getting there won't." From these examples of claims of policy, fact, and value, the car looks very attractive to a reader. At first glance the reader may not have considered this car before, but, due to the good advertisement, it is now a possibility in the minds of consumers.
A consumer can also be attracted to a product by the use of warrants, which are in the picture and name brand of the car in the ad. There are two different types of warrants, authoritative and substantive. The authoritative warrants of this advertisement is the little spot on the bottom with the trademark of Chevorlet. Underneath and next to the trademark are the words, "Genuine Chevorlet" and "The cars more Americans Trust." These types of slogans are attractive to readers because they know that Chevorlet is a brand of cars that has been around for a long time and is also very trustworthy. More people would be attracted to a Chevrolet trademark as opposed to one that is not so popular. The substantive warrant is the picture of the mountains on the other page with the bike. This gives consumers a sense of freedom and free reign at a low price. It just so happens that the Chevy Cavalier has a bike rack on top of the car, perfect for placing a bike on top to drive out to the mountains hints that this car can take you wherever you want to go. But, at the bottom of the advertisement in very small print, it says, "bike rack pictured not included," Most people won't take the time to read the fine print at the bottom, and the creators of this ad know that; therefore, they write it very small. I didn't even notice it after analyzing the ad for a long time, that is how small it is. Overall, each different warrant helps sell the car though the advertisement by its name brand, the reliability factor, and the idea that the car can take you wherever you want to go.
The advertisement also has many different types of factual and statistical supports, such as mileage, maintenance, and reliability data to help convince the reader to buy this "perfect" car. For example, the advertisement talks about how the car can go for 100,000 miles before it needs a tune-up. People like to hear this kind of information, even if it is not. It helps attract the reader to this advertisement and to encourage them to consider buying the car. At the bottom of the ad, there is a small quote in very tiny writing that says, "maintenance needs very with use and driving conditions." Again, no on really takes the time to read the fine print at the bottom of the page. Another support is having a phone number and email address at the bottom of the page. Having these tow pieces of information let the reader know that if there is a problem or they have a question, someone can answer it for them. Not included in this advertisement are facts such as the types of tires, brakes, and other parts of the car that would further convince someone to buy it. A lot of advertisements include this type of information, which is very helpful in convincing someone to buy the product. Even though this type of information is left out of this ad, the supports still attract readers. These types of ideas produce support for the readers and help convince them that this is a good one for them to buy.
Overall, these persuasive elements- claims, warrants, and supports, help to attract readers to certain advertisements. These three elements help convince people to buy a certain product by convincing the reader that it is the best product. The producers of each ad know what magazines to put their ad in based on what type of ad it is. I'm sure that a lot of people are suckered into buying things from the way that the product looks in the magazines, but a lot of it is just fancy pictures and writing meant to catch a reader's eye.