(The original and complete ad is from the Sacramento Bee-Wednesday, November, 14)
While glancing over this advertisement, I almost fell for their scheme. Most consumers fail to recognize the hidden financial costs. Close to the bottom of the ad, in microscopic font, the following disclaimer is printed, "New two- year contract on qualifying plan and mail-in rebate card required." The free phone requires a two year contract separate from existing contracts. Also, this offer does not apply to all plans.
Its creative use of pink appeals to women, teenagers, and urban crowds. This advertisement is directed at women because of their liberal spending habits. Girls are usually known for buying the latest products and encouraging their friends to do the same. Savvy and clever ad creators have successfully created this ad that markets to the feminine side of society.
Another technique used in the Samsung advertisement is the invitation to 'visit T-Moble.com or a store near you' without listing the locations. This requires the consumer to use internet technology in order to find a retail location. Visiting T-Mobile.com is another method of advertising. Hidden on their website, shoppers must search for store locations. While doing so, they are often bombarded with more T-Mobile products and services.
I think this ad is funny because its very simple layout successfully attracts consumers. I did not fall for T-Mobile's trap but I admit that it is a genius marketing tool. The eye is immediately attracted to the pink word FREE surrounded by a black background. One can potentially acquire a free phone, but the plan will make this free phone even more expensive. I still read ads, hoping that they ad will fairly market a product without any hidden disclaimers.
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