D/601/6672 – 1.1; Advertising

Gulf Lubrication Oil

For an advert, the above is very 'text-heavy,' with a lot of information included in the centre of the spread. However the visuals catch the eye - the vehicles seemingly speeding by so fast that they leave a trail of orange (like the logo) flames, which support the claims of the company that the oil is a 'supreme' product. The text, however, is very straight-forward and well structured, paragraphed and numbered by key point so that the more important information stands out.

Sticking with the theme of motor vehicles, the above is an advert the then-new 'Quality First' Morris car. In contrast to the lubricant oil advert, this advert is centered more around the image. The important text is in larger font and thus easily readable. The word Morris, at the base of the advert, is also in large font and also bold to emphasize the brand name, which was synonymous with the motor industry back in it's day. There is also a paragraph of small print; this is not readable on the PC screen but is likely to contain more information about the car and recommendations as to why it should be bought.

The slogan 'is a new and higher class of its own' is blatantly speaking to its target audience, those more well-off who could afford a luxury such as a motor car, and is supported by the accompanying background of what could be conceived as an estate, or perhaps a high-ranking university.

The 'Golliwog' on this advert instantly catches the audience's eye. Despite being around since 1873, the 1910 advertising campaign by Roberton's Jams was the first such use of the character in this form, having previously appeared in books and as rag dolls. The Golliwog was a popular creation which could be the reason why it was adopted as the mascot for the brand from then until 1988.

A simple ad, it plays one the name of the character, 'Golli-wog,' telling you how good the product is. It then emphasizes that the product is stocked only at 'all good grocers' at 'new reduced prices,' adding to the appeal of the product; it is cheap but high quality as only the good stores will stock it.

A more recent advert, this is for the charity Cancer Research UK. It plays on emotions of those who know or have experience the illness in some way and who would therefore understand how terrifying having cancer truly is. By evoking these feelings of fear in you, it aims to win you over with it's following lines 'One day we will beat cancer. Help us make it sooner.' Telling you that you can make cancer, something that is not a living being, afraid gives you the confidence that by donating to these people, you will make a difference, and that difference will be all the sooner because of your help.