I was just going through this Motoral Charm review at Mashable and noticed the text and images in the promo graphic:
“Still recovering…too many parties” caught my attention. As a professional I’m all the time writing promotional copy for various clients and notice these subtleties as a habit. In almost all phone advertisements the target audience seems to be a demography constantly organizing parties, get-togethers, discussing their dates, trying to hoodwink girl friends or boy friends, exchanging sweet nothings, or just acting smart ass. Nothing of substance seems to be happening through their phones. They are not shown studying, working, helping each other, or engaging in activities that have a meaning.
To be fair not all ads are like that. Some of the Airtel ads are really great, but then Airtel provides the connections, not the gadgets; so may be it’s about services and products.
Smaller handset companies, on the other hand, do cater to a segment that seems to be doing normal things like traveling to school or college, living in another city and talking to parents (and vice versa) or getting useful information from the net for a job interview.
So it might be that people that buy expensive phones are simply whiling away their time while people buying cheaper phones actually work. At least that’s the image being portrayed.
