1. Telecommunications: TM Commercial - Through My Window

 

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

    Initial conclusion; Brand Advertising. However, after deeper digging:-  
'Institutional Advertising.'

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

    i) Marketing:
       - This ad is actually part of a marketing campaign to put the company in question (In this case, TMnet) into the spotlight. Hence, a corporate advertisement.

    ii) Societal:
        - It reinforces the perception on how society interacts and connects to each other nowadays, reinforcing the marketing role of this corporate campaign.

    iii) Communication:
        - Evidently, being a telecommunication's service provider, you necessitate to comprise elements of communication in whatever undertaking executed. In this case, conveying the message and image of the company and it's priority in certain corporate values it wishes to portray.

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

    It wants the audience to reaffirm their stand in what communication is all about nowadays. How we connect as individuals, societies, organizations or just mass communication as a whole. The underlying message would be to trust the company (TM) as they know all about communication and what works best and how to give you the most out of it and their services. Hence, it wants the audience to understand and recognize their company and it's values/principles.

4. Who is the target audience?

    It can range to anyone, from subscribed customers to partnering corporations. As it is institutional, the targeted audience would be the broadest, in the sense that the ad aims to show the masses its core values and main principles as a whole organization and does not need to segment or aim at specific demo or socio-graphics.

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

    The audience's needs are simple, to be able to communicate, or more specifically, telecommunication services providing this basic necessity. Their concerns are how effective or beneficial those services are. Will it be stable? Is it cost effective? etcetera. 
Hence, they would be interested in any service provider that can meet those demands and fulfill a value-worthy service.

6. What is the message?

    In the perspective of the company;
"We can connect people, ensure good communication and collaborate and work well with people. Through US, we can make anything possible."

7. Discuss the message being conveyed.

    It answers all the concerns of the audiences regarding their needs and expectations towards the perception of a good telecom' service. It does this by first establishing those said attributes to the image of the company. The attributes are then scaled down to the products, this is a secondary effect.

8. Who does the message appeal to?

    A primary appeal would be to potential customers or investors. Subsequently, a secondary appeal would be to current or long-standing subscribers or partners.

9. What is the desired communication outcome?

    In regards to the primary appeal, the image being tried to perceived are in the hopes of gaining new capital and thus enabling the company to expand. The secondary appeal on the other hand, is to maintain current faith and support in their services and their company.

10. What other communication channel is most effective?

      Billboards and banners would be rather effectual. It is highly visible and ensured to grab attention. Running parallel is a network of constant traveling, people trying to get to places, to commune. An advertisement showcasing services or potential access in making that network and process easier/faster, is certain to facilitate a larger network of audiences and potential shareholders.

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

      The ad is a corporate ad. The product in this case, primarily showcases the company image and values it upholds. However, being a telecommunication's institution, those value directly attribute to their services. Thus, this ad is giving an indirect assertion to the overall company image and it's products(services)

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

      It shows office workers, regular samaritans like you and I. It also showcases a hectic setting, of cars and people milling about try to get through the day. The ad also utilizes CG effects with a sense of humor, displaying paper cartoon cutouts.

13. What is not discussed about the product?

      The product in which in this case is the company itself, what is not discussed of course is how they are to uphold or keep the promises of quality and interests of its stakeholders.

14. What image is portrayed?

      Resourceful and competent.

15. Is it true to life or puffery?

      It is quite true, in the sense that communication is essential. However, the term has evolved over the years and what we deem as necessities has also followed suit. Certain services we cannot do without in the modern world. Without it, it is potentially 'cave-man' devolution.

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

      It is a mixture of slice-of-life and humor. Cleverly designed in a relatable situation of daily, typical routines. The humor comes in during the CG paper cut-outs showcasing an unexpected turn in the situation.

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

portray?

      i) Employees/Workers:
          - The office workers represent everyday routines and necessities. It represents you and I and how essential we need communication to make through the day or to make things work/happen.

      ii) Cartoon Cut-outs:
          - Humor element aside, these individuals represent a breach in the everyday norm. It is the sender's/company's(TM) way of distinguishing itself. Almost as if saying that; "We literally connect people, and help you to get to the other side." They portray promise and efficiency. Like a shortcut so to speak.

