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Sony Vaio's Pretty Powerful Statement
CLIENT: Sony PRODUCT: VaioMEDIUM: Print/The Straits TimesMARKET: Female consumers (emphasis) ATTRACTION: Little, to be honest. The pink hue is lifeless, and the visual limited. There is a heavy reliance on the Vaio branding and the header and, although we support this ad, it is one that is easily missed. POSITIONING: This ad is all about the relational positioning. Aligning themselves with the Breast Cancer Foundation, Sony merge charity and women's health with the objective world of consumer electronics. The colour pink is what provides the connection between the two, and provides the foundation upon which the whole aesthetic is built. ANALYSIS: This ad is all about the header, and the pun contained therein. The pun revolves around the word "pretty", and alternates between delicate femininity and endearing modesty. It's clever, emotional, and packed full of meaning. The rest of the ad is, however, underwhelming when compared to the header. In particular, the brand tangentially emblazoned across t
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