Conoce a Marcelo (Meet Marcelo) The ‘Meet Marcelo’ ad was¬¬ created appeal to the Latino Market by introducing Marcelo Claure to the consumers and having them hear directly in their language what the phone company will be able to do for them with the Sprint Family Share Pack. The ad appeared on Univision, the largest TV network targeting the Latino market, during the Latin Grammys and was followed up a series of additional Spanish language Sprint Ads. This strategy worked well with getting the message in front of the target market. Maslow needs were well integrated into the ad, specifically the need for love and belonging because the imagery and messaging emotes the sense of trust and emotional connection. According to Bergen (2014), for …show more content…
the marketing to Latinos, that public profile focuses on Mr. Claure's bi-cultural identity and immigrant story. "We thought it was very important to get his story out there," said Kymber Umaña, Sprint's Hispanic marketing manager. Ms. Umaña stressed that Mr.
Claure's background will resonate with Latino consumers, a fast-growing demographic. "They will be able to look at the commercial and say, 'Oh, that feels and sounds like me,'" she said (Bergen, 2014). The commercial starts with the voice of a newscaster, Juan Arguellas, announcing Marcelo Claure as the new CEO of Sprint. Arguellas states that Marcelo Claure is the first Latino to head a telecommunications company. As the broadcast continues, the images of various Latino people are watching the breaking news on their smartphones. The Latino people displayed are from various ages, genders, and working classes. For example, the first image is of a middle-aged male Latino with a landscaping business, the next image is of a younger woman in a laundromat, then an older male relaxing on his patio, another of a younger woman who could possibly …show more content…
be a student, and a young male working in a wheel shop. As everyone is watching the “Breaking News,” Marcelo Claure’s father, Rene Claure, is being interviewed and describes how “Marcelo was always one to be looking ahead.” The expression on Rene Claure’s face and the confident tone as he speaks displays he is not surprised by the announcement. Rather, he knew his son would amount to something big. As more and more people are asked about the news, a collage of interviews is displayed at once on an iPhone screen. As the camera pans away, Marcelo Claure emerges and opens with, “Hola, soy Marcelo Claure.” He goes on to explain how the act of communication is easy but cellular companies make everything complicated. Marcelo Claure then vows to change that misconception. Mr. Claure states, “I have a family like most and we’re connected all the time. While I’m on the internet buying things on my cell phone, the kids are watching videos and my wife is Skyping with her amigos.” Marcelo Claure is making his case that Sprint’s family plan is the best plan for his own family. He closes by stating “For just $100 a month, your family can share 20 gigabytes of data. This is the best family plan in the industry!" The ad is both persuasive and informative in nature. They use the celebrity of the Mr. Claure presenting the plan details in an informative manner. The tricomponent model was the cognitive learning model Sprint was trying to employ. They used the images of a native Latinos making the culture as the cognitive component. The affective component comes in when Mr. Claure is speaking about the brand, from an everyday family man’s perspective which is an emotional connection. The conative component comes in with the company’s goal of attracting its target demographic with the sale. Their intent to buy is more likely if it’s expressed in a familial and positive way. Cut Your Bill In Half Event The Cut Your Bill In Half Event was created to in an effort to stand out from the competition and win back the customers Sprint lost to AT&T and Verizon.
The ad was aggressive in every way showcasing customers of their rivals literally cutting their bill in half with chainsaws, swords, and weed whackers. The ad begins with actual customers of AT&T and Verizon, cell phone bills in hand, telling an off camera interviewer how much they are paying every month for their cell phone service. The customers are very diverse in gender and ethnicity. The interviewer asks “what if Sprint could cut your rate plan in half, and give you unlimited talk and text and match your data?” Immediately the customers say “Good Bye, Verizon” and “I am done with AT&T”. Next you see an elderly African American women with a sword slicing through her bill as rock and roll music plays. You also see a father slicing through his bill with a chainsaw while his wife and daughters cheer him on in the background. Next the voiceover says “Bring in your bill and old phone and we’ll cut your rate plan in half, visit online or a Sprint store.” The ad is persuasive because all cell phone companies have rate plans and it’s confusing when you start comparing one plan to the next so instead the Sprint ads messaging says no matter what you are paying at those companies you can pay less with Sprint. They also achieved this with showing everyday people appealing conspicuously to Maslow’s need of belonging and
safety. By having diverse people in the ad almost everyone with a cell phone can see themselves represented. Also the use to rock music during the cutting worked to persuade because it look like they were having fun, saving money was the bonus. The promotional model was the cognitive learning model Sprint was trying to employ with this ad. They used the real competitors’ customers speaking about their bills with fun music and obnoxiously big cutting tools to slice through bills to attract customer attention. They used the interview of them saying how much they pay and the messaging to instigate interest. And lastly they used the offer to buy them out of their current plan to instigate action. Conclusion In conclusion, Sprint, Corp. advertising between November 13, 2014 to December 5, 2014 have been explored and has shown to grow from ineffective to targeted and persuasive. Effective advertising is tailored, designed, and communicated in a way that meets the customers’ needs. However, Sprint’s experience shows evidence of how challenging it can be to have a clear message when a company’s executive leadership is in transition and with the lack of a strong creative marketing force. During the time period explored Sprint’s leadership has taking full control of progressing the company. As long as they find a way to appeal to the consumers whose needs are psychological, safety, and belonging they will find a better connection to their customer. Saving their consumers money and improving their churn rate by working to retain their new and current customers with better service will be the key to the company’s success.
