Introduction
In many advertisements, the use of images has been found to be more powerful in persuasion and information provision than mere words. This is due to their ability to reach a wider audience base, including those who are unable to read or write.
Since images produce clear mental images than mere words, their massive use in various advertisements impact more to the target groups than just mere words (Brown 2010, p 355). This paper presents a critique of the âAll Colorsâ, an advertisement produced for âhtc phoneâ brand.
Synopsis of âAll Coloursâ
As it can be observed in the above advertisement for âhtcâ phone, a variety of wildlife animals are seen coming out of the phone. More specifically, very powerful animals like tiger and snake are explosively coming out of the phoneâs screen.
It has also been evidenced in this advertisement that, very beautiful birds are flying around the phone, whose origin definitely seems to be in the phone. The outlay of the phone presented seems sparkling, as reflected by light rays coming out of the phoneâs body (Brave Designs 2007, p 1).
The background of the phoneâs display is purple in color, blended with spots of green color. Close observation of this advertisement reveals a very attractive color blend of various objects within the phone. In fact, the overall presentation of this advertisement seems natural in the way various animals seem to interact with natural environment within the phone.
As it can be observed at the bottom of the advertisement, these writings are clearly seen: âAll colors that nature can giveâ. One of the most significant features of this advertisement is that, the phone is displayed in a very attractive grey color. Generally, this advertisement is quite attractive in the way various wildlife animals are interacting with each other in natural environment (Brave Designs 2007, p 1).
Analysis of âAll Coloursâ Advertisement
According to Arikan (2008, p 39), the strategy of many advertisers of using visuals largely, with jus few word explanations is an effective strategy to enhance deeper understanding of the message being conveyed. It has been evidenced that, the use of eye appeal is more convincing than just mere words, since pictures contain a wider variety of cultural aspects.
Considering the use of colors and humor in many advertisements, efficiency and accuracy has been greatly achieved in conveying the information being relayed (Brown 2010, p 357). This reveals how image communication is one of the most popular among organizations and their clients or target groups to a greater extent.
As it is observed in this advertisement, the advertiser seems to make good use of color mix. By having a purplish background, the author depicts how sophisticated the phone is, in its underlying features. It should be noted that, purple color implies royal presentation, implying the magnificent nature of the in-built features of the phone being presented.
As a result, this advertisement is persuasive enough in the eyes of the consumer to entice him/her to buy the particular product. According to Lenscold (2003, p 71), the ability of an advertisement to portray meaningful colors in the eyes of the targeted consumer facilitates successful thriving of the product in the market, both in the long-run and the short-run.
As it can be noted in this advertisement, the mixing of colors throughout the advertisement is quite attractive and enticing. By painting the wild animals presented with their natural colors, reality is clearly brought out in this assignment. This is an implication that, the phone being presented is capable of bring imaginations into reality.
As depicted in the writings under the image, the advertiser reveals how powerful the phone is in few words, âall colors that nature can giveâ. In fact this advertisement is quite persuasive in the sense that, the phone is brought out as being naturally designed to meet all the needs of the user.
Considering the appealing nature of the color mix used, itâs definite that consumers are largely enticed to purchase the product (Brown 2010, p 359).
More so, humor appeal is largely achieved in this advertisement. Having a picture of a tiger explosively emerge through the display screen of the phone, the advertiser reveals how powerful the phone is to display natural objects as they were real in their natural settings.
By presenting other animals like the snake to be habiting in the display screen of this phone, the advertiser reveals how images and presentations in the phone would always look natural and attractive.
As evidenced by Brown (2010, p 353), the ability of presenting nature in advertisement is one of the most powerful techniques in advertising, since consumers are far much enticed in naturally presented products. On this basis, the presenter of this advertisement succeeds in arousing the urge of consumers to use the phone and experience the ultimate natural power of the phone.
From this advertisement, it is clear that the advertiser is aiming all age-groups since all aspects of this advertisement are conformable large target market. Since the objects in this advertisement reveal nature, funs of nature are largely targeted regardless of their age.
Having most of the aspects of this ad revolve around wildlife and natural colors, the advertisement seems persuasive enough to trigger buyers into buying the product due to alikeness to nature, rather than only being artificial product. Basically animation technique in this advertisement is largely employed, which has largely presented the product as being unique and special.