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

      The mood is tuned from mundane to excitement. Intentionally so to emphasize on the breach in mundane feeling and to strengthen the intended outcome/message being sent across. Color however in this case is restricted to 'formal-normality' unfortunately to keep it realistic. Music follows the mood suit turning from everyday office sounds to adventurous and eventually, victorious.

19. Is the ad memorable?

      Quite so, in part to the humor element and promise of excitement. A rather cliched element used by most telecommunication adverts, however, cleverly manipulated in a different light to suit the purpose of the message wanting to be delivered.

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

      To clarify that the product is the underlying services provided by the company, then 'Yes'. 

In fact, it is in usage right now as I type out this answer, for this blog, which is hosted on the world-wide-web, which can only be accessed with an internet connection. You get the picture.

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

      A clever ad and amongst my favourites in terms of creativity and simplicity. It delivers its message across without beating around the bush and uses humor to amplify the meaning. Brilliant.

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...

3. Pharmaceuticals: JOHNSON's® - Baby Commercial

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

    Was a bit of a head scratcher, however;
    Interactive Advertising. 

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

    i) Marketing:

       - It markets the brand as a whole and what the company is to the audience/consumer(s)

    ii) Societal:
       - It defines how parenting, mother's in context, all have similar aspirations in bringing up a child and analogous decision making patterns.

    iii) Communication:
       - The ad delivers a message of maternal understanding in a way.

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

    It wants the audience to listen, as this ad is mainly about delivering a message, the brand and product insertion is secondary. 

4. Who is the target audience?

    Mother's in specific, however it is relatable to any parent figure or guardian whom have or are in the charge for caring of a baby, infant or child.

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

    As the audience takes on the role of physical dependance by the child in care, the needs would be a company that as a whole in itself, is dependable and reliable in terms of its service, products, actions and organization as a whole. Children's well being are a number one concern in this context, hence interests takes a form from the audience's side. The organization itself has to have its own interests in line with that of the consumers in order to keep them complacent.

6. What is the message?

    That you care and prioritize your children, we know that. That you want the best, buy the best and treat them with the best. They should know that too.

7. Discuss the message being conveyed.

    Subtle messaging is going on. In this ad, the message is being manipulated in the first person point of view, metaphorically, the infants' perspective. To make a bridge however of linking the message to the brand and products itself is the notion that babies will know that their mother's are giving them the best, by actually buying the best from the brand, in this case... Johnson's.

8. Who does the message appeal to?

    Mother, parents or caretakers who want the best quality of upbringing for their children, in the terms of products or services offered by a perceptive company.

9. What is the desired communication outcome?

    That the audience understands how Johnson's care as much for giving the best to their consumers as they(the audience) care about giving the best to their children. Ultimately, underlying the goal to be persuaded to by their products.

10. What other communication channel is most effective?

      Social media would be rather effective. If breached and the product is satisfactory, reviews and recommendations move as viral and fast on the web and the message intended will be delivered faster and to a broader scope of audiences.

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

      The ad is a paternal appeal ad, and the product being advertised is primarily the message that Johnson's products are top notch and that the company cares for its consumers as they do for their' consumer's children too.

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

      It shows mother's and their newborns. The ad shows various daily routines or situations mothers go through in the upbringing of their children and expected struggles and rewards that ensue.

13. What is not discussed about the product?

      Everything actually, products are barely even existent in the ad. However, the message delivered underlines the presence of Johnson's products. The audience themselves can make the connection between parental upbringing and Johnson's products.

14. What image is portrayed?

      Compassion and understanding.

15. Is it true to life or puffery?

      In such an industry, no compromise can be made for exaggeration. These are products that deal with application and will be heavily reviewed as it is direct-usage products. Hence, a single fault in delivering what the product promises will result in loss of customer loyalty and ultimately, result in a loss in the market.

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

      Slice-of-life. The entire ad is basically about caring for new life.

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

portray?

      i) Mothers:
         - Portraying parental factors and the icon for the affectionate element.

     ii) Newborns:
        - The object of care and dedication. In economic terms, big investment that every investor(Parents/guardians) want to be turned out well,

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

      Very loving, warm and bright. Music is low-keyed, quiet and comforting. Colours used compliment these elements, being non-flashy and rather mild and complacent.

