Comparison Between Ad Sony’s Bravia X-Series Lcd Television and Nec’s Multeos Lcd Television
Executive Summary
This report focuses on advertising appeals and executions as a means for critically analysing the following two products advertisements:
• Sony’s Bravia X-series LCD Television (Appendix 1)
• NEC’s Multeos LCD Television (Appendix 2)
These products are direct competitors. It is therefore the purpose of this report to comparatively examine several aspects of these advertisements in order to propose conclusions, suggestions and recommendations that may allow Sony’s board of directors to either gain an advantage over its competitors or capitalise on their edge over their competitors, ensuring their future success.
After analysis of the advertisements advertising appeals it was discovered that the common and most appropriate choice of appeal approach was informational and rational, presenting this using a feature appeal approach which emphasises the products main attribute or benefit. Each advertisement did so effectively by catering directly to the motives and desires or their target audience. It is recommended that Sony carry this approach and well directed message through to their other promotional activities.
An analysis of the advertisements creative execution highlighted that both Sony and NEC had chosen a straightforward and factual style of execution. To enhance this Sony combined this style with another—imagery while NEC presented a subtle example of demonstration advertising. While both directions were well constructed, Sony’s execution was more effective especially in terms of its ability to attract the target market and improve their attitudes toward the brand and product. It is therefore recommended that Sony look to capitalise and build on their success and advantage while remaining aware of NEC’s future actions.
Introduction
Sony’s Bravia X-Series LCD and NEC’s Multeos LCD are direct competitors. Such products and their print advertisements will be examined by making comparisons,
This report focuses on advertising appeals and executions as a means for critically analysing the following two products advertisements:
• Sony’s Bravia X-series LCD Television (Appendix 1)
• NEC’s Multeos LCD Television (Appendix 2)
These products are direct competitors. It is therefore the purpose of this report to comparatively examine several aspects of these advertisements in order to propose conclusions, suggestions and recommendations that may allow Sony’s board of directors to either gain an advantage over its competitors or capitalise on their edge over their competitors, ensuring their future success.
After analysis of the advertisements advertising appeals it was discovered that the common and most appropriate choice of appeal approach was informational and rational, presenting this using a feature appeal approach which emphasises the products main attribute or benefit. Each advertisement did so effectively by catering directly to the motives and desires or their target audience. It is recommended that Sony carry this approach and well directed message through to their other promotional activities.
An analysis of the advertisements creative execution highlighted that both Sony and NEC had chosen a straightforward and factual style of execution. To enhance this Sony combined this style with another—imagery while NEC presented a subtle example of demonstration advertising. While both directions were well constructed, Sony’s execution was more effective especially in terms of its ability to attract the target market and improve their attitudes toward the brand and product. It is therefore recommended that Sony look to capitalise and build on their success and advantage while remaining aware of NEC’s future actions.
Introduction
Sony’s Bravia X-Series LCD and NEC’s Multeos LCD are direct competitors. Such products and their print advertisements will be examined by making comparisons,