Mr. Jenkins' Appeal   Term Paper ID:27581 Click to get this paper

Essay Subject: Analysis of a Tanqueray Gin ad. Topics include target market, objective, & effect of the ad.... More...

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Paper Abstract: Analysis of a Tanqueray Gin ad. Topics include target market, objective, & effect of the ad. Paper Introduction: INTRODUCTION The field of advertising has a long history, and it is a field that is indispensable in our modern society because it helps inform the public of the basic goods and services that are available in the marketplace. Advertising can be defined as any form of paid communication with the purpose of motivating a reader or viewer to purchase a product or service, to influence public opinion, to win political support, to sell an idea or a cause, or to act or think and perhaps influence others in the manner desired by the client. The main goal of advertising is to motivate or persuade people to buy a particular product or service, and among the media used to accomplish this are radio, television, newspapers, magazines, direct mail, billboards, Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. Prominent in the foreground is the bottle of Tanqueray, the only placewhere the product is mentioned. The adis one of a series involving a character known as Mr. Jenkins, presumed tobe the owner of the company from the ads and serving as an example of thehigh-class person who would drink this product. The ads have a visualstyle reminiscent of cut-and-paste photo montages. The magazine also has anintroductory section of New York "gossip" about celebrities. The ad has thepower to make the viewer remember what product is being advertised, andthis is one of the key purposes of an ad. Works CitedHarris, Alan C. Even if the consumer likes thead and responds well to it, if he or she does not remember the name of theproduct, the ad is not effective. Jenkins is holding a book in one hand and a martini in the other, andaccording to the copy he is delivering a poetry reading, perfectly inkeeping with the sort of activity a New Yorker reading this magazine mightencounter. TARGET MARKET The ad appeared in New Yorker Magazine, an upscale magazine soldacross the country in spite of its New York roots. Even the design of the carpet beneath his feet is an example ofenergetic modern art. The four young people listening to his reading are raciallymixed, hiply dressed, and appealing to an audience similarly disposed. The ad tries to create an atmosphereand an image rather than to sell through information about the product or aharder appeal to the consumer. London: University Press of America, 199 .Pattis, S. "Sell! The ad also tries to live up to acertain sense of social responsibility with the legend at the bottom: "Dodrink responsibly, won't you?" These words have the same humorous tone asthe rest of the ad while conveying a more serious point, that the companymay sell alcohol but that it knows its product must be treated respectfullyby drinkers. These ads are targeted at an audienceexpected to respond to the image being created, and it does so with a bitof mystery by never really identifying Mr. Jenkins in any of the ads in theseries. EFFECT Certain words are given prominence in the copy to further the goal ofthe ad: Mr. Jenkins infuses the poetry reading with a new energy as he recites his turgid and provocative "Ode to the Pimento."The use of the word "energy" makes it seem as if the product were givingthe man that energy, and the ad itself exudes energy through the red of thebackground and the lively attitudes of the members of the listeningaudience, as well as the way Mr. Jenkins holds out the book and themartini. In the ad,Mr. William. TABLE OF CONTENTSIntroduction 1Target Market 3Objectives 4Effect 4Conclusion 5 The readership of themagazine would be a prime demographic group from 25 to 49, the same grouptargeted by most television programs because they have expendable income.The audience would also generally be better educated, more interested inpolitics and the arts, and interested in different elements to add to theirlifestyle. Buy! CONCLUSION The Tanqueray ad, part of a series, creates an effective image for theproduct, one that is memorable enough so that the lifestyle conveyed wouldbe associated with the product by most who see the ad. The main goal of advertising is to motivate orpersuade people to buy a particular product or service, and among the mediaused to accomplish this are radio, television, newspapers, magazines,direct mail, billboards, posters, catalogs, and brochures. INTRODUCTION The field of advertising has a long history, and it is a field that isindispensable in our modern society because it helps inform the public ofthe basic goods and services that are available in the marketplace.Advertising can be defined as any form of paid communication with thepurpose of motivating a reader or viewer to purchase a product or service,to influence public opinion, to win political support, to sell an idea or acause, or to act or think and perhaps influence others in the mannerdesired by the client. The ad itself has a satiric bent which both evokes acertain social group and pokes some fun at it at the same time. Advertisers andall who work in the agency are in the business of selling (Pattis 1).Accomplishing this task requires the ability to communicate, but thiscommunication often takes the form of manipulation of images and oflanguage. OBJECTIVES The primary objective of the ad is to associate Tanqueray with acertain hip lifestyle, and the humorous nature of the ad and the continuingcharacter of Mr. Jenkins tries to reach across several generations to showthat being hip is an attitude rather than an age and that Tanqueray is alink between different age groups. Semiolinguistic Manipulation in Print Advertising." In Karen Haworth, John Deely, and Terry Prewitt, Semiotics 199 , 22-27. It is clearly seen, though, and leaves nodoubt as to what is being advertised. This manipulation is a type of foregrounding, a linguisticprocess in which some elements--words, phrases, sentences, stressings,intonations--are given prominence or made more significant by the creatorof the print ad. New York Magazine (September 9, 1996), 112. Careers in Advertising. Lincolnwood, Illinois: VGM Career Horizons, 199 .Tanqueray Ad. The ad to be analyzed here is for gin, Imported Tanqueray Gin. Harris calls this a semiotic and strictly linguisticprocess of establishing significance based on the intentions of thecommunicator (Harris 22-23). Alan C. Harris notes that advertisers have a rhetorical purposedefined as the presentation and exhibition of a product or service and theexhortation and coercion of potential buyers: Moreover, advertisers want potential purchasers to consider what is advertised to the exclusion of all other similar products or services. The magazine has a political bent with both columns on thesubject and news stories, and it is also geared to promote the arts throughits review sections (Books, Theater, Films, Music both classical andcontemporary) and many of its articles. The Tanqueray ad would fit in such a mixture of what might be calledupscale attitude. The ads also have ahumorous intent both in the visual images used and in the verbal referencesto Mr. Jenkins and various of his activities. They therefore attempt to construct an advertisement that will fully involve the attention of the potential purchaser and which will have a suasive effect (Harris 22).Harris goes on to note that in this way advertisers create a semiotic worldto persuade the consumer of the essential "rightness" of purchasing theproduct or service advertised. The advertiser generally links some form ofvisual material with ample linguistic material, with the latter beingmanipulated over and above the more commonly expected rhetorical uses oflanguage. If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.