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Section B – Persuasive Prose
In this essay I will analyse the Dulcia Vitality advertisement. This analysis will be done by considering how the visual and written features of the text reinforce the meaning of the advertisement, how the advert aims to achieve its purpose, the type of target audience that the advert aims to appeal, how the role of linguistic strategies have been used, how the advert aims to position the reader, and to what aspects of human psychology does the advert appeal.
The Dulcia Vitality advertisement aims to target women in general, as the visual depicts a woman running her fingers through her long curly hair. The visual does not show the woman‟s face but is focused on the long hair. The advertisement also aims to target anyone who possibly has straight hair and would like to perm their hair, as the advert states: “Dulcia Vitality is a perm for you to enjoy,” as well as anyone who would like to have shiny hair with body and bounce, “Your hair not only has vitality… but also shines with a soft, natural silkiness that feels as good as it looks.” It is also important to note that the advert was placed in the magazine Good Housekeeping which is mainly read by women, and was published in the year 1987 when the perm was extremely popular as a fashion style.
This advertisement aims to promote the purchase of the product, „Dulcia Vitatlity‟, which is exclusively being launched by the cosmetic brand, „LOREAL‟ – “Exclusive to your LOREAL salon.” The advert utilises a range of text features to emphasise the purchasing of this product such as the bold capitalisation of „Dulcia Vitality‟, the fact that the white colour of the font contrasts the dark background of the visual, which evidently further highlights the name of the product; the subheadings: “Feel the difference vitality makes” and “The perm at your L‟Oreal hairdresser today” are printed in a dark bold but in a smaller size to the product so as not to overshadow the product but to allow the reader to glance over the advert quickly and still receive the main idea of the advert. The cosmetic brand, LOREAL, is emphasised again at the bottom of the page by using an adequate size and capitalisation to remind the reader that the product is only available at LOREAL salons.
The advert hopes to convince the reader that „Dulcia Vitality‟ is the only product that can give a person‟s hair vitality and sleekness, which many readers desire, as it reasons: “Because only he can add that finishing touch of brilliance to your hair style with Dulcia Vitality.” By using the word „only‟, the advert emphasises that it is a unique product and claims that no other products are capable of achieving such desires. The advertiser‟s choice of words is also effective as he or she makes the product desirable to the reader – such as „superb feel‟, „every single hair receives a thorough beauty treatment‟, „feels as good as it looks‟ and „finishing touch of brilliance‟. Through these words, the advertiser is playing on the reader‟s emotions by making use of our bodily senses of feeling and vision to create this imaginable desire. The fact that the advert also mentions the word „today‟ moves the reader to action as it urges the reader to go imperatively to their nearest L‟Oreal hairdresser and get their very own Dulcia Vitality treatment.
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The visual and written features of the advert reinforce the meaning of the text. The product that is being advertised promotes a hair treatment that will give hair vitality and a great perm as the text in the advert says, “Your hair not only has vitality – lasting body, bounce and curl, but also shines with a soft, natural silkiness that feels as good as it looks.” The...
Bibliography: Goatly, A. 2000. Critical Reading and Writing: An Introductory Coursebook. USA:
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