The slogan of the advertisement 'Distinctly Bold,' appears in white print on the red background of the red leather seat. The word 'Distinctly,' is related to 'Distinct,' 'Distinction,' and 'Distinguished,' and is meant to suggest that the woman who uses one of these phones is a world apart from the users of ordinary mobile phones. So because she is extraordinary and 'Distinct,' she should carry an exceptional phone. In turn, an exceptionally elegant and distinct phone accompanies her own distinction. This technique is used several times in the overall print and is coupled with the words 'Mystique,' 'Striking,' 'Sleek,' and 'Subtle,' all of which are intended as the description of both the phone and the woman who will purchase and use it. The same is true of 'Bold,' which suggests that the women, who will choose one of those 'Art-deco designs,' are doing something risky and adventurous. The red colour is also the colour of love and passion, and so the advert is also suggesting that buying such a Nokia model is a sign of falling in love. The slogan ' Distinctly Bold,' appears in larger print than Nokia's other, better known slogan, 'Connecting People.'
More text is displayed in the bottom of the page under the image. In this text many techniques and devices are used to persuade the reader that the mobiles are up to perfection. However, the language used in the text is dramatic and the messages are oblique, but once understood, the reader would be convinced that the mobile has these three factors: Fashion, boldness and highest technology.
We are persuaded that if you have this particular mobile phone then you will become as glamorous as this phone. This technique is used a second and third time in the text. The use of the imperative when we are told to 'Step out and be seen with the new and distinctly bold collection from Nokia,' makes us think that to be distinct and bold you should possess this mobile phone. The positive adjective 'New,' was used in the imperative which adds to the emphasis.
Finally, the advertisers reinforce their message with the same repeated phrase 'A new and distinctly bold collection. 'Under this is Nokia's official website in bold which attracts the reader's attention even before reading the small text. This is to encourage the reader to find more information about Nokia and its products.
In the text there is one sentence that transmits the message better than the other ones. It is also the only long sentence used; it contains several devices and words to affect the reader. This long sentence is an exaggerated description of the collection of mobile phones, as we know exaggeration is a persuasive device and it was very effectively used in the description.
The sentence says that 'Daring Facets of imagination and leading-edge technologies come to life in the form of striking art-deco designs and the subtle melding of rich colours with sleek modern materials.' We realize after reading it that personification is used to show that the mobile phones represents the limit of technology and daring imagination. While using personification a metaphor is used. The metaphor is one of the signs that suggests that this advertisement is aimed at woman. As we all know, woman like jewellery. 'Facets,' means one aspect but it can also mean one of many sides of a diamond. So it is referring to the mobiles phones as to jewels. The advertisement is suggesting that the mobile phones are precious as they are referred to as jewels and if you have a mobile phone then you are precious. That is exactly what a woman likes to be.
Even though it is not clear, this sentence contains a lot of selling points. 'Daring facets of imagination and leading edge technologies,' suggests that the mobile phones haves new daring designs that have never been seen before and their technology is at the limit.
In the rest of that sentence it also says that the rich colours are delicately mixed and matched and the material of the mobile phone is modern.
The use of the imperative is used a second time after the long sentences and tells the reader to 'Enjoy a little spontaneity during the day or dwelve into the mystique of hidden secrets at night. 'A lot of over-exaggeration is used; how would a mobile phone help you in being spontaneous and even more how would it help a woman dwelving in the 'mystique hidden secrets at night?' However saying that the mobile phone is 'mystique,' at night then it is very similar to a young woman, who is also 'mystique,' at night sometimes. A last imperative is used again but this one, compliments the one that has the mobile phones because the user can 'Stay ahead of the latest trends or simply set them yourself.' This makes it sound you are playing a big role if you have the mobile phone and you can choose to follow its example of fashion or to lead fashion yourself. This statement makes the reader impressed.
Even though the message of the text is very oblique and indirect, a lot of information is passed on to the reader. The fact that the message is oblique, affects its impact to a great extent.
The company's name 'Nokia,' is placed on the bottom right corner of the advert in a bigger font and in blue. The sudden change of colour of the font text is attractive and under it, is Nokia's well known slogan 'connecting people'. Nokia is proud of this responsibility. So it presents it in an original way.
The advertisement that I shall be comparing the first one to is advertising one mobile phone from the same company as the first one: Nokia.
