General Information Created by creative agency Shift in 2012, "leakage freakage"continues Kotex's controversial style of advertising further into 2012. Back in 2010 Kotex began with the "beaver" ad resulting in over 185 complaints to the Advertising Standards Bureau. Most likely this overwhelming recall and recognition of the TVC could explain why further ads like this have been produced since. In this recent edition Kotex describes a common fear for women, "leakage freakage" and humorously portrays how to avoid the problem such as keeping your back to the wall. These exaggerated and humorous alternatives lead women to think of the absurd things they or friends have done due to "leakage freakage" over the years. This style of execution is slice of life mixed with humorous appeals.
Target Audience:
Menstruating young to middle aged women, most likely between the ages of 16 and 40. Objectives:
Encourage open dialogue about womens issues in a humerous way that make women feel at ease and will lead to increased sales of U by Kotex products.
My Opinion
I find this ad quite funny, it depicts an exaggerated view on the silly things women do during that time of the month. I think for families and for males this is a very awkward ad to sit through, especially when with a woman. I know this to be true, as I sat with my boyfriend watching telly last night and this came on. He waited to see my response, obviously concerned I would want to talk about "it all" and then blurted out "I dont like that ad". I dont doubt this will have as many complaints as its predecessor "Beaver" yet as a girl I am disappointed that we cant take it in jest as being a humorous jibe at women and their ridiculous tendencies when it comes to that time of the month.
I doubt that the specific ways "leakage freakage" is avoided actually occur, as no women stations herself outside a toilet at that time of the month. Despite being an exaggerated view on womens hygiene it continues a dialogue on the topic which is important otherwise we may as well still live in the 50's.
Large multinationals, can these days employ an advertising agency in one country to create a campaign which will be viewed across the world. A TVC that is created in New York, can be sent to Australia, dubbed over with an Australian accent and aired on television. The problem with this is that not one culture is the same, and if careless, global advertising can be a disaster for a company.
There are some fundamental reasons why large corporations use global advertising:
1- It is cheap. No corporation wants to waste money on creating new communications when the ones developed for New Zealand could be used in Australia.
2- It is quick. Why waste time briefing another countries marketing team, who is then to brief another advertising agency? The already created communications can be sent over in faster time than it would have taken to create a new one.
That said, global advertising can be great for a companies bottom line, it is very efficient. The importance lies therefore in whether it is effective.
The target audience in the world of advertising is vital, who are you trying to talking to? It is important to understand who they are so that the communications are as effective as they can be. If its not relevant to them, they will tune out.
Some cultures do have some likenesses, this can be used to a companies advantage. However, do not become careless, they are still different, so take the time to work out how. If a company has not taken the time to figure out the people, it will show. It is important, despite being a mass produced campaign, to be relevant to each culture you are communicating with:
1-Is your product actually of use to the culture? Would Chanel try to advertise a skin whitening cream in Australia? Probably not.
2-Communicate in ways that they will take notice. Just because a TVC worked in one country, doesn't mean it will in another. Perhaps women noticing a chanel ad in China did so because it was in a magazine, but in Taiwan, magazines don't impact beauty purchase decisions as much as billboards?
3-Authenticity is key. Is it actually believable to the Australian public that Simon Baker is American? The Australian actor was used in ANZ's global advertisements using the same American accent that is used in his hit TV show, the mentalist. To Australians, it was just confusing and a little silly.
This is not to say that every ad that comes into a different country should be dubbed over with the local accent. L'Oreals, Maybelline NY ads are filmed with the backdrop of New York and feature models usually strutting around showing off their eyelashes or other features. It would be silly to dub an Australian voice over the top to make the models sound Australian. It would not be authentic.
Global advertisements can be efficient and effective when used appropriately, when done poorly they can be a PR disaster. Cheap or clever? it is dependent on the corporations marketing team and the advertising agency to create a campaign that can be relevant to an array of cultures.
