Media is the distribution of news and entertainment through elements such as newspapers, television, radio and broadcasting. The media is also used to advertise certain merchandise. Advertising is a form of communication used through media facilities (television, newspapers, posters, radios etc), and attempts to persuade prospective customers into purchasing and buying particular/specific commodities on a higher scale. Advertisers usually attempt to sell products, and are mostly produced by commercial companies, such as Orange, Vodafone, Nokia, Coke, Pepsi etc.
Sound and visual media, such as radios, television, cinema, videos and the internet are used immensely by advertisers. A variety of forms of print-media are also used heavily by advertisers. A great deal of print advertising is also received through our letterboxes. In this essay, I will be comparing two adverts which are of the exact commercial phone and Networks Company. Both the adverts were produced by “Orange”, and would therefore be advertising phones or network gadgets.
Due to being produced by the same company, customers may assume that both the adverts would be similar. However, despite being from the same company, print-medias could differ greatly from each other, and may have different elements and layouts which contribute to their effectiveness. All print-media advertisements contain elements which contribute to how effective they are. The three major elements are visuals, such as images, borders and line drawings. Graphics, which are the letterings and logos shown. And the copies, which are the ad-writers’ word for written text.
In this essay, I will be using these three elements which will help me analyse and compare the two Orange adverts in accordance to their effectiveness. Firstly, I will be analysing the first advert, which advertises a Sony Ericsson mobile phone. I would like to become aware of which particular audience the print-media is aimed at. The first advert shows a contract with a Sony Ericsson c510 phone, it seems as though it’s probably aimed at people who require a lot of minutes, particularly contractors or businessmen (mostly adults).
In order to analyse and compare the two Orange adverts, I will use the first element which contributes to the effectiveness of a print-media, which are the visuals. The first advert has a large image of the Sony Ericsson phone situated in the centre. This could make it very effective and easily viewable as it will have more of an eye-catching effect on viewers. As part of the visuals, we must also consider the background. Having a dark background contrasting with a dark font would create a harder visibility for the advert, (and vice versa with a lighter background contrasting with a light font).
The first advert has a dark black background, which allows the white and Orange coloured fonts to stand out, creating a more powerful visual effect. This could be very effective as it would cause an eye-catching effect on viewers, particularly from a further distance. The second elements which contribute to the effectiveness of a print-media are the graphics. Despite being produced by Orange ad-writers, the unlike the first advert, the second advert doesn’t have a logo of the Orange company.
This would inevitably paralyze and reduce the effectiveness of the advert, as it lacks tremendously in its identity. Customers will not know which company is advertising using the specific print-media. The Sony Ericsson advert has good lettering. The sizes of its fonts are clearly visible, which will have an enormous effect on the advert, as its viewers would be less drawn to having to result to visualising the advert myopically (particularly people with bad eye-sight or glasses).
The title in the first advert is in a large and bright orange colour, which contrasts well with the dark black background, which inevitably increases its effectiveness, due to its good visibility. It also has a good caption in white lettering and in a slightly large font beneath the title. The fonts in the bottom left of the first advert are reasonably large enough to be read easily, and their white colour allows the lettering to stand out of the dark coloured background, making them more eye-catching, which will inevitably cause an increase in the effectiveness of the advert as a whole.
A font and background with similar contrasts make an advert harder to be visualised, particularly from a far distance. This allows us to contemplate that the Sony Ericsson advert is very effective in this manner. The second advert which advertises a Nokia 5800 seems to be showing a pay-as-you go offer, which could be useful enough for people who may not require tremendous minutes, such as elderly people, and particularly teenagers.
The second adverts’ image on the Nokia 5800 seems to have a large image situated in almost every section of the right and bottom centre of the advert, its large size covers up a tremendous amount of space, this could be effective in a way, as it would attract attention from viewers even at a long distance. However, having too much of a large image could also have disadvantages, for instance, it could restrict the amount of space which could be used for other essential elements of the print-media, (such as graphics and logos).
The second advert has a dark grey coloured background, which doesn’t contrast well with its white coloured font (which is also in small size). This could cause the second advert to have a less powerful visual effect than the first, as it would be much harder to be visualised from distance. (Unlike the first advert). The second advert seems quite poor in its graphics. Despite having a large title in a bright white font, which creates a more powerful visible effect and stands out, the entire font used in the texts is in such a small size.
Its harder to read than the first advert, and lacks in its visibility from distance. The font used in the texts is also in a white colour, which has a bad contrast with the grey coloured background. A font and background with similar contrasts make an advert harder to be visualised, particularly from a far distance. This allows us to contemplate that the Sony Ericsson advert is more effective in this manner. There are some similarities between the two adverts I have been comparing. Both the adverts were produced by the same commercial company, Orange.
Both their backgrounds are relatively dark, and their fonts are in either bright orange or white in colour, which allows them to stand out and have more of an eye-catching effect. The fact that they’re both advertising mobile phones allows us to contemplate that they’re very similar. Overall, we can conclude that the first advert has more of a powerful effect than the second. The fact that it represents better graphics and visuals allows us to contemplate that it would have a more attention seeking manner.
The particular sizes and colours of its fonts stand out dramatically, and contrast well with its background. The fact that the Nokia advert has no logo defines the fact that it’s useless, due to having no company identity; viewers will inevitably feel put off from further reading the advert. The superiority of visuals and graphics the Sony Ericsson advert had over the Nokia advert resembles the fact that its effectiveness is greater. And it’s greater in its identity due to having an Orange company logo, unlike the Nokia advert.