Submitted: 9th April 2007
Course: Introduction to Mass Communication (J201)
Verizon has always recognized the benefits of advertising. Evidence can be seen by statistics in 2004 when it became the top brand to spend the most on advertising (http://www.adage.com). In its recent ad in Ebony magazine, Verizon successfully demonstrates how ads express the desires of a particular group of readers (Twitchell, 1997) by audience segmentation and creating a self-worth in its readers. This essay attempts to examine how the above purpose is achieved from the perspectives of Ebony (media company) and Verizon (client).
Considered one of the most popular African American magazines in the United States, Ebony claims to reach more than 40% of the following consumer segments: women, parents, shoppers, college graduates, students and primary wage earners (http://www.ebony .com). Ebony shows that ‘their entertainment medium will be consumed by a certain number of people who are divided by demographic sections’ (Twitchell, 1997). In addition, Ebony emphasizes what its readers are concerned about: the ‘respect of black culture’ and ‘black consumerism’ (http://www.ebony.com) in their eds. Thus, Ebony attempts to adhere to the needs of its readers by clearly stating the demographics and psychographics of its readers. This assertion would naturally lead to a ‘smaller circulation’ within society as ad space would only be provided to clients who meet the needs of African Americans (Turow, 1997). Thus, readers of Ebony are being viewed as the consumer rather than the product of the advertisement as they indirectly participate in the ad-choosing decision of Ebony.
The desires of Ebony’s readers are also shown through the advertising strategy employed by Verizon. To being with, the ad demonstrates the success of tying its products to the theme of Ebony’s February issue – Black History Month (Twitchell, 1997). First, the insertion of a poem written by J. Ivy attempts to generate community-building in its audience. J. Ivy represents something that the African American community shares together: the history of a celebrated African poet. Readers will come to realize the ‘cohesive power in the remembrance of things past’(Twitchell, 1997). Second, Verizon not only includes a part of African history, but also brings its readers back to the present by putting the address of a complimentary website – Verizon.com.makeyourhistory – on the half-page spread – a website which gives an opportunity for readers to share their histories. Within this website, there’s another link to the main Verizon website – Verizon.com. By doing so, Verizon manages to incorporate the product within the context of Black History Month without having anyone overlook the service that Verizon is trying to sell, a point that Professor Mcleod made during lecture. Furthermore, the ad shows that there’s a certain skill involved in ad placement. In the modern world of cluttered advertisements, it’s not enough to simply include history within the ad, but equally essential to have it surrounded by editorials related to Black History Month: the ad is placed next to articles guiding families in the search for Black History. Hence, the characteristics of advertising being ‘ubiquitous’ (Twitchell, 1997) is shown here as the service that Verizon is selling becomes part o the editorial matter.
Additionally, Verizon’s advertisement is especially made for Ebony’s February issue. This advertisement cannot be found in other magazines as Black History Month might not appeal to audiences of other races. What’s more, once the target dies, so does its advertisement (Twitchell, 1997). In this case, the target for Verizon is Black History Month – once February is over, Verizon will have to change its ad in accordance to a new matter which readers of Ebony will be concerned with. Therefore, the desires of Ebony’s February readers are expressed through Verizon’s advertising strategy.
Next, Verizon understands that they need to ‘talk differently to different types of customers for the same product, since the reasons for purchasing might be different’. (Turow, 1997) Not only is racial banding involved, social class banding also influences ad-decisions. Statistics from Ebony’s website shows that its readers are from the middle or upper-middle classes (http://www.ebony.com). Verizon understands that this group of readers will be able to understand and appreciate literature because of their higher education levels – if Verizon is advertising in a magazine that appeals more to the lower-class; a poem will not be inserted into the ad. (Turow, 1997)
Verizon’s ad also occurs ‘at the margin of human concern about the world around’(Twitchell, 1997) by explicably stating the contribution of Verizon Foundation to society. By establishing a connection between buying Verizon’s products and one’s contribution to improving the society one is living in. Verizon attempts to add value to its products. Hence, Verizon’s efforts to understand what the audience wants – the building up of self-worth – influences its advertising decisions. (Twitchell, 1997)
Whether one analyzes Verizon’s ad from Ebony’s or Verizon’s perspective, one see the needs of African Americans as crucial to the ad-decisions made by Verizon in terms of ad theme and product placement. Thus, the ad attempts to make Verizon’s products ‘part of an existing code’. (Twitchell, 1997) This idea is perhaps best embodied in Verizon’s slogan ‘We never stop working for you’. However, as Turow pointed out, as African Americans become more attractive as a population segment, marketers will want to segment it more (1997) – one is thus left to ponder: would Verizon be pressure into producing different types of ads for different groups of readers within the upper-/middle-class African American population?
References
Turow, J. (1997) Mapping a fractured society. Breaking up America: Advertisers and the new media world, 55-89.
Twitchell, J. B (1997) Plop, plop, fizz, fizz: American culture awash in a sea of advertising, Adcult USA: The triumph of advertising in American culture, 1-52.
Ad Age’s website provides information to advertisers about its target audience and advertising rates (http://www. ebony.com)
Verizon Ad, Ebony, 147
