Sony Ad Analysis
The Sony ad for their line of Bravia TV is a masterpiece of visual storytelling. The image consists of a man taking a cell phone photo of giraffes from the TV itself, cleverly implying that the picture quality is so lifelike, no one will know the difference. The tagline “As Real as it Gets” emphasizes this point in the lower third.
History of Sony Televisions
In a way, you could say Sony invented the first “flat screen” television in 1960 with their Trinitron technology. Daewoo released a similar product in 2000 called Direct LED, which was the next evolution, followed by LG’s OLED in 2008, and Samsung’s Plasma in 2009.
Sony was the first to come out with a television that took advantage of OLED technology in 2011. A few years later, Samsung and LG were also starting to produce their own models.
The best thing about Sony product placement is always how natural it looks within the scene. It seems like someone just happened to set their camera down and take a picture of whatever was on the screen, which many times is Sony products.
Sony has been producing high-quality televisions and accessories for decades. They have become the leader in the consumer electronics market, with many of their products being the first to hit the shelves. They have produced some of the best HDTVs and video game systems in history. Their latest line of Bravia TVs is no different.
Sony’s Newest Ad
The ad centers around what appears to be a television show about an African Safari. While a man is taking a picture of some giraffes on the screen on his cell phone. The unspoken story we’re supposed to infer from this setup is that he’s taking a picture of giraffes because they are so lifelike on the screen. No one will be able to tell the difference between his picture and the real thing.
Sony Ad Strategy
The man taking the cell phone picture in the foreground is a great touch. As he gives the viewer an idea of scale. The man appears to be several feet smaller than the TV itself. This allows the viewer to immediately determine that the giraffes are more prominent than expected. They are, in fact, closer to scale than what a standard television could produce.
There is an element of mystery in the picture as well. Is the man attempting to fool people into thinking he took an African safari and actually obtained these photographs himself? Or is he simply trying to show his friends the stunning clarity and lifelike realism of Bravia’s picture? The fact that his motives are unclear adds to the intrigue and makes you want to know more. The creators of this advertisement used its unique setup very cleverly. as it leaves the viewer with many questions and a desire for answers.
As with any good ad, you have to keep in mind who you’re trying to reach with it. Is the audience someone who has never seen a Bravia before? Or are they a little tech-savvy and know the ins and out of high-end televisions?
The fact that a man is taking the picture from his phone suggests that it’s meant to reach the mainstream audience. People who are not as tech-savvy and are not big on technology might purchase this TV because of its high-quality pictures. Rather than offer a detailed analysis of the TV’s technical specifications. The point that the image is crisp and lifelike is immediately apparent in the story being told in the ad.
The way the ad is framed makes it hard to tell if another person is taking the picture. Or if he’s simply holding his phone up above him to get a better shot of the screen. The man looks very small compared to the screen. Which lends itself to the idea that the Bravia is a giant television. This message is reinforced by the fact that giraffes are used. Therefore meaning the screen can accommodate lifelike images of two very tall animals.
What the Ad Says About Sony
This image says to me that Sony is bold and confident. It’s made up entirely of color, suggesting they aren’t afraid of standing out from the crowd with their use of primary colors. Also, notice how square-shaped all the objects in the picture are. This conveys a sense of both stability and reliability, with a hint of “cutting edge” thrown in for good measure.
It also says that Sony is confident in its status as the market leader in high-end televisions. Again, this ad is very confident in its message. It takes almost no time to convey its point, and it makes sure there are no lingering questions about what’s taking place in the picture. Instead, everything points back to the screen being lifelike and sharp. And given Sony’s reputation as a go-to brand for consumer electronics, they know people can rely on them to make a quality product.
This ad was very well thought out, and it displays Sony’s line of Bravias as a clear step above the competition. The color scheme is also spot-on, with the reds, oranges, and yellows contrasting nicely with the blues of the sky. Their Bravia HDTVs are high-end products, and this ad proves it.
Sony has a winner on their hands with these ads take the viewer directly to Africa without ever leaving their living room. It says Sony is bold enough to take risks with their advertising, and it expresses their televisions are so lifelike. Therefore you might not even realize there’s a picture on the screen until you get up close to it.
This ad is thought out brilliantly. It draws you in immediately and offers a sense of mystery. Thus makes you want to know more about the Bravia HDTVs from Sony. In addition, the use of Africa as its setting shows the lifelike quality of the picture. Therefore gives it a sense of realism that does not require knowing the technical specifications.
Thank you for reading.
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