The Olympus camera advertisement was taken from The Star newspapers on December the 17th

this year. First glance through this advertisement shows a pretty and sexy female holding the

latest Olympus camera. The main logo “OLYMPUS” is situated on the top left of the

advertisement whereas a cheeky message that states “The New Smart“ is placed on the middle-

right side of the advertisement.

Based on the advertisement, four persuasion methods were embedded after a close observation

was done. One of the four persuasion methods used is attractive communicators. This method is

clearly shown as there is a female with a demurring figure and pretty face holding the latest

Olympus camera. This method helps to attract many readers regardless of age to read the

advertisement. People will also tend to notice her picture in the camera that will inadvertently

indicate the quality of the Olympus camera to take good pictures.

On the other hand, the second persuasive method used is credible communicators. This method is

shown as the female in the advertisement is Denice Lin, a renowned Singaporean actress hired

by Olympus to help promote their product. By doing so, it makes the reader belief the fact that

this camera is a trusted brand by famous people as the model’s face appears to be in the camera.

Close examining of the model’s figure, readers will notice a smartphone in her left hand that will

make readers realize that this camera is functional with phones as well thus, making them more

knowledgeable about the camera’s other uses.

Other than that, this advertisement also includes messages that do not seem to change the

readers’ attitudes. The line that states Olympus cares about your health and happiness” does not

seem to brainwash the perception of the readers as first, it’s considered a long line to read. Also,

the term “health” in it shows no relation for what a camera actually does for an individual. The

tagline under the “OLYMPUS PEN” that states “Share Beautifully” shows no effect as people

tend to use the camera merely for its sole purposes which is, to capture images and record

moments. The sharing part is secondary.

Lastly, the cheeky message “The New Smart” indicates it is a message with emotional contents.

This message ensures that its readers do not feel left out because of the term “new”. Nobody

prefers to be old-fashioned in this ever-growing-tech society. The word “smart” is effective as it

will ensure that fellow readers would want to experience the so called “smart” features this

camera has to offer. The advertising mood is coherent to attract those who have passion for

photography regardless of age.

SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN.

FOUNDATION IN NATURAL AND BUILT ENVIRONMENT.

(FNBE 0414)

NAME : ARVINDHAN S/O BALASINGAM

ID : 0319753

WORD COUNT : 464 WORDS

SUBJECT : SOCIAL PSYCHOLOGY (PSY 30203)

LECTURER : MS. NORUL HIDAYAH

SUBMISSION DATE : 18TH DECEMBER 2014