Global Ad 2

Absolut Glimmer

Created by:

Team Family Business, Sweden

Launched:

2010

Media used:

Print

Appeal:

Emotional

Analysis:
From the design of the ad, it can be assumed that the ad intends to target young, modern people in the upper class segment of the market. This is due to the existence of the disco ball and speakers, which demonstrates energy and youth while the clean white theme abstractly states modern and an above average wealth.

At the same time, the crystal-patterned packaging of the product (aesthetics) and the line "Now available in selected stores around the world", enables the product to create a standard of exclusiveness. This leads to an increase in the product's value, creating a 'must-have' need in consumers who are socially conscious. Hence, it can also be derived that the ad additionally targets consumers who are more socially aware than others.

Although Absolut took a brave leap by repackaging their product, there are still several weaknesses found within the ad itself.

For one, the ad may fail to communicate its idea to its target market. Based on the ad alone, most consumers would assume 'present' in the tagline to be a gift, seeing how exclusive the product's aesthetics are. However, the word 'present' carries two meanings, a gift or the concept of a current time. According to Absolut's vice president in global marketing, Anna Malmhake, the idea of the ad was to bring inspiration and excitement to a current time or situation (Absolut Press, 2010). Therefore, the tagline, "Make the present exceptional", can be easily misunderstood by the intended audience.

In line with that, there is also a vague identification on how the ad supposedly, "encourages people to celebrate and pursue their secret passions." (Harris, 2010).

Moreover, in my opinion, this 2010 print ad by Absolut Vodka lacked an important amount of colour contrast between the product and its background, thus, resulting in a decrease of the ad's ability to attract attention.


References:

1. Ads of the World (n.d.). Absolute Vodka: Glimmer. Retrieved 28 April, 2011, from http://adsoftheworld.com/media/print/absolut_vodka_glimmer
2. Absolut Press (2010). Absolut Debuts Absolut Glimmer - A limited edition bottle with a crystal shape. Retrieved from http://press.absolut.com/templates/PressPage____8362.aspx
3. HabitusLiving.com (n.d.). Glimmer from Absolut Vodka. Retrieved 28 April, 2011, from http://www.habitusliving.com/play/glimmer-from-absolut-vodka
4. Harris, R. (2010, September 6).  Absolut Glimmers for Summer. TheShout. Retrieved from http://www.theshout.com.au/2010/09/06/article/Absolut-Glimmers-for-Summer/DFSBLEYTUD.html

Global Ad 1

1000 Cranes for Japan

Created by:

BBDO/Proximity in Tokyo, Canada and Singapore

Launched:

March 2011

Media used:

Online

Appeal:
Emotional & Rationale

Analysis:

The 1000 Cranes for Japan ad is targeted to everyone all over the world with the objective of enabling others to show their support for Japan who went through a huge amount of loss due to a devastating earthquake and subsequent Pacific tsunami on March 11th, 2011.

BBDO/Proximity based this ad on the ancient Japanese legend that promises that anyone who folds a thousand origami cranes will be granted a wish. Because of this, the ad clearly demonstrates a relationship with the Japanese culture and belief which strongly communicates the ad's intended message.

Besides that, the use of various colours in the ad is to increase its attention-grabbing ability, attractiveness and sets a cheerful and supportive mood for people to get involved and support/donate for a good cause.

The ad was promoted through the Internet as media channel provides a broad reach with its availability and accessibility in most areas of the world. In fact, the growth of the Internet as a form of advertising media is so intense that the total expenditure invested by advertising companies on the Internet has shown a significant increase across all continents (Grande & James, 2008).

"By 2005, the Internet was available to 1 billion people worldwide, and approximately 845 million people used it regularly." (Emarketer, 2006, as cited in Rosenkrans, 2009)

Additionally, BBDO/Proximity used social networking sites such as Facebook, Myspace, Twitter and so forth to further promote the ad, creating an electronic Word-Of-Mouth (WOM) effect. A basic definition of WOM is the sharing of information between everyday people on brands, companies, products in both digital and non-digital world (Carl, 2009). This is not only an effective method in today's advertisement-heavy world (Hogan, Lemon & Libai, 2004), but also proved to provide various cost-benefit advantages such overcoming barriers, reaching new customers, create loyalty and sustain and/or increase total sales (Palmer, 2009; Carl, 2009).

