Toyota Echo - Research Paper Example

Print Advertisement- Advertisement of Toyota Echo The advertisement which is being analyzed is that of the car, ‘Toyota Echo’. This advertisement is highly effective as it symbolizes the key features of the car through expressive representations. The basic objective of the advertisement is to publicize the unique features of the car and to persuade the readers to choose this car over others. In general, the advertisement 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. Thus the advertisement is clearly addressing its target audience. 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. Outdoor Advertisement (Poster) Poster of the movie, ‘Lucky Miles’ The poster of the movie, ‘Lucky Miles’ has within it, unique representations of Australianess. The advertisement is extended by the distribution team of the movie. This makes it an ideal advertisement of the movie as the target audience included is exclusively Australians. Most primarily, the name of the movie very much relates with the reference of Australia as the lucky land. The basic subject of the poster is the eternal stretch of a desert. The sand, the bright day, the footmarks and the line of people walking away in the distant vicinity is well projected in the poster. These icons in totality represent the envisioned future in those lucky miles that the people in the image travel. The proud consideration of Australia as a lucky land is one of the prime factor of Australianess. The thematic representation of the people traveling in search of luck has within it depicted the feeling of the people of Australia have, for its land as it has a treasure of opportunities. Moreover it is globally agreed that the country is lucky in terms of the richness of it resources. (AWH, 2008). The advertisement clearly targets the Australian citizens who are proud to be so and proclaims their land to be the luckiest one. The movie,’Lucky Miles’ which is the first movie of Michael James Rowland features a group of refugees from Cambodia and Iraq who illegally reach Australia in search of better living conditions. The movie comically visualises the series of events which happens to these refugees in their lucky land after they are dropped in a deserted shore by a boat from Indonesia. (Wilson Jake,2007). The advertisement is an ideal example reflecting the theories of direct marketing. A viewer of the poster would be very much in a position to understand the theme of the movie on a single glance of the poster. The sand and the brightness are icons of Australianess representing the deserts of Western Australia. The line of people in addition with other icons would readily leave the message on the viewer that the story of the movie is on a group of people leaving everything behind them in search of good fortune. The wordings in the poster saying ‘too much paradise’ again refer to the endless and numerous opportunities within Australia making it a paradise to live in. The series of pictures on the left border of the poster gives a more detailed perspective on the subject of the movie. Moreover this section covers almost all of the major characters appearing in the movie making the poster more descriptive. To make the primary perception of the viewer more precise, one of the comment on the movie as encrypted in the poster confirms the background of the movie as an Australian one. The hardships, moments of joy, tougher and lighter moments in the movie all have been included in the series of pictures on the left side of the poster. The prime intention of the poster is to deliver the prosperity of the lucky land of Australia. The humorous approach of the movie also has been reiterated in the poster and is successfully conveyed. The lighthearted nature of the Australians is effectively used as a promotional matter for the movie leaving another reference to the Australianess. The quality of the movie as confirmed by the experts and critiques has been intended to deliver by the poster. The poster persuades the Australians to watch the movie by actively prompting the Australianess and the allied feelings of the Australian population. The icons of Australianess have been deliberately included in the poster in order to aggregate this persuasion process. The details of the movie including a long list of personalities and organisations associated with the movie have been added in the poster as well, enabling the possibility of the reader to analyse the quality and mood of the movie. The designer has taken care to include the most important icons of Australianess in the poster. The picture of a person gazing at a road sign with a Kangaroo on it is an ideal example of the depiction of Australianess in the poster. The meaning that the inclusion of Kangaroo intends in the poster goes along with the reason for which Kangaroo was included in the Australian Coat of Arms .It was to represent the countries progress in relation with the habit of the animal to have only forward movements (Koalaexpress,2008). Moreover such a representation of the Kangaroo as shown in the poster alternatively means ‘Made in Australia’ which would bring in the feel of ownership in an ‘Aussie’. The five stars included in the poster is another iconic representation which would matter much to the national feelings of an Australian. The ever cherished symbolisation of Australianess by the golden coloured beaches of Australia also is predominately placed in the poster. The prominent iconic status of beaches with the notion of Australianess has been reiterated by Tuffy Mark (2007).The choice of colour has ideally depicted the message of the poster which is mainly the prospect of the lucky miles journeyed by the characters. It is also interesting to note that the colour of the sand is golden which again delineates Australianess. It should not be forgotten that ten percent of