Advertisement as a strategy used by an organization or an individual to communicate a certain message as they market or create awareness of their busi

An advertisement is a strategy used by an organization or an individual to communicate a certain message as they market or create awareness of their business. The advert aims at persuading a particular target group to purchase or continue buying a product, and is a valuable primary source for information about the product. Nevertheless, an efficient advert should not only satisfy the casual eye, but also convey a message that meets the desires of the receiving consumer by the way it is presented. These advertisements are all around us, in newspapers, the internet, magazines, billboards, or even in the televisions, and they all convey distinct messages. Through the analysis of the message that is displayed in the advertisement, we can understand the true nature of the advert as well as its impact and intentions. As such, the Mavello Water Ionizer advertisement can be analyzed by considering various aspects to comprehend its purpose.

The Mavello Water Ionizer is a machine that is used to produce alkaline ionized mineral water as well as acidic water that is released as the by-product (Mavello Water Ionizer Review, 2012). In addition, the Mavello Water Ionizer is not similar to other water ionizers because it possesses a unique feature that helps ultrafiltration, just like the kidneys. The process of filtering the water before it is ionized goes through several stages by the use of built-in filters, which use carbon, fibers, and hollow membranes to remove chemical and other particles. From the image in the advert, it is clear that the machine has four alkaline adjustments, one acidic option, and a standardized option that allows for filtering only. The model is fully automatic with replaceable filters, and an inner structure that helps to separate the alkaline water from the acidic water for efficiency in ionization. As such, the alkaline water can be used for drinking while the acidic water produced as a by-product can be used as a disinfectant or for beauty purposes.

Emotions (direct and indirect)

The color scheme of this advert is blue, which is used to represent the color of pure water. On the other hand, the white clothes are worn by the woman, and the child give a feminine connotation of peace and tranquility as well as some aspects of attractiveness. Therefore, looking at the advertisement, it creates a natural blue-like impression that reflects the cleanness and purity of the product. It is a common knowledge that the blue color is used to represent water while the green color creates a natural feeling as it is commonly used to describe nature. In addition, the blue color has a queer effect on the eye that cannot be described as it shows stimulating negation between tranquility and excitement. The texts in the advert and the happy looking models create a direct emotion of happiness and excitement for the consumers who are concerned about their health. As for the people who have purchased other kinds of water ionizers, they could easily feel as if they missed something and create some negative emotions towards the advert. These individuals will end up feeling as if they purchased outdated products because the Mavello Water Ionizer seems to have new advancement that lack from other ionizers.

Attractiveness/liking

The image of the mother and her daughter is quite striking as they look beautiful, glamorous and with a smooth skin, which symbolizes their healthy status. From the image, one can tell that the two are in a good relationship, representing a happy family that everyone would want to belong (Richardson and Burridge, 2014). The woman is relaxed, smiling, and happy as she stands behind her daughter and watches her drink the ionized water. The advert implies that it would be relaxing to drink the water, as there are no worries of contracting illness associated with contaminated water. She is also happy because she knows that her daughter is taking oxygen enriched glass of water with no chemicals but filled with ionic calcium and other beneficial minerals. Other than attracting a mother’s attention, this advertisement also seeks to capture the attention of children. In most cases, children are the main target groups when it comes to advertising, and despite the cumbersome words, they understand the need for healthy drinking. As such, trough the children, this advert will be able to reach the parents as the children may end up insisting on using the Mavello Water Ionizers for healthy water.

 

Familiarity

The blue color in the advert is commonly used to advertise this brand, making it easier to recognize. The combination of the elements found in this advert is meant to create an impression of the kind of value that the brand possesses, even though we may take just a glance. Therefore, it does not matter how long the audience takes to view the advertisement because it clearly portrays the brand name as well as the image of the product. Additionally, it is quite easy for the audience to grasp the kind of people that the advert is intended for as it creates a sense of the targeted audience for the product in terms of gender or age. Simply, this advert targets mothers are they are known to play a huge role in ensuring a healthy life for their children and the whole family. The advert seems to assume that women are the most gender that reads the magazines, watches the television and are mostly curious as well as concerned with health issues. In addition, women are more decorative, and they are primarily concerned with domestic equipment as well as making various internal financial decisions. The image of a mother watching her daughter take some clean water and the slogan at the top of the advertisement catches our attention. Moreover, the picture of the two Mavello Water Ionizers and the boldly printed words “Mavello” reinforces the identity of this brand.

