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At the outset it is worth beginning the critique with a very wise (and humorous) quote from the genius Lewis Carroll in his very famous work "Alice in the Wonderland" to illustrate the difficulty faced by advertisers aiming to be innovative and creative…
Like most Advertisements aiming to persuade us into buying a certain product or service the advertisement employs a degree of persuasion to the tune of tapping into our emotional financial and sub-rational (Fowles) perspectives and sub consciousness. The aim of any advertisement then in Fowles observation is to permeate the inner layer of the sub consciousness to play with our securities and insecurities.Now coming to this advertisement under analysis it is as mentioned before about a financial services company, from the renowned Toyota Group.The Advertisement claims to be able to help college students in particular with funds and finances to be able to afford a car during their rocky college years when they have no stable source of income.The question here that springs to the mind can be very colloquially put as "So what's the catch".The catch is what lies in the small print at the bottom of the page which will be discussed later. ...
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