MERCEDES - BENZ E - KLASSE
The Mercedes-Benz E-Klasse (E- Class), a 2011 innovation of the company, is the latest manufactured car, that unlike the previously featured designs, the E-klasse model signifies “sport”, rather than luxury. The E initially stood for Einspritzmotor, which is a German term for fuel injection engine, a new feature in volume production vehicles at the time that the E-Class first appeared. It has been tuned more towards performance rather than just simply providing a luxurious style that attract buyers.
We all know that in purchasing a car, a buyer undergoes a long process before finally making a decision. Cars are expensive, therefore, it is not easy for buyers to simply pick and purchase the product since it is not something a buyer can simply change when he or she realizes that what he or she bought is not worth it. If that would be the case, it’s gonna be a waste of money.
Now, seeing this commercial of the Mercedes - Benz, most people would probably find it funny because of the “dumb character” played by the blonde lady, who is ordering food in a library. When the librarian told her that she was in a library, instead of realizing that she was in a wrong place, she, instead, lowered her voice thinking that what the librarian wants her to do is to lower her tone.
I, myself, find this commercial funny but nevertheless, without featuring the brand in the end of the ad, it would be difficult for us, the audience, to determine the product. Without the message at the end, “What is beauty without brain?”, the commercial could have been misinterpreted as advertising a food-chain or something like that, though, it has probably gain a big impact to its audience since many people would surely remember it because of its sense of humor.
Aside from that, many would probably consider this commercial as racist since there are two women involved representing the black and the white. With the role of the blonde lady, white people are stereotyped as “stupid” and the librarian from whom the blonde lady orders are stereotyped as “in the lower class”. With this, advertisers should always be culturally sensitive.
Advertisers nowadays have become more creative when it comes to delivering its message to its consumers. They now use different ways to attract the attention of people to buy their product. Some commercials, though, are not related to what is being advertised. Just like this commercial, but, it nevertheless carried out the message that it wanted to deliver to its audience which is, “What is Beauty without Brain?”.
GREENWICH: Wala ng mas CHEESY pa!
When we talk about pizzas, people never tend to forget about Greenwich. It is always one of the people’s options. Greenwich Pizza is the Philippine’s favorite pizza chain that gives its customers a mouthwatering blend of pizza and pasta innovations. It is known to be the best place where you and your “barkadas” can have such a good time while enjoying Greenwich’s delicious pizza and pasta.
We often see John Lloyd Cruz and Anne Curtis endorsing the product together with a group of friends. This only implies that Greenwich aims to target “barkadas” as their market. Though the term “barkadas” is often associated to teenagers, it doesn’t mean that Greenwich only targets one age group. In fact, what they mean here as “barkadas” are group of friends which belong to any age bracket.
As what I have noticed from the different Greenwich commercials, it is oftentimes humorous which I think is quite effective because it catches people’s attention. The lines said by the two endorsers,“ girl: Is he dead? Is he dead?, boy: Yeah. I’m Dead. Dead na dead sayo”, are what we call “cheesy taglines”. It is through these lines, which nowadays are somewhat “new” and “in”, that people get attracted to the commercial and make them laugh. It appeals to the viewers, thereby, pushing more customers to buy their products. These taglines also denotes something -which is the new endorsed Greenwich pizza itself – the Extreme Cheese Pizza, packed with 7 kinds of cheese. It is overloaded with cheese, therefore, with the creative minds of advertisers, they were able to connect it with these “cheesy taglines”.
In advertising, it is truly important to effectively communicate the message of the ad. In the case of the Greenwich commercial, I have observed similar responses from the viewers which is - “it’s funny and cheesy”. That only proves that the commercial is effective. Thus, a Greenwich slice is your share of fun and friends.
Chowking: Halo - Halo
Chowking has been popular to be the biggest Chinese fast-food chain in the Philippines. For many years, its products and services have become a click to the market. Unlike, any other fast-food chain, Chowking offers a variety of Chinese recipes which is one of the reasons why people continue to buy their products. Not only that, it also offers products which are cost-friendly to customers.
