<div>I got this image by typing in the keywords: best print ads 2017. One of the hits was graphicdesignjunction.com. This website is a great resource with lots of excellent advice for graphic artists and examples of effective ads.</div> gdj.graphicdesignjunction.com
<div>Slogan: This slogan is short, which would appeal to the target audience that likes adventure and doing extreme activities in far-off locales. Survival requires quick access to helpful resources. This target audience needs their technology to be reliable in any situation. </div><div><br></div><div>The slogan also highlights the fact that even if the world ends, the phone will be a key tool for a person's survival.</div><div><br></div><div>The phrase "Just in case" reassures the audience. While the world is fine right now, anyone who buys this phone will be prepared for anything. With recent nuclear threats from North Korea and the strained relationship between the US and Kim Jong Il, people may be making survival plans and feel good about including this phone in those plans.</div><div><br></div><div>"Just in case" is also a play on words as the phone has a sturdy, waterproof and temperature-proof case. This may put a smile on an audience's face despite the bleak setting in the background. It will make the people who "get" the play on words feel smart. </div><div><br></div>
<div><span style="font-size:16px;">Sonim Technologies is the provider of the world's most rugged, water-submersible mobile phones designed specifically for workers in demanding environments.</span></div><div><br></div> store.sonimtech.ca Sonim Technologies is the provider of the world's most rugged, water-submersible mobile phones designed specifically for workers in demanding environments.
<div>Target Audience: Men and women aged 23-33 who are adventurers, explorers, travellers, involved in extreme sports</div><div>Justification: The scene behind the hand is dark, grey and almost lifeless (except for a couple of dim lights). However, the hand coming out of the snow looks strong and determined to survive against all odds. </div><div><br></div><div>Message: The Sonim cell phone will be there when you need it most - when your survival depends on it. The light coming from the phone screen is bright and full of life despite the world being in ruins. This will give the target audience comfort knowing their phone won't let them down.</div>
<div>Image: The only two items in this image that have light on them and seem to still be working are the Eiffel Tower and the Sonim phone.</div><div><br></div><div>The Eiffel Tower is a well-known building that represents strength in its structure and beauty in its design. The Eiffel Tower has been around since 1889 and has stood the test of time.</div><div>Sonim wants the Target audience to see these same attributes in their cellphones: strength, beauty and the ability to work despite the passage of time. </div>
<div>Text is sparse (3 short sentences in the bottom corner of the ad), the font is in block letters and has clear lines (not loopy).</div><div><br></div><div>I picture the target audience being very straightforward people who want information that is to-the-point, allows them to read it quickly and then jump from task to task efficiently and at a fast pace (like extreme sports and adventurous travel).</div><div><br></div><div>The fact that there is so little text tells me that Sonim wants the image, light and dark tones and the strong image of the phone being thrust out of the snow to tell the story.</div><div><br></div><div>The text provides a bit of extra information (cell phone model #, "Temperature resilient.") and a bit of humour ("Just in case.") Information can be life and death for the target audience and a sense of humour is necessary in an adrenaline charged lifestyle.</div>
<div>The look and feel of this ad is created by the lack of colour (except for the yellow outline of the phone) and dark and light contrast.</div><div><br></div><div>The phone is a beacon of hope (like a lighthouse) for the person who is buried underneath the snow. </div><div>The target audience is reassured that the Sonim phone will help them in the toughest conditions and could even help them survive something as extreme as the apocalypse!</div><div><br></div><div>The phone is not as covered in ice or snow as the rest of the structures in the image. This supports the claim that the phone will still work in extreme temperatures - something the target audience will use in their adventures.</div><div><br></div><div><br></div>
<div><span style="font-size:16px;">Sonim Sets New Guinness World Record</span></div><div><br></div><div>The Sonim phone is crowned "The World's Toughest Phone" in this world record attempt in 2011. The phone was dropped from the height of 25 m onto concrete pavement and was fully functional following the drop.</div><div><br></div><div>The Death Metal music in this video would appeal to Sonim's target audience who thrive on adrenaline and extreme stunts/adventures.</div> www.youtube.com
<div>Photo manipulation: A hand has been photographed and inserted into the image. I know this because this setting doesn't exist in the real world. The wrist section has been blended well and some shadow around it gives the feeling that the hand has just poked out of the snow.</div><div><br></div><div>I think snow and ice has been "painted" onto the hand and wrist to show the reader how cold it is. Also, the skintone of the hand is pink (warm) compared to the rest of the background. If ice and snow were not painted on the hand, the reader's attention would have been more of a focus instead of the phone. </div>
<div>Photo manipulation: A photo of the Eiffel Tower has been inserted into this fictional setting. Since it doesn't usually snow too much at all in Paris, the snow would have been added manually as well.</div>
<div>Photo manipulation: I think the designer manipulated the lightness and darkness in the sky so the Eiffel Tower would be highlighted and contribute to the ad's message.</div>