Advertising is one of the most important marketing strategies in the majority of companies. Many organizations communicate about their goods and services through advertising. Research shows that it is one of the most convenient methods used for marketing (Nwabueze, Ezebuenyi, & Ezeoke, 2012). However, the paramount factor to consider in advertising is its ability to communicate the message clearly and entice customers. One has to make sure the advert is of high quality and can be effective not only at a local level. A high-quality advert will attract clients locally and nationally. It is also crucial for the advert to be both enticing and not devoid of its meaning and purpose. One of the commonly used advertisements in the world is print media. It is a form of advertising that uses physical means to communicate. The information is published physically in media and then posted in different ways. One can choose to publish it in magazines or even create an outdoor billboard. It is challenging to estimate the cost of print advertising since it is subjective. It depends on many factors that usually rely on the clients’ specification. The given paper will examine a print advertisement of the company Emirates Airline and provide a profound insight into the perception of the concept “borders” described in the ad in terms of the UAE culture.
Description of the Print Advertisement
The print advertisement in the case study belongs to a company called Emirates Airline. The advertisement has different aspects reflected in its visual content. First, the advert shows five children with skateboards playing on the road. The children seem to belong to diverse cultures and social backgrounds. Secondly, it has a statement printed at the bottom of the company logo saying “Tomorrow thinks borders were so yesterday.” Moreover, the print advert has a company logo in the right bottom corner and a brief statement “Hello Tomorrow.” The background location looks like a simple urban setting with simple infrastructure. However, the road is tarmac and looks modern. All of the people present in the advert are children.
Analysis of the Print Advertisement
Carrying out the advertisement analysis, one has to consider all the aspects of its meaning thoroughly. Almost all of the concepts in the advert are symbolic and convey a certain meaning. However, in order to understand the advert properly, it is necessary to be familiar with the real objective of the company (Nwabueze, Ezebuenyi, & Ezeoke, 2012). The company is an airline and targets people who want to move from one region to another using an airplane. The primary purpose of the company is movement, therefore the advert displays children using skateboards on the road. .It enables to convey the meaning of the freedom of movement. Similarly, a light-hearted mood of the children is symbolic and aimed at showing clients that traveling with the airline is bound to be an amusing experience. The concept of “borders” reflected in the advertisement focuses on facilitating transportation from different regions. In the key statement which supports the visual content it signifies that borders are not a barrier for traveling anymore. The fact that only children are present in the ad is symbolic of the future as children commonly embody the concept of future builders.
Concept of “Borders” from the Cultural Perspective
The print advert is well-composed, being both appealing and original in conveying its meaning First, the advert uses the concept of cultural integration to communicate its meaning in a unique sense. The children in the advert are from different cultures which signifies how the company accommodates various aspects and cultural differences in the society. It is important for a company to have an advert that is culturally cohesive so that it will be able to attract customers from different backgrounds (Vidas-Bubanja & Bubanja, 2015).
The main aspect of the given print ad is the concept of “borders.” Since the company specializes in traveling and transportation, itis obvious that the company’s focus is related to the concept of “borders.” The company uses the cultural aspect to show that traveling from one country to another has become easier. The main slogan of the ad “Tomorrow thinks borders are so yesterday” indicates that traveling from one country to another has become much easier now. The company focuses on the future and wants to entice customers who are willing to travel across the country. The advert makes traveling more appealing and amusing by comparing it to the pleasure children derive from their outdoor activities. The fact that the ad shows different genders highlights its target audience including both female and male customers.. Apparently, the target audience is not restricted to children, however, their prevalence symbolically represents the futuristic aspect of the advert.
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Clearly, when analyzing any print advert, one has to focus on different aspects of its multifaceted meaning. The adverts usually convey their meanings through various methods. They have to communicate their objectives and at the same time entice the particular customers. Mostly, the objects in the print advert are symbolic and convey different meanings that are related to the target customers. To communicate effectively through a print advertisement requires mastering quality improvement skills and conducting proper market research. The ad analyzed in the given paper has succeeded in providing the effective visual content consistent with its verbal part in terms of the original interpretation of the concept of “borders” including cultural, social and gender aspects.