Question

Advertising is one of the five forms of a company’s major promotion tools. Marketers often use creative ways to execute advertising messages, which catch consumers’ attention. We learned in Chapter 12 that advertising appeals should be meaningful, believable, and distinctive.

For example, Budweiser promotes its brand using TV advertisements every year during the Super Bowl. In the past, Budweiser created an ad that received positive consumer responses (see the following video link):

Funny Budweiser Clydesdales Superbowl Ad Hank the Clydesdale (Links to an external site.)

This TV commercial uses a horse, Hank and a dog, his friend. Through these characters, Budweiser communicates different messages. For instance: 1.) We can reach our dreams if we work hard (i.e., American dream is possible); 2.) a friend is always there to help you during difficult times; 3.) Budweiser enriches people’s lives, etc.,… you may also have different interpretations. Overall, these messages are meaningful, believable, and distinctive.

I would like you to think about your favorite advertisement (e.g., TV commercial). Please describe this ad, tell us why you like it, and analyze it based on message strategy and message execution style.

Answer 1

One interesting advertisement recently seen was of Apple iPhone 11 Pro which was a TV commercial. This advertisement was about a snowball fight between 3 kids and a group of adults which was captured as a video from an Apple iPhone. This was just a game being played by a group who is out on a holiday. But the intense action in the commercial gave an impression of warfare with snowballs being thrown and pieces just getting splattered all over the place. The sharp images and the musical background made this whole scene come to life and hence this commercial is very likable.

The message left by this commercial is that they want the customers to make their videos an epic. So the message strategy is very meaningful, considering that such videos can leave wonderful memories lingering in their minds. The commercial is believable as a snowball fight is common amongst people and this resonates with the public in general, which makes it realistic. The musical background adding to the intense actions in the commercial makes it very distinctive.

Thus, the message strategy of the advertisement of being meaningful, believable and distinctive with its fierce execution is convincing enough to elicit curiosity amongst the general public to at least check the iPhone 11 Pro of Apple.

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