Advertisement Coursework - Volkswagen Golf Essay - 935 Words

Missing Image/Advertisement Image This advertisement has been created to promote the Volkswagen Golf Gt to an environmentally friendly audience. It achieves this by using the powerful juxtaposition of a peaceful image contrasting with a dark and violent scene. To further this contrast, the advertiser has placed the car directly in the center. This implies there are two very different personalities to the car. Effectively personifying the car. Upon further examination of the image, we see varied features. On the dark side, we see a covered moon. This may be used to convey a sense of mystery or possibly to give the impression that the car is a beast. This relates to the classic movie-image of werewolves with the full moon. We†¦show more content†¦Assumingly, the deer is there as the embodiment of peace in the image. Whereas, the violence is embodied within the wolves. Verbal Text The initial text we see is a parallel phrase. ?High performance, low emissions,? suggesting the best of both worlds. This is because of the constant image that we gather from the car industry is that of harming the planet. High performance is not something we relate with low emissions. The words ?high? and ?low? are antonyms reflecting the dual nature of the car. In the main block of text, the writer initially uses the word ?welcome? to forge a personal relation with the audience. As if to invite you to ?the world of the new look Golf Gt.? This is done to attract you to the advert as friendly and attractive. The text speaks directly to the audience, so they feel privileged, as if they have special access. In the sentence ?Voted Best New Engine 2006?, every word begins with capital letters. This is to express that the car has won an award, so it has an official title. The writer constantly repeats the word ?new? to present what the car is. Different to anything else. The advert lists the features to build up to an implication of extra features. These are incentives to indicate the car?s value for money. The subject specific jargon is there for a reason. To make the audience feel intelligent. In turn, makes the writers emerge as experts. The use of imperative verbs