References:

1. 1000Cranes4Japan. Retrieved from http://www.1000cranes4japan.org/
2. Ads of the World (2011). Help Japan: 1000cranes4japan. Retrieved from http://adsoftheworld.com/media/online/help_japan_1000cranes4japanorg
3. Campaign Brief (2011). BBDO aims for 1000 Cranes for Japan. Retrieved from http://www.campaignbrief.com/2011/03/1000-cranes-for-japan.html
4. Digital Lab (2011). Send a Message of Support to Japan. Retrieved from http://www.digitallabblogasia.com/
5. Rosenkrans, G. (2009). The Creativeness and Effectiveness of Online Interactive Rich Media Advertising. The Journal of Interactive Advertising, 9(2), 1-18. Retrieved from WARC.
6. Grande, C. & James, L. (2008). Global Advertising at a Turning Point? Warc Exclusive. Retrieved from WARC.
7. Hogan, J.E., Lemon, K.N., Libai, B. (2004). Quantifying the Ripple: Word-Of-Mouth and Advertising Effectiveness. Journal of Advertising Research, 271-282. Retrieved from BusEco database. doi: 10.1017/S0021849904040243
8. Carl, W. (2009). Is talking getting you anywhere? Measuring WOM Marketing. Admap, 504, 1-8. Retrieved from WARC.
9. Palmer, I. (2009). WOM is about empowering consumers in shaping your brand. Admap, 504, 1-7. Retrieved from WARC.

Brand Ad 1

Armani Exchange - Spring/Summer Campaigns

Launched:
2007, 2010, 2011

Media used:
Print

Appeal:
Emotional

Armani Exchange's ad (2007)

Armani Exchange's ad (2010)

Armani Exchange's ad (2011)

Analysis:
Derived from the A|X (Armani Exchange) ads above, it can be seen that the ads promote the brand and its products (seasonal clothing line) and is targeted at extroverts, energetic, fashionable young adults.

Comparing previous ad campaigns such as the Spring/Summer Campaign back in 2007 and that of 2011, it can be observed that the brand's Spring/Summer Campaign has had a slight change in environment, from a beach to a park while still maintaining the outdoor setting. Besides that, the fun-loving, vibrant energy between the two campaign ads are kept consistent, while the sexual appeal found in 2007's ads have toned down. 

One of the most probable reasons for this is because ads with explicit nudity/strong sexual appeals tend to generate less favorable attitudes than those consisting of mild sexual appeal (Peterson & Kerin, 1977, as cited in Garcia & Young, 2006; LaTour & Henthorne, 1994).
At the same time, sexual appeal in the ads are not removed completely as these ads is proven to be able to easily grab an individual's attention and is common amongst companies involved in the fashion industry (LaTour & Henthorne, 1994).

Based on an article written by Seckler (2010), the effectiveness of A|X ads are increasing as A|X's marketing department is constantly improving their understanding on the public's (and customers') attitudes and values.

References:

1. Garcia, E. & Yang, K.C.C. (2006). Consumer Responses to Sexual Appeals in Cross-Cultural Advertisements. Journal of International Consumer Marketing, 19(2), 29-52. Retrieved from Business Source Premier database.
2. LaTour, M.S. & Henthorne, T.L. (1994). Ethical Judgments of Sexual Appeals in Print Advertising. Journal of Advertising, 23(3), 81-92. Retrieved from Business Source Premier database.
3. Seckler, V. (2010). A|X Armani Launching ‘Utopia’ Campaign. WWD: Women's Wear Daily, 199(38), 14. Retrieved from Business Source Premier database.
4. Alek & Steph - OhlalaMag (2010). Armani Exchange Spring Summer 2010 Campaign. Retrieved 17 April, 2011, from http://www.ohlalamag.com/en/2010/01/armani-exchange-spring-summer-2010-campaign.html
5. Armani Exchange - Lifestyle (2011). Spring Campaign 2011.  Retrieved 17 April, 2011, from http://www.armaniexchange.com/category/lifestyle.do

Controversial Ad 3

Napcan - Children See, Children Do.

Created by:
DDB Sydney

Launched:
September 2006

Objectives:
The main purpose for the creation and launch of this television ad is to create public awareness regarding how adults should manage their behaviour, feelings and actions, especially if they have children.

Nature of controversy:
The first controversial issue regarding the ad is the various bad habits or actions depicted by both parent and child.

As televisions can strongly influence a child's mind and behaviour, many viewers especially parents' fear that their children will follow the actions portrayed in the ad. In fact, even a large number of adult viewers labelled the ad as "disturbing". Thus, the large amount of negative feedback from viewers towards the ad.

