There are a multitude of features and techniques used in print advertising that are often invisible to the naked eye and intended to target the subconscious mind of the audience. The public consumes advertising wherever they look or go, whether on a train, reading a newspaper or even using a public toilet. Conventions are constructed and past knowledge is exploited by what can be called a “language of advertising”. Print advertising is a genre that has been around for a very long time and continues to thrive and adapt despite the importance of more contemporary methods, such as the Internet, and more recently, the growth of tablets. computer science. The following investigation will focus on two different newspaper adverts for energy suppliers – one from British Gas and the other from SSE. Consideration of the audience will be undertaken, before analyzing the use of language, structure, imagery and typography in each. Then, after this detailed analysis, a comment on the persuasive power of each advertisement will allow an appropriate and necessary conclusion to be drawn. First, as suggested, it is important to consider the audience and context of both targeted advertisements before beginning an analysis of the main advertisement. features. This will provide a strong contextual framework and help connect audience, context, and features later in the survey. Both adverts were published in a copy of the Guardian, a national British daily newspaper with a respectable circulation. The Guardian is centre-left in its political stance, therefore inevitably attracting a readership with shared values. In addition, the newspaper is particularly popular with 18-54 year olds. (From...... middle of paper ...... particular attempt to articulate with the content of the advert in a witty manner, unlike the SSE advert. However, the statements in the main body of the text, such as "We have introduced a lot of things to help you", could persuade readers to read further to find out exactly what they have introduced to help you. Such a question/answer approach is used. throughout advertising. Guardian reader profile (2010) http://www.guardian.co.uk/advertising/demographic-profile-of-guardian-readers [Accessed 4 December 2011].- Vestergaard, T The Language of Advertising, Wiley-Blackwell-Goddard, A (1998), The Language of Advertising: Written Texts, London: Routledge-Delin, J (2000), The Language of Everyday Life, London: Sage-Cook , G (1992), The Discourse of Advertising, 1st ed. London: Routledge..