6. Insurance: Prudential Financial - Life Insurance

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 tries to market it's services of life insurance.

    ii) Communication:

        - Gives the notion of importance of life insurance, especially to family figures.

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

    The ad does not show it in a direct way, however, it hints towards the audience in an effort to persuade them to buy life insurance.

4. Who is the target audience?

    Families. Or more specifically, parents or guardians with dependents on them.

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

   The audience's needs are interlaced with their concern for security, on the promise that the insurance will keep it's end of the bargain in assuring the well-being of their dependents in the event of their(the audience's) abrupt absence.

6. What is the message?

    That it is better to be prepared, things can happen. So have a plan. (In this case, Insurance.)

7. Discuss the message being conveyed.

    The ad hints to the audience, through the gravity and the sense of dread. While giving an urgency of having your family protected financially. It plays with the fear of uncertainty, that horrible events can happen, so it is better to be prepared for the sake of your family.

8. Who does the message appeal to?

    Compassionate family members whom are worried for the future well-being of their dependents.

9. What is the desired communication outcome?

    To convince viewers that Life Insurance is essential, especially to those having families and wanting them to be protected in case of unexpected events. The ultimate outcome? To buy life-insurance.

10. What other communication channel is most effective?

      Billboards on highways and roads, where people are driving in cars. The gravity of 'unexpected' accidents are no more present than in vehicular accidents. Hence, would be very productive in instilling a sense of dread and urgency.

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

      The ad appeals to family values and ties it to the sense of protection in the showcased product which in this case is Life Insurance.

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

      It shows a parent and child, in the setting of a comfortable living room, in a home. Setting is of a father & son, spending time together and watching television.

13. What is not discussed about the product?

      The fact whether Life Insurance is actually necessary is not mentioned. The ad merely gives a vague answer to what is life insurance and that "it is something parents buy.", not saying outwardly that Life Insurance is essential.

14. What image is portrayed? 

      Family, and the importance of family. Comfort and peace-of-mind is an added value.

15. Is it true to life or puffery?

      It is quite real, as the probability of unexpected events is ever present. Everyone is afraid of the future, and it is quite useful to plan ahead and be prepared.

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

      Slice-of-life and rather bright and cheerful on the first glance. However, the ad plays with a sense of dread, leaving me to give a sub-label of horror to it as well.

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

portray?

      i) A child:
         - Portraying a sense of 'preciousness' and value. Something the audience wants to protect.

     ii) A father, also an established actor: Nicholas Art
         - The father element brings out the parental side of the audience, making them protective and interested. The fact that the father in this case is portrayed by an actor, relates even more. Giving off a sense that even famous/successful people have something to protect, so we should follow suit.
 

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

     Mood is light and caring. A lovable setting instilling a sense of belonging, emphasizing even more, the feeling to protect that belonging. Music and colours compliment this element by being light and bright as well.

19. Is the ad memorable?

     Very, in the sense that it reflects our own parental/family values and feeds that right back to the viewer.

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

      Most definitely, as it is a very practical product and rather essential to most families nowadays.

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

      Very clever, simple and effective. It plays with pathos(emotional-psyche.) and underlying message through indirect hinting. 
On a personal note, a great ad because of good acting, camera-work, simple script writing and excellent directing.

7. Household & Personal Products: Avon - Clear Skin Ad

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 premier and marketing of Avon's new cosmetic product; "Clear Skin Professional".

    ii) Communication:

        - Gives an account of professional experience/accounts and communes message of satisfaction and promised reimbursement.

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

    A rather subtle yet condemnatory message, to judge themselves and their outwardly appearance in hopes of spurring an action to improve their 'beauty' and purchase their showcased product.

4. Who is the target audience?

    As it does not specify male or female, the target audience would generally be anyone wanting clearer, smoother, perfect skin. Ages may range from pre-teens to the mid-ages.

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

    Obviously, the target audience would be interested to have better skin. What they need, is an effective way of doing it. They are concerned whether the product actually delivers what it promises, in fear of wasting their time and money.

6. What is the message?

    Speaking in first person perspective; "That I have perfect skin, you can too. Try out this product!"

7. Discuss the message being conveyed.

    As answered in Question 3, the message conveyed is a little condemnatory. It invokes the viewer to question their appearance, trying to find some sort of flaw on their face that would move them to want to better their skin. Hence, buy the product.

8. Who does the message appeal to?

    People who are dissatisfied with their skin appearance and want to do something about it. Further in-depth, people who are on a budget and want a more reasonable alternative to cosmetic-procedures or surgery.

9. What is the desired communication outcome?

    To convince the viewers that their skin can be improved. And improved using the showcased product.

10. What other communication channel is most effective?

      Posters and billboards in crowded places, it is a time and place  when/where a majority of people feel self-conscious and judgmental the most. Aside that, direct-advertising by giving out free samples and having road-showcases.

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

      An appeal to higher authority and 'professional' opinion, regarding a set of facial-skin creams that supposedly nourishes and fixes skin to be beautiful with satisfactory results.

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

      It shows a recognized figure and a claimed professional giving testimony to a cosmetic product. A catalog with contact details is also shown.

13. What is not discussed about the product?

      Statistics. The ad merely depicts a famous figure giving word of mouth regarding the product. However, no mention of statistics, ingredients and etcetera are given. Price and affordability is also not mentioned, however hinted in an underlying message.

14. What image is portrayed? 

      'Beauty', and that it can be achieved.

