A Comparison of Two Print Advertisements
For this advertisement I will be analyzing and comparing two recent
advertisements selling similar products from the same company. They
are both advertising Nokia mobile phones. The first advertisement I
shall be analyzing appeared in November 2004 from a Campus a popular
university newspaper. The commercial that I will be comparing the
first one to, comes from a business magazine entitled Arabian Business
and appeared in December 2004. In fact, the first advert publicizes a
collection of mobile phones together. Throughout this advertisement I
will identify the selling points, the targeted audience and imagery as
well as examining the persuasive devices and slogans used in the
advertisements, pointing to the strengths and weaknesses of each.
The first advertisement that I shall be analyzing is a full-page
spread taken from the Campus newspaper, a popular newspaper for
university students. This advert advertises a new collection of
luxurious mobile phones produced by Nokia. However, this company does
not only produce luxurious mobiles. Nokia is well known for producing
mobile phones of different categories and price ranges some of which
come with highly advanced technical features of particular use to
businessmen and others keen on advanced technology. Some of these
features include access to the internet, teleconferences, mp3 player
as well as a variety of games. Others are less interested in the
technical capabilities of mobile phones, but are lured by elegant
designs and colours. For those customers as well, Nokia has produced
an impressive range of phones which tend to catch the attention...
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...er 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.
Titles are usually skipped over. A reader thinks that almost no information can be found in the title considering
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