Advertisement is used as a marketing strategy which main objective is to persuade costumers to buy a product that they do not really need. There are many types of advertisement: print advertising (newspaper, magazines, etc...), billboards, television advertising, radio advertising, online advertising, etcetera. In this paper we are going to analyze a television advertising, but first a short introduction that explains in a generalized way the propose and characteristics of advertising.
We can separate the characteristics in four: persuasive, catchy, brief, and complete. Persuasive because the ad needs to make costumers go directly to buy the product without thinking if they really need it, also it has to leaves a lasting impression to concrete what has been said. Catchy is closed in meaning to creativity, because the ad has to involved the attention of costumers; the best ads in this category are the ones which use humor, exclamation, rhetorics.
Brief refers to do the advertising so simple that even a baby could understand, it does not matter if the segment of costumers that you are directing your ad is very brilliant or no such brilliant, the reason is because potential costumers view the advertisement in few seconds and they have to understand it very quickly and correctly. Finally completeness this means that the ad needs to have information about all referring to the product: usability, quality, durability, among others.
For explaining the key factors to analyze generally an ad we are going to use a billboard of Coca Cola for helping the understanding. First of all, an advertisement is a sort of fossil history, this means that all ads have certain characteristics depending the year there were used; for example we can deducted this Coca Cola ad it seems to be from 1890 or 1900, because of the clothes she is wearing, after the WWI the women started to wear more provocative clothes so this would be before that.
Also respond this questions can help: 1) Does the ad offer a reason to buy the product or it is more to emotional appeals? 2) Does the ad featured the product or does it focus on people using it? 3) Does it address the reader directly with or commands? 4) Does the ad offer a price or a premium? 5) Does a celebrity provide an endorsement? 6)Does it play on fear or anxiety or make positive appeals?
This is an amazing advertisement. First we can see that the city is very brightness like the purity of the Evian water. The first character – that appears – it seems to be old, but when the commercial is at second 20' he starts to dance with a lot of vitality as all the people that appear in the commercial. This is a commercial directed to countries that has a lot of immigrants and ethnic groups as United States. The actors clothes and the cars passing behind them are very important. All actors are wearing blue or white shirts or t-shirts, and also light brown dockers or shorts; this will represent again the purity of Evian water. The cars that are behind the actor are only of two colors: dark blue or black and white, also there is a red car that is representing the letters of the word Evian in the bottle.
In conclusion, this commercial want to sell Evian that is purified water. It says that if you buy Evian you will fell younger and have more energy and fun, it affects emotional appeals of costumers. Also the ad is focusing in the people who is using the product, just at the end you can know that is Evian's commercial. The ad persuade costumers showing a picture that they want to aspire with positive appeals.
Finally, the end of an ad is to convince us to buy a product touching our feelings and waiting we don't think if we really need that product. We have to take in account that the fast the ad is the less we can process the information it give us, this type of analysis is for being more prepare of all ads we are exposed to.
References:
- Saa'd, Kawther et. al. English B. IB Diploma Program. Singapour: Oxford, 2012.
- Anonymous. "Advertising". Wikipedia. November 22 of 2013. Wikimedia Fundation Inc. November 25 of 2013: < http://en.wikipedia.org/wiki/Advertising >
- Manshar, Utara. "Different types of advertising", Buzzle. May 17 of 2013. Buzzle inc. November 25 of 2013: < http://www.buzzle.com/articles/different-types-of-advertising.html >
- Anonymous. "What are the 4 characteristics of a good advertisement?". Answers. November 25 of 2013: < http://wiki.answers.com/Q/What_are_the_4_characteristics_of_a_good_advertisement#slide1 >
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