One of Chowking’s well-known products is Halo-Halo. Based from my observations, Halo-Halo is one of the foods frequently ordered by people at Chowking - most especially during summer.
One time, I was riding my way home when I passed by Chowking. I saw a poster of a Halo-Halo outside Chowking and it was at that time… very hot. The Halo-Halo on the poster seems to be very inviting so I decided to buy one for myself.
When I finally got my order, I was disappointed because of two things. One, what I saw on the poster was quite different from the Halo-Halo that I ordered. I was expecting to have a Halo-Halo that looks totally the same as that on the poster. On the other hand, what I had was too plain. Second, there were only few ingredients used or placed in my Halo-Halo. If you compare the picture in the poster with that of what I took, you will see the difference. In the poster, almost half of the container is filled with the different ingredients. Unlike the 2nd picture, the ingredients were more like toppings. Although the Halo-Halo tastes good, it could have been better if there were more ingredients and less ice.
In this article, I want to point out that advertising sometimes is deceiving. What we see in commercials and other advertising tools is not always true when we make a purchase. Indeed, the power of advertising is massively strong. Therefore, before buying any product or service, always think twice.
One time, I was riding my way home when I passed by Chowking. I saw a poster of a Halo-Halo outside Chowking and it was at that time… very hot. The Halo-Halo on the poster seems to be very inviting so I decided to buy one for myself.
JOY DISHWASHING DETERGENT When people talk about dishwashing detergent, most of the time, the first brand that comes into people’s mind is the 3 letter brand - JOY. For many years, it has stayed strong in the industry. It has been popular for its tagline, “isang patak lang, kaya ang isang katutak”, which means with just one drop of Joy liquid detergent, it can clean-up all dirty dishes. It has also evolved from a regular dishwashing liquid to a dishwashing soap with Vitamin E that results to softer hands. Not only that, Joy also comes in various fragrances such as lemon, citrus and many more. Michael V., as he is popularly known by people, is the endorser of Joy Dishwashing Liquid for so many years already. He has done different roles in terms of advertising the product, just like his present commercial in which he acted as the fairy. One thing that made me decide to choose this commercial is because I find it unique. Michael V. disguised himself and conducted a test to prove whether or not Joy is indeed effective. With this type of commercial, it would really persuade people to buy the product because it has been tested and proven that with the use of Joy, it will not only remove the grease from the dishes, but will also save cost. Another thing that I have analyzed, which I think is one of the reasons why people buy the product is because the characters in the commercial are non-showbiz people except for Michael V. These people or persons are picked randomly to be the product’s sample. Therefore, there is a greater possibility that viewers would believe that Joy is indeed a good product worth buying for. In advertising, it is important especially with these types of products to conceptualize commercials that would make a big impact to viewers and that would make them believe that the product is truly of good quality thereby encouraging them to make a purchase.
LUCKY ME, NAM-NAM
Television commercials nowadays have greatly evolved. Advertising no longer just stick to giving information to its viewers, it also finds creative ways to attract people’s attention. Some commercials are made along with the intention to make viewers laugh; others can make people feel like crying. People’s reaction towards an advertisement is an instrument to determine the effectiveness of the material. Some commercials, though, becomes too creative that sometimes they no longer make sense at all. The primary intention of the ad to catch people’s attention of buying their product or service is diverted to just make people laugh.
The new endorsed product of Lucky Me which is the Lucky Me, Nam-Nam seasoning, a food seasoning that enhances the flavor of your viand is one commercial that somewhat puzzled me. I admit, I love watching the commercial since I find it funny with all the singing and dancing combined by the four characters. The singing was quite effective since when I was listening to it, the song kept repeating on my head afterwards. The Kanto Boys which is composed by the funny guys – Luis Manzano, Billy Crawford, John Lloyd Cruz and Vhong Navarro are chosen to be the endorser of the said product.
