Will You Marry Me ? ( Nokia Ads )

Will You Marry Me ? ( Nokia Ads ) - Funny bloopers R us

Mobile phones have become one of the indispensable things in modern life. There are various mobile phone companies, however, Nokia proves to be the most popular one. It attracts its customers with intelligent advertisement, for example “will you marry me”.



The advertisement starts with a scene where a young woman is staying with a cat, in a room with dim light. Outside, rain is pouring down. Then, a young man is walking in daylight, asking people to make photos of him with the camera in his mobile phone. The alternately change of location goes on. The woman is still in the room. The man poses himself before the church of good will, a map with “you are here”, a flower shop called “Rose and Mary”, and a men WC. Suddenly, the young woman get photo messages from the man. Each photo has one word with his face on it : “Will”, “You”, “Mary”, “Me”. She smiles. Then the camera switch to the man sitting on a bench somewhere in the city. Behind the bench, there is a poster with the word “No” and a van stands before it. The van moves and “No” becomes “Nokia.” At the same tine , the man receives a phone call and jumps up happily. Nokia- Connecting people. The song “Underneath your clothes”, sung by Shakira is playing in the background throughout the advertisement.



The characters in this advertisement, on the denotation level, are dressed in plain clothes. The girl wears a pink pullover and light coloured trousers. The boy wears a white shirt and black trousers. However, on the connotation level, their clothes express that they are sensitive, casual, down-to-earth. It gives the viewer the impression that these are normal people, like themselves and not some models. Therefore would be easier for them to feel connected with these characters. These people are still young. The boy is shown in the bright sunlight and is always smiling, a sign of youth and mobility. It indicates that Nokia focuses on the young generation market.



This advertisement illustrates the interaction between a young woman and a young man, a couple. It is a representation of youth, love. With the use of the ideology of happy hetero couple, the company wants to create familiarity, normality. In this case, Nokia shows a conservative view of love ideal. Besides, they also use the myth, the convention that the man should be the one, who propose. Furthermore, it presents to us the belief of happy- ending in marriage, a sign of happiness and stability. The consumer can either identify themselves with the character or get the feeling that buying that product can help them get the same bliss. This advertisement would rather attract women than men. Women are said to be more romantic and believe more in fairy tales than men.



The two characters might be Latin-Americans, who are said to be very passionate. This passion is perfectly underlined by the song “Underneath your clothes” of Shakira. “You're a song, written by the hands of God… Underneath your clothes, there’s an endless story, that’s the man I chose, that’s my territory, all the things I deserve, for being such a good girl, honey.” The lyrics tell us not to judge by the exterior because the truth lays deep down inside. It implies that it is not as it looks like, that the man might not be so careless as he seems at first. Additionally, it emphasises the idea of love, because this is a love device from Shakira to her fiancé. Besides, it is linked to Shakira, a beloved singer and is a very popular song. Fans of hers would feel more connected with the spot. Most of the young generation will know and love the song and therefore sympathize with the advertisement.



There are also signs of Chistianity, which are expressed in the lyrics and on scene. Firstly, God is mentioned in the lyrics. Secondly, the man has a photo of himself standing before a church. Thirdly, the flower shop, which is also a sign of love, has the name “Rose and Mary”. Apart from being a Christian name, “mary” is also homophone with “marry”, which is used as a word play.



The couple, each of them have a different style of Nokia mobile phones. The young woman has the normal style and the young man has a slide one. The company wants to show the variety of their products. It also gives each person individuality.



Moreover, the focus lays on taking photos with mobile phones. It demonstrates innovation, modernity and high-technology. A mobile phone is not only there for the pure sake of communication, but has also functions to make lives convenient. While, nowadays, advertisement themes put more emphasis on modernity, abstractness, this one tries to combine traditional values, romance and new technology, old and new. Earlier, before the age of technology, people cut out words in newspaper to formulate their ideas without writing it themselves. With technology, you can be creative, you do not have to cut out of papers, you can photograph the words. Nokia makes lives easier.



A woman sits in a dim light room on a rainy day. Normally, it can be associated with sadness. As the phone rings, we see her smile for the first time. The phone creates a turning point in her situation. It connects her with her boyfriend, her beloved. Therefore, it has become a tool of bringing happiness to people.



The advertisement uses the technique of surprises. Firstly, the viewers are leaded astray by the contrast shown between the couple. The woman is sitting at home, feeling depressed. She is waiting for a sign from her boyfriend. On the contrary, the man seems light-hearted, has fun visiting places without her. Everyone would think, he is not so committed to that relationship as she does. This changes as the phone rings and his intention is exposed. Then, this turning point makes the viewers put themselves in the young man’s place and sympathize with him. They ask themselves how the girl would answer his question. Seeing the man with the big “No” behind him, they are in shock. Everybody would associate that the response to his question is a refusal. As soon as the van moves, reveals “Nokia” and the young man jumps up for joy, the answer cannot be anything but yes. The jump up and throwing hands up in the air is a clear sign of joy. Without hearing anything about how the answer is, everybody immediately understands the situation. The viewer heave sighs of relief and start to laugh about the perfect placed pun.



Nokia’s slogan is “ Nokia –Connecting people”. They promise not only pure communication but also a chance for people to come closer together. Communication is put at a higher level.



With the use of different ideology , myth, Nokia has made a very persuasive advertisement to attract a lot of people to buy their product.

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