In a world where everyone is affected by advertising, there has to be a way to find out how it is done. I have analysed two leaflets to help me; these are 'Lombard Direct' and 'Freedom Finance'. The main similarity between the two leaflets is the audience. Both leaflets aim to persuade young to middle aged adults. The one main difference between the two leaflets is the style of print. 'Lombard direct' uses bold, capital letters on their leaflet symbolising power and strength. 'Freedom Finance' uses small, rounded print symbolising simplicity and a slightly friendly atmosphere.
As I have previously mentioned the main similarity between the two leaflets is their target audience. Both texts aim to persuade male persons, aged between 25 and 40 years, who have a well-paid job and a wife, maybe even children. I can tell this because of the complex language used. '…Unsecured…administration…equity…arrears.' The leaflets do this when revealing their statistics and qualities. They do this because it will appeal to their intended audience; also because of the powerful, factual and formal impact it creates. 'Lombard Direct' uses an approach of understanding when heading a table of information. This is because the reader is able to relate to the questions, making them feel comfortable and relaxed with the situation in front of them.
Similarly, 'Freedom Finance' uses mainly a similar approach and style of language as the 'Lombard Direct' leaflet. 'Equity…arrears…' The second main similarity between the leaflets is the appeals that they have to the reader. Both 'Lombard direct and 'Freedom Finance' when advertising. These are power and achievement. Power is a desire that every man wants, maybe not so much the physical power but the financial power. Adults want to be able to run a stable life and have a stable family, so if they are told that they can achieve a luxurious bank balance they should be content. This is targeted by using emotive words like '.commitment.' and '..secured.'.
If someone or something can portray an image where achievement seems so easy, the audience can't help but be persuaded to look deeper. Both adverts suggest many ways in which they can give you a helping hand. One of these is the image in the middle of 'Lombard Direct' with the tour guide look. In this case the reader is enticed into what is really the identical twin to a Venus flytrap. Using emotive word targets this again, '. Easier…payable.'
The background in both adverts is one of the main differences. In an advert the colour is one of the first things that you see which could be fatal. If a colour is off-putting, the advert will not be read. 'Lombard Direct' uses a yellow colour as their background. Yellow is a stimulating colour but can sometimes suggest a more aggressive type of atmosphere. If something is really bright (like yellow) it can seem too blatant and obvious; therefore the reader may be put off.
In contrast, 'Freedom Finance' uses an aqua blue colour for their background. This suggests water and possibly purity, so readers may think that the advert is clean; no catches. In the background there is the image of a moon's surface with the foot logo on it. This supports the appeal of achievement and therefore connects with the other emotive sections. When I look at both leaflets I can see a lot of comparisons that are similar. One of these is the tone. In the 'Lombard Direct' leaflet I can highlight a formal, powerful and aggressive tone. The advert is also very informative which adds to the other tones and makes them more powerful and persuasive. It does this by answering most of the questions that the reader will think about at a first glance. This makes it easier to relate to and therefore is emotive and persuasive.
