Analysis of car advertisements as a way of communicating with customers in Slovenian magazines

Today's consumer society is flooded with advertisements, so we take them as part of everyday life and are quite indifferent to them. Advertisers therefore have quite a challenging task: what kind of advertisement to create in order to attract attention and lead people to purchase. The results of these new techniques – verbal metaphors – were explained using examples in previous chapters. The analysis of car advertisements in Slovenian magazines showed that there are no differences in the quality of photographs or advertisements in general amongst the three groups of magazines.

Problem

Today's consumer society is flooded with advertisements, so we take them as part of everyday life and are quite indifferent to them.

Solution and method

Advertisers therefore have quite a challenging task: what kind of advertisement to create in order to attract attention and lead people to purchase. The diploma thesis addresses advertising, car advertising in Slovenian magazines and ** analysis of such advertisements.** Whilst print advertisements do not have the same possibilities as multimedia advertisements, the two do not exclude each other but rather complement one another. A car today is no longer a luxury but something quite ordinary.

However, it is still an object of incomprehensible desire, a measure of success and a substitute for failure, and therefore also a demanding subject of advertising. After reviewing and comparing magazines, the basic assumption that the quality of photography and the quality of the advertisement itself differ was disproved. In all magazines, the advertisements are of equal quality, as are the photographs, and the same advertisements are used.

Advertisements are created by advertising agencies, and they create advertisements once, specifically for car manufacturers, not for individual magazines. Advertisements in Slovenian magazines are translated from originals and adapted for the needs of the Slovenian market. The assertions set out at the beginning of the diploma thesis and also addressed in previous chapters were confirmed.

The car as a carrier of the message in advertisements has always been self-sufficient and did not require additional written explanations. Drivers often personify their steel steed – we somehow grow closer to it and give it various affectionate names. We often behave as if the car is not a machine but something more; sometimes we even treat it as a family member.

Due to market saturation and increasingly demanding customers, advertisers are breaking boundaries in advertising and want to shock with advertisements in order to attract as much attention as possible and approach the needs of the demanding market. The internet, which is now accessible to everyone and everywhere – at work, at school and at home – enables multimedia presentation, which is a great challenge for advertisement creators and a field that allows full creativity in creating an advertisement. Multimedia advertisements as advertisements of today were touched upon in the chapter on new ways of advertising (breaking existing boundaries), but were not addressed, as the aim of the thesis is the analysis of print advertisements.

Advertising can be defined in a thousand and one ways, but what all definitions have in common is that it is a form of purchase persuasion of the target audience. We can advertise in various media. The advantages of print media, more specifically magazines, as an advertising medium are precisely targeted advertising, the possibility of repeated reading and study, and the attractiveness of aesthetic photographs offered by quality paper.

"Representations of the world, both verbal and visual, represent a kind of distortion of the infinitely rich and chaotic phenomenon we call reality." (Forceville 1996). Advertisers are using increasingly unusual and interesting techniques as means of attracting attention and informing about the advertised product.

Results

The results of these new techniques – verbal metaphors – were explained using examples in previous chapters. The analysis of car advertisements in Slovenian magazines showed that there are no differences in the quality of photographs or advertisements in general amongst the three groups of magazines. However, the total number of advertisements in each group of magazines, the number of advertisements used per page (advertisement format) and the choice of car manufacturers differ.