The two print ads I have chosen to evaluate are that of Apple’s iPhone and of Motorola’s Hello Q. These two were chosen not only because they advertise products of the same industry (telecommunications), but also and more importantly because they both want to convey a message of power and superiority to their respective audiences. Apple’s iPhone ad came out in the Details Magazine’s August 2007 issue. The product is unique and a trailblazer in the industry and the challenge for advertisers is to put such message across, given the limits in space and the tendency for readers to just skip something that doesn’t catch their attention.Intended for those in the high level of society, the elite, the CEOs, the iPhone ad effectively reaches its target audience. The image of the iPhone, so distinct and emphasized against the black background, catches the audience’s attention. The male hand “touching” the gadget gives a clear statement of superiority and dependability, since males are known for their keenness in gadgets. The black background gives an overall message of exclusivity, of being beyond the ordinary hands’ reach. With “touch technology” as its unique feature among others, the use of the tagline “Touching is believing” has a crisp, honest, direct- to- the- point tone to it that implies “nothing fancy here, just good reliable technology”. Without saying much, the iPhone ad has successfully conveyed to its audience its superiority, its power, its dependability. On the other hand, a very mass-oriented print ad is created for Motorola’s Hello Q. Emphasis is put on a father and daughter, sending a message that it is a technology that is accessible to all families, friends, loved ones, thus implying that it is affordable. The ad is too cramped with graphics and images and texts that nothing is left for the audience to imagine or think about. Its background is very plain, making it a real uninteresting print ad, despite its intent to convey empowerment message.
Mac Rumors, http://forums.macrumors.com/showthread.php?t=329074
Best of Print Ads, http://dilipsworld.rediffiland.com/blogs/2007/08/01/BEST-OF-PRINT.html
Hertz: Motorola, http://adsoftheworld.com/media/print/hertz_motorola
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