RA Nikon Camera AD analysis

I went through some ad's and found one that stood out to me. Based on the magazine it was found in, ESPN the Magazine, the audience is primarily men who seek a little adventure and fun through sports and hobbies and being outdoors. It is aiming at an older audience; most young men don't have the money for an SLR digital camera. The picture being shown is of a child; indicating that the camera can be used to capture the sporting events of a child. A woman is holding the picture out towards us...it is a huge and clear printout of the child, indicating that you can capture a moment in clear detail and print it out at even a large size without sacrificing quality. The headline of the ad stresses that more of your pictures will be good; that before she had to delete 9 out of 10 pictures, but then she got the Nikon D40. It's basically saying that this camera is so good that it will do the rest; no substantial talent needed.

The ethos for the ad is that it is in a major publication and is from a well known company. Nikon is recognized as being a leader in the industry, along with Canon...It doesn't try to seek credibility in a study or statistic that proves it's the best camera on the market. Mainly because it's a entry level camera, and they want people to see it and think "if I want a cheaper alternative to taking great photos, then the Nikon D40 is the one for me." Another ethos aspect is that it invites you to log onto a website and see the sample photos taken by 200 amateurs who were given the camera for free; this backs up their claim that anybody can take a good photo, even you. The Logos is played on a little less; if you get this camera, you will take better photos. Each photo you take will be better, so you'll capture that special moment. The pathos of this ad is the woman holding the picture. She is smiling and is in bright yellow clothing; she stands out from the crowd, just like you will do if you have this camera. The picture features a happy, smiling child...Appealing to the emotions of anybody with a child who has ever taken a picture of their child or wished they had better photos of their child. It's a common and simple emotional appeal. I think it's effective for the target audience; they don't need to see data showing the megapixels and comparing the Nikon and Canon; they just want an affordable camera to take better photos. There's a large market for it and they don't care about technical features; this ad makes an appeal to logic because it has high credibility and has the right amount of emotion to connect with the audience.