The advertisement is for the Olympus camera from The Star newspaper on December 17th. It features a beautiful female model holding the camera. The main logo and tagline promote the camera's new and smart features. The ad uses two persuasive methods - an attractive model to grab attention and showcase the camera's photo quality, and a credible celebrity spokesperson to imply the camera is trusted. Close examination reveals the model holding a phone, suggesting camera connectivity. While messages about health and sharing photos may not influence attitudes much, the use of "new" and "smart" effectively appeal to people's desire to stay up to date with technology. Overall the ad aims to attract all ages of photography enthusiasts.

1. The Olympus camera advertisement was taken from The Star newspapers on December the 17th
this year. First glance through this advertisement shows a pretty and sexy female holding the
latest Olympus camera. The main logo “OLYMPUS” is situated on the top left of the
advertisement whereas a cheeky message that states “The New Smart“ is placed on the middle-
right side of the advertisement.
Based on the advertisement, four persuasion methods were embedded after a close observation
was done. One of the four persuasion methods used is attractive communicators. This method is
clearly shown as there is a female with a demurring figure and pretty face holding the latest
Olympus camera. This method helps to attract many readers regardless of age to read the
advertisement. People will also tend to notice her picture in the camera that will inadvertently
indicate the quality of the Olympus camera to take good pictures.
On the other hand, the second persuasive method used is credible communicators. This method is
shown as the female in the advertisement is Denice Lin, a renowned Singaporean actress hired
by Olympus to help promote their product. By doing so, it makes the reader belief the fact that
this camera is a trusted brand by famous people as the model’s face appears to be in the camera.
Close examining of the model’s figure, readers will notice a smartphone in her left hand that will
make readers realize that this camera is functional with phones as well thus, making them more
knowledgeable about the camera’s other uses.
Other than that, this advertisement also includes messages that do not seem to change the
readers’ attitudes. The line that states Olympus cares about your health and happiness” does not
seem to brainwash the perception of the readers as first, it’s considered a long line to read. Also,
the term “health” in it shows no relation for what a camera actually does for an individual. The
tagline under the “OLYMPUS PEN” that states “Share Beautifully” shows no effect as people
tend to use the camera merely for its sole purposes which is, to capture images and record
moments. The sharing part is secondary.

2. Lastly, the cheeky message “The New Smart” indicates it is a message with emotional contents.
This message ensures that its readers do not feel left out because of the term “new”. Nobody
prefers to be old-fashioned in this ever-growing-tech society. The word “smart” is effective as it
will ensure that fellow readers would want to experience the so called “smart” features this
camera has to offer. The advertising mood is coherent to attract those who have passion for
photography regardless of age.

3. SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN.
FOUNDATION IN NATURAL AND BUILT ENVIRONMENT.
(FNBE 0414)
NAME : ARVINDHAN S/OBALASINGAM
ID : 0319753
WORD COUNT : 464 WORDS
SUBJECT : SOCIALPSYCHOLOGY(PSY30203)
LECTURER : MS. NORUL HIDAYAH
SUBMISSION DATE : 18TH
DECEMBER 2014