Analysis of watch, DVDs, guitars and anti smoking adverts

Citizen Eco-Drive

Citizen Eco- Drive is using the testimonial, technical and emotional appeal to sell an Eco-Drive Calibre 2100 Alarm Chronograph watch that is fueled by light.

Tactic to Advertise

This ad is using the testimonial technique by using Emeka Okafor (rookie of the year 2005) a famous basketball player. He is a pro for three years. From the day he joined and till now he is an unstoppable player. By looking at the picture of Emeka Okafor he looks like he is around 22 years old. In 2007 he is 25 years old. This ad was probably published in 2005. Emeka Okafor would get atleast 20 points every game. He was considered unstoppable. The ad is saying Emeka is unstoppable, so the watch is unstoppable since he wears it. This would attract many customers because they would think they would be unstoppable if they wear that watch since Emeka wears it. But, it is not true. The ad wants you to think that so they would get profit. Emeka accomplished what he wanted through hard work and working to his goal.

This ad is also using the technical appeal by saying the watch is fueled by light and, that is a main part of the watch. If the watch runs on light you don’t need buy batteries. This is a very good tactic by telling why the watch is one of the best. This will attract customers, especially customers who want save money or the environment. You would save money because you don’t need to buy batteries when the battery is finished. Also, you would be wasting money to go there if you drive since the gasoline runs out. If you were walking you would be wasting time. You would be saving the environment because the battery is made up of chemicals. When the battery is dead the garbage workers would put them in landfill. The battery is made of acid so it would destroy the landfill and causes radiation. By not using batteries this does not happen. By looking at the picture of the watch it looks complicated with many functions. Since, it runs on light you don’t need to buy batteries. But, what will happen when the sun goes down. The watch won’t work. So, the watch is stoppable, unless you put the watch under a lamp or another source that gives light in the night.

Finally, this ad has the emotional appeal tactic. This ad has the writing ‘It’s unstoppable just like the people who wear it.’ Practically this ad is saying you would be unstoppable if you wear this watch. You won’t be unstoppable if you wear that watch. It matters about your skills. Anyone can wear the watch even if you aren’t unstoppable. The company wants you to think you would be unstoppable if you wear this watch. If you think you would be unstoppable if you wear that watch you would buy it. Everyone would want to be unstoppable, but that is not possible. Also, they are criticizing all the people who don’t wear this watch by saying they aren’t unstoppable. Again, it doesn’t matter about the watch it matters about your skills. Kobe Bryant doesn’t wear that watch and he’s a pro for 11 years in basketball.

Target Audience

The target audience is men around the age of 25. They would probably be serious since they think they are unstoppable. Also, it is a high-class watch so many high-class people would want to save time and money. The watch has many functions and it is fueled by light so it would be very expensive. Also, Emeka Okafor wears the watch and he is now 25 years old. Emeka’s face looks as if he is serious that he is unstoppable. The way he is holding the basketball he also looks serious. Since, Emeka Okafor is an unstoppable basketball player it is probably meant for unstoppable sports player. Altogether the watch is mainly meant for serious, unstoppable, rich sport players. Also, the watch runs on light. Since it runs on light it is also meant for environment, and money savers. The name Eco-Drive is means environment career organizers. They are people who love the environment.

Font

The word unstoppable is bold unlike all the other words. That is saying the watch will never stop because it is unstoppable. The watch runs on light. But, in the night there is no light, so how will it work. You could put the watch under a lamp or another source of light. It would be a waste of electricity. Also, the words ‘It’s unstoppable’ is large. The company would want you to know it’s unstoppable and want you to tell others since it’s so amazing. Then they are making you do their work by telling them about it. When you tell others about the product, you are actually advertising the company’s product by explaining it to them. Under the words ‘It’s unstoppable is a phrase. ‘Just like the people who wear it.’ The company is saying you would be unstoppable if you wear this watch. If you don’t wear this watch you are not unstoppable. A watch has nothing to do with being unstoppable. Being unstoppable has to do with your mental or physical abilities.

Logo

The logo Citizen Eco-Drive means people who are environmental career organizers. They are environment lovers. Since the watch is fueled by light it is energy efficient. The watch was built based on energy free. The company does not care about their profits, but cares about saving energy. You can tell this because the logo isn’t huge comparing to other ads. Also, the name gives it out. The logo is a globe. By looking at the globe you can tell that it is something about the environment.

This is a product advertisement for Citizen Eco-Drive. There is a watch hat ...