world’s gold reserve is in Australia (AWH, 2008) The primary assumption made by the poster is that the icons of Australianess along with other elements in the poster works together to propagate the message of the movie that the prospect in the lucky land would justify the miles that the characters of the movie journeyed in search of their good fortune. The miles they left behind and the life in front as of in paradise is visualised in the poster relating it very well with the subject of the movie. Analysis of an effective online advertisement Advertisement of AMD as found in http://www.computerworld.com/ This advertisement is an ideal example for how effective an online advertisement can be. This has utilized a mesmerizing blend of colors, graphics and text. The advertiser is AMD which is globally renowned is a computer circuit maker. The advertisement is put in a website which is dedicated for computer related technologies. Thus the advertisement has targeted the right kind of audience. The language used in the advertisement is technical nature and very well matches with the purpose of the advertisement which is to reach technically savvy customers with the latest innovations of the company. This very well goes with the nature of the website in which the advertisement is posted in. This advertisement very well goes with the 3C’s (Corporation, Customer and Competition) Marketing strategy suggested by Kenichi Ohmae as it address the Corporation through highlighting the quality of the brand, Customer by targeting the exact audience and Competition by highlighting the excelling quality over the counterparts (Manage, 2009) One another factor that adds to the effectiveness of the promotional material is the match with the layout and graphical setup of the website. It should be noted that the home page of the website and the basic color of the advertisement are both based in yellow. This makes a feel among the viewers that the website ideologically supports the product. This becomes more important when the fact is considered that the basic agenda of the website is to give technical guidelines on computers to its readers. Thus the advertisement automatically becomes more authentic. Television Advertisement CNN Citizen Journalist advertisement Story Board: A young beautiful girl is shown falling down unconscious in a street. A lot number of young chaps come to her help. The next shot shows an old man in a dirty dress crawling in a busy street with pain. A lot number of people pass him by but no one even look at him. This scene is followed by the banner asking “whether your consciousness choose your actions? Be a Citizen Journalist. In my opinion this advertisement is very much effective in terms of the extension of the desired concept. The advertisement has followed a very scientific approach as it very well makes use of the Attribution theory suggested by Fritz Heider which utilizes the evaluation of how people perceive their or others behavior (Manage, 2009). A characteristic approach of a crowd has been efficiently used by the advertiser to provoke the awareness of the viewer. The success of the advertisement is in the fact that it is able to evoke the feeling of responsibility among the people which is the real purpose of the advertisement. The promotional material is working effectively to extend the ideology of the service which it is trying to be promoted. The advertisement is ideally targeting the culturally and socially aware public who are ready to respond to the demand of the public journalism sector. When the advertisement directly makes one think on the way he or she stay responsible to the society, on the other side it generates the public interest in getting involved in citizen journalism. While placing the profile of the position offered by the advertisement as a demanding one, the promoter automatically generates respect and dignity as a socially responsible brand. As the service promoted is of non profit nature, CNN can afford to have the luxury of limiting the target group to a socially elite class. In totality, the advertisement is a successful extension of all conclusive ideologies that the product holds. Radio advertisement Pulse Polio Campaign This advertisement is a monologue on the necessity of giving polio vaccination to children under five years. A doctor is heard to preach on the benefits of the vaccination and the dangers of missing out the exact date of pollination. Being a mass campaign, this advertisement has achieved a successful outlook as authentic information deliverance platform. As a doctor explains the benefit of the vaccination the information is heard to in deep belief. The advertisement has very well utilized the variation and the voice strength of the narrator to reflect authority. Thus the target audience is taken into full confidence by the message conveyed. The advertisement is targeting parents of children below five years of age. The purpose of the advertisement to educate people on the importance of polio vaccination has been met properly. The advertisement is addressing a socially relevant public issue. The challenge in front of this advertisement is the vividness in the targeted audience. However, this challenge has been met as a generic approach has been followed in the extension process. Another factor which helps the success of this advertisement is the repetitive broadcast of the same in limited intervals. This advertisement also scientifically follows the Attribution theory suggested by Fritz Heider as the description of the doctor is expected to influence the awareness of the target audience. Works Cited Australian Walking Holidays, ‘Facts About Australia’, Australian Walking Holidays 2008. 30 Nov.2008.< http://www.livingin-australia.com/interesting-facts-about- australia.htm> Koalaexpress, ‘Kangaroo Facts’, Koalaexpress,2008. 30Nov.2008. Read More