Advertisement: ANZ Global TVC (Hong Kong and Australia) Cited from: http://www.youtube.com/watch?v=Xlign86r7Ck Sourced on: 24/01/2012
General information
Launched in 2011 by ANZ, to communicate the benefits of being with ANZ over other banks. Using Simon Baker, a popular actor from the hit TV show the Mentalist, the TVC was used in multiple cities across the world.
This shows the Australian and Hong Kong versions of the same ad side by side. It was obviously shot a few times for different cultures, ie in both cases the backdrop city was altered. First it was made to look like a Hong Kong city street, then an Australian one. Target audience
People in multiple cultures who use banks. Objectives:
To communicate that ANZ isn't like other banks because of its forward thinking. My opinion:
I think that the TVC does its job in portraying ANZ as more "humanized" and forward thinking. The use of a popular actor makes it interesting to people, and also simple to convert into different cultures. However for the amount of trouble that was taken to shoot with different backgrounds for the different cultures, they could have had Simon Baker use his normal Australian accent for the Australian version. In this way, the TVC is a tad in authentic for Australian audiences.
This is an interesting little thing I found online while researching for a previous post. It helps to explain the psychology behind how consumers use social media with purchases. This is vital to brands and marketers/advertisers alike as it helps to explain the cognitive foundations for the use of social media. The facts and figures provided help to add authority and gives marketers/advertisers extra depth for which communication strategies can be based from.
This is a really useful little piece, as for the social media-illiterate out there...it helps make it simple.
Touted by the early Gen Y'ers as the cool thing, social media has exploded in popularity during the last decade. Once where there were a few, now there are a vast array of social media sites, catering to all ages and professions. Facebook, the most successful, hit 500 million members in July 2010.
Brands began to pick up on this online dialogue, and social media became the "it thing" in the mid 2000's, it was where to communicate with "the kids" and still is.
Why brands use social media:
It provides a low-cost platform to build your brand,communicating who it is and what it stands for.
It allows brands to engage rapidly and simultaneously with its customer base, the broader public and especially younger generations, in a direct way.
It gives brands an opportunity to learn from instant information and unvarnished feedback.
Brands interact with their customers on a daily basis via advertising, PR and product interaction.They create a personality within the minds of their customer base over years, for example Coca Cola's summer ads: young happy, bubbly times with friends (and in Australia usually at a beach).
It is apparent now that brands who use social media... become almost human like personalities in their own right, customers have an expectation that you will act like one of their "friends". The first point above therefore can work against brands if social media is used ineffectively.
Brands that do well on Social Media sites are those that engage with their "friends". Customers have consciously "befriended" brands like they were a person, or "liked" the page because they want to know about it. No one wants to think of some dweeby marketing guy on the other end of a computer writing boring status updates for Coca Cola. The Coca Cola guy is a cool, hip, laid back guy...potentially in some boardies with sand in his hair (for australian audiences)....writting the status update while doing something interesting. This is the brand personality they have communicated for many years, and consistency is vital. People want to be friends with Coca Cola, because the brand personality is something they like.
In later years social media in general has become all about "social one-up-manship". Status updates, check ins...they are all about making it publicly known to others that you're doing something interesting, or that you're smart, or cool, that you went to "that party"...or whatever it need be. Therefore being friends with Coca Cola is different to being friends with... broccoli (no offense to broccoli). Someone may be envious that Coca Cola befriended you, or replied to your comment...or asked a question that you replied to (probably wouldnt happen as much with broccoli).
If brands are unable to communicate in a way that is relevant and interesting to their customer base...they will stop engaging with you. People only want to be friends with brands that matter to them...so matter to them.
Some examples of brands who have recently used social media well/differently are: Cited on: 9/12/2011 Sourced from: http://socialcommercetoday.com/category/f-commerce/
Macy's and Four Square: Popular location social media site Four Square paired with Macy's this year to unlock a special "Macy's Thanks Giving Parade Badge". This special edition badge will be unlocked for viewers who locate themselves at the parade in New York.
