Comparison and Contrast
"Which bike is best for me?" That is the question most motorcycle buyers would ask themselves. I have chosen three separate sportbike advertisements and analyzed their differences. Most motorcycle advertisements show and tell why the product should be bought. The advertisers portray the sportbikes in a unique style and the ads explain why their sportbike is superlative, and they use different techniques to illustrate their position. The ads are persuasive by the effective use of imagery, lighting, and catchy phrases. Honda is a powerful and large corporation known for its excellence. In the motorcycle magazine, they place a two-page ad for their CBR 600F4. Honda has the funds to advertise conspicuously. This particular ad shows a rider in full gear on the CBR parallel to the ground as the sun shines on the front of the bike. This snapshot consumes the entire two pages and leaves little space for the background. The advertisement captures a great photograph of a street-legal sportbike in competition. However, it does not end with a fantastic picture. On the second page in the top center of the ad is a profile. The profile states the rider's name, his age, occupation, and his current title, but the last item states,
At the bottom of this advertisement, Suzuki also puts a disclaimer saying, "Suzuki firmly believes racing belongs in one place--the racetrack. This ad does a good job of persuading a buyer to attain the F4, since the buyer wants to think that he can ride a racebike on the street when, in fact, the fine print at the bottom of the ad says, "PLEASE READ OUR SAFETY ELSEWHERE IN THIS MAGAZINE. However, this misleads people into thinking they can race on public roads, which is dangerous. Honda lists the championships won, Suzuki illustrates that the champion has returned, and Yamaha declares hell will freeze before something can surpass it. Therefore, it makes potential buyers think it can be any bike on the street. In addition, at the bottom of the ad, Suzuki has a small paragraph on the GSX-R declaring it to be shorter, narrower, more slippery, 30 pounds lighter, and more horsepower than before. The advertisers main goal is to make the bikes appeal to our competitive senses, which is easier to influence. Reborn," testifying that it is the best sportbike once again. These are all strategic techniques to convince someone that they will be indomitable on the street. " Unlike the previous two ads, Yamaha does not focus that it has a certain number of championships, nor does it say it is a reborn champion; it does say that it is a bike that can never be beaten. On the right hand side of the ad it uses improper English, "Bundle up"; their way of saying to buckle up. Similar to both ads, the fine print says they have to ride safely and wear protective gear. Suzuki, on the other hand, shows a bike without a rider to make people want to have it for their own. This advertisement takes the style of Suzuki's ad of an unoccupied bike, and it uses Honda's representation of a rider dictating the R1 in the background.
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