As in the world today we can see the great advances in the technology everyday. As and with the time the world has advanced in great paces introducing a whole new millennium towards technology. One of the great inventions of this era is the mobile phone; it has given a complete face-lift to the communication industry. Mobile phones have become a craving to our society; undoubtedly it is a highly desirable and attractive product. With the advancing technology many new applications have been added to the phones, applications such as Blue tooth and WAP have bought a lot of simplicity to the human life.
In this piece of coursework I am going to compare and discuss two mobile phone advertisements. They have different point of views and varied specifications. One is from a retailer named ‘Smalltalk’ whereas the other is directly from the manufacturer ‘Philips’.
The ‘Smalltalk’ advertisement establishes its presence to a wide audience. It offers a varied range of mobile phones. These mobile phones are presented free if they sign a contract for twelve months with their service. They have in a very smart manner showed the prices of the free phones but have written ‘Call us for our new low price’ for the latest phones, which are not free. Hence if the consumer is attracted to one of these phones he will have to contact the service provider and so they will get another chance to market their product. This is a great example of how advertisers use their tactics in reinforcing their motives. The variety of mobiles in the advert and the specifications under each mobile makes things easier for the consumer as the information is provided in the advertisement itself. This brings a good effect on the punter. The advertisement relieves exhilarating information which may be or not in the knowledge of the consumer but will establish a link of professionalism unto the consumer; hence this will produce a blind faith in the service provider or manufacturer.
Whilst the ‘Philips Advert’ contains highly linguistic features, these features capture our eye and imagination. The layout is highly aesthetic and eye catching. It has the mobile phone (the product) in the middle whereas a number of eyes staring at it around it. This layout symbolises the attractiveness and emphasis it as a ‘must have’ product. It also shows the irresistibility of the product and how people would look at it. It keeps the punters thinking about the advertisement and hence their awareness on the product would increase. The slogan used ‘As colourful as you are’ praises the consumer and so the consumer feels more demonstrative towards the phone.
The Smalltalk advertisement has a large font size slogan at the top stating ‘The latest phones’ and ‘Direct to your door’ which attract the people at least once to take notice of the advertisement. They have grouped the phones by using enticing words like ‘Free’, ‘Just in’ and ‘New’. Such words make the mobile sound more distinctive, especially worlds like ‘New’ make the people comprehend the new phones and going on fashion in the industry which would create a craving in the audience. The range of phones in the advert enables the consumers to choose a mobile whose specifications meet his needs.
The ‘Philips advert’ is only promoting one particular product of its own. The advert is very simple and presents a strong picture to its characteristics. But the information provided is very limited as they added only a single caption of writing. As the background used in the layout is quite astounding a consumer would feel persuaded to read on and notice the caption. The language used in the advert is also quite formal and technical to some extent.
The ‘Smalltalk advertisement’ has made the usage of informal language and has provided a large amount of information balancing it on the service and the phones. They have used mostly all the tactics in the book to get their product in the market, from the usage of language to the use of enticing words. They have provided full information on when and how they can be contacted. In the Philips advert the image has been more emphasised to portray the product than language. They have provided a small caption in which more of scientific words such as GPRS, navigation, activation etc have been used. Such words are designed and introduced in the advert to commence a more sound and advanced level. Even the slogan selected has been bought in a more classic and professional manner.
Hence we can say each advert has its similarities and differences but has the same objective of selling their product. The ‘Smalltalk advert’ is based more on a technical manner but lacks the touch of professionalism and releases the data raw. Whereas the Philips advert holds a very distinguished and professional outlook. Hence we can see each advert have their possible positive and negative effects on the consumer.
