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Analysis of the IG Index – ‘better sell oil’ advert

Here is the first in an occasional series where I’ll look at a financial advertisement and explain my opinion on what the advert is trying to achieve and how it is trying to do this.

This very green advert appeared in City A.M. recently. It is not a new advert; it is part of an existing series.

The slogan is “If you’re thinking ‘better sell oil’, contact us.”

IG Index 'better sell oil' newspaper advert

The advert is trying to say that predicting the price of oil could be as easy as spotting things such as an increase in wind farms. It is trying to suggest that if you are ‘clever enough’ to spot this link between two different events then doing business with IG could be in your interest.

Of course most people who have even the slightest in trading will spot the link. The way the advert hooks you in is by trying to make you think that because you have spotted this link you are intelligent, and could have some kind of ‘edge’ over other people.

If they can make you fell clever (as they say flattery can get you everywhere) – then they can make you feel that you could potentially make money out of trading.

The advert isn’t too explicit about the services that IG offers. This is another marketing trick. They provide enough of a ‘hook’ to arouse your interest in the company, but not enough so you can make a judgment about what they are offering there and then – i.e. not enough to judge purely by looking at the advert. The only way you will be able to get a full understanding of what they offer is by visiting their website.

Once they have got you to visit the website then the next stage of their ‘sell’ will begin.

In my opinion a good individual advert from an equally good series of adverts that no doubt gets them plenty of visitors to their website.


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