Analysis of the Moto X Advert in the New York Times - Essay Example

Analysis of the Moto X Advert in the New York Times Introduction Like a wild cat talking its prey in the jungle, an aspect of society hides in plain sight in the streets, schools, homes, and any form of print media that is easily accessible spreading a variety of messages in its existence. The messages spread have had different effects on society with some having devastating results in the form of many disfigured minds. A villain who spreads this phenomenon is punishable by law, and deserves to be apprehended. However, this is not possible as it cannot be touched and therefore apprehended. This is because the villain guilty of these charges is the advertising for different products that exists in various forms of media. From our child years to the adulthood stage of life, the advertising that is everywhere like the air we breathe, spreads ideas that our minds feed on flooding them with fuzzy perception towards life. The common depthless idea portrayed in advertising images of today is the perception that perfection in life and happiness goals shared by individuals are easily attainable through the use of the products depicted in the images used in the adverts. Generally, advertisers use this technique to market their products through maintaining a grip on the consumers’ minds by keeping them coveting the lives in the adverts (Beasley and Marcel 15). This happens at the expense of consumers losing their focus on the more meaningful aspects of life. This principle is behind many print adverts in many magazines as in the Moto X Smartphone adverts. In the Wednesday July 3rd issue of the New York Times, advertisers posted a splitting image to advertise the new Smartphone that suggests the phone to be in the leagues of new generation innovative Smartphone available in the market through the use of various imaging techniques. Using imagery that attests to social and economic desires, special effects, color use, text and advert general layout as well as its placement, Motorola X Smartphone advertisers are making a statement that owning the phones makes one a part of a young urban generation, which has an affinity for technology innovations and economic mobility. Core arguments The adverts core argument lies in the statement “The first Smartphone you can design yourself” ("Moto X" 6). This portrays the Moto X’s customability to as one that focuses on the needs of the consumer. The argument thus argues that the phone is specifically designed to address the needs of the American population, as it is “as unique as you are”. The statement, “Designed by you. Assembled in the USA” is used as the claim for the advert carrying the whole idea used in the marketing of the product ("Moto X" 6). This statement claims that one should be able to design his or her own Smartphone. The ad emphasizes the fact that unlike most Smartphone in the American market, the Moto X is assembled in the United States and is therefore designed for the American people. This claim may be harmful to the markets of the United States as it may incite the resistance against products produced in foreign countries especially Asian countries that where most consumer electronics are based. Target market The target market of the advertisement can be looked at from two directions. First, the advert simply targets the American people. The claims that the phone is the first Smartphone assembled in the United States specifically targets the American population as it seeks to distinguish the production of the phone from the production processes of the other Smartphones in the market. The portrayal of the product a one that is local seeks to bring a sway of the American people based on their patriotism. The other target market view is based on the phone’s customability. The ad states that the Moto X is the first Smartphone that allows one to design him or herself ("Moto X" 6). As such, the advert seeks to portray the phone as one that allows the consumer to customize it to suit his needs. The main aim of this is to reach out to people with an affinity for innovative products that allow fast and reliable access to the internet and support a wide range of useful applications. Themes of the advertisement The main theme propagated in the advertisement is that of patriotism. The Moto X ad makes certain statements that aim to incite patriotism in the American people through the policy of “made in America” ("Moto X" 6). The advert claims the phone to be assembled in America, which is a first in the Smartphone industry. The theme is especially enhanced by the release of the advert around the Fourth of July ceremony when the feel of patriotism is widespread among the American people. The ad seeks to encourage the purchase of locally produced products through the propagation of the theme of patriotism. It goes on to claim that this is just the beginning, as the best, talents of design, engineering, and manufacturing in the world will be located in the United States ("Moto X" 6). The ad also incorporates the theme of “designed by you” in its statements. It seeks to portray the message that the Moto X is a phone with its designs revolving on the needs of the consumer. The statements “you can design yourself”, and “as unique as you are” portray