Since as early as the 1950’s, when it was speculated that movie goers were subjected to subliminal messages, controversy has surrounded hidden messages within advertising(Beach, n.d.). Although subliminal advertising has been made illegal, all advertising plays on the consciences as well as the unconscious. Today’s advertisers are keenly aware of the use of the subtle and not so subtle imagery’s impact on today’s consumers. Even in something as commonplace as office equipment, advertisers play upon common themes, such as sex and leisure, to sell products. A close examination of two advertisements for multipurpose imaging devices will provide examples of this trend.
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Mita ad from 1996 Newsweek |
A full page ad in a 1996 Newsweek depicts the Mita DC-8090 copier, a large, off white machine with a document feeder, collator, and multiple paper trays. The photograph itself takes up three-fourths of the page. What is unusual about the image is that the copier isn’t in an office. The machine sits near the rough of the world famous Saint Andrew’s golf course in Fife Scotland. The setting for this ad is a beautiful day with a perfect pale blue sky and the aqua blue of the Eden River in the background. There are no buildings to clutter the serenity of this scene, just the copier in the rough and the golfer putting on the green. Since the photograph has a wide perspective, it is difficult to recognize any dominate features of the golfer. He is obviously a man, however his race, age and status are hidden. He is wearing casual attire consisting of khaki pants with a red polo shirt and black shoes. The description above the picture of the copier, uses 10 point black type on white background. There is a call to action; call our 800 number to order yours. The tag lines below the photograph, although much larger than the type above, actually say less. The company claims that it makes up to 80 copies per minute, collects finished documents, and resets originals, without supervision. Then the last line asks “What are you going to do?” Their red logo, along with a tag line that states, “Automatic copying, MITA perfected it.”, appears in the lower right corner.
Mita uses its ad to target driven, modern businessmen who desire increased leisure time. Its placement is a natural fit, since Newsweek has been providing in-depth analysis, news and opinion about international issues, technology, business, culture and politics since 1933(http://www.newsweek.com/about-newsweek-4, 2014). Newsweek’s focus on technology, coupled with business, appeals to this demographic. The appeal of more leisure time is sure to resonate with the overworked, middle managers of America.
The juxtaposition of the copier in the Mita ad near a green of the world renowned Saint Andrew’s golf course immediately draws the reader into the ad. Saint Andrew’s is recognized by golfers everywhere as the ultimate golfing destination. The perfect pale blue sky along with the aqua blue Eden River transmit a truly tranquil, relaxed, easy feeling. Its beautiful array of green grasses present a sense of confidence and security. The absence of buildings highlight the serenity of this scene. The man’s facial features are obscured to the reader on purpose. The advertiser wants him to be any man. The actual written text portion of the ad only serves to reinforce the simplicity of the copier. Using only a few sentences, the ad describes the simplicity, ease of use and features of the machine. This minimalistic use of copy supports this concept of the machine’s simplicity. There are two a calls to action, which implies this simple step will lead to more leisure time, maybe even on the links at Saint Andrew’s. The use of bold black type before the logo, adds a hint of authority. However the transition to the red logo and subsequent type, indicate another, subtle, call to action.
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HP ad from 1996 Newsweek |
Another similar ad appears in the same 1996 issue of Newsweek for the Hewlett Packard Copy Jet imaging device. It also is a full page ad, dominated by several photographs, which occupy 3/4ths of the page. These consist of one large photograph on the left and fifteen smaller photographs, representing copies on the right hand side. Depicted in the original and copies is a woman attempting to be a fashion model. She is wearing a bright yellow trash can lid as a hat. However, the color purple dominates the ad, with the mottled purple background and a violet shawl wrapped over her shoulders. Additionally, she is wearing a strapless black dress, dark sunglasses and short cropped hair. Her overall demeanor is one of brooding sexiness. The words “it prints” in a ½ inch high black banner, sits under the larger picture. A similar banner with the words “it copies” sits beneath the fifteen copies. Directly below, in parenthesis, is the line “It does not, unfortunately, monitor taste” in the same size type as the banners. There is an abundance of white space between lines up to this point. The heading above the description copy states “Introducing the first color copier printer. The HP Copy Jet” in 20 point black type against a white background. A block of wordy text attempts to explain the images above it by stating, that it’s not about the subject, but about the flawless reproduction and vivid color. They continue to speak about other functions, for more money, such as networking it with other computers. In the bottom right corner is the Hewlett Packard blue HP logo. There is a picture of the Copy Jet to the left with its off white lid opened, exposing the glass plate where originals are loaded.