Walmart and Facebook: Walmart launched a Facebook app called Shopycat, which is designed to make gift giving “less stressful and more fun” during the 2011 holiday season.
Using the app involves two steps. First, Shopycat looks at your Facebook friends and analyzes their activity on the social network, including things like likes, shares and posts, then determines what types of gifts they would most likely want based on those interests.
Heinz and Facebook: The Heinz pop-up store on facebook allows fans (and-only fans) to send personalised ‘get-well’ cans of Heinz soup to friends suffering from post-summer distress disorder – i.e. Autumn colds and chills, for a £1.99 ($3.00) PayPal payment via an store app on the brand’s Facebook page.
A recent article written for B&T highlighted some of the issues facing brands and social media:
I think this article makes some very valid points. Brands do sometimes act as if because they're using social media, people should flock to their pages and engage with them. You're not engaging appropriately...or they would.
This research conducted by the Experian Marketing Services is a great addition to research conducted on social media. It helps provides a cause-effect link for brands, in that, poor communication = poor results...which is true of anything in marketing and advertising, be it a TVC or a website.
The fact that "59% of consumer stopped engaging with four or more brands as a result of poorly targeted communication", doesn't surprise me in the least. Who wants to be friends with a boring brand? This now provides evidence that you have to be relevant and engaging.
This research will enable advertisers and marketers to develop more targeted social media strategies and reap better rewards for the brand from the use of social media.
It isnt going away, social media is only growing. Brands have to grow and progress with it.
Controversial advertising is a bit of an easy "cheap shot" I think. That doesnt make it bad....just the easy route to get noticed. As discussed in earlier segments controversial advertising is one that could be deemed: shocking, offensive, unethical, politically incorrect and/or humorous. It is open to interpretation and if necessary judged by an authoritative body such as the Advertising Standards Bureau.
Generally speaking objectives are to: grab the audiences attention, drive word of mouth/go viral and stick in peoples heads.
Target Audience: This video was launched online and asked viewers to share online with friends and family, therefore the target audience would be those Australians who use the internet and social media in particular. Generation X and Y'ers would be the most likely to push an initiative such as this due to their progressive views about Australian societies development.
Nature of the controversy
Gay marriage is an issue that still causes a lot of controversy to this day. As homosexuality has only been legalised since the 1970's, it is an issue which still ruffles a few feathers.
The Baby Boomer generation saw the first legalisation of homosexuality in 1972, which helps to explain some of the lingering prejudice to this day. For the first twenty years of some baby boomers lives it was illegal, so their feelings are understandable due to their upbringing and the views of their parents. Yet just because its understandable does not make intolerance ok.
There has been huge progress in Australians acceptance of one another in the last couple of decades. From the legalisation of homosexuality in the 70's, national service being abolished, the introduction of divorce, women entering the workforce, reconciliation in the early 2000's, Kevin Rudd saying sorry to the aboriginal people from Australia and having a female Prime Minister; Australia has propelled into the 21st Century.
Gay marriage to this day is fought for by not-for-profits such as Get Up, as well as various lobby group with ever growing demonstrations for the cause each year. As of 2011 Roughly 60% of the Australian population supports gay marriage according to statistics, demonstrating that Australian society has continued to move forward and become more accepting since the first legalisation in 1972.
My Opinion
The way that this TVC has been shot shows that homosexual people live in the same way we do, they aren't from another planet. It helps to shed light on a very current topic in the Australian public arena. I think this has been a very successful campaign. The video is now all over social media platforms and is being shared by many. It has succeeded in going viral, and has caught attention and hopefully will work in achieving its goal. I believe that love and commitment shouldn't be restricted because you dont want "them" to have a piece of paper. Furthermore, those who believe that it will tarnish the sanctity of marriage...Kim Kardashion, Brittney Spears and the most divine Elizabeth Taylor herself already saw to that.
