Factors of Successful Advertisement: Three Examples of Car Companies

Advertisements broadcasted on TV everyday, is there one of them effectively persuades the audience to put the product on their shopping list? What successful elements of advertisement make it memorable? The car’s advertisements of Ford Fiesta ” This is now ”and Kia Soul’s ”New way to roll” are good examples. However the commercial “Style Never Goes Out Of Style" for 2014 Toyota Corolla is not effective enough, it does not convey enough information and advantages of their product’s

“This is now” broadcasted in 2010 which designed by creative team Andy Bird and Sue Higgs with Camilla Herberstein. Creative agency David and Goliath in Los Angeles made the award-winning advertising “New way to roll”. These two commercials successfully attracted consumer’s attention and make people familiar with their products by using attractive songs, well-organized and interesting stories and focusing on their target consumer.

Toyota Corolla: “Style never goes out of style” created by director Andreas Nilsson of Biscuit. It shows five different types of Corolla models in different ages and surrounded by period-appropriate dancers and music. This commercial is not successful enough because it just repeating the history and announcing their brand.

The energetic music of the first commercial “This is now” successfully attracts their consumer. The music "The Mole Man" by Schwab expresses the feeling of young, passionate and modern. After finishing the advertising, lots of audiences start to try to find out the name of the song. Almost additional one third of listeners start to listen to this song are due to deeply affected by the advertisement of Ford Fiesta. A great amount of audiences believe that the film even helps to show the essentials of “The Mo...

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...et consumer. Their target would not be old people, they do not pay much attention to the fashion culture when they buying a car; Their target would not be reasonable to be the youth who think the repeating broadcasting the social expired components is a repetition of nonsense; Their target would also not be adult who care about safety, efficiency and practicability. Without having the target consumer, it is hard to make an effective advertisement.

There are several necessary elements to form a good commercial, especially the music, the story plot and the decision of target consumer. The commercial “This is now” for Ford Fiesta and “new way to roll” for Kia Soul do great job on these expects and help their products to be well known. The” Style never goes out of style” almost provides a textbook case in mistakes to avoid when you contemplate your campaign.