Advertisement of Toyota Echo - Essay Example

Text analysis Essay- Advertisement of Toyota Echo The text which is being analyzed is an advertisement of the car, ‘Toyota Echo’. The basic objective of the text is to publicize the unique features of the car and to persuade the readers to choose this car over others. In general, the text proves to be successful in the conveyance of the concept intended by the publisher. The advertisement in totality is trying to deliver a message on the technical excellence of the car and its affordability. A deliberate trial has been made to match these factors and to make a feel that by such a combination the product is delivering a supreme quality at a price which one can never expect to be that low. The highlight in the design structure of the total text is the roughness in the appearance. This roughness at a glance gives a look of simplicity to the whole text. The designer would have chosen this particular design so as to make the decision process of the viewer an easy task. The message of the design is that to purchase a Toyota Echo, one doesn’t have to have a thorough planning but can take the decision with a rough estimation. The lack of perfection which appears on the design is further an intentional effort to ensure the reader on the non requirement of excessive planning for its purchase. The negatives and the positives in the concept explained by the text are well reflected by the design. When the texts referring to higher prices are stroked off, the texts referring to the attractions in the deal is circled to highlight it. The circles and the stroked off words are in this context iconic and indexical. It is worth to notice that the text that mentions the conditions of sale has a very formal design which depicts how serious the company is in the business. This formal approach is further seen in the style in which the brand name and the company name have been mentioned. The style and the particular pattern in which the text is written around the picture of the car symbolize the care that the producer has given to his product till the processes involved in the deliverance of the product to the customer. The particular font in which this text is written again is a symbolization of the utility and the casual look of the car. However there is a discrepancy identified in the design in relation with the interplay of text and design. When the readers goes through the first sentence of the text which is, “That’s the 3-door echo, Beautiful isn’t it?”, they would be left with the question “where should I look at?”. This is because the picture of the car is at the bottom of the text and this would let the reader keep searching for the picture. Moreover a better alignment of the text would have added more appeal to it and its objective as an advertising material would be better fulfilled. The contents of the text is directly conveying the reader the technological benefits and the cost effectiveness of the car. The text is intending to speak to a non luxurious person or a low budget customer. In the text the speaker is directly speaking to the customer. The text anticipates the doubts which may arise in the minds of readers and answer them in advance. The writer has intentionally left the questions unexpressed, while the answers are clearly mentioned. In other words invisibility is felt consequently in between each sentence by the reader. This has been deliberately done by the writer so as to make the reader feel himself in the place of the person asking the question. Though the message is conveyed in a quite straight forward manner, the denotation that the company has compromised a lot on the pricing is left hidden in the message. A sopping effect in the deal has been created by the text as the price reduction is reflected as a business with out the knowledge of the boss. Another interesting interpretation while reading in between the lines may be the message not to ask more as ‘much and enough’ has already been provided with relevance to the low price. The message appeal is comparative as an effective relation statement of the utilities and the price is involved. However the message deliverance holds much difference from the conventional approach. A much technical detail of the car is communicated here at the maximum of ease possible. This approach supplements to the target based approach of the text. However the message delivered by the text cannot be considered as complete because none of the contact details than the website in included in the text. The language also is intended to cater for the specific target group who are casual in their approach. The vocabulary selection is very simple but catchy. A colloquial mode of language is used in the whole text and this has helped the concept deliverance process more easy. The sentences have a cohesive flow and have a narrative structure. However in between each consecutive sentence a deliberate gap has been incorporated. The inter-textuality and intra-textuality which is reflected in each sentence inspires the imagination of the reader to frame the questions which would exactly fill in those gaps. This thematisation has helped to improvise the flow of the text. The ellipsis in the second last line reflects the message that the company has much more to say regarding the price effectiveness and the quality of the product. In totality the text and the context is simple and delivers the desired deliverables. The creative strategy of unique selling proposition used by the text would persuade the reader to choose the product over others. Although the text has a ready to go deliverance of the concept, slight restructuring and repositioning of the features would improvise the interplay of the text, the features and the concept. Read More