Advertisement: Pepsi "We Will Rock You" TVC Cited from: http://www.youtube.com/watch?v=W7jkygJ_QNo Sourced on: 18/09/2010
General Information
This commercial was launched in 2004. It was used by Pepsi in more than one nation, including Australia, and was released as a promotional advertisement in Austria. Target Audience:
The target audience of this commercial is most likely to be young adults, people who know of the celebrities being featured (most likely Western Nations) Objectives:
The objectives of this campaign is to increase sales and top of mind awareness within young adults, so that when they do purchase a soft drink it is in their consideration set. My Opinion:
The use of fantasy style execution is always entertaining to viewers and I think it has the ability to translate into other cultures as its not a very tricky concept.
This commercial was launched internationally in 2005 and subsequently banned due to laws regarding political advertising in the UK. It used a dramatic execution style and increases the brutal reality of the situation. The ad uses emotional appeals to motivate people towards the significance of the cause. Celebrities are seen as roles models in this day and age, and by using them in this instance it taps into the emotional needs to be like them as well as help the children.
Target Audience:
All people who are able to donate time/money to world events. Most likely people over the age of 16 who are socially conscious of world events.
Objectives:
Increase awareness of the cause and its supporters, as well as to increase donations internationally.
My Opinion:
Globally I think this is a very good way to tap into the consumer base. The use of famous celebrities increases the general appeal of the commercial while making it easily translatable between cultures. I think however that there could have been given some information about how people can donate at the end of the commercial for it to be truely effective in raising money/awareness.
This product was launched in 2008 and used infomercials as their primary source of marketing around the world. This infomercial unlike the others above weighs in on Snuggies substitute product, blankets, making them an unappealing choice as they "slip and slide". The execution style is slice of life, illustrating a family enjoying the benefits of the product, while a voice speaks over communicating information.
Target Audience:
People who find themselves cold while enjoying their leisure time but find themselves irritated by blankets
Objectives:
To inform and educate consumers about the benefits of the Snuggie and increase sales revenue
My Opinion:
I think that to make this TVC more appealing to domestic markets, Snuggie could have made the voice over in the accent/language of the country where it was being advertised. I think this could have made it a little less cringe worthy and corny when viewed. Trade Press:
Snuggie sellers laugh all the way to the bank
By Karen Collier
Tens of thousands of Snuggies sold Initial run sold out in the US Blanket fashion gains cult status
IT'S the daggy blanket with sleeves that makes you want to snigger.
But Snuggie sellers are the ones laughing all the way to the bank.
Victoria leads the stampede in Australia, where tens of thousands of the burgundy and royal blue fleece fashion eyesores have been snapped up, the Herald Sun reports.
The Snuggie has sparked a global cult following, Facebook fan clubs and close to seven million sales since being unleashed in America late last year.
Parodies of the product's cheesy TV ad - which suggests wearing the oversized smock as you drink, eat, use a laptop, knit, roast marshmallows over a camp fire and even cheer on your favourite team sport - are a YouTube hit.
Satirists mocking the monkish image warn it resembles a ridiculous robe worn backwards, and will cripple your sex and social life.
But as jokes fly thick and fast, sales have surpassed expectations. Comfy is apparently not so corny in the middle of a financial meltdown.
The initial run sold out in the US, where brave souls even donned the Snuggie for Barack Obama's inaugural address in icy Washington DC in January.
Here in Australia, Snuggie chess clubs and snooker competitions are springing up, and a pub crawl is planned.
But most owners prefer to stay in the closet, or at least curled on the couch in the privacy of their home.
Models Penelope Mitchell, Monica Gordon and James Pidgeon weathered Melbourne's winter chill and potential ridicule yesterday to gauge street opinion.
Mitchell Forrester, 34, confessed he had a few too many drinks at a pub a week ago and ordered Snuggies for himself and five North Carlton housemates.
"The drunker I got, the more I was thinking 'this is a stroke of genius'," Mr Forrester said.
"Now we sit around our place like a gathering of high priests.
"It's perfect for a hangover, like wearing a bed. But it's a two-man job to get into one because there's no tie on the back."
