The advertisement of All Nippon Airways cited from Business Week introduces one charming event that would happen between a passenger and a flight attendant during the flight to give the readers attentive services comfort, and consequently to attract them to choose ANA for their next business trip. While none of actual product is advertised in it, several elements are chosen to use in an effective manner; the optimal sex role, the ideal relationship of a flight attendant with a customer, the image of Asia, as well as wise usage of color, symbols, and tiny font of text. I will discuss how carefully these elements are selected to make this advertisement work to attract readers most effectively.
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 business 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.
The optimal sex role is depicted in this advertisement in order to give a sense of comfort and secure to primary readers of this magazine, males. We can tell that the businessman sleeping in his seat is a typical male business passenger from his neat hairstyle, shirt, and black-framed glasses. He seems like such an efficient businessman who is probably on his way to his important business conference and fell asleep due to his daily hardworking.
