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Analysis of advertising
Analysis of advertising
Analysis of advertising
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According to CBS news, approximately, 600 to 625 advertisements are exposed to one person in a day and about 272 of those are coming from the television, the radio, magazines, and newspapers. Even if a person is exposed to so many advertisements each day, person may actually notice less than 80 of them. The goal of advertisement is to convince customers to buy their products. So if the customers do not remember the ad after viewing it, the company just wastes their time and money. In order to be effective, an advertisement has to be memorable for the customers. So there are many creative elements in advertisements and I want to analyze about those elements in this paper.
The advertisement that I choose is Kia Optima Alien ad. This advertisement was shown in the June 2011 issue of Wired Magazine. Also, this scene was part of 2011 Super Bowl Kia epic ride commercial. Kia’s competing company, Toyota and Honda, used men or women for commercial characters in 2011 Super Bowl commercial. However, Kia used aliens for commercial characters. The alien is a commercial attention getter. It caught customer’s attention and makes them to read the description to satisfy their guesses. We usually think aliens are intelligent organism and have high technology transportation such as UFO. In this ad, alien is not proud of UFO but his new 2011 Kia optima sedan. Therefore, we can deduce that Kia wants to say to customers you will want this car because even an alien like this car and Kia optima has high technology system. Especially, Kia wants to emphasize their great cooling and heating system of optima and characteristic of alien fulfill this emphasis. In our common sense, alien lives in space and temperature of space are very high or low. So aliens ...
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...r kids. Young parents rarely have time to sit down for breakfast on any given day. However, they still want to serve good breakfast to their kids and build relationship with them. So Carnation Breakfast ad inserts the diagram showing it contains 2 times protein of an egg, 2 times calcium of yogurt and 21 types of minerals and vitamins.
I think Kia Optima Alien and Carnation Breakfast are a very good advertisement. A strong point of Optima Alien advertisement is the creativity and strangeness. Settings of the advertisement catch the attention of the customers and tempt them to know everything about Kia Optima sedan. Also there is no ambiguity. Message of advertisement was very clear and easy to understand. Carnation Breakfast ad is very effective because it fulfilled desire of women by showing that a good breakfast is important and it contains a lot of nutrients.
This is an example of pathos, the commercial is trying to leave an impact in the audience by using emotions. The commercial then shows a dancer dancing in sync to the music using interesting dance moves that are quite marvelous. By watching him dance there will be different responses depending on the person, some will feel awed and curious while others may feel envy by the talent the dancer demonstrates. The music increases its intensity and the beat makes the audience feel excited. The commercial then states phrases that come off as being quite mysterious, “Machines don’t have emotions, but the rare few can inspire them” (Lexus 00:00:26). The phrase gains curiosity and enthralls people to continue watching. By using this strategy the commercial is effective in having different emotional reactions and catching a wide variety of people’s
Nutri-Grain cereal bars were created by the Kellogg Company and first introduced in the 1970’s Australia. They were later introduced to the United States and other countries. As more women began to work outside the home, the ritual of a family breakfast became obsolete as many individuals turned to quicker solutions for breakfast. The Nutri-Grain bar soon became popular as the on-the-go snack during the 1990’s. The cereal bar also comes in a variety of flavors that kids love, from blueberry to strawberry yogurt and has the texture a soft, homemade cookie. This television commercial centers on the theme of fostering a relationship between today’s kids and nature (see Appendix A). As the youth of today spends more time in the electronic world,
Other commercials, according to Solomon, thrive on fitting in. The Chevrolet commercials have a slogan that makes one feel to be American, one must by American. Chevrolet's slogan is 'The Heartbeat of America.'; Car commercials also have targeted markets also. For a truck commercial, they will show a truck getting all dirty and going through an obstacle. This is targeted towards men because most men find these things appealing. For a luxury car commercial the mood or the commercial is nice and pleasant, the car is on a country road (representing one driving to there country home). These cars were once targeted towards upper class people, but now they are targeted towards everyone according to Solomon. A commercial strives on the ever so enduring drive for Americans to have better things and climb up the social status ladder. Marketers know this, so they place normal, average, everyday looking people in their commercials to let middle class people know that they can have the car, too.
The question often is what makes a good advertisement? The answer is simple, it should be able to grab the attention of the targeted audience, and even better it should be able to make the targeted audience fall in love with the advertisement so that they can be persuaded to achieve the desired results. Of all the forms of advertisement, TV commercials always are the best considered effective way to pass the message to the targets. I believe that the combination of audio-visual effects can engrave the commercial into the hearts and minds of the viewers and that is why I have chosen to analyse a TV commercial by Weetabix: Weetabix Chocolate Dubstep Cereal Commercial.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals: pathos, ethos and logos.
The better the advertisement, the more customers they can potentially get to purchase their goods and/ or services. In chapter 14, Hayakawa stated: “Advertising, then, has become in large part the art of overcoming us with pleasurable affective connotations” (p. 150). When I look at advertisements, they either give me a positive or negative feeling. While I was oversea in, I remember going to buy cigarettes with a friend and when he got the cigarettes they had a picture at the bottom. In one corner at the bottom it had the warning and on the other side, it had two pictures one of lung cancer and the other of mouth cancer. The advertisement for the cigarettes gave me a negative feeling which is why I have never
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
Repetition is seen throughout the entire ad. When the Hyundai is constantly being seen, we see the slick look and the amazing design. Repetition is also seen when the dad is constantly there wherever his little girl is, due to the car tracker. Towards the end of the advertisement a rhetorical question is asked. When the
In this age and change, the human society is progressing rapidly. People now are situating in an informative society. Because of the staggering advancement of technology, people are falling into the consumerism without consciousness. From these, advertising is one of the mediums that influenced people significantly. The authenticity in advertisements blurred the reality and imaginary, which persuade people to appreciate the items as personal favor that made them to pursuit the commodities constantly. Therefore, the purpose of this paper is to demonstrate that authenticity in advertisement is not real, it is just produced by a set of codes. My analysis will mainly focus on three examples of advertising. Through analyze these advertisements to
The campaign was built on selling a single advantage of the car in each ad that was created. There was a consistent theme between each advertisement: the pict...
This quick cut from wide shot to close up, back to wide shot, allows to audience to notice the background as well as the car. Whereas, the Kia commercial has mostly a establishing shot, in which the main point of interest is always in the middle of the screen despite the change of scenery. This allows the audience attention to be focus in the same place throughout the entire commercial. Depending on what the camera focuses on really can change the perspective of the
Creating a creative advertisement that stands out from the crowd is essential for any company’s growth. A common communication strategy is for companies to break through competitive clutter in order to shape consumers attitude and intentions. A creative ad is able to catch the attention of onlookers with the added wow factor. Interest in an ad is influenced by surprise, information and benefits. Comforts fabric softener ad (See appendix 1), is a great example of this as the ad displays a perfect visual for their product with an added touch of humor to draw potential customers attention to the ad. Their ad clearly conveys the message of their product without the need of a
To sum up, Advertisement is one of the important ways to help the marketers as well as consumers. It is good for the companies as they can attract more consumers and as a result increase the profit of the company. It also has many benefits for the consumers as they can raise their knowledge and awareness and accordingly improve their lifestyle. Conversely, it may have negative effects on consumer behavior by creating unhealthy behavior such as alcohol consumption and lowering self-confidence by beauty advertisement. According to what has been written above, obviously, advertisement may have both positive and negative effects on consumer behavior. However, the positives are more noticeable than negative effects. Consequently, advertisement may be one of the best tools to distribute information to public.