Sasho Manasiev, 30, of Niddrie, was unconvinced. "I am hot-blooded," he said. "Maybe it would be awesome at the footy for the nannas."
Collier, K. (2009) Snuggie sellers laugh all the way to the bank. Retrieved from: http://www.news.com.au/snuggie-sellers-laugh-all-the-way-to-the-bank/story-0-1225745865795
Write up:
This article discusses how "The Snuggie has sparked a global cult following". Similarly it discusses the cheesy TV ad which depicts the "ridiculous robe worn backwards". However despite this these robes worn backwards are seeming to have done well having sold "close to 7 million sales" illustrating that while the advertisements have not been geographically segmented and the product concept is simple the combination seems to be working for Snuggies sellers.
Journal Article:
Chow, S & Amir, S. (2006). The Universality of Values: Implications for Globals Advertising Strategy. Journal of Advertising Research. 46(3)
Write up:
In order to succeed in a global world of marketing it is essential to understand that there are universal values. This article suggests that there are 6 of these kinds of universal values and goes onto contend that advertisers need to identify similarities among clusters of cultures in order to segment appropriately. Similarly advertisers need to keep in mind the media consumption of each country in order to tailor the campaign accordingly so as it can be as effective as possible. The research conducted in this paper gives a good framework for advertisers in a global sense. The marketing implications of this paper is that there are differences between different cultures and that the sooner advertisers use this to their advantage the more effective the advertising will be.
Coming into racing season, consumers have a huge range of retailers with outfit options. This campaign was helps to get people excited for the 2007 Spring Racing Carnival Season. The execution style slice of life and is very cheeky and fun with the use of "Teddy Bears Picnic" as music which gives the feel of frolicking fun for spring. It also hints to consumers that Myer has fashionable and classy attire that will make you feel like Jennifer Hawkins this racing season.
Target Audience:
Men and women who attend the Spring Racing Carnival. More broadly, it could include consumers looking for "cocktail" attire etc.
Objectives:
To create buzz for the Spring Racing Carnival resulting in an increase in sales for dresses and suits at Myer.
My Opinion:
I liked this ad from the moment the music started. I think it had a very cheeky appeal to it and was perfect for the spring racing carnival season with its subtle hints of binoculars and attire. The races each year present a huge opportunity for retailers to increase their profit margins. This ad helps to put Myer in top of mind awareness for the seasons race wear shoppers.
In terms of who would actually consciously take notice of this advertisement, it is definitely geared towards a female audience. This is clever because women are usually the initiators or and or instigators of male clothing purchases. This ad says to women watching, "hey you and your man could look like this at the races if you buy at Myer".
Advertisement: David Jones "Summer 2008" TVC Cited from: http://www.youtube.com/watch?v=ysy5qdKdEZI Cited on: 16/09/2010
General Information:
This TVC was launched in 2008 and was the first to feature the new spokesmodel for David Jones, Miranda Kerr. The TVC was shot in Rio De Janeiro, with the entire campaign having the reoccurring Brazilian theme. The execution style in this ad is demonstrative, with Ms Kerr showing off a couple of features designers looks for the summer season. Target Audience:
Women between the ages of 18 and 45, as the featured looks are ranging from brands that include young woman to ones that suit older woman. Objectives:
To promote the new looks for the season and make people want to come and buy them from David Jones My Opinion:
I think this ads nice and happy and bubbly for the start of the season. I think it did what it was intended to do for that point in time with the 2008 customer, which was to raise awareness of fashionable clothing. Is the clothing relevant now? no, and maybe thats why I feel like im almost sitting on the fence about the advertisement, but then I need to remind myself that I need to not look at the clothing. This in itself demonstrates that the ad is well executed for its objective, as I was drawn immediately to the clothing.
