One of the most prevalent marketing techniques Northern Telecom used was the use of promotional infographics. These materials often featured images highlighting the Displayphone’s key features, such as its integrated voice and data capabilities, its desktop convenience, and its ability to streamline office communications. The use of rhetorical questions was another tactic utilized by Northern Telecom to market the Displayphone as an essential device in the office. Posing questions such as, “Does your telecommunications system give you access to your internal databases?” (Northern Telecom, n.d.) speaks directly to the viewer, making them question whether or not they have the latest or most efficient product for their office needs. Ads placed in major newspapers like the Toronto Star also ensured that the Displayphone reached a broad audience of business professionals who regularly engaged with print media for industry updates and technological advancements. In a 1983 ad slot from the Toronto Star, the use of rhetorical questioning was once again used to target the viewer by asking, “You want to update your telephone system?” (Toronto Star, p. H6). A common theme throughout the majority of the Displayphone’s advertisements centered around creating engagement by making the viewer pause and consider their own experiences, increasing the likelihood that they will feel a need for the product.
Enlarged text from Displayphone ads in the "Merchandise" section of the Toronto Star.
"Major Advancement in the Evolution of the Telephone"
By maintaining consistent visual imagery that highlighted the Displayphone’s practicality in office environments, along with exciting and progressive statements of an innovative future, the company ensured that its target demographic not only understood the device’s capabilities but also saw it as a must-have tool for improving workplace productivity.