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Logo

This is a product advertisement for Citizen Eco-Drive. There is a watch hat takes up ¼ of the page. It is the main picture in the ad. You can tell this because the watch is in the foreground and it is very detailed. It is the only picture that stands out. It would be the first picture you see. Also, in the ad they are talking about the watch’s quality. Why the watch is special The company is using Emeka Okafor to represent the watch. Therefore, the ad is a product advertisement.

Toshiba HD DVD

Toshiba is selling the HD DVD by using the value appeal technique.

Toshiba is using the value appeal technique by giving three free HD DVD movies. It is like getting a discount but instead you get movies. HD DVD movies are very expensive so, many people would want to buy the HD DVD. According to the offer, you get three free HD DVD movies. The ad has no saying of any specific movies. But, on the ad it has three movies. When people look at this they would think they would get those movies and wouldn’t want to buy the HD DVD because they would be paying extra for something they don’t want. Also, if you buy a Toshiba HD DVD and a Toshiba HD TV, you get three movies and a one hundred dollar rebate. People would think this is a better deal because they get one hundred dollars back and three movies. But, they forget that it cost Toshiba less for making the HD TV and they sell it for three hundred dollars more.

Target audience

The target audience would be families. Many families would want a HD DVD so, they can watch movies with better quality. The families who buy the HD DVD would probably be families who would want the best quality in everything. They would only buy things that are the best in the world. HD DVD is practically the same thing as a DVD, but more quality. Also, the target audience is families or people with a job who have a HD TV. If you have a HD TV what’s the point of having a normal DVD. It would be the same quality as a regular TV with a regular DVD. So, the HD TV would be a waste of money. Finally, the HD DVD is expensive, so it would be a product for high-class. Altogether the target audience is rich families, since they need a HD TV for a HD DVD to work.

Font

In the ad the company doesn’t care if you don’t know the brand (in this case.) They just want you to buy the HD DVD. You can tell this by looking at the font size of Toshiba. It isn’t as huge as the other words. The ‘Get 3 Free HD DVDs’ is the hugest writing in the ad. The company probably wants you to look at that first. You would think that is cool since you don’t need to buy your first movies. Also, HD DVD movies are expensive. But, under that writing there is writing in small letters. The writing is probably important, so the company wouldn’t want you to read the writing because they would want their full profit. Writing that is small is usually a way for you to get a discount or expiry dates. There is very important information there. The writing has the expiry date of the offer. It is valid from Nov.7/06 to Feb.28/07. If you didn’t read that and you buy the HD DVD on Mar.14/07 you wouldn’t get your three free HD DVD movies. Under that information there is more information in smaller writing. It is hard to read. Probably the writing is very important. There is writing that says that the HD DVD only works on a HD TV. If you didn’t read the writing, you bought a HD DVD and you don’t have a HD TV. Then it’s too bad for you.

Slogan

The slogan is ‘six times the destruction.’ Toshiba probably chose this slogan because to get six times the destruction you have to have six times the resolution. If it is six times the resolution you can see the destruction clearer. You can enjoy it more than your old DVD. If it is six times the resolution than it is six times the passion. It is more excitement because the director gives behind the scene details of the sequence. So, it is more enjoyable. There can’t be passion without action. You can observe the techniques of how they made their action scene. Also, it is more vibrant and colourful. It all fits together. Six times the destruction means, there is six times the passion, action and resolution. Finally, the slogan blends with the background. There is a tornado that represents destruction. The tornado is detailed, colourful and vibrant.

This ad is a product advertisement because it is selling a HD DVD. The HD DVD is in the middle, which makes it stand out. The front of the HD DVD player is shown, but not the back. The back of the HD DVD blended with the background. The HD DVD is very detailed and it is in the middle ground. The middle ground isn’t too detailed.

This ad is being told through the technical appeal.

This ad is using the technical appeal to tell people that buffalo and bison are not the same. Buffalo are native to Africa and Asia and distantly related to the Northern American bison. Buffalo and bison look the same but they taste different. Looking at the picture of the bison, it looks rich and tender. Unlike buffalo, which is full of fat, but healthy. It isn’t as juicy as the bison. Many people think they are the same animal. They both come from opposite places. Bison are from Northern America so are from a colder climate. Buffalo are from Africa and Asia so they live in warmer climates. So, you can tell the difference by seeing if the mammals live in a cold or warm climate. Also, a buffalo would get affected mentally or physically if it goes in a cold climate. A bison would get affected mentally or physically if it goes to a warm climate. Finally, the ad says that 70% of Canada’s wild rice harvest comes from Saskatchewan. Many people would want to read this because the next time they go to Saskatchewan they would remember to buy wild rice since it would be cheaper there.

