Conversely no indication of price range is given in the advert for Tigne’ Point properties although it is obvious that it is aimed at the international yachting community and other extremely affluent, rather “high class” potential buyers for whom cash is deemed to be no huge problem so long as the ultimate, exclusive, peak of perfection product is acquired. The use of the pininfarina logo (world renowned Italian brand equated with what is best in car design) clearly suggests this. For this reason advert gives prominence to Malta’s cultural and historical heritage, the central Mediterranean location of the apartments and extreme proximity to the berthing quay and was featured in a specialised magazine -the Malta International Airport Magazine in fact- where, presumably, rich frequent travelling business people, yachting enthusiasts , executives and professionals are most likely to note it. Ad was placed toward the front of the magazine and on the right hand side i.e. where it is most likely to capture a reader’s attention. One will not expect to see adverts for such expensive properties in Bieb Bieb or other door to door mailings - and most definitely not in low-income neighbourhoods - since this would probably be a waste of money because only a small percentage of the recipients are likely to be able to afford to buy a Tigne’ point apartment and live in such an exclusive, expensive neighbourhood or indeed even want to. Most people with young families, for example, belong to another segment of society and would probably rather spend comparable amounts of money in a comfortable, spacious family home or villa in a more central or suburban location close to good schools, cost cutting supermarkets and other amenities and would most likely consider purchasing anything too showy and expensive as frivolous and even irresponsible. Tigne’ Point Company is obviously catering for a rather restricted niche market.
On the other hand most entrepreneurs wanting to promote low involvement goods will consider investing in eye-catching pamphlets/flyers for delivery to each and every residence on the island. That is what practically all the local telephone and internet service providers -including OneVoice - have been doing since anyone may be a potential customer for a low involvement good. I actually cut out the OneVoice advert from an August 2003 issue of The Circle Magazine which is distributed “free” every month with the Sunday Times newspaper- another good medium for advertising low, medium as well as certain high involvement goods to locals as well as expatriates and tourists.
Practically half the space of the OneVoice advert is taken up by images of the phone cards themselves which aptly feature a smiling, locally well known and respected popular singer and entertainer Julie- who possesses just the right blend of ordinary but wholesome girl-next-door looks (with which practically any potential local customer of OneVoice can identify) and successful, apparently happy lifestyle image that most people aspire to attain. OneVoice thus seem to be projecting a brand image consistent with most people’s underlying needs. Subconsciously consumers may be enticed to purchase OneVoice cards in order to feel a connection with Julie and all she represents! There may be people who believe that by buying products such as Julie is seen to use, her desirable qualities will somehow rub off on them.
Julie’s almond shaped eyes - purposely emphasized with make up - also gave her a distinctly oriental appearance in these past photos and presumably this helped the advert also to reach out to the many Chinese students (known to be heavy users of international phone call services) and workers in the Maltese islands.
Julie is featured wearing a strapless dress or top and this gives just a hint of sexiness as well as style reminiscent of traditional, classic ball gowns and not just of modern fashion in clothes – all the more to appeal to as many tastes as possible. All in all, the OneVoice advert is designed to appeal to as many different people -from all walks of life living or temporarily staying in Malta- as possible.
In contrast the Tigne’ Point advert targets the international jet set community, particularly sophisticated, class conscious, money rich but “time poor’ discerning individuals (hence the need for ‘Exceptional residences…Stylish apartments fashionable piazza … health and leisure facilities, high tech offices and high street shopping…” all within walking distance of a prestigious apartment home and a berthed yacht) of every possible nationality, culture and religion. Advert hints at an extremely luxurious and fully serviced living concept rather than at providing value for money, cosy, homely housing. The actual apartments are not shown in plan form for example, as would usually be the case for similarly sized ads promoting living space targeted at young working class couples (note example enclosed with this assignment). A small inset picture gives an idea of a light-filled, elegant but minimalist style furnished interior i.e. suitable for very busy, active and fitness conscious people who work out in leisure centres, spend much of their lives outdoors and dine in restaurants- in keeping with the Tigne’ Point living concept as visualised in the website to which the advert makes reference. There are thus no signs of spacious, densely furnished, solid wood filled and cosily draped and decorated kitchens or living rooms like we are used to seeing in most property magazines.