Advertisement: Woolworths "The Worlds Best Beef" TVC Cited from: http://www.youtube.com/watch?v=mK0CqL-yk6c Cited on: 16/09/02010
General Information:
This ad was created by M&C Saatchi and launched in 2010. It was filmed in downtown New York with a Woolworths butcher giving out Australian beef samples straight from a BBQ to New Yorkers. The execution style is testimonial and demonstrative as people try the beef and rave about how wonderful it is, while a Woolworths butcher is standing there right next to them. It helps present an oxymoron as New York is obviously known for its "strip steaks" and here New Yorkers are raving about Woolworths beef. Target Audience:
Australian meat eaters Objectives:
Depict Woolworths beef as desirable. My Opinion:
I think it was clever to go to a geographical location that boasts a steak named after it (New York strip), and where the inhabitants are big beef eaters. It also gives Australians a sense of pride in our national produce making people want to eat more beef. However it mustn't be confused for a category ad like the many lamb ones around this time. This is cleverly disguised as being about "Australian beef", its about Woolworths Australian beef, they don't want you to go to your local butcher or worse to Coles their main competitor. Trade Press:
Marshall, A. (2010) Woolies boom meat week. The Land. Retrieved from: http://theland.farmonline.com.au/news/state/agribusiness-and-general/general/woolies-boom-meat-week/1942713.aspx.
Write up:
The article talks about the campaign created by M&C Saatchi for Woolworths to promote Australian beef. It states that in recent times sales of lamb have increased, which could be assumed due to the constant bombardment of lamb ads. It then can be implicated from above that with lamb doing so well Woolworths saw a gap in the market to promote Australian beef.
Journal Article:
Davies, G. (1991). Retailer Advertising Strategies. International Journal of Advertising. 10(3).
Write up: The main point of this paper is that it states that media advertising can be effective for retailers who are embracing a price-led strategy, but that retailers who rely more on image factors may be better off considering other forms of promotion. The marketing implication of this paper is that it leads us to examine the use of promotions in the retail advertising sector based on the type of retailer. It shows that for mere promotion of sales TVC's can be useful but for image other forms of promotion such as sponsorship could be less costly and as effective.
General information:
Created by Clemenger BBDO in 2010, this ad uses peoples sense of curiosity to illustrate the tangible benefits of placing an ad in the Yellow Pages. The idea was executed in a very creative way using a demonstration execution style and rational appeals. Target Audience:
Businesses. Objectives:
To depict the tangible benefits of placing an ad in the Yellow Pages directory. My Opinion: I thought this ad was really clever in the way it showed the advantages of being a part of the directory. I think the use of rational motivational appeals is more effective in this than the emotional appeal of the "not happy Jan" TVC, as it directly relates a result to an action rather than just your boss being unhappy with you. Advertisement: ANZ Small Business TVC Cited from: http://www.youtube.com/watch?v=B5YMBWuRxR4 Cited on: 16/09/2010
General Information: Created by M&C Saatchi in 2009, this ad was meant to stand out in this sector for its humor, energy and mass appeal. ANZ have followed through from this creative TVC onto the "a bank" commercials, both of which can be said to have had a favorable impact on the brand image of ANZ. This commercial uses strong emotional comparison appeals to justify the choice of ANZ over other banks. Target Audience:
Small business owners Objectives:
To depict ANZ in a favorable manner and attract small businesses. My Opinion:
While their not actually comparing themselves to another bank its more the idea of a "regular bank" which doesnt treat its customers well. In this instance all the ANZ employee does is give the butcher a hug. This obviously weighs strongly on the emotional side as people feel a sense of injustice within their own bank and feel a sense of commonality between themselves and those in the ad. I think its clever and puts ANZ as the "good guy" in the scenario.
Trade Press:
N.A. (2009). ANZ TVC. B&T Magazine. 59(2700).
Write up:
This article makes the distinction between regular business to business ads and the one created for ANZ by M&C Saatchi. Because people don’t expect an “exciting funny story” it makes it more appealing as its outside the box, illustrating that business to business ads don’t have to be “dull as dishwater”. The marketing implications of this is that now to be relevant and considered by consumers other banks will have to up their ante to be able to credibly compete.
Journal Article:
Hartley, S & Patti, C. (1988). Journal of Advertising Research. 28(2).
