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Whilst the ‘Philips Advert’ contains highly linguistic features, these features capture our eye and imagination. The layout is highly aesthetic and eye catching. It has the mobile phone (the product) in the middle whereas a number of eyes staring at it around it. This layout symbolises the attractiveness and emphasis it as a ‘must have’ product. It also shows the irresistibility of the product and how people would look at it.
It keeps the punters thinking about the advertisement and hence their awareness on the product would increase.
The slogan used ‘As colourful as you are’ praises the consumer and so the consumer feels more demonstrative towards the phone. The Smalltalk advertisement has a large font size slogan at the top stating ‘The latest phones’ and ‘Direct to your door’ which attract the people at least once to take notice of the advertisement. They have grouped the phones by using enticing words like ‘Free’, ‘Just in’ and ‘New’.
Such words make the mobile sound more distinctive, especially worlds like ‘New’ make the people comprehend the new phones and going on fashion in the industry which would create a craving in the audience.
The range of phones in the advert enables the consumers to choose a mobile whose specifications meet his needs. The ‘Philips advert’ is only promoting one particular product of its own. The advert is very simple and presents a strong picture to its characteristics. But the information provided is very limited as they added only a single caption of writing.
As the background used in the layout is quite astounding a consumer would feel persuaded to read on and notice the caption. The language used in the advert is also quite formal and technical to some extent. The ‘Smalltalk advertisement’ has made the usage of informal language and has provided a large amount of information balancing it on the service and the phones. They have used mostly all the tactics in the book to get their product in the market, from the usage of language to the use of enticing words.
They have provided full information on when and how they can be contacted. In the Philips advert the image has been more emphasised to portray the product than language. They have provided a small caption in which more of scientific words such as GPRS, navigation, activation etc have been used. Such words are designed and introduced in the advert to commence a more sound and advanced level. Even the slogan selected has been bought in a more classic and professional manner.
Hence we can say each advert has its similarities and differences but has the same objective of selling their product. The ‘Smalltalk advert’ is based more on a technical manner but lacks the touch of professionalism and releases the data raw. Whereas the Philips advert holds a very distinguished and professional outlook. Hence we can see each advert have their possible positive and negative effects on the consumer.
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