Advertisement Graphic (1998)
by Sony Corporation

As in the TDK "Be The Music" advertisement, the product being advertised is not prominently shown in this graphic. In the full layout of the magazine page (not shown here), there is a white bar across the top of the page that identifies the advertised product (in small black letters) as the Sony MiniDisc. The image itself is a "slice-of-life" drama, which is rare in audio advertising.

The Merriam-Webster dictionary defines "on the make" as meaning "in the process of forming, growing, or improving, "in quest of a higher social or financial status," or "in search of sexual adventure." It can be assumed that the woman in the picture is Vanessa and that she is the one "on the make." Yet, she is shown sitting alone in a cafe, drinking some type of alchoholic beverage from a styrofoam cup and listening to a MiniDisc recording through headphones - hardly a romantic or even social situation. Her clothing suggests her participation in social activities, and despite her being alone, her slouched posture indicates that she is very relaxed. The viewer, then, is moved to ponder what has happened.

In the upper lefthand corner of the image is a breakfast menu. That menu, the fact that the dining chairs are stowed on their tables and the rays of light coming through the window (which could be sunlight) set the time of the scenario as early morning and confirm that Vanessa has indeed been up all night "on the make." She is now resting and perhaps reliving some of the night's more memorable moments, while listening to her portable audio system.

These types of advertisements are rare - especially in audio equipment advertising, because they are so subtle. Neither the graphic nor the slogan declare a selling proposition. Rather, they set the scenario and tell a story that the viewer must take time to decipher. The name of the product is quietly announced at the top of the page as an introduction to the drama - almost as though Sony were merely a sponsor to this presentation and not the point of it.

Commentary c. 2000, HeadWize.
Graphic c. 1998, Sony Corporation.