We all know that main consumers of the said product are mothers because oftentimes, they are those people we see in our own kitchens. They are the ones that cook for the family. Now I was wondering why the four guys were chosen to endorse the Lucky Me, Nam-Nam seasoning product because we know that it’s only seldom that we see guys who love to cook. In this commercial, I don’t think the target market here are mothers but guys who are interested in cooking.
I believe it is very important in advertising to emphasize the market that the product wants to target. Otherwise, the product won’t sell.
Century Tuna Hotdog Billboard
Each day, as I pass along the Mandalagan road near the Robinson’s mall, I get to see plenty of big billboards hanging along the highway. I can’t avoid turning my head up and taking a look at those attractive billboards. But, there is this billboard that seems to really get my attention when I passed along that area of Mandalagan. It’s the new endorsed product of Century Tuna Hotdog.
The Century Tuna Company has come up with a new innovation of its products, the Century Tuna Healthylicious Hotdog. According to my research, the newly endorsed product, unlike ordinary hotdogs, offers its consumers a healthy way to enjoy eating hotdogs without the fear of getting fat or developing future illness. With the combination of our all – time favorite hotdog and the healthy goodness of tuna, the Century Tuna Healthylicious Hotdog becomes the first meat hotdog in the market.
Yes, Century Tuna has indeed made a good product that would probably click to the market knowing that people nowadays have become very conscious with their bodies especially those in the new generation. But the main reason why my attention was caught by that billboard is not because of the product but the endorser of the said product. The half - naked guy who is endorsing the Century Tuna Hotdog, Aljur Abrenica, known as the lead star of the primetime television show, “Machete”. I was not attracted because his halfly naked or something but because I kept wondering why he was chosen as the endorser of the product. Well, we all know that the main consumers of hotdogs are children so I was thinking that most mothers would probably choose other brands of hotdogs, since the new product of century tuna primarily focuses on getting fit without depriving oneself of delicious hotdogs. However, I realized that most adults also love eating hotdogs but deprive themselves of eating those kinds of foods because we all know that hotdogs contain certain ingredients which are not good for the body. Now what the ad is trying to say is that not only kids can enjoy the pleasure of eating hotdogs but also adults who are health conscious. Some may think the ad has a double meaning but, nevertheless, the ads purpose of letting the people know that there is a product that you would enjoy eating and at the same time be physically fit has been achieved.
This analysis, therefore, aims to show how a product creates a new target market. From this I can say that the ad would greatly help the product click. Now, not only kids can enjoy eating hotdogs but health - conscious individuals as well.
Colgate
We see different promotional ads each day – television commercials, billboards, posters, online ads and many more. We tend to ignore most of these promotional ads, most especially if it’s not appealing to us, consumers. This is the reason why when companies want to advertise their product, it must attract viewers in order for their product to be in demand to the market.
While I was searching online for a promotional ad that I could critic, my attention was caught with this picture. It’s trying to promote Colgate – one of the most popular toothpaste brands.
We always see and hear Colgate being advertised in television commercials. It is known to be “the world’s # 1 leading brand” in the toothpaste category. It is popular for its quality and the various benefits it offers to buyers. It has used different forms of promoting its products from television commercials to poster and billboards.
Now, I was attracted to this picture because I find it a unique way to promote a product. Instead of just using the media as means of promoting the toothpaste, it also made use of other aspects of promotion just like this, a wooden – shaped toothbrush with a Colgate logo and 2 words inscribed on it which says “Don’t forget!”.
We know that Children love eating ice cream and oftentimes, they tend to forget to brush their teeth after eating which could lead to tooth decay and other tooth problems. Mothers, off course, want to protect their kids from having these tooth problems which I think is the reason why they came up with this type of promotion. With this, Colgate is like telling mothers to allow their kids to eat not only ice cream but other sweets as well without the fear of going to the dentist for as long as they use the right toothpaste – Colgate. This kind of promotion serves as a reminder for kids that after eating sweets, they should always brush their teeth afterwards.
