Advertisement analysis

ARC have reached out to their customer base through paying for this advertisement to be in a national magazine. ARC specialise in purchasing homes from prospective buyers who are contemplating moving. All of the linguistic devices used in the advertisement are used to manipulate the reader into considering the opportunity and service they are providing. The eyes are instantly drawn to the large bold font saying 'NO BRAINER.' at the top of the picture. This not only links to the image of the scarecrow below in a comedic fashion because of course a scarecrow is made of straw, but also conveying the simplicity of the possible business arrangement. This simplistic concept is an intellectual choice for ARC taking into consideration the prospective customers. They are likely to be people who are in need of haste when selling their home and are already weighed down with other financial complications. The image shows a clear sunny day implying that this business venture is a positive choice. Sunshine is often used in advertisements to promote a positive nature and the clearness of the day implies the clearness of the opportunity, once again supporting the simplistic notion. The sue of the pronoun 'you' implies that the reader has the choice and that ARC won't take any of that independence away. The customer always wants to be the one in control of their finance. Below that is a list of features that this company can provide. The list repeatedly uses the negative lexical choice 'NO' in bold capitals which ironically is usually used to present negative factors in the business, however in this case its used to emphasise the benefits of working with ARC with features such as 'No risk' promoting financial security which is what ARC know the customer wants. ARC use an interrogative sentence with 'What have you got to lose?' which implies that it would be senseless for the customer to not partake in a seemingly safe, required business. This interrogative is followed by a complimentary declarative sentence 'We're outstanding in our field' which conveys ARC's confidence. This implies that ARC are skilled at what they do and provide a quality service, it wouldn't be unusual for a sole trader to use such a sentence due to the capabilities of lying however in this case the collective pronoun 'We're' is used which shows that more than one person working for ARC knows that they are 'outstanding'. The use of the Email address and the phone number on the side of the page just below the logo provides an official, trustworthy presentation which once again reinforces a trusting relationship between the customer and business.