12/2/2017

XIME,BANGALORE ASSIGNMENT ON GOOD & BAD

ADVERTISEMENTS

Submitted By,

Deepthi Sekaren 46

Haleema Liya 60

Jobin George 68

Introduction

Advertising is a powerful communication force, highly visible, and one of the most important tools of

marketing communications that helps to sell products, services, ideas and images, etc. Many believe

that advertising reflects the needs of the times. One may like it or not but advertisements are

everywhere. Advertisements are seen in newspapers, magazines, on television and internet and are

heard on radio. The average consumer is exposed to a very large number of advertisements every

day, particularly the urban and semi-urban population. In this assignment to portrait the “Good” and

“Bad” advertisements which justified its purpose as well as those which were failed to justify its

purpose. We’ve also included some suggestions which would help to make the “Bad” advertisements

look good.

“GOOD” ADVERTISEMENTS

(1) MAHINDRA & MAHINDRA CLASSIC

TAGLINE: “Admit it. You’ve always been

crazy about topless models”.

TARGET AUDIENCE: Liberal and Rich

Indian Men

OBJECTIVE: To gain the attention of the

targeted customers with the use of words

of creativity.

Comments:

This Mahindra Jeep Advertisement

is from 1996 and this ad made Jeep very

popular in those days.

Though it is an old ‘black & white’

print ad, it looks “sexy” and grabs the

eyes of the targeted segments without

even employing the real ‘topless models’.

This is one advertisement from Team-BHP is even up to today’s trend.

In India, Print remains the most widely-circulated and accessible media. Print advertising

therefore, is as relevant as it ever was.

Mahindra Classic: The call of the wild (Print, 1996)

(2) FEVIKWIK CLASSIC FISHERMAN COMMERCIAL TVC AD

TAGLINE: “Chutki mein chipkaye”.

TARGET AUDIENCE: Indian Market.

OBJECTIVE: To reinforce that

Fevikwik is able to stick anything in

seconds.

Comments:

Even though the

advertisement exaggerates the

capability of the product, it

entertains viewers and at the same

time convinces them that it is a

superior quality adhesive.

The objective of the ad is clearly communicated to the audience.

The ad has two characters – a pompous foreigner and a local fisherman (Indian). It indirectly

shows that the Indian is cleverer, thereby attracting the Indian within all of us.

(3) FEDEX INTERACTIVE AD ON TRUCK

TAGLINE: “Always First”

TARGET AUDIENCE: DHL Customers, customers who use courier service, FedEx customers

Ad link: https://www.youtube.com/watch?v=WcNCk6ULBqE

OBJECTIVE: To imply that FedEx is always faster than DHL and thereby gaining DHL customers to FedEx.

Comments:

FedEx’s brand is almost entirely dependent on their big white trucks. FedEx knows how iconic their

trucks are, and what a great tool they can be for experimental advertising. The Always First ads are

effective for the following reasons:

The advertisement appears as if the FedEx truck is driving ahead of the other truck. The

advertisers were clever in giving the yellow colour to the second truck which is the colour of

their biggest competitor DHL. Thereby they are implying that their service is faster and more

reliable that than of DHL.

Incorporating their slogan ‘Always First’ in the truck helps reinforce the message that they are

trying to convey.

Since this image was actually painted on all the trucks, and since the trucks are always out

making deliveries, this was a clever way for them to capitalize on the freight costs!

It will also ensure that the target segment will see the advertisement repeatedly and on

multiple occasions.

By cleverly omitting to avoid any mention of the ‘DHL’ name, FedEx is not doing anything

against the code of conduct. Yet its audience is able to understand the message they are trying

to convey.

»»»

“BAD” ADVERTISEMENTS

LEVI’S JEANS PRINT AD

TAGLINE: “Hotness comes in all shapes and sizes”

TARGET AUDIENCE: Women worldwide

OBJECTIVE: To convince women worldwide that they would look amazing in their new jeans no matter what their body type was.

Comments:

This ad which was part of their ‘Love Your Body’ Campaign showcased only skinny models.

The pictorial representation in the ad and their tagline did not match.

It failed to convince women that the jeans suited them.

Suggestion

Use models that do justice to the tagline and campaign. (E.g. Barbie Dolls changed to realistic

Barbie models rather than usual thin size Barbie Dolls).

J.K. CEMENTS – TVC AD

Ad link: https://www.youtube.com/watch?v=LFozSLZx7sQ

TAGLINE: “Vishvas hain, isme kuch khas hain… JK Super Cement”.

TARGET AUDIENCE: Small, Medium, Large real estate developing agencies and property builders.

OBJECTIVE: Still not sure but mostly to influence the consumer’s feelings toward the product.

Comments:

Here a woman in saree waving its Pallu and suddenly the camera zooms at her face and zooms

out and says the tagline.

The pictorial representation in the ad and their tagline did not match.

Here the message isn’t delivered to target audience because they’ve not shown anything about

the cement and they’ve showed only a lady in beautiful saree.

The video makes the viewers think that they might be showing an ad about saree or something

else but they’ll be surprised that it’s about cement and an interesting ad about cement would

be that of ‘Hathi Cement’ where the ghosts can go through anything except the walls that are

built with Hathi cement. But JK cement ad seems to be nothing to do with cement.

Suggestion

Establish a connection between the girl and the product or between the monument and the product. The connection can hint either the durability, sustainability or the aesthetics of the

product. Usage of humor or creativity to highlight the connection could be effective in increasing the band recall.

Make the advertisement longer than 10 seconds. 10 seconds is too short a time for a vague advertisement like this

The caption in the background also showed no connection between the visuals and the product. Using a catchy jingle would have been more effective

The entire advertisement could have been done in a better way, perhaps by removing the girl or by shifting the focus to the monument at the back.