19. Is the ad memorable?

      Yes, as it plays with our own memories or perhaps future concepts of parental upbringing. It is a process that almost everyone goes through regardless of future mothers or fathers. However, this ad as stated in previous a question, concentrated primarily to mothers.

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

      Yes, if I have a kid in the future. No, if I do not have a kid in the future. No kid, what's the point?

21. Be sure to include your opinion (have a specific point of view, love it or hate it.)
      A very heart warming ad. No other words to describe besides that, though the ad is rather one sided to the more fortunate or upper-middle class households. Overall however, a good ad and well executed.

4. Commercial Banks: Shearson Lehman Brothers - 1990 Commercial

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

    Institutional Advertising

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

    i) Marketing:

       - It is marketing it's organization in terms of promised capabilities.

    ii) Economic:

        - Banks impact heavily on price elasticity of products and services. Even more so for an established bank and big market share holder.

    iii) Societal:

         - The ad displays societal concerns, wants, and desires. It also shows growing interests amongst said societies to fulfill those wants.

    iv) Communication:

         - Highly important to an industry that deals with people. Communes the idea of an understanding organization who caters to peoples needs.

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

    Simple as any other commercial bank, for clients to invest in, trust in and establish loyalty towards the bank's services.

4. Who is the target audience?

    In terms of this ad, scrutinizing, would be investors looking to set up businesses. However, at the same time for potential pensioners as they would like to see their hard earned money grow and be put to their desired usage in the future.

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

    The audience needs, simply put, "money". It comes however, in financial services and plans. These services and plans are marketed by banks. Hence, they are interested in whomever/whichever institution that can appeal most to those needs, the best plans and such.

6. What is the message?

    Quoting the ad;
    "You can get there from here. With Shearson Lehman Brothers."   

7. Discuss the message being conveyed.

    It gives the promise that whatever your desire or intentions might be, you can achieve it through our help, the help of this institution. Thus, the ad wishes to instill a sense of trust in its potential clients/audience.

8. Who does the message appeal to?

    The message appeals to those seeking financial aid and require assistance in making financial decisions.

9. What is the desired communication outcome?

    To establish loyalty and trust in investors and clients and to garner a larger market share in it's institution which would allow better services and a bigger expansion.

10. What other communication channel is most effective?

      Any other communication channel would only be second to broadcasting as in the terms of the banking industry, effective mediums are very narrow. However, the next effective channel would be direct advertising and event campaigns.

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

      The ad is a concern and promise ad, where the products are actually services in terms of financial planning and aid, and how this institution can meet and solve the concerns of it's audience.

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

      The add shows a concerned samaritan with certain aspirations that requires the bank to assist with.

13. What is not discussed about the product?

      Everything. However it is intentional as the banking industry has a wide array of services, hence; an even wider array of details regarding it's services. Everything from loans, payments and other processes. What is shown however is the promise that they can meet expectations and accomplish goals.

14. What image is portrayed?

      A caring institution that can bring you further in life.

15. Is it true to life or puffery?

      That would be entirely up to future consequences, however as for the current, which most people of this sort of audience are banking on, it is rather true. The modern day world requires loans and such financial schemes for an individual to meet modern day expectations and aspirations.

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

      Definitely a slice of life.

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

portray?

      i) A regular man:

         - Portraying you and I, the common samaritan.

      ii) The banking official:

         - Portraying the caring institution, ready to help.

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

      Aspiring, yet very hopeful. The mood is of someone with dreams, knows it can be achieved and hopeful that it will come to completion. The music is down-to-earth with a sense of mockery, even the whole setting of location and venue of discussion is also rather crude. However, it could be intentional to emphasize the sense of hopefulness of wanting to escape the dull and dreary set-up.

19. Is the ad memorable?

      Not so, aside from the smalls sense/insertion of humor with the gimmick of Paris and cooking school; and the tagline of "You can get there from here." Nevertheless, that alone already accomplishes the purpose of the ad.

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

      Banking services? Given the right circumstances and margin for safety, definitely yes. It is crucial to make use of financial services in today's world.

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

      A rather quirky ad, yet shows a simple message yet thought inducing. A good ad, but not great.