The advertisement is a full page spread from a business magazine called Arabian Business. Later we come to realize that the target audience of the advert is the same targeted audience of the magazine it appeared in. The advertisement appeared in December 2004, nearly the same time the first advertisement appeared. Nokia is one of the most successful players in the fashion segment these days. Nokia acts like a trendsetter, it bravely experiments with the form, colour and material. The company has a pioneer style, so new fashionable models always attract customers. However the product that is being advertised is not part of the fashion segment, it has advanced technical features of particular use to businessmen.
The layout of this advertisement is typically identical to the first one. A big photograph is at the top of the page under it the small text and on the right of it is the mobile presented a second time. The image of this advert is less visually impressing, the colours are plain grey and white. This advertisement uses people to present the product. The photograph is in a normal restaurant in a skyscraper. A man is sitting next to a table having a coffee. In his hands is the mobile open and he is using it happily enjoying his time. The advertisement is using an interesting technique using the image. By looking at the picture it builds a sort of jealousy to the reader making him wanting to be in the mobile user's place. The user of the mobile on the image is an important factor to the advert; he is enjoying his time with the mobile. In the background there is a man and a woman enjoying their time at the restaurant but the man in front using the mobile looks more joyful. This shows that he doesn't need a person to enjoy his time, using the mobile is enough for him. The user of the phone seems to represent everyone in the world as he is neither black or white nor is he wearing fashionable or nerdish clothes. This is to show the reader that any type of person can be in the user's place and have an easier life.
On the left of the man using the man using the mobile is a chalk board hanging on the wall. The board catches the reader's attention because the writing on it is in pink and blue chalk colour in capital letters. The writing on the chalkboard is a list of bullet points using the imperative to tell the man using the phone 'Check fax, create presentation and update spreadsheet.' As we see on the picture the man is happily doing the work while having a coffee. This again is the same technique used before, building up an aura of jealousy to the targeted audience for the user of the mobile, who is doing his work while having a coffee. Note that this technique would only work on the targeted audience of the advert who are businessmen, marketing agents and other people carrying heavy responsibilities.
The main slogan of this advertisement is under is under the photograph above the paragraph of small text but its font is not as large and clear as the slogan of the advertisement. Unlike the other slogan, the slogan ' Help the world keep up with you,' is easy to understand. The reader notices straight away what can ' Help the world keep up with you,' is the mobile phone. What the slogan means by ' The world,' is your business or your job. The slogan means help yourself keep in touch with your job all the time. This Slogan makes the reader understand that having the mobile phone makes life easier.
Next to the text, the product is featured a second time, allowing the reader to get a clearer image of the mobile phone and it's code number. This technique was used by the other advertisement as well. Under the mobile is another slogan in small text, which is 'Lead by example.' This slogan's meaning is clear but there is a variety of ways to understand it. The slogan cam mean that Nokia is setting the example and showing it to the people or if you have the mobile phone then you are following the example or that the user of phone is he himself leading the way of example. Whatever the way the reader understands the slogan he would surely understand the fact that when you live you follow the good examples and if Nokia is setting the example for the mobiles then it is ideal to buy the product.
The text of this advertisement has a straight forward meaning, unlike the first one, it has a direct message. The text on this advertisement uses mainly only one device; the imperative form. The typical forceful advertising technique is used throughout the whole text. The text gives more factual information than the first advertisement and it uses technical language. After reading the advert, the reader is convinced that the product can affect a person's life and make everything faster and easier for him.
The text starts with a question asking the reader ' Out to lunch?' The text answers the question itself saying that the 'Nokia communicator 9500 makes sure you're not out of the loop.' This means that having the mobile will help you keep in touch with your job even while eating or waiting. After this, all the other sentences are imperatives giving the features and selling of the mobile phone. On the other mobile you can ' Create, edit or view documents, spreadsheets and even presentations while on the go with the built in application, the e-mail as attachments. Read and write e-mails over a coffee, either online or offline, or send and receive faxes through you GSM number. Surf the internet, update data and download files from your office server efficiently via WLAN at a hotspot such as a café.' We realize that the selling points and features of the product are all bunched together in a few sentences, because the reader; a businessman; of the advert would not have time to try and understand an oblique message, so all the information is clear and direct.
In case the reader does not have time to read the text then, next to it is a series of logos representing the features of the mobile phone. This is very effective because, this is what a reader would naturally do if he doesn't have time. Under the text, the advertisement reminds the reader that if he wants more information then he may go to Nokia's official website. However, the website is in very small font and does not attract the reader's attention, unlike the first advert, where the website is in bold.
