An Evaluation of the Ads - Essay Example

Apple’s iPhone ad • Target Audience: The affluent, the CEOs, the elite • Message Strategy: It highlights the product’s unique feature, which is the “touch” technology. The use of the gadget and a hand against a black background has created an overall impact that the product is beyond the ordinary’s reach – it is exclusive because it is sophisticated and one-of-a-kind. Without giving out any other information, the ad would not be appreciated or educate those who have not yet heard of, or those who are not updated about the latest in telecommunications technology.

• Discuss the effectiveness of the layout of the advertisement (graphics, white space and text positioning): The ad may seem simple, showing only the product and a hand, but it actually conveys a very sophisticated and unique technology. Its black background gives it an elite touch. • Evaluate the effectiveness and ethical nature of the text (copy) used in the ad. : Its tagline “Touching is believing” is simple and crisp and direct to the point, making it real hard to forget. Motorola ad • Target Audience: Everybody, especially the families, the masses • Message Strategy: It conveys the message of enabling families, friends, loved ones to connect with each other, the technology empowering them to be able to talk and email and chat with each other • Discuss the effectiveness of the layout of the advertisement (graphics, white space and text positioning): The image of a father and his daughter dominantly tells of the ad’s purpose – to reach out to the families, telling them that there’s a product made especially for them.

Without really having to analyze, anyone can see from the graphics what the Motorola Hello Q is capable of: email, chat, calls, sms, etc. Its layout and use of images and graphics makes the ad very “idiot-friendly”, able to reach exactly the audience it tries to reach. • Evaluate the effectiveness and ethical nature of the text (copy) used in the ad. : The word “empowered” is quite strong, which gives the ad a touch of “messiahnic” message, in that it is implying that its target audience were once without power to communicate, but with the gadget, they are now able to.

It is contextually harmless but a little bit too strong a word for this very wholesome ad. An Evaluation of the Ads The two print ads I have chosen to evaluate are that of Apple’s iPhone and of Motorola’s Hello Q. These two were chosen not only because they advertise products of the same industry (telecommunications), but also and more importantly because they both want to convey a message of power and superiority to their respective audiences. Apple’s iPhone ad came out in the Details Magazine’s August 2007 issue.

The product is unique and a trailblazer in the industry, and the challenge for advertisers is to put such message across, given the limits in space and the tendency for readers to just skip something that doesn’t catch their attention. Intended for those in the high level of society, the elite, the CEOs, the iPhone ad effectively reaches its target audience. The image of the iPhone, so distinct and emphasized against the black background, catches the audience’s attention. The male hand “touching” the gadget gives a clear statement of superiority and dependability, since males are known for their keenness in gadgets.

The black background gives an overall message of exclusivity, of being beyond the ordinary hands’ reach. With “touch technology” as its unique feature among others, the use of the tagline “Touching is believing” has a crisp, honest, direct- to- the- point tone to it that implies “nothing fancy here, just good reliable technology”. Without saying much, the iPhone ad has successfully conveyed to its audience its superiority, its power, its dependability. On the other hand, a very mass-oriented print ad is created for Motorola’s Hello Q.

Emphasis is put on a father and daughter, sending a message that it is a technology that is accessible to all families, friends, loved ones, thus implying that it is affordable. The ad is too cramped with graphics and images and texts that nothing is left for the audience to imagine or think about. Its background is very plain, making it a real uninteresting print ad, despite its intent to convey empowerment message. Its use of “empowered” in its text has little abrasive quality to it which may cause some sectors or groups to react negatively.

Overall, the Apple’s iPhone print ad is more persuasive, has conveyed its message of superiority and power in a very subtle, yet unforgettable way. References Mac Rumors, http://forums.macrumors.com/showthread.php?t=329074 Best of Print Ads, http://dilipsworld.rediffiland.com/blogs/2007/08/01/BEST-OF-PRINT.html http://www.gorillatrades.com/print-ads.php http://cribb.in/hello-moto-q.htm Hertz: Motorola, http://adsoftheworld.com/media/print/hertz_motorola http://learning2share.blogspot.com/2007/11/hi-fi-in-fiberglass-motorola-calypso.html