Analysis on Nippon Paint Ads free essay sample

Paint Nippon paint is the largest paint manufacturer within Asia nowadays, which is established in Japan since 1881. With more than 120 years of experience in paint technology, they are profound in producing a variety of paints like emulsion, wood, metal and spray paint to suit different customers’ needs in several areas, for example, private and public residential and commercial buildings. High quality of lives and environmental friendly are of their main concerns. With these caring missions, the unique selling point of the brand is odour-less, and low degree of formaldehyde released, which helps sustaining healthy lives of both human and environment. ‘Innovation, Service and Leadership’ are their three main principles with the aim that helps rewarding future by harmonizing people, nature and society. To reach the target audiences widely, Nippon paint mainly employs TV advertisement to promote its products, printed poster, catalogue and outdoor billboard can also be founded in the market in advance. We will write a custom essay sample on Analysis on Nippon Paint Ads or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page In this analysis, a published printed poster together with a catalogue on 2012 is selected and analyzed, which is promoting the latest Nippon paint ‘Gold Formaldehyde-Buster Odour-Less All-In-1’. This paint has the advanced ‘Formaldehyde Abatement’ technology that can decompose all the harmful material and transform to natural water molecules. The possible target audience is health-conscious parents, especially pregnant mother or having young children. In this piece of advertisement, rhetoric devices, including logos and pathos, are used to persuade readers to consume the product which is explained below. Logos, meaning ‘the persuasion by the use of reasoning’, is employed with the help of statistics and numbers to present the advertisement in a more sounding and convincing way, for instance ‘Anti-bacterial up to 99. 9%’, ‘decompose nearly 100% harmful formaldehyde’ and ’15 functions’ on the poster and the chart about the decomposition of formaldehyde which is printed on the third page. The present of these figures enhances the reliability and authorization of the paint. Moreover, people nowadays are more aware of the safety issue of each consumer products, especially for those one would contact with every day. It is skillful to use number instead of words to present this information because of its eye-catching effect. Majority tends to look at the figure before words. If the ‘99. 9%’ is changed to ‘almost all’, the appeal and the credibility would certainly lower. In addition, listing all the household bacteria under the asterisk in the first page is a wise act that can easily attract people’s attention to read through the lines. Even though some may have little knowledge about those terms, people could get a brief understanding on how many specifically bacteria can resist by this paint. The specific biological terms for bacteria raise a sense of the profession and reliability while reading it. Statistic and special terms are powerful devices to enhance its selling points significantly. Pathos, the persuasion by appealing to the readers’ emotion, is used with the ideas of family and health which is presented by both texts and images. On the down left-hand corner, it stresses on the first page that the product is ‘especially suitable for baby, pregnant woman and elder person. Under both the western and orient traditional family concept, these people are of utmost important and should be treated with special and intensive care. Their health conditions and feelings are the top of concerned. People would therefore provide the best for them at all cost. Moreover, by mentioning the ‘all-around 360 ° protection’ and ‘high conscious on health’ in the first page, those family-caring members would quickly appeal to this information to p rotect their family members. What’s more, the unique selling point of Nippon stands out and it shows that this brand cares and thinks of all your needs and worries. On the other hand, the images within the poster also contribute much on this section. Comparing to text, photos are more appealing, conspicuous and memorable. If someone just takes a quick look on this poster, he or she would immediately associate it to the topic of family bond and healthy life due to the existence of a pregnant woman and children. Most importantly, the image suggests a family can be closely bonded together by the activity of painting a wall. The smiling face of the mother-to-be and the active poses of others imply satisfactions towards the product and possibly the activity also. Comparatively speaking, the appeal of emotion is much irresistible and powerful than that of logical that can attract people to consume. Other rhetoric devices are found to enhance the effectiveness on promoting the paint in this advertisement, for example repetition of a certain words, homonym and resonance. Within the whole advertisement, the word ‘formaldehyde’ is repeated excessively for more than 15 times, which is a device used to stress on its chief selling point of the paints the importance of its abatement. The repetition assists to deepen the impression of this outstanding point which cannot be found in other products. Homonym is skillfully presented on the sentence ‘Life. Splendidly Colored. ’ on the left of the fourth page of the ads. Homonym means the same word is used that contains 2 different meaning within the line. The word ‘colored’ can be interpreted in 2 ways. The first one is the color of the paint which means if one paints his home with the ‘color’, one can live in a colored house to have a joyful life. On the other hand, it is referring to a fruitful and special character or distinguishing quality of lives. For resonance, it is a rhetorical device that requires readers to look at the relation between the picture and words, which are tightly bonded to present the idea together. An example can be found on the right of the fourth page. By solely reading the words ‘Colors. Embedded in the family’, readers may not be able to relate this sentence to the paint. However, with the image of wall and the color card, the intension of this sentence is clearer. People would be able to understand the word ‘colors’ refers to the paint. After reviewing the content and rhetoric devices Nippon Paint employed in this piece of promotional writing, the evaluation of the effectiveness of the writing is as following. This writing is effective in communicating the brand’s message to a certain extent only because of the small proportion of covering the environmental friendly part. As mentioned on the first paragraph, there are two main messages that Nippon would like us to focus on, the high quality of human lives and environment friendly. For the first art, it is successfully presented to readers. The whole catalogue shows their dedication on caring consumers’ health by continuously illustrating the abatement of formaldehyde, anti-bacteria and anti-fungus. It is successful in convincing readers that they are determined on manufacturing a paint that is perfectly suitable and healthy for everyone. The concept of family-conscio us is also clearly shown, no matter in the texts or images. However, the environmental friendly part is unfortunately missing from this writing which causes the loss of balance between the two focuses. In spite of the loss of balance, the products’ selling point is doubtlessly present in detail with that advanced technology. To improve this piece of promotional writing, the first thing should be inserting a catchy advertising slogan to highlight the unique selling point and make the advertisement more memorable, like ‘Color your home, color your lives and live with healthy lives’. Moreover, the number of paint colors should be mentioned on the first page to convince customers that Nippon also  cares your preferences. For the images part, there are only 3 family members painting on the wall, but not the pregnant mother. It seems to convey a message that the painting is not suitable for her and she is seemingly excluded from her family members. It is better to arrange her to paint with other family members to strengthen the family bond. In the first page, the absence of second-person pronoun gives a sense of distance to the readers. At last a tag for the call of action should be included to raise the readers’ interests on consuming it. The advertisement on the low left-hand corner of the first page can be re-written as follow, ‘Reducing the degree of formaldehyde released by your brand-new furniture amp; against nearly 99. % household bacteria*. This paint with all-around 360 ° protection for your beloved baby, pregnant woman and elder person is now available in HK and is waiting for a highly health-conscious person like you. ’ Along with the close dialogue with readers, the effect of promotion is most probably improved. They would view this advertisement as a piece of caring ad vice rather than a ‘hard-sell’ product which further enhances the positive reputation of the brand.