ANALYSES

Modess Max

What a clever use of 3D advertisement for a tampon!

 The impression or image that the ad creates on the mind of its readers determines its communication effectiveness, regardless of the copy and it only provides a minimal amount of information.

Where could be the best place to execute this 3D ad for Modess Max?  The ad is placed in a comfort room, for women of course, because its target market is the ones using it and it’s definitely women having their menstrual period. To make it more exposed it is probably placed in a public and frequently visited area, considering that the woman holding the faucet is in her unfussy blouse.

The 3D effect of the ad justifies the copy or the tagline ‘extra absorbent’. The target market could actually interact or experience the somewhat demonstration of the product. 

Franks Red Hot

The use of humor appeals is effective and applicable in this type of product. This ad uses humor appeals to create a positive mood to the consumers such as the burrito and roasted chicken with bandage and the exhausted fish. The visuals are positioned at the center to evoke the craving and to think that it would be best with the Frank Red Hot sauce the craving is heightened.

The information is minimal even the choice of font attributes yet, the visual enhances persuasion. The use of humor in this ad is more effective because involvement is relatively low, of course the cost is not that expensive and the product is occasionally used. 

Express clothing- ‘Style and Fashion’

Express clothing- ‘Style and Fashion’

These ads convey the message that Express Clothing is a high fashion brand. The campaign uses quotes from highly recognizable names in the fashion industry and a sleek glamorous visual style.

Art direction in these ads is very effective, in the sense that it goes beyond the usual symmetrical image presentation. It makes the ad looks classy and vintage without neglecting the touch of innovation.

The copy that is the main element of these ads constitutes to the message that you can express your own perspective of style and fashion. All in caps lock yet creative typography gives the ad greater impact. Font sizes vary to give emphasis. Considering that these are all quoted from prominent people, the statements are very much valuable and evocative.

Samsung MP3 Players

These ad for Samsung MP3 Players, are not necessarily presenting the product, but an idea. It’s nice to see such a Creative and fun advertisement.

The animated presentation of MP3 Players is effective such as an Elvis Presely fan wearing an Elvis created earphone. The next ad presents a picture of a person that would rather listen to Hip Hop, and there is also a Hip Hop guy hanging on his ear. Lastly is the executive, and the one interested in Opera or let say classical music… and the little earphone is dressed to impress.

Nowadays, animation in advertisements is really effective, just like this Samsung MP3 Players print ads. Teenagers and young adults are very fond of MP3 Players, and they are the target market of these ads.

The ads are creating a perception that Samsung MP3 Players is capable of high-audio quality that the listeners will experience as if their listening to the actual artist or their ideal music LIVE.

Bottom line is, ads can also be a cool thing.

Marriott

Please watch:  http://www.youtube.com/watch?v=YUxIxjPPfIc

My HM instructor showed this video in class, and i knew that this is to encourage freshmen considering that the class is composed of 1st year students and some are on the higher years taking the course as a career elective, first time this year, just like me.

The video could be a two-way advertisement or a PR material, either targeted to the probable employee or probable guest. 

First, the ad encourages the probable employees, let’s say Hospitality graduates or soon to graduate students taking courses needed in the company such as those whose expertise is doing business transactions and the like.

Second, even if it does not directly targeting the probable guest, considering that the ad does not tell ‘you should come’… literally, but that’s what the ad really implies.

The ad gives a solution to the Maslow’s hierarchy of needs which pertains to the social aspect of a probable employee or the sense of belonging.

 There are a number of statements from the video ad that justify this point, such as ‘this is the right place for me’; this is a statement from a woman who had been in the company for 15 years and the other is; ‘working with the people I love in a day-to-day basis’. A person looking for a job is also searching for a place where he could feel that this is where he belongs. A place where in the culture is incredibly that in a way could motivate him to do much better in his job every day.

The competitive advantages of Marriott that are covered in the ad: first it is a global company and no question with that. It has 3200 Hotels in over 66 countries all over the world. Second, the ad creates an image of Marriott as one family and that is very important in the hospitality industry. ‘Marriott is one family. A feeling of unity of a family is what makes people stay in the company if you’re an employee and come back if you’re a guest’, as the statement implies loyalty among employees and the repeat business is a huge factor in a successful business. Diversity on its best. First, the competitive employees all around the world with unique gifts and talents and could speak more than 50 languages contribute a lot in terms of the smooth socialization between guests and employees. Also the age factor, in Marriott employees range from teenagers to 70’s and 80’s considering that age variations means different capabilities and experiences on the job.

As I noticed the ad does not showcase any breath-taking view on luxury, famous event space, or spectacular interior designs, but it focuses on the importance of service which mainly involves the employees and it definitely tells what is special with Marriott Hotel. As this statement implies: ‘Marriott is unique that it has created an environment where people feel special in a way would do special things’, Marriott is a company which has a bunch of people who are treated not as working machines but they are developed as a person who renders service with love. This simple means that the ad is doing a promotional pull strategy. The ad is giving the probable guest an idea of what’s special about Marriott, and that is the employees. They should personally walk in one of the units and personally experience the service rendered by these people. And by the moment that the ‘probable guest’ becomes the ‘guest’, they would offer or push different amenities, special services and promos and by then the guest would personally see the interiors of what  that they’re boasting as the most spectacular hotel all over the world.

The various elements that comprise the video ad are the use of dialogue, the physical features of the subjects that pertains with their nationality, the attires shows what job they have, the accent together with their expressions and gestures which made the ad natural that would even make the viewers think it is not scripted at all.

Coke vs. Pepsi

I love Coke, and in contrast Pepsi is labeled with a foul word that shows the unimportance of the product.

Use of animation in advertising: opened cans of Pepsi and Coke and the sarcastic reaction of the straw towards Coke while the other straw inside the Pepsi can seems enjoying. As with Pepsi's tagline 'the Joy of Pepsi', the visual supports it effectively.

 The area in front of Pepsi's vending machine implies that people frequently buy or purchase the product that's why it already lost its original feature unlike with the Coke's,.. seems that nobody cares to get near with it.

Actually this one, has a caption 'Pepsi-murdered': Bloody lying Pepsi surrounded by bully coke. Effective, in the sense that the unspoken message of the ad clearly shows the inferiority of Pepsi and it got nothing to do with Coke.

Coke and Pepsi are two giant companies that produce segmented beverages across the globe. The advertisements above are proof that they consider themselves as a strong competitor of each other. If not the best, one is better than the other.

Positioning strategy by competitor

            Through the print ads, the target market will obviously perceive that one is superior over the other. Coke and Pepsi communicate the message to the people using somewhat sarcastic visuals that imply a logical statement: ‘I am better than you.’

Geographic segmentation and Positioning by cultural symbols

            Certain advertising practice which is generally accepted in USA may be considered as an act of vulgarity in the Philippines. In terms of advertising techniques, this is where understanding cultural differences come in. As shown in the print ads, Coke directly used Pepsi, without any reservations at all, to project an image of superiority over this specific product, same with what Pepsi did with Coke, for as long as they could prove it. Some countries allow this technique, and it is actually in their advertising rules, which in the Philippines will definitely won’t work, considering that Filipinos in general are sensitive with regards to this matter. Advertisers in the Philippines, as projected on TV, print and radio, will used code names (Brand X, and the like). They could not just make something without checking advertising rules or else they will lose their money. People with this behavior will think that this kind of ad is unethical, exaggerative, and will give the people reason to hate the brand.