Advertising has been one of the most outstanding ways of making money and introducing or boosting the sales of a particular product or service. With the growing competition today manufacturers make a stupendous contribution to the advertising industry to maintain their survival and reputation in the market. Advertising has created an enormously gigantic industry today. An average of more than thirty percent of profit of a company is spent on advertising. In today’s world advertisement has a huge impression on the consumers market.
Nearly everywhere we will see the placement of different advertisement, some on buses, magazines, newspapers and television. Every advertisement depends on a number of characteristics particularly the type of media to be involved, newspaper or magazine or even television. An advertiser needs to be aware of his target in the society (age group, gender etc. ), and how to approach them. They also need to find a way to motivate the target group; this is done by the use of enticing words, neologisms, humour and puns, imperatives etc. in the language, with this they also target the social, economic and psychological needs and desires of a person.
Such language and tactics in advertisements have great effects on the consumer. As we can nowadays notice that many advertisements are just about catchy phrases and slogans and do not concentrate on the product itself. As in the world today we can see the great advances in the technology everyday. As and with the time the world has advanced in great paces introducing a whole new millennium towards technology. One of the great inventions of this era is the mobile phone; it has given a complete face-lift to the communication industry.
Mobile phones have become a craving to our society; undoubtedly it is a highly desirable and attractive product. With the advancing technology many new applications have been added to the phones, applications such as Blue tooth and WAP have bought a lot of simplicity to the human life. In this piece of coursework I am going to compare and discuss two mobile phone advertisements. They have different point of views and varied specifications. One is from a retailer named ‘Smalltalk’ whereas the other is directly from the manufacturer ‘Philips’.
The ‘Smalltalk’ advertisement establishes its presence to a wide audience. It offers a varied range of mobile phones. These mobile phones are presented free if they sign a contract for twelve months with their service. They have in a very smart manner showed the prices of the free phones but have written ‘Call us for our new low price’ for the latest phones, which are not free. Hence if the consumer is attracted to one of these phones he will have to contact the service provider and so they will get another chance to market their product.
This is a great example of how advertisers use their tactics in reinforcing their motives. The variety of mobiles in the advert and the specifications under each mobile makes things easier for the consumer as the information is provided in the advertisement itself. This brings a good effect on the punter. The advertisement relieves exhilarating information which may be or not in the knowledge of the consumer but will establish a link of professionalism unto the consumer; hence this will produce a blind faith in the service provider or manufacturer.