There are numerous features and techniques used in print advertising that are often invisible to the naked eye and aimed at targeting the subconscious mind of the audience. Audiences consume advertising wherever they look or go, whether on a train, reading a newspaper or even using public toilets. Conventions are constructed and past knowledge is exploited through what can be recognized as an 'advertising language'. Print-based advertising is a genre that has been around for a long time now, and a form that continues to thrive and adapt despite the prominence of more contemporary methods, such as the Internet and, more recently, the growth of tablets. informatics. The following investigation will focus on two different newspaper advertisements from energy suppliers: one from British Gas and the other from SSE. A consideration of the audience will be undertaken, before analyzing the use of language, structure, imagery and typography in each. Therefore, following this detailed analysis, a comment on the persuasiveness of each ad will be an appropriate and necessary conclusion. First, as suggested, it is important to consider the audience and context of the two advertisements before starting an analysis of the main advertisements. characteristics. This will provide a solid contextual framework and make it possible to link audiences, context and characteristics later in the investigation. Both ads appeared in a copy of The Guardian, a national British newspaper with respectable circulation. The Guardian is centre-left in its political stance, so inevitably attracts an audience with shared values. Additionally, the newspaper is particularly popular in the 18 to 54 age demographic. (De... half of the paper... specifically attempts to link to the content of the advert in a witty way, unlike the SSE advert. However, declaratives in the main body of the text, such as "We have introduced many things to help ", they could convince readers to keep reading to find out exactly what they have introduced to help. This question/answer approach is used throughout the profile of Guardian readers' (2010) http://www.guardian.co advert. uk/advertising/demographic-profile-of-guardian-readers [accessed 4 December 2011].- Vestergaard, T. Schroeder, K (1985), The language of advertising, Wiley-Blackwell-Godard, 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