Write up:
This journal suggests that the marketers in the business to business sector are facing an ever changing environment that requires the development of more sophisticated communications. In an effort to better understand the sector, research was conducted to create a profile of the business to business advertising communications and research conducted for future marketers and researchers. The implications of this for the sector is that it creates a framework to work off when it comes to creating business to business advertisements.
Every year the Salvation army conducts a Christmas Appeal in order to raise funds for the under privelaged during the holiday season. The appeal is supported by various marketing efforts, from print to TVC and radio. These campaigns heavily rely on emotional messages in order for people to feel sympathy for in this case (2009 TVC) an under privelaged child. Using slice of life execution this ad employs alternate lighting and mood to dramatize the difference in situations, from the underprivelaged child to the privelaged family.
Target Audience:
The target audience is most likely to be privelaged families
Objectives:
To raise awareness and donations for the underprivelaged at christmas time.
My Opinion:
I always find the Salvation Army Appeals emotionally motivating. I think they're conducted with respect for the underprivileged, not as form of shame and guilt for the viewer, but as an awareness tool.
This advertisement focuses on educating the viewer about the Earth Hour movement that has occured over the last 3 years. The mood of the ad is very optimistic and has a sense of community about it as viewers are shown how people banded together for a common cause. This taps into consumers need to belong and fit in. The unique selling proposition is based on the appeal of a global movement, that you could be a part of. It focuses internally on the viewers and their sense of identity as a human, creating a very emotionally charged message.
Target Audience:
The target audience of this is all people who are able to turn off the lights in their house for an hour in 2009. Most likely people over the age of 13 who are socially conscious of world events.
Objectives:
Generate awareness of the 2009 event and prior successes of the movement.
My Opinion:
I like this ad as I feel like its been created with a sense of optimism, rather than the usual guilt emotion used. I think more ads could have been circulated, as myself in particular- I actually forgot about the event. Even though I wanted to be a part of it, the actual information about the date was not in my top of mind awareness.
This commercial was launched in 2005 and subsequently banned in the UK. the commercial features famous celebrities clicking their fingers every 3 seconds to signify a child dying. This is a very dramatic execution style and makes the issue a more brutal reality. The ad uses emotional appeals to motivate people to feel the significance of the cause. Celebrities are seen as roles models in this day and age, and by using them in this instance it may tap into the emotional needs to be like them as well as to help the children.
Target Audience:
The target audience of this is all people who are able to donate time/money to world events. Most likely people over the age of 16 who are socially conscious of world events.
Objectives:
Increase awareness of the cause and its supporters.
My Opinion:
I find this ad very shocking. The statistic that is it stipulating is very confronting and makes me want to help. I also find the use of celebrity endorsement appealing as I can see other people caring as well. I would be more likely to give my time rather than my money but I think there could have been some more information about how people can help at the end of the ad.
Trade Press Article:
WARC News. (2005). UK TV Regulator Bans Poverty Campaign Ads. Sourced from MediaGuardian.co.uk.
Write up:
This article merely describes how the Make Poverty History commercial was banned from UK television and radio. It was said that the TVC could not be shown due to laws banning political advertising. I chose this article because it showed how controversial some non for profit advertising can be in what it depicts and how blunt the message can sometimes be. I think however that to be able to impact people enough for donations of time or money that they need to be shocked and appalled by something to be motivated to act. Merely this illustrates that in some cultures campaigns need to be tailored according to the countries laws and regulations.
Journal Article:
Marchand, J & Lavoie, S (1998) Non-profit Organisations’ Practices and Perceptions of Advertising: Implications for Advertisers. Journal of Advertising Research. 38(4).
Write up:
This article outlines that the most widely shared perceptions regarding non-for-profit advertising are that the need to have a credible message and as many exposures as possible. Similarly advertising practises used most often are aimed at capitalizing on the impact of the message. This journal for the sector of non-for-profit advertising is describes the importance for marketers to generate awareness with high impact messages that are sincere.