The use of sky blue, turquoise, sea green, beige, some foliage green and mostly pale yellow in the logo and advert evokes a feeling of breathtaking views, clear skies, sunshine, lush gardens, pristine, calm seas, and sandy beaches much appreciated by practically everyone but above all yachtsmen and other lovers of the natural, outdoor life. But the colours themselves seem to be purposely subdued rather than very bright -presumably to appeal to as many potential clients as possible .Certain bright colours may put off or even offend foreigners from certain cultures and/or religions. The rather neutral colours of this advert as well as the clear cut lines of the Tigne’ Point logo (evocative of the Japanese art of Origami) may be safely assumed to appeal to most cultures without risk of offence and are also linked with high class in the modern business world. Such hues are, in fact, associated with the dress code of business tycoons, executives as well as professionals such as lawyers, accountants, medical specialists and other consultants i.e. the kind of people presumed to be interested in buying the Tigne Point living concept as well as be able to afford it.
The Tigne Point advert also targets the affluent yaghting/sporting community (the fully pedestrianised enclave is describes as being “just seconds from the sea”) as well as uses the rolex logo and Rolex Challenge yacht race itself to further convey an aura of exclusiveness, of expensive luxury, of adventure, of a privileged, healthy and physically fit lifestyle, of a clean and healthy environment.
The extensive prominence given to the sails and total absence of cars and motor boats in the advert (although most modern yachts do have engines these are only used for emergencies) evoke the image of wholesome, healthy, natural living which is in keeping with the advertised pedestrianised enclave.
The most dominant object in the Tigne’ ad is the bright yellow - almost golden - cone crowning the strategically placed Rolex “balloon sail” but this was probably done to catch attention and further enphasize the affluent, exclusive, almost royal concept of Tigne’ Point living.
The Rolex watch itself is associated with wealth and prestige, is generally marketed as a unique work of art and technology rather than a mere timepiece and frequently advertised in association with well chosen and world renowned, high profile and/or rich individuals such as scientists, explorers, adventurers, writers and film stars.
Hence one can also suppose that the advert’s imagery is trying to convey the message that just as the Rolex race is not for weaklings but for competitive endurers so the Tigne Point apartments are only for competitive high achievers living in the fast lane and not just surviving but excelling in the cut throat business world and/or in whatever they choose to do in life. In a way the advert tries to make the Tigne’ Point residences more desirable by subtly challenging potential customers to try to acquire the privilege of owning such a residence even though at the end of the day all one will be buying is a few thousand pounds’ worth of concrete forming a rather smallish apartment comparable in price to a gardened, large villa in say, Wardija, Attard or M’Scala. But the concept of having exclusive surroundings, all kinds of services and desires imaginable close at hand, classy, interesting and international neighbours etc. is marketed to its fullest extent in this Tigne ad.
Although many yachting enthusiasts are seen in the Tigne ad one cannot clearly make out their skin colour or any other details. In contrast to the OneVoice ad, the Tigne’ ad seems to purposely avoid the blatant use of a recognisable high profile personality or anything that might be perceived to be too sexy or revealing since it needs to attract any potential affluent customer, whatever his/her nationality, race, ethnic origin, personality, role model, beliefs, level of permissiveness, prejudice or religion.
One also notes that there is no sign of a cocktail cabinet or an alcoholic drink on the coffee table seen in the Tigne’ Point advert (as we have become accustomed to seeing in so many other “Western world” adverts). This is in keeping with what has become to be considered as a healthier lifestyle in recent years. It also avoids putting off any potential practicing Moslem clients in view of the fact that many Arab oil magnates are known to be avid yachters.
All in all, the Tigne’ Point advert is designed to position the product as an extremely exclusive, upmarket and elite des res worthy of very well-off, successful achievers and people “who have arrived and want to show it” whatever nationality or ethnic origin they may have whereas the OneVoice advert strives to convey the idea that every body can afford and indeed, should have, OneVoice’s international call service.