The target audience is people who are omnivores or carnivores that eat buffalo or bison. You might think that you bought bison, but you actually bought buffalo because they look the same. If you hate buffalo and you ate the buffalo thinking it was bison, too bad for you. By reading this ad, you would know the difference between buffalo or bison. So, you can buy bison or buffalo without the need of wasting money. This is why the ad is targeting people who are omnivores or carnivores. Also, the ad is targeting companies who sell only buffalo or only bison. Those companies need to know the difference between buffalo and bison. If a company that only sells bison, accidentally sells buffalo too someone who is allergic to buffalo the company can get sued. The person can get sick or die. If he finds out that he ate buffalo, he can sue the company for selling him buffalo when it is an only bison store. So, the companies must know the differences between buffalo and bison, so they don’t get sued. Finally, the target audience is people who want to visit Saskatchewan. On the ad it says that 70% of Canada’s wild rice harvest come from Saskatchewan. The rice would be cheaper at Saskatchewan.

Font

The font isn’t huge. It doesn’t look convincing. The only convincing part of the ad is the bison. If the font isn’t huge many people would skip the part about the difference between bison and buffalo or won’t know that 70% of Canada’s wild rice harvest comes from Saskatchewan. Then they wouldn’t know that wild rice is cheaper in Saskatchewan and next time they go to Saskatchewan they wouldn’t buy rice. On the right top hand corner there are words that say ‘name game.’ Many children when looking at this ad would think it is a game to play. But, actually it isn’t. It tells the difference between two names.

Graphic

The graphics are the main part of the ad. People who see this ad wouldn’t read it without looking at the rich and tender bison. The plate stands out since the background is dark. The red is in the background making it dark the knife is almost the exact opposite of white. But, lighter, which makes the white, also stand out. The food is light and dark making the first thing you see is the food. Another technique that makes the bison the first you see is that they made the bison look as if it were on top of the wild rice salad. The wild rice salad looks juicy. This looks tasty, but it wouldn’t look like it does on the ad if you bought it. There is no mess on the plate. How can there be no mess on the plate when there is water from the rich salad.

This ad is a Public service advertisement because the ad is promoting that bison and buffalo are not the same. Buffalo is from Africa and Asia, and bison is from Northern America Also, it is informing you that 70% of Canada’s wild rice harvest is from Saskatchewan.

Guitar

This advertisement is using the value appeal and appeal status technique to sell guitars.

This ad is using the value appeal technique to sell guitars. The ad is offering free shipping. With free shipping you don’t need to waste gas to go to the store, buy the guitar, and you don’t need to waste gas to come. If you walk to the store you would be wasting time and the guitar is heavy, so it would be hard for you to come back. Also, shipping cost money, but in this store it is free. Under ‘free shipping’ it says that you have to pay more than ninety-nine dollars to have free shipping. The company probably wrote small so, you don’t read the line. Probably the guitars are less than ninety-nine dollars so, you don’t get free shipping. If you don’t get free shipping the company gets more profit.

The company is using the appeal to status technique to sell guitars. They are promising the lowest price. But, the lowest price is one cent. They are using the instead of a. ‘The’ represents only one, but ‘a’ represents more than one. ‘The’ lowest price is one cent, but ‘a’ low price can be any price. Also, they are promising, so you should get the guitar for one cent. Under that is writing that says the company would beat or meet any competitors and the offer is only valid for 45 days. Again, the company probably wrote small because they would want their full profit. Also, the company is promising you satisfaction. So, the company is telling you would like it. But, if you don’t like the guitar you can return it for your money back. Under ‘total satisfaction guaranteed’ there is writing saying you can return the guitar within forty-five days. The company wouldn’t want you to read that because if you did, you can get your money back and there goes the companies profit.

The target audience is people who play guitar. Since, the store is a guitar store, guitarist would want to buy guitars. Also, the store sells guitar equipments. Also, it is targeted for starters. They have a variety of guitars to choose from and the right equipment. The guitarists or starters would be very serious since the store has a variety, so, you can choose the right one. They would be very picky. They would usually buy the expensive guitar since it is a better quality. The equipment would probably be in the middle of cheap and expensive. It is probably at the middle-class range.

Graphic

In the foreground there are pictures of different guitars. They are all different colours all shaped in different irregular shapes. The picture of the guitar is very detailed. The guitars in the front stand out more since they look like they are in front of others. The guitars in the back look as if there are better quality. The guitars in the front look like they are for starters. The guitars in the front are lighter than the guitars at the back. This makes the guitars in the front stand out because of the dark background. The guitars in the back are dark slightly slanted as they start to blend in with the dark background. The orange, and especially the white wording standout because the background is complete black. The orange and white are lighter; they are complete opposites of the black making them standout.

