2. Oil & Gas: 1 Malaysia Advertising - Deepavali

1. Which of the (9) types of advertising does the ad belong to?
    Political Advertising.


 2. The four (4) roles of advertising. Which are relevant for this ad?

      i) Marketing:
         - This ad is marketing a political concept spawned from a presidential goal and campaign.

      ii) Communication:
         - Delivers the political message. However, due to the nature of the message, it is indirect however still perceptual. 

      iii) Economic:
         - This is an underlying role if basing upon the content of the shown ad. However, as with all political agenda's and campaigns, economic factors are always a presence.

      iv) Societal:
         - Also another inseparable factor. Political efforts near to eventual will definitely impact society and the populace's perceptions and expectancies.  

3. What does the ad. want the audience to do or not do?

    The ad wants the audience to trust it's current government. Simple as that. It does not want the populace to have the perception that it's government has gotten complacent or has strayed from it's public's interests.

4. Who is the target audience?

    Though not specified, it does not take a professional to discern that the main if not only intended audience is the citizens under the rule of this specific government. In this case, citizens of Malaysia.

5. What are the target audience's needs, concerns and interest?

    The audience needs a government that has it's own interests aligned with theirs. It is the case with every single governmental function within every nation. Of course the main, if not only concern, is the possibility that the interests are not aligned and the governmental body they've elected has got astray or, corrupted.

6. What is the message?

    The ad tries to send across the message of assurance, 
"Do not be worried, we know how to do our job and have done quite well so far throughout the years."

7. Discuss the message being conveyed.

    The message is reassuring the intended audience to remain loyal/trustful to the message's sender (In this case, the government). It communes the claim that the government has done its job thoroughly over the years and will continue to do so at the benefit of the audience.

8. Who does the message appeal to?

    It appeals to doubtful, yet still hopeful citizens, unsure of their elected governmental body's interests or direction.

9. What is the desired communication outcome?

    To generate, instill and possibly maintain trust amongst it's audience(citizens) towards the sender(government)

10. What other communication channel is most effective?

      In political campaigns, it is important to please the more established citizens or corporate bodies. Bear in mind that all these will pass and be taken over by a newer generation. Hence, it is important to reach out to these said future tenants. In the current world, the playground for these set of audience is the internet. Hence, besides the evident usage of broadcasting channels, utilization of the internet(New-media) would be better in effectiveness.

11. Identify the ad and specific product being advertised and describe the ad.

     The ad is a festival ad, released at the time of an oncoming festive season in the country, in this case, the festive season was 'Deepavali'. The advertised product is actually a message and the image portray and encoded by the sender(The Malaysian Government.)

12. What does the ad show, people, products, scenery, etc?

      The ad shows a timeline history of an elderly/senior citizen that recounts the tale of growing up in the country, how he had developed along with the country itself and the people around him. Naturally, the ad also shows different settings corresponding to different intended time-zones being portrayed. People, products and scenery all adjust accordingly to this gimmick.

13. What is not discussed about the product?

      Details or specifics on whether their goals are truly aligned with the people's or whether they have truly been achieved. The ad merely states that the country has changed, sure it has advanced, however almost every country has to advance and has in some way. Whether these advancements are necessary or even practical is a different matter entirely.

14. What image is portrayed?

      Loyalty and reliability. That the government has and is still doing their job of fulfilling the nation's interests.

15. Is it true to life or puffery?

      This is the singular cloud that hangs over every political question. It is the whole reason to start a campaign in the first place. And every time, you have at least two sides... The government that says it is true to life and the opposition that is the complete reverse to the coin. However, the answer is very subjective and frequently falls to personal gauging. Hence, for the sake of answering, a personal one would be to say puffery....

16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?

      Slice-of-life yes, in addition to a festive ad nevertheless although secondary.

17. Who is in the ad, if a star, what image does he or she 

portray?

      A regular, elderly citizen and the recount/process of him growing up together with the development of the country. The whole story portrays the history of progress the country has gone through and also the change in the society brought about such changes.

18. What is the mood of the ad, colors used, music played?

      The aim is to appeal to the emotional side of the audience. Hence, the mood resulted is one that is heartwarming, especially since it is a festive ad. Colours are mixed with vibrant colours symbolizing the festive season of 'Deepavali' and vintage effects during the reminiscing process. Music is deliberate and festive, complimenting the overall feel.

19. Is the ad memorable?

      From a personal point of view, speaking from the mentioned 'Younger-Generation', I'm afraid not so. Although it does appeal to the emotional side, and heartwarming to see family values and unity in there, the overall effectiveness is worn down as there is nothing relatable of worth. Hence, it is easily forgotten.

20. Would you buy the product being advertised, why or why not?

      In context to my answer in Question 15, I am compelled to say 'No'. The reason stands for itself, but if pushed to elaborate, will answer; "Why trust something that is false?" So, I will not buy it.

21. Be sure to include your opinion (have a specific point of view, love it or hate it.) 
      This ad is in essence, very meaningful and brilliantly made. Visually, there is nothing wrong to it. However, it is the underlying agenda, the political message... the seed that sprouted this end result, that puts off mine, and most of the audiences feel to it. 
Nobody likes a double agenda, especially when it deals with political factors. 

Hence, I love this ad. Visually, there are no errors and the expected message of family and unity is very heartwarming. However, I am still compelled to feel some revulsion, to the concept that created this whole ad in the first place. 

Contradictory, indeed. So is the political game. So is the world...