In today’s day and age mobile phones have become very popular. Adults as well as kids have them. It’s something that half the population have come to rely on and for those that haven’t got one would probably, most likely love to have one. Mobile phones have become a fashionable accessory. For many it has also become a modern appearance symbol. Mobile phones have become popular amongst both men and women, young or old, no matter what their job status, or who they are.
For some time we have been observing different types of adverts, with different uses of media and different types of techniques used within that media. Whilst doing this i’ve come to realise a lot about adverts and how colour and other things can affect an advert and people’s views on it. The adverts we looked at are Nokia 7650, a Motorola phone and Sony Ericsson T68i.
Within all these adverts that we observed, each of them had their own style, their own way of getting the point and use of the phone across. In the advert Nokia 7650 a working lady was shown, she was shown as not very outgoing and a bit boring, however after seeing the phone and a picture on the phone of three men showing their bellies, her face became shocked, her mouth was wide open and she was shown as being speechless. The background also on the advert was white, this I think was because they wanted the lady and the phone to stand out.
The second advert we observed was a Motorola phone, on the advert a lady was shown dancing, dancing representing happiness and happiness to say that with the phone life will be a lot more interesting. In the ladies skirt was also tucked in her phone and this could be to show how small and adaptable the phone is. The background was purple, this helped catch your eye on the advert and then it made you want to look at the phone. Sony Ericsson T68i was another advert we observed. On the advert a pair of hands were being shown using the phone to take a picture of someone playing football. The background of the advert was white, however the picture taken by the phone was colourful, which helped catch the audience’s attention.
Whilst looking at the adverts I have come to realise that all the adverts are showing and advertising one thing, that their phone’s are the best, that their phone’s better than the rest, and that if a phone is worth buying, then it’s their make, their product. However even though they are all showing the same thing, each advert is doing this by advertising their techniques differently. An example of this is the characters being used in the advert, this is a similarity in the adverts as the characters are there to show the use and the prospects of the phone.
However what makes the techniques different is that even though characters are being used, the were all being characterized and shown in different positions, styles and in some ways age group. For example Nokia 7650 shows an ordinary working women. The Motorola phone advert shows a young lady at the age where all she’s interested in is partying and the Sony Ericsson shows a male playing football and that could represent both young and old people.
Branding is a big aspect in advertising, for example the three phones we studied all had their own brand names. The brand names help to identify the phone and the pros and cons to go with that phone. For example when people hear of the phone ‘Nokia’ they automatically assume that the phone is good, that it has prospects and that it’s worth buying. However when they hear of a ‘Motorola’ phone people usually assume that the phone isn’t all that good, that it may not be worth buying as much as a Nokia phone may be. When people hear about ‘Sony Ericsson’ their thoughts and views are most likely to be completely different from what they may have been when they heard about the Nokia and Motorola phone.
Branding makes a phone specific, appealing to people’s attention. A brand name can help merchandise a phone as people know what to expect from what type of phone. When people hear of the brand name Nokia they know that that phone brand has a lot of modern technology, however with the phone Motorola I know that I would expect by that phone brand for the technology to not be as updated. Branding can help label a phone and it’s capabilities.
In the three adverts, I think the advert with the best positioning was the Sony Ericsson T68i, I think this because it has a small picture that is being represented as a photo taken by the phone. They have also shown a big picture of the phone, showing it’s capabilities. Also at the bottom a small image of the phone was being shown and the slogan ‘Catch the moment,’ was written underneath the picture in bold, explaining the whole use of the phone.
The positioning of the Motorola phone was also really good, but I believe that it’s set out in such a way that more attention is paid to the lady and the fact that she’s having a good time rather than the phone itself and it’s uses. Nokia 7650 also had a good positioning, but the character used and the way she had been characterized may have been in such a way that it might not be much noticeable, or even eye catching towards other people. The slogan used in the Nokia 7650 was interesting as it had a use of alliteration, but I think that could have maybe been a bit more bolder, so it would stand out more. The Motorola phone also had a good slogan ‘Dancemoto,’ as it symbolises the phone and that with the phone all you’d want to do is dance, this maybe because of the ring tones.