You've Got It!                                                

LOUD AND CLEAR...AND COLORFUL

With its dynamic perspective, the illustration appears to be coming right off the page to grab the reader's attention. There's no doubt about what the ad is about with its strong focus on the product, opened to reveal its new and colorful features. Interest is further enhanced by the model holding the phone who presents a strong positive user image, a with-it style from her hat, blouse and jeans, to the added borrowed interest from her earrings, bracelet and ring. All very colorful, tying in with the phone's color capacity. Further, the coining of its moto-phrase will add brand distinction -- moto, as in Motorola; motodelic, as in psychedelic colors for a mind-altering experience, as the copy says. The copy is minimal, easy-to-read benefits, but also easy to overlook. Finally, the ad is well-identified, there is no mystery who the advertiser is. With its effective product focus, positive user image, and use of borrowed interest, recall of the ad is 19% above its product norm (and almost 5-times higher than the LG Mobile Phone ad). Its persuasiveness is 30% above norm. Together the overall effect, that is the number of readers reached with an increased buying interest, is 54% over norm.