analyzing a vodafone advertising Beatrice Portelli cl. 4^A analyzing a vodafone advertising

Main Points Objective: Argumentations: Thesis: to make people interested in Vodafone to make them switch to Vodafone Argumentations: statement of the advantages of the offer Thesis: Vodafone’s new offer is interesting and advantageous

Ad structure Introductory part (setting, trigger, introduction of the offer) Presentation of the offer (with related argumentations) Conclusion (logo and tag phrase) 1 2 3

Way to catch attention Images: Language: introductory part 1 Way to catch attention Images: Creation of an unusual situation (a talking bear skating in the middle of a square) Most people wear white/red clothes (the colours of the brand) Language: Simple, short dialogues Creation of a relaxed atmosphere though funny use of language (wrong use of French term to mock the names of real classical dance or ice skating moves, exaggerated movements and way of acting)

Introduction of the offer introductory part 1 Introduction of the offer Images: People clearly show the number “250” (that is the number of messages / talk minutes you can benefit from with the offer) Language: Spoken language draws attention to the number “250”, too.

Presentation of the offer body 2 Presentation of the offer Images and language: Short phrases sum up the main points of the offer, both in written and spoken way (words highlighted as the voice says them make even easier to follow the thread of the message) Further information is added with smaller font (they are neutral, therefore useful but they aim to inform the costumer not to persuade him/her)

Presentation of the offer body 2 Presentation of the offer Main information (already introduced and now repeated) Further advantageous information Technical (neutral) information

Music choice Sound level: Where? Which music? Word level: body 2 Music choice Where? During the presentation of the offer Which music? Instrumental refrain of a very popular song of that period Sound level: Repetitive, catchy, repetition of the interjection “Hey!” that catches the listener’s attention Word level: Don't listen to a word I say Hey! The screams all sound the same Hey! the text of the refrain encourages the listener not to listen to “the screams” that all sound the same. Encouragement not to listen to the advertisings of the other brands (similar to each others) and focus on Vodafone’s one.

Conclusion Images: power to you 3 Conclusion Images: Vodafone’s logo, with its tag phrase (power to you) (red background highlights the feeling of “power and energy” underlined by the slogan) The bear expresses his positive feeling towards the offer power to you

Peculiar Italian traits Comparing the Italian Vodafone advertising with other Vodafone ads addressed to other countries, or other Italian ads in general, I think the peculiar Italian traits of this ad are: a lot of noise, music, people talk in a very excited way enthusiasm towards the offer low focus on the actual usefulness of the service