Hewlett Packard uses its space in Newsweek, also to appeal to driven, modern businessmen seeking more freedom. Once again, its placement is a natural fit. Their ad plays on Newsweek’s focus on technology and business along with culture. The target audience is any straight male from the age twenty on up. The ad’s sexual overture married with the concept of increased time to goof off goes along way with the male ego.
Initially the Hewlett Packard ad mimics the simplicity of the Mita ad, but quickly loses cohesion. The use of the sixteen images, one large and fifteen small, is an ingenious way to grab the reader’s attention. The mottled purple background arouses an impression of superiority, mystery and romance. The woman’s violet shawl, gives the subtle impression of royalty, which bolsters the impression of prestige and supremacy. Her bright yellow trash can lid brings to mind the phrase garbage in, garbage out. However, as we will see later, this is not the case for this printer. It takes even something as mundane as a garbage can lid and transforms it into a fashion accessory. The color yellow contrasted against the purple background, radiates and projects a warm, cheerful, playful mood. Her dark sunglasses add to the mystery of who she is; she could be the woman of your dreams. Her strapless dress adds to her sex appeal and the sex appeal of the ad overall. Her short cropped hair adds to her allure. She is a modern woman, much like Audrey Hepburn in the movie Breakfast at Tiffany’s. The ad quickly loses coherence by introducing far too much text to the ad. The banners, however do add perspective, depth, and emphasizes, which bolster confidence. The humorous line “It does not, unfortunately, monitor taste”, is a disclaimer attempting to say sorry for the image. The ad begins to lose continuity, simplicity and sense of humor when it endeavors to explain the picture above it. Although the humor continues in the body of the text, which states, “Don’t look at the hat”, it’s too little, too late. The remainder of the ad seems as if it were an afterthought. Their logo which is recognized by business people as a symbol of precision, is just thrown onto the page. Their blue logo also suggests a confident company with depth and stability, who have gained the trust of the consumer. Unlike the Mita ad, the picture of the Copy Jet seems unintentionally out of place. Even so, with its off white lid opened, exposing the glass plate where originals are loaded, the concept of inviting simplicity are implied.
American’s have always used technological advances to improve productivity and thus increase leisure time. These two advertisements strike a common chord by exposing the primal need for freedom. The use of subtle, perhaps even subconscious messages, embedded within the imagery are utilized in this objective. The Mita copier ad creates a mood of carefree living that is free from the hassles of daily life. The Hewlett Packard printer ad achieves its objective with an atmosphere of a sharp, vibrant, excitement filled life. Although on the surface these ads are selling office machines, there is much more being sold. Each has a hidden message, not subliminal in the conventional sense, but hidden nonetheless. They both rely on the individual elements of the images they contain to transmit their message. Even the Mita ad’s underlying message is not to go golfing, but to enjoy more time away from the office. The Hewlett Packard ad’s veiled message speaks of having time for fun in different way.
References
By Justin Beach, e. C. (n.d.). Subliminal Messages in Marketing. Retrieved from eHow.com: http://www.ehow.com/info_8252404_subliminal-messages-marketing.html
HP Copy Jet Ad. (1996, March 4). Newsweek, p. 14.
http://www.newsweek.com/about-newsweek-4. (2014). Retrieved from http://www.newsweek.com: http://www.newsweek.com/about-newsweek-4
Mita DC-8090 copier ad . (1996, March 4). Newsweek, p. 75.
