The Advertisement Of ANA (All Nippon Airways)

In this advertisement, a young white businessman wearing a business shirt is sleeping with his mouth half open and with his glasses on in a first-class or business-class reclined seat in an airplane. We are also able to see the hands of a female flight attendant taking his glasses off from his face tenderly. On the top middle of the page, a symbolic image is found, which we can recognize as a female flight attendant carrying a drink on a tray together with a tiny text “Attention.” Similarly, in the very middle of page, just above the busi

ness man’s face, the same type of symbol in which we can read “Omotenashi” in Japanese is shown with an English text “Attentive.” An image of a flying aircraft is shown in the bottom left, whereas ANA’s company logo is seen on the opposite corner. A short message explaining about their service is written between them.

A blue color dominating this ad also plays a significant role in making the readers comfortable. Blue is used in background, a blanket, a pillow, a seat, a businessman’s shirt, a flight attendant’s costume, and letters that can read in the bottom of the ad. There are three significant meanings in this ad. First, blue conveys us a sense of calmness, comfort, and peace, linking to an image of ANA’s attentive services. Second, it is a color of sky, which reminds us that this ad is strongly relevant to sky, an airline company. Third, blue is a corporate color of ANA. Both a small image of ANA’s aircraft and its company logo in the bottom indicate that their corporate color is blue as well. This consistent usage of blue color will remind those who have seen this advertisement of ANA’s attentive image when they actually see ANA’s aircraft at the airport and will effectively induce them to try ANA for their next trip.

Some topics in this essay:
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