The True Merchandise for Sony ericsson´s Cybershot Phone

908 Words4 Pages
We are constantly being bombarded with media messages about what to buy, what to think, the new trends and latest style. However, these advertisements not only sell us products but they also sell us ideas. These ideas influence how we think about the world, and how we construct decisions. Everyday advertisers will make contemplative decisions on what visuals, texts and sounds best represent a product. Most advertisements are designed to reach a specific audience- defined by age, gender, class, interests and other factors. By deconstructing a media message, it becomes more apparent as to who created the message and who is intended to receive it. Through deconstruction a media message can be exposed; showing the values and biases of the media makers and uncover underlying powerful messages. Sony Ericsson, a multinational mobile phone manufacturing company, has used various techniques to display their new product, the C905 Cybershot, a high quality camera phone. Techniques which connote numerous discourse, like class, sex appeal, chauvinism and sexual power. Through analysis of this advertisement it is evident that these aforementioned discourses are presented. At first glance, the advertisement appears to promote the new Sony C905 Cybershot’s quality, however, upon further analysis it becomes evident that the main purpose of this ad is overshadowed by the chauvinistic insulting metaphor for sex appeal, power and chauvinism. The Sony Ericsson’s Cybershot phone advertisement appeared in the December issue of FHM. FHM is an acronym for “For Him Magazine”. Discovering this, one wonders if there is a connection between the advertisements image and the magazine it appeared in. The marketing director, David Hilton, chose to represent S... ... middle of paper ... ...being displayed in a fashion that is supposed to appeal only to men. This ad not only perpetuates the stereotype of ideal women but discloses the false promises promoted for men. Advertisements are everywhere. Each day we are inundated with thousands of advertisements which contribute to shaping and defining our world views. The effectiveness of an advertisement campaign has a huge influence on the purchaser. Ads are carefully constructed to appeal to the consumer in order to sell a product and to make a profit. They appeal to every sense, and through analysis it is made known that advertisers want to persuade you, show you, the buyer, that by purchasing said product you will prosper either socially, economically, emotionally, and or physically. The advertisement is the sole attempt to grab a consumer’s attention and sell the merchandise efficiently and effectively.

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