IN DEPTH ANALYSIS OF 3 ADVERTISEMENT

8/11/2019 IN DEPTH ANALYSIS OF 3 ADVERTISEMENT

1/9

1

An

Assignment

ON

Analysis of 3 TV Advertisements

Subject: IMC Submission Date: 14th

Aug, 2014

Class: F2

Shift: 1st

Submitted to: Submitted By: Roll No.

Ms. Roshni Singh Vicky Patel 76

Asst. Professor,

S.R.L.I.M

S.R.Luthra Institute of Management Studies,

Surat


2/9

2

TABLE OF CONTENTS

NO. PARTICULARS PAGE

NO

1 INTRODUCTION 3

2 ADVERTISEMENT 1MOUNTAIN DEWS BAD CHEETAH

AD

5

3 GILLETTES CHAMPIONS ADVERTISEMENT 6

4 SURF EXCELS ADVERTISEMENT (BROTHER & SISTER

DUO)

8


3/9

3

1.INTRODUCTION

A television advertisement or television commercial is a span of television programming

produced and paid for by an organisation that conveys a message. Advertisement revenue

provides a significant portion of the funding for most privately owned television networks.

The vast majority of television advertisements today consist of brief advertising spots,

ranging in length from a few seconds to several minutes (as well as program-

length infomercials). Advertisements of this sort have been used to sell every product

imaginable over the years, from household products to goods and services, to political

campaigns.

Many television advertisements feature catchy jingles (songs or melodies) or catch-phrases that generate sustained appeal, which may remain in the minds of television

viewers long after the span of the advertising campaign.

Advertising agencies often use humour as a tool in their creative marketing campaigns. In

fact, many psychological studies tried to demonstrate the effect of humour and indicate the

way to empower advertising persuasion.

Facts and Figures of Television Advertising 2004-2008


4/9

4

The number of advertisers needed to promote the brands has steadily grown at a

higher percentage than the number of brands, themselves. In the period spanning 2004

to 2007, the advertisers outnumbered the companies. This gave the companies a

choice of advertisers so as to get the best deal and the best advertising strategy.

Average ads/day on a channel.

The medium of TV advertising has seen rapid growth in the pas couple of years. TV

shows have started to invite more advertisements than before. While there were only

197 advertisements in 2004 that served as fillers during commercial breaks, as of

2007, that number rose by almost 45%. Today, advertisements are not considered

separate from the show timings, but are clubbed with the shows and are taken for

granted. What can also be seen by the graph is, with a decrease in the number of

brands and the corresponding fall in the number of advertisers, the number of break-

time fillers has also come down in the last year. With fewer brands and even fewer

advertisers, the number of advertisements that feature in commercial breaks has also

been impacted.


5/9


6/9

6

3.Gillettes Champions Advertisement

Gillette is a brand of Procter & Gamble currently

used for safety razors among other personal

hygiene products. It is one of several brands

originally owned by The Gillette Company, a

leading global supplier of products under various

brands, which was acquired by P&G in 2005.

The Gillette Fusion is a five-bladed razor released in 2006. There are two different

versions of the Fusion available: the Gillette Fusion, and the Gillette Fusion Power. All

share the characteristic five blades on the front, and a single sixth blade on the rear that

acts as a "precision trimmer". In addition, the Fusion Power is battery powered and emits

"gentle micro pulses" that are claimed to increase razor glide.

With the release of Gillette Fusion, P&G also launched their new advertising campaign

called Gillette Champions.

This advertisement features the Gillette champions -- Tiger Woods, Thierry Henry and

Roger Federer. The commercial is called Today and all the three Champions explain

how important it is in their professional and personal lives to Be Your Best Today.

The advertising campaign exploits the influencing power of brand ambassadors. The

Gillette Champions are Roger Federer (No.1 Tennis Player), Thierry Henry (No.1

Football Player) and Tiger Woods (No.1 Golfer). The Indian campaign is varied to include

Rahul Dravid to cater to Indian sensibilities.

The advertisers try to use the concept of transference or association to enhance the image

of their product and brand. The attributes of quality, performance and excellence exuded

by these personalities are projected onto the product and the brand. This builds brand

image and a favourable attitude towards the new product.

A sense of polish and class underscores the entire advertisement. It plays on the

viewers feel-good sensations. The advertisement comes across as smooth and urbane.

There seems to be little relevance amongst the slogan, the advertisement and the product.

Gillette may be the best a man can get, but how does that help the Champions in their


7/9

7

respective sports? Form a logical standpoint, how does the new razor blade assist the

players?

The audio of the advertisement bears little or no relevance to the advertising message. The

advertisement talks about focusing on the present, but says nothing about the new blade.

Nevertheless, overall, the advertisement comes across as suave. The brand image of

Gillette is maintained and even enhanced by this advertisement. The advertisement

succeeds in generating a desire and action to purchase in spite of the drawbacks of the

advertisement.


8/9

8

4.Surf Excels Advertisement (Brother & Sister Duo)

Hindustan Unilever Limited introduced Surf in 1959,

introducing the first detergent powder into the

country. At the time, housewives used laundry soap

bars to wash clothes. Surf offered them significantly

better clean, with much less effort. The promise of

superlative whiteness the articulation of a great

clean at the time, connected with consumers and helped to establish the brand.

Surf was the first national detergent brand on TV; the brand used TV to effectively

educate their consumers on how to use detergent powders in a bucket for a better wash.

Surf Excel made a big splash with their Daag Achhe Hain advertising campaign. The

following is an analysis of the first such commercial.

The advertisement features a brother and sister duo walking home from school, when the

little girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother

gets an idea and starts beating up the puddle of mud, demanding an apology. After a

time and a lot of mud on his uniform, he stands up and says, Sorry bola. The narrator

then removes all apprehensions of dirt and stains and says, Daag Acche Hain.

This advertisement is universally well-loved. This is so because it does a lot of things

right. It makes use of childrens appeal to get the advertising message across.

The advertisement generates a sense of bonding. Viewers without siblings, too, can relate

to the advertisement and the actions of the little boy. The advertisement also exudes

certain warmth that reflects itself in the viewers.

The advertising mantra, AIDA, is strictly adhered to. This is one of the reasons for its

success. By showing a little boy and girl, the advertisement draws the attention of the

viewers. When the little girl falls into the puddle and starts to cry, it creates interest in the

minds of the viewers. When the tagline is spouted, it builds, in the viewers, a desire to

know more. This desire often leads to action.

Although there is no obvious targeting, it is done so through indirect means. Most mothers

are concerned when their children come home in dirty and messy clothes. This


9/9

9

advertisement, not only sends out the message that Surf Excel will help you was them out,

but that also there is no need to fear stains.

Although the advertisement does not centre on the product or brand, both are remembered.

The product and brand are subtly introduced to the viewers such that it sub-consciously

enters their minds without any jarring highlights on the product or brand.

This advertisement also does what the majority do not. It focuses on the people rather than

the product. The sentiments, actions and emotions of the people are highlighted and

showcased throughout the advertisement in one form or another. The product is kept

discreetly tucked away and does not overpower the commercial.

Although Surf Excel is a premium brand, this advertisement caters to all the income

grades and all classes of people, across age groups. The brand and product are positioned

as accessible to all people, whoever and however they may be. The brand image created

through this advertisement is phenomenal.

The advertisement leaves people with a warm feeling. This feeling also transfers to the

product and brand. Thus, this advertisement can definitely be called and advertising

success.

IN DEPTH ANALYSIS OF 3 ADVERTISEMENT

Documents

Transcript of IN DEPTH ANALYSIS OF 3 ADVERTISEMENT