Colgate, indeed, made use of the so called – Integrated Marketing Communications (IMC). The promotional tool is simple yet unique and creates a lot of impact to many consumers. With that, I salute Colgate.
Apple iPod
Second Assignment
Advertising has greatly changed the world that we are living in. With the integration of advertising and technology, it has made our lives more sophisticated. We often see big billboards posted along highways, funny commercials on television screens, sudden pop-ups of products and services on the internet and various advertising offers on newspapers. These are just a few ways to advertise and promote certain products and services owned by different companies. Through these, we, consumers, tend to buy things which are sometimes of less importance to us, mainly because we easily get attracted to the ad through its eye-catching visuals.
With the help of technology, advertising has become more effective, thereby, expanding the market of these products. It has become an instrument to communicate the products and services that many competitive companies offer. The use of radio and televisions in running commercial products is one example. Advertising has also made use of alluring billboards that we often see when we travel along the highways on our way to school or work. Some billboards, most especially those in other countries use a 3d effect since it gives a more realistic appeal to many people, encouraging us to purchase their product.
photo taken from http://www.flickr.com/photos/7312629@N07/426004116/sizes/m/in/photostream/
The Apple Company has been known for designing and marketing trendy gadgets such as Mac laptop, iPods, iPhones and iPads. These gadgets have grown to be in demand along with the fast moving changes of our generation. It has become part of fashion that sometimes people think that without these gadgets, you are way out of style. It becomes a need perhaps, rather than a want.
One of Apple’s latest discoveries is the iPod which has evolved into different styles and designs like the iPod shuffle, nano, classic and touch which is Apple’s newest iPod design. If you compare an iPod from a usual MP3 player, you will really see the significant difference between the two and how iPods have dominated and stand out among other MP3 players.
An iPod is an MP3 player which is under the company of Apple Inc. Both the iPod and the MP3 player have the capacity to download music. However, what makes an iPod different and successful are its features like its capability to watch videos, surf the internet, download applications such as games and the like and a lot more. These are just a few things that an ordinary MP3 player doesn’t have. The iPod also have various designs that evolves from time to time, starting from shuffle to touch and to a more trendy look and with features that makes consumers want to have one according to what design appeals to them. Aside from that, an iPod have a software for easy downloading of songs and videos know as iTunes that allows more features and downloads.
photo taken from http://static.techwench.com/wp-content/uploads/2011/02/Top-6-games-for-the-new-iPod-Touch-with-Retina-Display-2-600x302.jpg
Above is an ad of the latest iPod design known as iPod Touch. The white background of the ad made it simple yet very appealing as it gives emphasis on the photograph of the iPod and the colorful fingerprints. What this ad wants to tell us is that iTouch has a lot of new and exclusive features which the users would surely love. A few of which are FaceTime, Retina display, HD video recording and Game Center which this ad show. Not only that! With the name itself, iTouch, there’s no need for you to click buttons on the gadget but a simple touch will do and it will bring you to the application that you want.
Indeed, iPods have been one of the successful gadgets manufactured by Apple Inc. Through this, I can say that the company followed the Integrated Marketing Communications or IMC strategy. With the advances in technology, Apple always looks for ways to be one step ahead from other competing companies. Their gadgets may be expensive but because of quality, people do not have second thoughts of buying them.
Thanks to advertising! Apple has now become one of the leading companies of the world.
Business Card: JE Photography
First Assignment
client’s name: Julio L. Espina
company: JE Photography
I made Julio’s business card as simple as possible because I think, with that, it would be easier for people to understand what the company is trying to offer. The color scheme as well as the design represents a guy thing which somewhat portrays the company owner and at the same time, it shows a sense of formality. I used white font color on the right side of the business card and black on the other side in order to make it visible according to its background. I also decided to shorten the details and use icons since photography is an art, communicating through visuals.