the Smartphone as being virtually designed by the consumer and is therefore just right for everyone. This is furthered by the final line, “Designed by you” ("Moto X" 6). Issue revealed in the advert The ad reveals the issue of gender equality. The ad displays a couple that is jumping into a lake in full flight. The couple seem to be happy and having fun. This labels the product as one that is fit for both genders and not just targeting one side of the gender equation. This image exhibits the product’s lack of bias on gender basis crushing the phenomenon of gender bias associated with some advertising works of today. The short-term effect of this is increased sales of the product as both genders are incited to purchase the product. The long-term effect of using this issue in the advertising world will be the inciting of society to reduce cases of gender discrimination and attain gender equality. The ad also includes the new logo of Motorola under Google’s management ("Moto X" 6). The new logo consisting of the old Motorola logo in a circle of the colors of Google is a rebranding of the company. This gives the view that the product is new in the market but it still contains the trusted nature of Google products. As such, it seeks to explore the loyalty; consumers have in products of Google to facilitate their purchases on the product (Beasley and Marcel 61). Culture The ad displays the American culture as one that is centered on the individuals who share it which gives them the freedom to do as they pleases. In the statement “freedom to be whoever you want to be”, the ad shows that the culture of the American people is one that does not restrict on what they population should do allowing them the freedom of choosing want they want to have and do ("Moto X" 6). The ad also talks about the American culture of displaying fireworks and having a goodtime during the Fourth of July celebration. This is outlined in the first line of the advertisement where it say that on the following day, which according to the day the ad was published was the Fourth of July, the population will be eating burgers, watching fireworks and celebrating freedom ("Moto X" 6). Basic appeals The ad in its imaging incorporates several of Jib Fowles “Fifteen Basic Appeals of Advertising”. First, the ad appeals to its target using the need for sex appeal. The image displays a couple that is semi nude though not in a blaring manner ("jfowles.html"). This aims to appeal to the audience’s need for sex and using it to maintain their focus on the product. The ad appeals to the need to satisfy curiosity shared among members of the population by not posting the phone’s image in the advert. This aims to incite them to purchase the phone to see its specifications. The need to escape appeal is also used in the advert image by displaying a couple that is having fun by a lake ("jfowles.html"). This explores this appeal by portraying the phone as a means for escape from the world. The need for affiliation appeal is explored by the use of the couple. This portrays the phone as a device that will help the relationship forming skills of the population. The nature in which the couple is jumping into the lake explores the need for aggression. The jump is captured in a way that depicts it as one that is full of aggression wi9th the couple free to do as they please. Content analysis In terms of advertising techniques, the advert seems to have incorporated a perfect blend to appeal to the American market. The image depicts a couple that is having a goodtime at the lakeside, which appeals to the American population through the exploration of the appeals outlined above (Beasley and Marcel 62). The color of the image is of quality with the details of the objects in the image achieving views that stimulate the viewers’ optical sense. The text used has several terms and phrases that seek to sway the American population with patriotism. “Designed by you. Assembled in the USA”, is especially a key factor of the advert in the text aspect that seeks to incite the purchase of the phone. The layout of then whole image is especially appealing with small writings and the towering image with the logo. This captures the attention of the audience, as they want to find out what it is about. In terms of placement, the advert positioning is strategic as it takes a whole page in the New York Times, which is a popular magazine that enjoys good circulation in the nation (Beasley and Marcel 65). As such, the outreach of the image will get to a large audience that will see the success of the advert. Conclusion The Moto X advert in the third of July issue of the New York Times depicts perfection and happiness in the picture used. The advertisement is designed to appeal to its target market by fulfilling several of Jib Fowles Basic Appeals. The arguments depicted in the arguments are also designed to make the product a success in its target market. Because of the color, layout, image, text, and placement of the advert, it was a success in its target audience. Work cited "jfowles.html." Cyberpat.com, 2013. Web. 24 Nov 2013. . Beasley, Ron, and Marcel Danesi. Persuasive Signs: The Semiotics of Advertising. Berlin [u.a.: Mouton de Gruyter, 2002. Print. Unknown. "Moto X." NewYork Times, 3rd july. 2013: 6. Print. Read More