MotoSLVRL22 print ad

This seems to be the recent creative direction of Motorola : black and white dominant plus a model holding the phone with a visually attractive pose. Nothing much is said about the phone being advertised. It's more like a fashion ad, kind of unconventional amongst other mobile ads. Is it a good thing to go for such an image direction ? Mobile phone is like a fashion item nowadays, one may argue. It's only half true as attributes and features are still important in consumers' consideration. In fact, mobile phone is a high-involvement product category and by convention maybe, consumers need a right dose of product information to arouse their interest. Consumers would just love to find out what's so new about a new model.

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