Personal opinion:
Although the content of the ad was effective in terms of creating public awareness (due to the emotional values), it is better to have that ad withdrawn from screens. The reason for this is because extra sensitivity and care is required when dealing with children.


Reference:

1. Coloribus (n.d.). "CHILDREN SEE, CHILDREN DO" TV Commercial. Retrieved 17 April, 2011, from http://www.coloribus.com/adsarchive/tv-commercials/child-friendly-australia-children-see-children-do-8810305/

Controversial Ad 2

News Group Newspapers Ltd - The Sun

Launched:
2007

Objective:
The Sun's "ten pence bikinis" campaign emerged on the side of buses to promote the price drop of papers to 20 pence.

Nature of controversy:
According to BBC News and WARC database, there were three types of complaints that came from viewers of this ad. These complaints are:

• Women being portrayed as sexual objects
• Inappropriate placement of ads (children could see them)
• Image was deemed "pornographic"

However, the Australian Standard of Advertising Bureau (ASA) did not withhold the advertisement itself due to the following arguments:

• It is not "overly sexual in nature"
• Amount of flesh revealed is no different to that of a bikini ad

Thus, "not seen as pornographic" nor will it "cause serious or widespread offence."

Personal opinion:
In general, the ads are appropriate to the public (especially in this modern generation). The complaints made by viewers towards the ads are unquestionably exaggerated and should not be taken into account.
After all, sex appeal in advertisements is becoming a norm due to its attention-grabbing capability. Therefore, I am in full support of the ASA's decision to continue with the publication of the ad.

References:

1. BBC NEWS UK - Top 10 most controversial ads. Retrieved 17 April, 2011, from http://news.bbc.co.uk/2/hi/uk_news/magazine/7373667.stm
2. Whiteside, S. (2008). Top ten most controversial ads of 2007. Retrieved from WARC database.

Controversial Ad 1

NRMA Insurance - Mumbrella.

Created by:

Human ad agency

Time of launch:

Beginning of May, 2010

Objectives:

The message intended to be communicated to viewers in this advertisement is the insurance company's (NRMA Insurance) promise to beat their competitors' price by 10%. According to NRMA Insurance, the commercial intended to use humour to promote their lowest price car insurance/beat it by 10% campaign.

Nature of controversy:

However, this ad received complaints from several viewers who pointed out that star player, Sam Thaiday, was stealing chocolate bars from a vending machine found in the office.

"Why would they show stealing using so called children’ role models such a Thiaday,” said one vending machine owner who complained to the Advertising Standards Board. - The Daily Telegraph (2010)

Personal opinion:

In my opinion, this specific advertisement did not cross the boundaries of advertising and should not be banned. In fact, the ad was a brilliant one, portraying humour while at the same time, communicated a clear message from the insurance company.

The ad being withdrawn from television screens came as a shock, as the act of "stealing" went unnoticed, even to many of my friends. With that, it can be concluded that the "stealing of chocolates from the vending machine" would have probably gone unnoticed by children instead of producing a negative influence on their behaviour/actions.

References:

1. mUmbrella (2010). Brisbane Broncos front up for latest NRMA ad. Retrieved 17 April, 2011, from http://mumbrella.com.au/brisbane-broncos-star-in-latest-nrma-tv-ad-24014
2. mUmbrella (2010). Brisbane Broncos ad banned for showing Sam Thaiday stealing chocolate. Retrieved 17 April, 2011, from http://mumbrella.com.au/brisbane-broncos-ad-banned-for-showing-sam-thaiday-stealing-chocolate-29589
3. The Daily Telegraph (2010). NRMA television advertisement banned after showing star player Sam Thaiday stealing chocolate. Retrieved 17 April, 2011, from http://www.couriermail.com.au/sport/nrl/nrma-television-advertisement-banned-after-showing-star-player-sam-thaiday-stealing-chocolate/story-e6frep5x-1225890759163

Controversial Ads - Introduction

In the advertising world today, controversial advertising is widely used by various business industries. Controversial advertising, simply defined, is a form of communication used by marketers which may lead to a positive or negative impact on the brand and it's current and potential consumers. 

This form of advertising is more extreme in terms of context to grab consumers' attention. That being said, the main objective of such advertisements is to gain publicity through the creation of shock, fear and response to the ads. By doing so, the brand or product gains a large amount of publicity and brand awareness in a shorter time frame.

More often than not, controversial ads are used in specific product categories:

ie. government, fashion, condoms, tampons, alcohol and luxury goods.

Moving on towards the next few posts, a few examples of controversial ads will be analysed and discussed.