Logo

The logo is Musician’s Friend. The logo is huge which makes it stand out. A treble cleff represents the company. It is colourful and decorative making the logo also stand out. The company is probably considered musician’s friend because musicians best friend is there music and instrument. Musicians protect their instrument and music as if it were their life. A treble cleff is an important symbol of music.

This ad is a product ad because they are selling a guitar in the ad. There are pictures of guitars that take up ½ of the page. Also, in the ad it is talking about the guitars. The slogan is ‘everything for a guitarist’ and for a guitarist to be a guitarist he needs a guitar. The guitars are detailed and stand out since they are in the fore ground.

Commit

This ad is using the testimonial technique to sell commit. They are saying that commit has proven to help quit smoking and is recommended by the consumers of health care. If people who smoke have proved it, it probably works. People are important testers. You’re a human and if it works on others it should work on you. Also, the doctors recommend the product. Doctors can’t lie! Doctors use special technology to see to make the product so it works. They do test, after tests to make the medicine work. If it has been proven by technology and on people there is no chance it won’t work. This will attract people who try to stop quitting. Finally the doctors did a test trial with commit and placebo and commit doubles your chance of quitting smoking.

The target audience is people who smoke. The ad is selling commit to help smokers to stop quitting. Commit has been proven to work three ways. One way was by technology, the second way was testing it on people and the final way was a trial with another type of nicorette. These will gradually increases the target audience in buying this product.

Font

The font isn’t huge because not many people smoke or try to stop smoking. On the very bottom in small writing is ‘vs. placebo. Use as directed, take one lozenge, every 1-2hours. Individual results may vary.’ Commit probably doesn’t want you to read that because they are criticizing the other company. The font doesn’t look very convincing since the writing is small. One very good thing the ad has is it has the important parts of the ad in bold.

Slogan

The slogan is ‘you didn’t learn to hit a bull’s eye on your first try. Quitting smoking takes practice too.’ This means that you couldn’t accomplish something on your first try. Quitting smoking is hard. It takes practice. The slogan makes sense. It is meaningful. But, it isn’t a catchy slogan that you would tell your friends about.

This ad is a public service ad as well as a product ad. It is a public service ad because the ad is promoting people to stop quitting. It is telling them that it is hard, but it takes practice. Smoking is bad for your health and you shouldn’t smoke. The ad is a product ad because it is selling commit. There is a detailed picture of how the commit box looks like. Also, the writing beside the commit box is telling about commit. How to use it and how it helps. Doctors recommend commit.

MP3

Napster is using the value appeal technique to sell their product. Napster is giving a free MP3 when you sign a three-month subscription of Napster To Go. This will attract many customers because you are getting a free MP3 player when you are just signing a subscription. What the problem with this is, what is the subscription for? It probably is a payment or donation to Napster and they will get their money from that. Since, you are paying to Napster you’re actually paying for the MP3. This is one way for companies to get their money from subscriptions. Also, Napster is giving you unlimited downloads for your MP3 without paying ninety-nine cents for every track. This will attract more customers because you get a MP3 and you have unlimited downloads. You would think that is unbelievable and you would tell your friends about it. When you tell your friends about it you are actually advertising for the company because you’re telling about the ad.

The target audience is ages 16 and up because you have to sign a subscription. Many people would want to sign the subscription and get the free downloads and MP3 but parents don’t allow you because you don’t know what the subscription is. Also, having the responsibility of taking care of a MP3 is hard. The MP3 is small, so it is easy to loose and easy to break. The people who have the MP3 have to also, be responsible for the subscription. Altogether the target audience is responsible teenagers and adults.

Font

The word ‘free’ is the largest word on the page. It stands out because the background is dark blue and light colours stand out on dark. Free is probably the hugest word because you get the MP3 for free. You have to pay nothing. The slogan is the largest writing on the ad because it is telling the best or main part of the ad. On the very bottom there is writing in small. The company doesn’t want you to read that because the company wants their full profit. On the bottom the main sentence is ‘an active subscription required.’ If you don’t read that and your subscription is not active, you can’t download free tracks.

Slogan

The slogan is ‘peace on earth and a free MP3 player.’ This is saying everyone would be happy with a MP3 player. Since, the background has snow I guess the company wants you to give anyone one of their MP3 players as a Christmas gift. Everyone would be happy!

This is ad is a product ad because Napster is giving a free MP3 player if you sign a subscription. Also, there is a picture of a MP3 player on the ad. Beside the MP3 there is writing saying how to purchase a MP3 player and free downloads of tracks.