15. Is it true to life or puffery?

      The consumer has to try, experience or test it first-hand, or to seek secondary references. The ad alone isn't a clear picture to whether the product actually works, of if the model solely uses it without any additional action/items.

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

      Professional opinion and appeal to higher authority type of ad.

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

portray?

      i) 2009 Miss Universe model, Stefania Fernandez.

         - Portraying an image or embodiment of 'perfect skin' & beauty.

     ii) Professional Dermatologist, Dr. Cheryl Karcher.

         - A higher authority and 'proffesional opinion' to give a sense of authenticity to the promises said by the model and the product.

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

      Mood is professional in attempts to instill gravity to the words being spoken by a model. Colours suit these very purpose, also very chrome, metallic and slick. Props are curvish, another attribute of 'beauty'. Music is somewhat secondary, it is not a main concern as the producers do not want to overshadow the model's dialogues.

19. Is the ad memorable?

      Quite, all in thanks to the model used. It is the singular and most present attribute people register when watching this ad and will remember that figure when trying to recall the ad/product.

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

      No, money better spent elsewhere.

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

      A little on the dull side. Cliche to say the least, but I cannot blame them because it's been the norm and most effective style throughout household and personal product campaigns. Overall, short and straight to the point.

8. Food & Beverages: Nestle - Celebrating 100 Years.

 

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:

       - The ad is trying to market it's company in entirety, portraying 100 years of being in business.

    ii) Societal:

        - In support to it's marketing role, the ad does it through localization, where the country Malaysia is taken into context and the journey the corporation went through together with the development of the country through the people, citizens and society.

    iii) Communication:

         - Builds upon the idea that the company's brands are part of the Malaysian culture. The ad communes the message of the essentially of Nestle products, and after a long haul, will continue to do so.

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

    It simply wants to remind the audience of how close the brands has been to them. That like an old friend, will always remain loyal. Hence, the desired end result for this ad, would be to convince its consumers to remain loyal in return too.

4. Who is the target audience?

    Since the ad is localized, portraying the brand's journey nationwide for the past century, the target audience would be the nation and it's citizens, naturally.

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

    The audiences needs are practically unchanged in terms of expectations of the products that Nestle has been providing throughout the years. Their concern however, is whether Nestle can continue to meet those expectations and to maintain its stature. The brand has to accomplish this if it wishes to keep the interests of its consumers.

6. What is the message?

    That Nestle is your best friend, your childhood memories, the mother that takes care of you and no matter how old you grow, will remain there for you as it always has. A familiar face.

7. Discuss the message being conveyed.

    A majority of consumers disapprove change, especially if the product of interest has served its purpose well and effectively throughout a long period of time. Any sudden changes to such success would deal suspicion. Hence, Nestle banks upon the idea that no matter how long and what happens, it will remain the same and a part of the Malaysian society.

8. Who does the message appeal to?

    It appeals to people who are accustomed to the familiar. Practically every Malaysian has consumed a product made by Nestle and hence, can identify to the idea of nostalgia and in the comfort that the company is still doing well.

9. What is the desired communication outcome?

    That loyal consumers remain loyal and be reminded that Nestle is a very long standing company and brand.

10. What other communication channel is most effective?

      Direct advertising, such as can be seen at one point in the ad itself. Free-samples and such, or holding events would do well to promote the brand further.

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

      It is a reminder ad, that the brands' products has always been there, has been there for a very long time and will always remain there ready for consumption if the consumer so wishes. The ad shows how its products has been used in every situation imaginable from leisure to business and most probably still are today.

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

      All of the above, with familiar locations, situations and scenarios throughout with usage of the brands' products.

13. What is not discussed about the product?

      Some people may be in the grey regarding this or just remain ignorant because of Nestle's familiarity. But the brand actually has gone through several changes throughout the years. Mainly regarding localizing tastes and also modifications to ingredients and substances used in said products. The ad also did not discuss health matters to its public, that consumption of its products without moderation may lead to diabetes, high cholesterol and other health predicaments as it most certainly has.

14. What image is portrayed?

      To long standing consumers, a flash-back to the past and a recollection of memories regarding the brands' products. To the younger generation, a sort of 'picture-album' of how the brand was in the past and how similar it is today, for which they are familiar with currently.

15. Is it true to life or puffery?

      True to life

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

      A nostalgia and reminiscent type of ad that preys of familiarity.

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

portray?

      Malaysian's of various races, cultures and backgrounds. However, they portray how similar in experiences they(we) share in terms of familiarity with Nestle products. Or perhaps, I shall just write, "All Malaysians and our experiences with Nestle products".

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

      Vintage, is my best description. Classic and old-school. The colours are transitioned between faded flash-backs and vivid present situations. The music is brilliantly utilized, a major but subtle contribution to the nostalgic feeling the ad tries to instill. Can you guess? "Twinkle-Twinkle Little Star."

19. Is the ad memorable?

      Most definitely, it actually manipulates our own memories and visuals in addition to the ones shown on screen. We actually put ourselves into the picture and how relatable the scenes are to us.

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

      This question is actually rendered null, as I sip this cup of Milo while writing this sentence. Why? Because I grew up with it.

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

      Bloody brilliant. Being a Malaysian, effective and moving. However, the 'concept' will keep its effectiveness regardless of what country is targeted at, because it plays on culture. Use the same skeletal-frame on any other country with manipulation to the traditions of that nation, you will have the same success.

Top of my favourite ads list.