A Compaq computer ad that caught my eye appeared in the E-Week, a weekly magazine for information technology professionals, targeting the new and innovative technologies in today’s business and professional environment. The focus of this ad is to introduce business owners to the new Compaq Evo™ notebook computer that might prove to be a powerful tool in enhancing the capabilities and productivity of their employees and increase their overall performance in and out of the work-place. Throughout the ad Compaq creates an ethos that they are the best in the computer industry, and unlike others, their competitors, they really care what you as the consumer do and how u do it. And that is why they are presenting the “Compaq complete mobility soluti

ons.” For those unfamiliar with this terminology, complete mobility solutions is just another way of saying that they make notebook computers with a wireless network card. In this internet and intranet age we all know that this is nothing different than what other large computer companies have been doing for a while now.

The most important aspect of any advertisement is the image or images that it presents. In this ad the top half of the page portrays a picture of a casually dressed middle-age man sitting at a conference table, sleeves rolled up, quite engrossed in the use of his Compaq notebook computer. The man has a very profound and calm look on his face – as if he has achieved something quite extraordinary. I believe this suggests that the users of Compaq notebooks and computers attain a peace of mind and confidence that others lack in the use of their information processors. In the same picture we see two other people at the far end of the room/conference table, just entering or passing by. The image of these people is blurred, intentionally so by the advertiser. They are probably trying to suggest that these people are not important, that the associate with the Compaq notebook is aloof from them, engrossed in his own world and his own work with the handiness of the notebook computer by Compaq. The main idea of the picture is to demonize others who do not utilize the great mobility of a Compaq Evo™, and to portray the productivity and activity level of someone that does.

Underneath the picture the bottom half of the ad contains a complete paragraph explaining in detail the motive of the advert

Some topics in this essay:
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