Audience to me played a big role in the adverts. Each advert had a different character, styled out in a different way. In the first advert Nokia 7650 a lady is being shown as the main character, at first this made me unsure of whether the phone was just represented towards females, but then I realised that in the phone a small picture was being shown of three men showing their bellies, this afterwards made me realise that the phone could have been aimed at an audience of both men and women.
The Motorola phone had only shown a female and no male what so ever was shown on the advert, however this doesn’t mean that the phone’s only aimed at females, because even though it shows a female, it could be saying that females would enjoy having the phone, but it could also be very eye catching to males who have an attraction towards the opposite sex as seeing an attractive young girl may make them want to pay attention to the advert, and then the phone which is being advertised.
The Sony Ericsson T68i had advertised a male playing football and a pair of hands taking the photo. I believe that the hands shown taking the picture were male, as they were shown as being quite big, however this could have also been to show how small and useful the phone is. It also doesn’t state the phone is just for males, however the sport used was football and this could be stereo typed as a male’s sport and so may not catch the attention of many female audiences.
Genders are being advertised in the adverts as the main pin point. The first two adverts, being Nokia 7650 and the Motorola phone mainly had females being shown as the most important part of the advert, but they were also positioned in such a way that people’s attention would straight away go towards them, as their picture was so large and straight in the middle of the page. In the Sony Ericsson T68i gender is also playing a big part as a common male sport, such as football is being shown, and that too with a male playing. The genders are represented in such a way that they may even represent the audience and the audience’s views and perspectives on the adverts.
In conclusion I believe that the adverts have been designed and advertised in their own specific, special way. They all however tried to exploit the fact that their phone was better, their capabilities in the phone were better. All three adverts did it to an extent that when you carefully pay attention to the adverts, you realise there’s no difference what so ever. However the only difference there may have been was maybe the colour used within the background or basically the techniques they used to advertise their phone.
I think that each advert has it’s negative side as well as it’s positive side. For example Nokia 7650 showed a boring looking woman, this may not catch the attention of many people, however a positive side was the facial expressions used in that lady, this makes you wonder what’s so amazing about the phone. The Motorola phone has a positive side by there not being much writing on the advert and only illustrating the important details that were needed.
A bad point however I believe is that they made the lady the centre of attention instead the product they are trying to advertise, which is the phone. I think they have done this by only showing a small image of the phone and a larger image of the character, this to me seems like a bad idea because when people will be looking at the advert, they will be paying less attention to something which should get more. The Sony Ericsson, I personally think was the best advert, however that advert also had it’s pros and cons, for example a pro was that the advert was simple and straight to the point, as well as the slogan used. However a con was that it was shown to be more towards an audience of males than females. This may not matter to a majority of the audience, although the minority of the audience may take notice to this.
Throughout all three adverts, which I have seen, i’ve noticed that adverts depend a lot on their characters, the characters help define a target group for the product, the characters are also used to represent their product, they also help attract a wide variety of audiences.
From what I have seen, I think that adverts and most importantly advertisers need to be a lot more attentive and make sure that on many male and female products such as mobile phones, that both men and women are being used as characters. This is because people have their own interpretation, meaning, view and perspective and might confuse an innocent advert as being sexist. I also think that adverts need to advertise their adverts more differently making it separate from any other, because all I’ve seen from adverts so far are that they’re all saying and showing the same thing, that their phone’s are ‘The Best,’ however whilst advertising this, I think they should advertise their product more and say how and why it is the best.