 

 

Expertise/authority

According to Chiapello and Fairclough (2002), advertisements are not merely meant for entertaining, and they sell more than just the brand. From this advert, it is clear that there is a standard of normalcy, calmness and happiness, which dictates the way the audience, interprets the world. The advertisement describes what the water that is to be produced by the ionizer contains as well as the country where these ionizers are manufactured. The mother and her daughter are engulfed in a blue circle that seems to have been dropped into some pure water, causing a splash. Consequently, the blue color appears to form a background imagery representing water and purity. Around the circle, there are inscriptions that describe the kind of water that will be produced by the Mavello Water Ionizers including its effective detoxifier and free radical removal. The advert also claims that the Mavello ionized water is capable of restoring the body’s pH balance and that the consumers can depend on and trust this water. Whether all these aspects of the Mavello Water Ionizers are proven or not, the consumers are likely to believe them and purchase the product without many doubts. The Mavello seems to have learned that advertising is an art that requires some critical levels of persuasion as a marketing strategy to acquire a crowd of loyal customers.

Message-length

Goddard (2002) argues that the texts used in advert are essential in emphasizing on the features, and the quality of the product being advertised as well provides more information about the product. The loyal customers could then use this information as it could act as an additional information, and be used create awareness, thus attracting more customers. The advertisement seems to be too detailed with wordings that will require an individual to take much of his or her time to read the inscriptions. Nevertheless, the texts describe the kind of water produced by the Mavello Water ionizers, the manufacturers, and instructions on how to determine the alkalinity of the water. The name of the brand is written in capital letters and is centrally located to stand out from the rest of the texts and notify the audience what the product is because the advert is quite congested.

 

Consistency

The texts in this advert were formulated in such a way that they remain consistent with the message on health benefits of drinking the ionized water. As much as the word “Mavello” is the first word to capture the attention of the audience ultimately, the words “Optimum Health” makes the advert more attractive. With these words that are consistently describing the health status of the drinking water, the quality of the product is established. Subsequently, it will be easier to inform new customers about the product, as well as be able to maintain the clientele of the loyal customers because of the additional information in the advert. Moreover, using the white color to print these first words creates a peaceful feeling in the person reading it while the green color gives the eye a distinctly grateful impression.

Scarcity

According to Lynn (2007), scarcity involves the limitations that a marketer places on a product by ensuring that the consumers feel like they are missing out if they do not purchase the product. The purpose of imposing such a pressure to the consumers through an advert is to increase the sales and boost the revenues of the company. The aspects of scarcity are not well portrayed in this advertisement as the product feels to be readily available with no worries of missing it in future. However, the words “Does the water you drink have all of the above?” create the urge in a health conscious individual to purchase the product. The text that insists on health and the kind of minerals this water contains, also contributes to this need of obtaining the product, thus enhancing the feeling like one has what they require to survive.

Consensus (norms)

In this contemporary world, every person wants to live a healthy life as several firms in the food industry advocate for the production of healthy products. Therefore, when the audiences’ eyes fall on the words, they will be interested to read more about the product that is “trusted by generations for optimum health.” These words seem to be carefully chosen and quite precise as they easily trigger the interest of the audience because he or she will want to learn about this trusted product. All the texts in this advert are quite captivating as they all tell of the health benefits of drinking this Mavello ionized water. As much as these claims in the advert are not proven, the consumer will purchase the product to be enriched with the minerals and detoxify their bodies.

Conclusion

The texts in this advert tell us more about the product by directly referring to the factual attributes of the product, which are quite captivating. The picture of the two individuals is worth a thousand words as it grabs the attention of the target market by displaying the kind of a lifestyle associated with the product. Using models from the Japanese origin in this advert does not give any distinct interpretation of the advert and using other races in the advert would not be any different.

References

Lynn. (2007). The Psychology of Persuasion – Scarcity. Retrieved from www.takebackyourbrain.com/2007/the-psychology-of-persuasion-scarcity/

Mavello Water Ionizer Review. (2012). Retrieved from http://www.water-ionizer-reviews.org/mavello-water-ionizer.html

Richardson, J. E., & Burridge, J. D. (Eds.). (2014). Analysing Media Discourses. Routledge

Chiapello, E., & Fairclough, N. (2002). Understanding the new management ideology: a transdisciplinary contribution from critical discourse analysis and the new sociology of capitalism. Discourse & Society, 13(2), 185-208.

Goddard, A. (2002). The language of advertising: written texts. Psychology Press.

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