5. Entertainment: Xbox 360 - Stop Motion Commercial

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

      Retail Advertising.

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

    i) Marketing:
       - The ad is marketing entertainment in the form of a gaming console. In this case, it's the Xbox 360.

    ii) Societal:
       - Gives a new impression on our concept of playing or play-time. 

    iii) Communication:
       - Uses a familiar yet creative concept of entertainment to draw attention to the product being advertised.

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

    The ad wants the audience to redefine their definitions of "playtime" and to be coerced into buying the showcased product.

4. Who is the target audience?

    Gamers primarily, regardless whether first time, casual, frequent or addicted. A secondary audience would probably be for people looking to buy an entertainment gift for someone else.

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

    Based on Question 4, regardless primary or secondary target audience, their needs are conditionally... 'entertainment'. Their interests is how that entertainment is delivered and to how much of an extent that need can be taken to. In the end, this product being rather high priced, they are concerned if their expectations of fun can be met for the value of the money they spent.

6. What is the message?

    If put bluntly in a dialogue. 
    "Playing never stops, it only changes and grows. The toys just change. This now, is the toy for you."

7. Discuss the message being conveyed.

    The message appeals to the jovial and childish side of its audience, that is if the viewer is not already a child. Everyone likes to have fun, and it can be achieved no matter what age you are at, achieved using this gaming console, this product.

8. Who does the message appeal to?

    The message appeals to anyone who would like to experience some leisure time, some form of amusement or perchance, a new type of experience in entertainment.

9. What is the desired communication outcome?

    To instill a sense of change, a want to adapt/accommodate. All this accumulating into the end result of intentional ownership. Ultimately, buying the product.

10. What other communication channel is most effective?

      I believe in terms of the gaming/entertainment industry, no other medium is more effective than new media/the internet. It is the world on which entertainment itself is now founded upon. Nearly every single 'game' is online or has online-multiplayer features. Hence, an advertising campaign on this medium would be second to none.

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

     It is a 'whimsical' ad in the sense that it plays with the common, if not rather childish, concept of fun and entertainment and then links it to the product it is trying to market, which is a gaming console where most people regardless of age, obtains their source of entertainment nowadays. 

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

      It shows and manipulates a very childish yet familiar kid's toy, the 'Play-dough'. The dough is configured into various figures, also familiar through the entertainment industry and finally emerges the product being sold, the gaming console itself and the accompanying game-discs.

13. What is not discussed about the product?

      Price and affordability. The ad also leaves out, on intention, demographics for the product, hence leaving it open to any age, any gender, etc.

14. What image is portrayed?

      Entertainment has evolved, and it can still be obtained.

15. Is it true to life or puffery?

      It is true, in the sense that entertainment has definitely changed forms various times throughout history and throughout civilizations. This in turn is also fact in terms of age. And now with the help of globalization, it is agreed upon and common knowledge to know that gaming consoles is one of those changed forms. However, in terms of the concept of the ad, of course it is puffery as no one can make a clay doll come real or manipulate it as such/shown.

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

      It is humor most of all. The whole concept of entertainment is also based upon what is able to humor it's audience, hence the funny ad.

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

portray?

      Aside a pair of arms/hands shown, the ad does not involve any person/individual. The focus is mainly on the concept of the ad with the dough and the showcased product, the console.

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

      Fun and vibrant ad. The colours used are obviously childish with the intention to appeal to the desired psyche. Music compliments this intention by being jumpy and upbeat.

19. Is the ad memorable?

      Quite memorable as it shows something of familiarity to almost any one regardless child or adult. The flamboyant concept of the flow of the ad (manipulating the dough) also serves to embed details of the showcased product that comes along only at the end of the ad.

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

      Ask me 2 months ago and I would have answered most definitely 'yes'. However, not everyone can have the luxury of time or resources to maintain the current perceptions of entertainment, at least in terms of the gaming industry. I'd have to get my fun else where then.

21. Be sure to include your opinion (have a specific point of view, love it or hate it.)

      Though said as such, the ad is very appealing and effective. Simplistic ideas that can maximize effectiveness is hard to pull off. However, if done so, deserve its credits where they are due.