The document analyzes and summarizes three advertisements. For the Rolex advertisement, it finds that techniques like snob appeal, repetition, and glittering generalities are used to convince viewers that the watch will make them unique. For the Nokia advertisement, repetition and techniques like card stacking are used to suggest the phone will provide a free life. The Speedo advertisement predominantly uses facts and figures as well as compare/contrast to argue the swimsuit will enable much faster swimming.

1. AdvertisementsTai-Wei (Andy) Lee

2. Advertisement #1Rolex Oyster Perpetual Sea-Dweller Watch Advertisement

3. 1. What is being advertised? Rolex Oyster Perpetual Sea-Dweller watch ($8400)2. a) What is the predominant type of technique and/or claim used in the ad? The predominant technique used in this advertisement is snob appeal. Other techniques include repetition, glittering generalities, scale and unfinished claim. b) Explain how you know it is this type of technique? I know Rolex applied the snob appeal technique because their copy suggested that if you wear this Rolex watch, you are an individual that are unique from the norm and this watch is made just for unique people like you. I also know that Rolex uses repetition because constantly throughout the poster, ‘Rolex’ and the Rolex logo are seen consistently throughout. Rolex uses fancy words in this advertisement such as words like ‘greatness’, ‘unconventional’ and ‘unique’ which can stir up some emotion for certain people; therefore, I can say that this advertisement uses glittering generalities. This ad also uses scale because the watch looks as big as the scuba diver. Although Rolex claims there is “only a better way.” But what exactly is that better way? We don't know because Rolex does not finish the comparison and this is an unfinished claim.3. Explain what the ad is trying to convince you of? The ad is trying to convince us that if we buy this Rolex, we will become one unique individual that has his or her own style and way of doing things.

4. 4. Explain how the design/layout/color, etc of the ad contributes to how it convinces you? The predominant color used in this advertisement is green. Rolex chooses green because green is the color of nature. It also symbolizes growth, harmony, freshness and fertility. Green also suggests stability and endurance. Another color Rolex has applied to this advertisement is black. Rolex chooses black as the color of its watch because black is often associatied with power, elegance, strength and authority. Rolex is basically saying that this particular watch is closely related to the nature while it still denote power, authority and elegance. The layout of this advertisement was very straight forward and easy to understand.5. a) Explain what is done well in this ad.The usage of color and layout of this advertisement was particularly done well. The black made it very clear that Rolex is suggesting elegance and power since we also know that this is a very expensive watch ($8400). Again, the layout of this advertisement is very straight forward and made it really easy for viewers to see what they are being introduced to. b) Explain what, if anything, is not done well or misleading? Why? I personally think that the front of the copy could have been a little bigger and that would make it much easier for people to read. The small front makes people have to really squint to be able to read the copy. And most people, if not really interested, would just give up trying to read the copy and simply walk away.

5. Advertisement #2Nokia N82 Mobile Phone Advertisement

6. 1. What is being advertised? Nokia N82 Mobile Phone2. a) What is the predominant type of technique and/or claim used in the ad? The predominant type of technique used in this ad is repetition. Other techniques include card stacking, plain folks, visual, scale and weasel words.b) Explain how you know it is this type of technique? I know the most predominant technique used in this ad is repetition because the logo/word “Nokia” can be seen all over the ad, from top to bottom. Also I know that they also use the card stacking technique because Nokia only stress the new features of the phone but ignores the expensive cost behind using the new features. Moreover, “…N82 helps you capture…”, “…help you make new discoveries…”, “Now you can find and tell better stories…” suggests that the plain folks technique is being used because Nokia is trying to say that the product is for ‘you’ and if ‘you’ use it, this and that will happen. I also know that the scale and visual technique was applied because the phone itself looks as big as a Farris wheel car, which is literally impossible. Lastly, I know that Nokia had used weasel words in their copy because the use of the word “helps”Nokia N82 Mobile Phone Poster Ad

7. 3. Explain what the ad is trying to convince you of? In this ad, Nokia is trying to convince us that if we buy this phone, we will have a free life and be able to travel around everyday and take pictures with their phone and share them on the internet. 4. Explain how the design/layout/color, etc of the ad contributes to how itconvinces you? The dominant color in this advertisement, orange, plays a important role in convincing me. As orange represents fascination, happiness, creativity, determination and success, Nokia then exploits the orange color in order to show make their viewers feel the happiness that this mobile phone can bring to them. The layout also contributes to how it convinces me, the mobile phone itself being in the middle of the advertisement makes it very clear what they are trying to sell to me.5. a) Explain what is done well in this ad? In this advertisement, I think the use of color and layout was particularly well done. The use of orange to show the happiness and creativity really did synchronize with me and the vivid layout with the huge photo of the phone in the middle of the advertisement made it very clear what they are selling b.) Explain what, if anything, is not done well or misleading? Why? I personally think the background could have been a little more focused on the Farris wheel because the little palace in the corner was somewhat distracting to the viewer which it could then take the viewer’s eye off the phone itself because the color of the palace was more flamboyant than the phone. Nokia N82 Mobile Phone Poster Ad

8. Advertisement #3Speedo LZR Racer Fastskin swimsuit Advertisement

9. 1. What is being advertised? Speedo LZR Racer fastskin swimsuit. 2. a) What is the predominant type of technique and/or claim used in the ad? The predominant type of technique used here in this advertisement is facts and figures. Other techniques include compare/contrast and magic ingredients. b) Explain how you know it is this type of technique? I know that the main technique used in this advertisement is facts and figures because at the right side of the advertisement, with big fronts, four facts and figures are presented to the viewer. Also, I know that Speedo uses compare and contrast because under every fact, it mentions that it is compared to another product from its own line of production. I also know that speedo also uses magic ingredients because speedo mentions that the “LZR pulse fabric” does so many good things that it makes “LZR pulse fabric” seem like some magical ingredient that makes this suit perfect. Speedo LZR Racer Fastskin swimsuit Advertisement

10. 3. Explain what the ad is trying to convince you of? This advertisement is trying to convince us that if we wear this swimming suit, we will be able to swim much faster because of this “LZR pulse fabric”. Speedo does this by showing us facts and statistics about the suit and comparing this suit to their other suits. 4. Explain how the design/layout/color, etc of the ad contributes to how it convinces you? The product itself, which in this case is the suit is in the middle of the advertisement makes it very clear what speedo is adverising. The usage of the color of red and black really suits well advertising this swim suit. The color of red represents energy, strength, power and determination. The color of black is a mysterious color associated with the unknown. Speedo is basically saying that by wearing this suit, you will have tremendous power, strength and energy and so you will not know how many good things you can expect from wearing this suit. 5. a) Explain what is done well in this ad? I personally thought that the use of facts and figures was really convincing because it is stunning to see how much more this suit and do than other swimming suits. b) Explain what, if anything, is not done well or misleading? Why? It would have been better if speedo had shown the face of the swimmer as some famous swimmer like Michael Phelps because that can further persuade the viewers to buy this swim suit. Speedo LZR Racer Fastskin swimsuit Advertisement

11. SourcesAdvertisement #1: Rolex < http://www.bsodmike.com/gallery2/d/12490-2/Ad150.jpg>Advertisement #2: Nokia < http://blog.zoopy.com/images/zoopy-nokia-n82_big.jpg>Advertisement #3: Speedo < http://www.speedo80.com/lzr-racer/features/>

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