The report is concentrating over the importance of creative advertisement and what role they play in attracting consumers and the techniques used to convey the message to them. In the following report, there are 4 areas out of which 2 fields are explained using print mode while other 2 are explained using the broadcast brand. For each of the advertisement, the objective is defined along with the target audience followed by the attraction and improvement which if implemented could have turned the advertisement in ever better version.
The first advertisement is of laundry detergent Tide in which one Leopard is there whose one part is spotless depicting the power of detergent, it is the print ad. Next to it is perfume advertisement which is way clearer and directly showing the product with elegance and perfection that a lady must carry along. Thirdly, the broadcast advertising of Samsung Galaxy Gear VR is there in which by the medium of ostrich the message is clearly delivered to the young generation to dream high and make efforts to fulfil those and succeed in life. Lastly, the most amazing advertisement is of the national army in which tribute to navy force is paid. The connections made are so flawless and relating the people of Singapore with the advertisement. Its main motive was to depict the hard work and loyalty towards the nation.
In nutshell, the report argues over the creation of advertisement and choosing the correct method to deliver the same. The message should be short and quick that leaves the mark on the mind of the consumer and successfully creates the brand image.
Tide is the well-known detergent that is prevailing in the present scenario, there is multiple catchy advertisements opt by the Tide to grab the consumer’s attention and make them buy the product. Tide is in existence for over 70 years and helping out the consumers to concentrate on the cleanliness and making washing a fun element by introducing different techniques and style. Tide came into existence in the year 1946 and attained the height in 1949 and till today it has been successful in maintaining the brand image and taking steps to flourish for many more years to come (Tide, 2017). The following is one of the interesting print advertisement of Tide:
Figure1.1 Tide: Leopard.
(Sources: Adeevee, 2014).
1.1 Indicate the ad’s main objective.
The main aim of this advertisement was to make people aware of the power of detergent. Thus Leopard denotes the power and Tide were successful in delivering the message in the simple and clean manner. The advertisement explains all the content in just one line which says ‘Removes stains in one go’. The effect of laundry detergent is wonderfully explained, the detergent could even clean the marks over Leopard’s body then it would surely work with the clothes as well. The skin of Leopard is treated as clothes in this particular print advertisement.
1.2 Examine the target audience of the ad.
The target audience is specifically the house manager who uses to make such purchases. The home makers always demand authenticity and the powerful thing which could clean the stain in one go. It could also focus on working women who need something automatic and easy to use. Thus, the tide is for them because such ladies need to manage house as well and cannot compromise on the cleanliness issue.
1.3 Suggest how the ad can be improved upon.
It could have been made more realistic by using something that could be believable as Leopard mark cannot be removed and this may give a sense of fakeness to the target audience. Instead of only Leopard, the shirt possessing the similar image with a stain and before-after picture of the same could have been used to depict the reality and increase the belief of people towards tide.
It is rightly stated by Maurice Roucel ‘Your perfume is your message, your scented slogan’ (Roucel, n.d.). The person who smells good attracts other people’s attention and brings them close making it a memory. The perfume helps in feeling confident from inside and lift up the elegance.
Figure1.2 Print ad of Yardley London
(Source: Fragrantica, 2017).
2.1 Indicate the ad’s main objective.
The message depicted in the print advertisement is quite simple and clear. The aim is to grab the attention of females in order to choose Yardley as their fragrance to be remembered. Also, the confidence and decency are been depicted from the advertisement which conveys the message for ladies to be confident and feel the inner beauty to look more confident and graceful.
Examine the target audience of the ad.
The target audience is clearly defined in the print advertisement. The perfume targets the female section of society especially the young ladies about 25. Though Yardley is available for men as well for particular advertisement it focuses on a female. Also the advertisement targets over the enthusiasm and independence of women in the world. It depicts the perfection of women and comparing Yardley with perfection.
2.3 Suggest how the ad can be improved upon.
The advertisement is sweet and simple directly delivering the message but more elements could have added within to describe the product quality. More people may have added to show the popularity and impact of the fragrance on people. Also, the background could be made of some open field and flowers around elucidating the flowery fragrance (Blogspot, 2012).
Here the video linked is the new product launched by Samsung which is Samsung Gear VR. This is a virtual reality headset which was introduced by Samsung Electronics by shaking hands with Oculus. It was launched on 27th November 2015.
Figure1.3 The Samsung Galaxy Gear VR advertisement
(Source: Bright, 2017).
3.1 Indicate the ad’s main objective.
The objective of advertisement is to believe in one self and determining what the one has to achieve. The product takes the person into the virtual world and lets them attain the heights. The aim is to make people understand that they should have self-confident and set the high objective. There is no power which can stop a person from dreaming and embracing the opportunity to avail the opportunity and grab success as the ostrich in the ad did. Though ostrich is the birds that cannot fly determination can make anything possible.
3.2 Examine the target audience of the ad.
The target audience for this product is mainly the youngster who need to connect with their devices. These are mostly the person under the age of 25 who believes in virtual reality. Also, the advertisement is concentrating over those youngsters only who are passionate and should dream big and work in the direction of it by setting up the goal. The dream filled eyes of ostrich depict the goal and dream that youngsters carry within the mind and flight is the accomplishment of those goals (Purkis, 2016).