Out of the many commercials that are out in television, one that stood out to me was the Kim Kardashian T-Mobile’s Data Stash commercial. At first sight, viewers may see it as a joke, although it does have important information being featured. They use Kim Kardashian because she is famous and the year it was aired, her popularity was very high. The commercial seems very stupid, but it still presents rhetorical devices. As Parker and Chavez said, “It was one of the most anticipated Super Bowl ads of 2015. But the reaction was far from winning” (para. 1).
I found it about two or three times within the article. One of the examples that really stuck out to me was the part about the children. The article is talking about advertisement targeting children because they are young and vulnerable. Some people might see that as a bad thing, while other parents would think it wouldn’t be so bad. When people read this article they might feel a type of emotion after because its little kids and they don’t know any better. So they see this advertisement and they want it so bad. They go up to their mom and dad and ask if they can have it and if they say no, that poor little kid is upset because they can’t have that toy or whatever it may have been on the advertisement. Advertisements show things that replace relationships. One thing that is advertised is cell phones. Cell phones can sometimes ruin relationships. People are getting used to using cell phones and email and not being able to hold a conversation without it being awkward. So many people are losing the skills to communicate. There are very few human connections and there are more connections to electronics. Advertisements make the possessions seem like they will never go away but humans will die or leave home. The biggest idea of all, in my opinion, comes from the title. Many advertisements include spiritual or religious words that catch the eye of people that are spiritual. The article gives many examples, like Eternity by Calvin Klein. Eternity is a word that is used a lot in spiritual discussions. The one that is in the title is the brand of Jeans, “Jesus”. By using the name “Jesus” many people turn their head when it comes to these jeans. Spiritual people might think that is they love Jesus, they might love the jeans as well. Another example that they use in the article is the alcohol commercial that has an alcoholic beverage with a halo of light around it. This immediately is meant to pull on your emotional ties and
1. This advertisement features Taylor Swift, which is a celebrity spokesperson; she is supporting the company, “Diet Coke”. People that enjoy listening to Taylor Swift’s music will most likely buy this product, because they think that buying this product, diet coke will make them closer, and more like their favorite pop star Taylor Swift. This advertisement also features Pathos, an appeal to emotions, because Taylor Swift may be someone’s favourite musician or person in general. It also features ethos, an appeal to credibility, or character, because Taylor Swift is famous for her music, therefore she is well recognized throughout our society, and the music industry.
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.
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.
Hispanic agencies face a wide variety of obstacles in producing Latin images that are marketable. First, most agencies allocate a small amount of their budget for Latino marketing. “A general market budget of $25 million may allocate only $1 million to the Hispanic market”(147). For this reason most Latino advertisements have gained the reputation of being educational and geared at introducing recent immigrants to new products.
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
"La Llorona Commercial Takes Hispanic Creative Honors." Hispania News-The Hispanic Community's Newspaper. 2002. October 9th. http://www.hispanianews.com/archive/2002/10/09/14.htm.
The video describes how our society may not even care about the product being advertised, but we still read the billboard or watch the commercial. Also mentioned was the use of colors in a commercial, the marketing effects in politics, and even market research obtained by studying different cults. Frontline takes an in-depth look at the multibillion-dollar “persuasion industries” of advertising and how this rhetoric affects everyone. So whether this is in the form of a television commercial or a billboard, pathos, logos, and ethos can be found in all advertisements.
Typically, when a commercial is made, it is made for a specific audience. However, with Maserati’s 2014 Ghibi commercial, the audience could be multiple people, anyone really. The high price of the car would appeal to an audience that can afford a price like that, but the other factors of the commercial appealed to all kinds of audiences. The hard working people in the commercial helped widen the audience and relate to more people, just as the young girl did talking in the dramatic
Llopis, Glenn. "5 Steps To Capturing The Hispanic Market." Forbes. Forbes Magazine, 03 Sept. 2013. Web. 13 Apr. 2014.
strategy in the commercial because it doesn’t solely speak towards a particular niche or party
They tell how much it will cost you to buy one thing and then another, overwhelming you with the cost of life. They then reveal to you the priceless moment that comes from all of this cost. Can you guess which advertisements I am talking about? That’s right, MasterCard commercials; The commercials titled: “Spending Quality Time with Your Family”, “Leaving Your Cash At Home”, “One Stadium Down, 29 To Go” from MasterCard’s “priceless” ad campaign, just reel you in with that priceless moment. Well you would never guess just how many tactics they use in one commercial just to suck you in. They use many little clever details in order to appeal to people and convince them that they want to use their company and not someone else’s. These MasterCard advertisements are targeted towards an American audience whether the audience be families or the youth of America. American values and interests, along with a variety of visuals, text, and subject matters are incorporated in order to do this. The ads also appeal to these audiences through emotion and logic. By using all of these different tools, MasterCard is able to create a commercial to convince a mass of people to use their company without thinking any further than the commercial that just flashed before their eyes.
...el: Originality and Elaboration. Furthermore, it is estimated that target-consumers will clearly resonate with the advertisement in terms of Brand Awareness and Brand Liking stages of the Hierarchy of Effect Model. The creative storytelling that a overprotective father snoop around his daughter 's date achieves comedy purposes. This advertisement thoroughly illustrates the fantastic capability of the Car Finder in Hyundai Genesis and it is advisable that this advertisement wins the USA TODAY 's Super Bowl in 2016. To optimize this advertisement, it is reasonable that the characters reflect the multicultural American society. The actors and actresses in the advertisement are almost exclusively afro-American, with only brief appearance by Caucasian in the amusement park. This minor change will create a more socially inclusive company inclusive company image of Hyundai.