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.

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.