3.3 Suggest how the ad can be improved upon.
The message given through advertisement was beautifully portrayed but still, it was away from the reality. It signifies the virtual world which exists only in dreams. Also, the advertisement states that the handset was simply loitering on the table in the sun but the reality is there are chances that lenses could get damaged in the sun rays, also it affects the eyes of young ones which were not shown adequately in the ad. Has the entire advertisement have been shot in the night the similar message must have conveniently delivered (Lang, 2015).
The broadcast advertisement quoted about the Singapore navy and the way they are committed to their duty and supporting the country in a tremendous manner. The links are derived in the advertisement are so alluring that it catches so quickly. Entire advertisement related the hard work and passion of army with the happiness and security of people living out there with the sense of trust and faith with the respectful navy.
Figure1.4 Our every day is defending (RSN Television Commercial 2015).
(Source: Ministry of defence Singapore, 2015).
4.1 Indicate the ad’s main objective.
The main objective of this video advertisement is to pay tribute to the Singapore Navy and making people realise that behind the ravishing smile and cheerful laugh there exists the support of sweat and blood of the army. The relaxed and calm nights of people are the result of sleepless nights of Singapore Navy. The citizens are together with their families only because the navy soldiers over the boundaries have left their families. Thus, the aim is to make people realise their importance and obey them.
4.2 Examine the target audience of the ad.
The target audience is the entire population of Singapore. It is not any sales promotional advertisement to attract the consumer it is rather a step towards promoting the efforts of the navy and making people aware of the sacrifices they do and the selfless acts performed by them to provide the safety on their own risk of life. Also, the target audience is young people of the country, encouraging them to choose navy as the career to gain respect from the entire country as well as position in the society and among peers (Mindef, 2017).
4.3 Suggest how the ad can be improved upon.
The advertisement is so perfect that improvisation is not required but if the certain measures have to be taken they could be that in one portion children were shown playing the video game which affects the mentality of children and their goals may get diverted as video games are no doubt good for entertainment but it leaves a high impact on their eyes which is not a decent message for the students and to get admitted in army the eye sight of individual has to be perfect without any damage to the retina, therefore that section could have been avoided or amended with something good like playing in the park with toy gun.
Conclusion
At the end, it can be cultivated that advertisements are the creative way to set an image in the mind of customers. The advertisement should be simple conveying the entire things in one go because most of the time people do not like to see advertisement thus it should be that effective to leave an imprint for a moment in the mind of consumers. First of all the laundry detergent print ad has been selected. For that concern, Tide is chosen and in the advertisement, only one Leopard is there and the message it clearly delivered just by a single image and one line description says it all. The second ad that is chosen is of perfume which is again clear and beautiful directly conveying the message and it could have become more attractive if nice flowery and classy background was chosen. The third one is the broadcast ad of Samsung Galaxy Gear VR which symbolises the idea to dream big and turning the virtual world into reality. It was specially meant for youngsters. Lastly, there was national defence advertisement which was absolutely perfect with minute flaws, the ad was a tribute to the navy officers who are selflessly protecting the country and making people fulfil their dreams calmly and happily. The connections made in the advertisement were worth admiring.
References
Adeevee. (2014). Tide: Leopard, Zebra, Dog. Viewed on 30th August 2017. <https://www.adeevee.com/2014/02/tide-leopard-zebra-dog-print/>.
Blogspot. (2012). Beauty in the mirror. Viewed on 30th August 2017. <Beauty in the mirror, 2012>.
Bright. K. (2017). Augmented and virtual reality in construction: An interview with Harry Molyneux. Viewed on 30th August 2017. <https://www.pauleycreative.co.uk/2017/06/augmented-and-virtual-reality-in-construction/>.
Fragrantica. (2017). Bond St Yardley for women. Viewed on 30th August 2017. <https://www.fragrantica.com/perfume/Yardley/Bond-St-38193.html>.
Lang. B. (2015). 3 Important warnings for new gear VR users. Viewed on 30th August 2017. < https://www.roadtovr.com/3-important-warnings-for-new-samsung-gear-vr-users/>.
Mindef. (2017). Our Everyday is defending yours. Viewed on 30th August 2017. <https://www.mindef.gov.sg/navy/>.
Ministry of defence Singapore. (2015). Our every day is defending yours. Viewed on 30th August 2017. <Our everyday is defending (RSN Television Commercial 2015).>.
Purkis. Z. G. (2016). Samsung Galaxy S7 launch targets VR. Viewed on 30th August 2017. <https://www.mobiletoday.co.uk/news/industry/40504/samsung-galaxy-s7-launch-targets-vr-youth-appeal-mwc-barcelona.aspx.aspx#sthash.60CoEqkx.lgn60yUD.dpbs>.
Roucel. (n.d.). Perfume quotes. Viewed on 30th August 2017. <https://www.pinterest.co.uk/explore/perfume-quotes/?lp=true>.
Tide. (2017). About us. Viewed on 30th August 2017. < https://tide.com/en-us/about-tide/about-us>.
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