1. Analyzing Magazine Ads The following four slides are the analyses of four different magazine advertisements; Canon, Pepsi, Puma and Do Co Mo. Each slide will explain how the advertisement is working, through the basic human need that it is appealing to, the marketing technique it is using and how it is framed to catch the reader’s attention. Tal Lapcharoen

2. The marketing technique that it is using is “factsandfigures”. This is because they are using a rare and unique event, which is the man with the enormous fish as an example of an image CANON products produce. If they used a boring scene on their ad, people wouldn’t be interested. Canon The basic human need that CANON is appealing to is “fun”. This is because the man is having fun and making discoveries, and the moment is captured with a CANON product. The readers would be convinced that it would be a pleasure for them to be able to capture their joyful moments, once they consume a CANON product. It is capturing the reader’s attention by increasing the size of the fish. In real life, a usual fish isn’t that large, but they are trying to make us more interested and more convinced in consuming their product. It’s actual product isn’t included in the ad, but the outcome of it, which is the photo, is almost the entire ad.

3. The marketing technique that it is using is “values association”. This is because it is associating the product with positive values, which is “fun”; the man is having a great time with his PEPSI drink. Although the facial expression of the person is not visible in the ad, it can be seen that he is truly enjoying himself, by acting like a child. Pepsi The basic human need that PEPSI is appealing to is “fun”. This is because even though the consumer of the product is an adult with a business suit on, which symbolizes knowledge and skills, he is still enjoying his PEPSI drink. It is clearly seen that once the product accompanies him in the ad, he becomes like a child once again, by creating splashes in the drink. The readers would be convinced that the products would give them a great time. This ad is framed very simply to catch the reader’s attention. PEPSI associated their product with fun, and included the words “FOREVER YOUNG”. The message is very attractive and may convince the readers that PEPSI products would seek the youngness in them. The product also stands out because it is placed in the center and the brightness of it compared to the background.

4. Puma The marketing technique that this ad is using is “values association”. This is because people who value “power” would want to consume their products. Even a pair of shoes has to be placed on a pillow hold by a person. If they get to own the shoe, they would feel that they are using a very “prestige” product. The basic human need that PUMA is appealing to is “power”. This is because in the ad, the product is placed on a pillow hold by a women from the company, which makes the readers see it as something “prestige”. The readers would also be convinced that once they consume a PUMA product, they would feel special and important. The product is placed on pillow, which is NOT somewhere someone would place a pair of shoes in real life. So, it catches the readers’ attention by exaggerating the status of the product. The person in the ad’s facial expression also shows that she values the product.

5. The marketing technique that DO CO MO is using is “values association”. The ad is associating its mobile operator with “convenience”; it uses a visual image of communication actually being “wrapped” around the women. They did this to clearly show how convenient it is for its consumers and to catch the readers’ interest with the unique way of presenting their products’ value. Do co mo The basic human need that it is appealing to is “freedom”. This is because it says that in the future, mobile communications will be wrapped around you, which means that you will be free to communicate with others conveniently. The readers would be convinced that communicating through mobile phones wouldn’t be a difficulty anymore, with DO CO MO. This ad is framed to catch the readers’ attention by placing the person right in the middle of ad. They also use dull and earthy colors to make the person stand out with her patterned clothing. The message to the readers is placed on top in white colors to make it clear and catch attention. It is also short and attractive: “mobile communications will be WRAPPED around you”.