With reference to Arikan (2008, p 34), according the semiotic theory, this presentation enables the audience to rationalize the understanding and communication under the comprehension of the implications of the universe. Having natural presentation of wildlife in this advertisement, the advertiser has particularly,
However, it is important to consider the implication of certain images in this advertisement. Though the marketer seems to present nature through wildlife animals, some of the outlay of the animals arouses shock appeal in the eyes of the target group. For instance, the explosion of the display screen to emerge tiger is largely presenting shock appeal in the overall outlay of the advertisement.
Having snakes emerge from the display screen of the mobile phone may also arouse emotions of fear among the target group members. In fact the rhythm of the advertisement seems rough but not soothing since the animals brought out are really dangerous. On this basis this advertisement is not as effective as it may appear, since some people may be intimidated by the images presented in the outlay.
As held by Lenscold (2003, p 73), successful advertisements should be able to cultivate the feeling of being safe among the target group members. On this consideration, the advertisement shown has no likelihood of enticing large number of target audience as it may be anticipated.
As it can be observed in this advertisement, the mobile phone being advertisement seems scintillating, as reflected by some light rays emerging from its body. Definitely, this product is aiming the current generation which yearns for great and powerful electronic gadgets. Particularly, the advertisersâ message in this advertisement is to reveal how sophisticated and stylish the mobile phone is to the consumer.
In fact, the advertiser wants the audience to remember that, this phone will give them the opportunity to have majestic experience with the phone since it is specially designed to meet all the needs of the consumer.
On rational basis, sparkling of an object reflects how its underlying features are sophisticated beyond mere imagination. As depicted by Arikan (2008, p 37), the ability of an advertisement to arouse rational judgment of a certain commodity being advertised facilitates the success of such a commodity to the target group.
Importantly, this advertisement incorporates various objects and words to convey the ultimate message about the superiority of the mobile phone being advertised. With flying beautiful birds coming out of the phone, reinforced with use of appealing words, the ad seems quite persuasive to the consumers to purchase the particular product.
Particularly, integrated communication mix is ultimately depicted in this advertisement since a wide variety of communication non-verbal communication aspects are presented.
Basically, the medium in which the advertisement appears is quite critical in the eyes of the target audience since the integrated system enhances the presentation of the phone being advertised as having wide variety of features (Brown 2010, p 357). As a result, the product is perceived as an outstanding one in the eyes of the target audience, facilitating its success in the market.
Conclusion and Recommendations
As it has been revealed, the use of pictures in conveying information is a more accurate and efficient way of reaching the target group, rather than using only mere words. Through animating various objects, the attention of the consumers is created, facilitating their urge and desire to acquire the product.
As it has been observed in the advertisement shown, color mix is uniquely presented in the entire outlay of the advertisement to entice the target audience to purchase the product. Ultimately, the power of pictures to create accurate mental pictures among the target groups in various advertisements makes it more effective and efficient to over-rely on picture reinforced by few words, other than only using words alone.
It is quite important to note the way various images in the advertisement have been used to portray the underlying superiority of the mobile phone being advertised. As a result, the advertiser succeeds in arousing enthusiasm among the target audience to experience the unique features offered on the phone.
More so, emotional and rational appeals are both presented in this advertisement. By having terrible animals emerge out of the display screen of the mobile phone being advertised, fear is largely aroused among target audience. As a result, the advertiser seems inaccurate in his/her motives of persuading the audience to purchase the product being advertised.
It can therefore be recommended that, the advertisement uses more friendly animals like cats, dogs and other domesticated animals to avoid the arousal of fear among the target audience. Through using calm animals, the advertisement would be more accurate in enticing wider audience base.
List of References
Arikan, A. (2008). Multi-channel Marketing: The Power of Images in Advertising. New Jersey: Sybex Publishers. 35-49.
Brave Designs. (2007). All Colors: Designs and Interfaces/Advertising. Web.
Brown, J. (2010). The Power of Eye Appeal. Advertisements of the World, 34(2): 350- 379.
Lenscold, J. (2003). Marketing Strategies: The Path to Campaign, and Customer Persuasion Ways. New York: McGraw-Hill Publishers. 63-81.