Emotional Appeal - Advertisement: Smoking Aid

HARMANJIT GHATOHRA

0136255

GURSHARANJIT KAUR

BUS 260 CONSUMER BEHAVIOUR

TERM ASSIGNMENT

PART A

Emotional Appeal  

Advertisement: Smoking Aid

Description:

 Now a day’s people are too much influenced by smoking. They have become addicted towards it as they smoke whenever they are free. As smoking cause lungs and throat cancer, people are aware of it but are becoming addicted to it.  Some people smoke to get rid of stress but some smokes just to show their status in the society. People those are smoking are exploiting themselves along with the people those are in their surroundings. As there is a slogan shared by everyone i.e. smoking is injurious to health, and even this is written on the packets of cigarettes but still people are getting addicted to it.

 Story line:

This advertisement was designed in Thailand by Thai health promotion foundation that takes an initiative to help the youth to quit cigarettes and to make people aware about its adverse effects. This advertisement is posted on you tube and was the best commercial ever created. This advertisement was created in a public place where everyone is busy in their daily routine smoking cigarettes and exploiting people around them. But in this advertisement the message conveyed was so much appreciated as in advertisement children are asking for lighters for their cigarettes. The children shown in advertisement are of the 7 to 8 years, they approach the people those are smoking in the public place and ask them for lighters to smoke. By seeing those asking for lighters they all shocked and starts giving them long advice and suggestions about bad effects of smoking and tell them about health issues and problems faced by smokers. People get embarrass when the same kid to whom they were teaching about bad effects of smoke ask them “so why are you smoking?” and then they hand over a small piece of paper note on which it is written that “ you are worried about me, but why not about yourself”. They were shocked after reading the note from a child and were so influenced that they threw their cigarettes. After viewing this advertisement there was 40% increase in the inquiries by the smokers who want to quit.

The advertisement was very persuasive and meaningful as it showed that people are aware of the harmful effects of smoking and taking small children to convey the message was liked by everyone as they were teaching lesson to the people those are indulged in smoking.

Strengths:

• Message conveyed in this advertisement was clear cut and effectively viewed.
• Using innocent children for conveying the message made more effective in advertisement
• Different idea came forward to teach lessons to people those were smoking.

  Weakness:

• it can put negative effect on children as they are innocent and will learn how to smoke and ask for the lighters  outside as they are not aware about its harmful effects because they will not look at the message shown in the advertisement  but will follow characters playing the role.

 Suggestions:

• Instead of asking lighters from people, children should be asking for money to buy cigarettes.
• Girls should not be shown for asking lighters as in some countries girls do not smoke, which can put bad impact on them.

http://www.youtube.com/watch?v=CO0qwl5k9R4

Sex Appeal

Advertisement: Armani Jeans

Description:

People are becoming trendy now days. They follow their favourite celebrities and sports person those are well known in their fields. Everything that celebrities are wearing is counted under fashion. If any advertisement is done by high profile celebrity, people follow them and buy the products of that company. Brand name also matters in the market, more royal the brand is the more will be the followers.

Story Line:

Armani exchange an Italian brand which was founded on 1975. They have many accessories, clothing which are worldwide famous. In this advertisement, the popular soccer player Cristiano Ronaldo has played a role model. This advertisement describes the sex appeal as he is living in a hotel where girl housekeeper is there in his room doing cleaning. Cristiano Ronaldo comes out after taking bath and she got attracted after seeing his body and distracts herself from work. When he wears his pant he looks smart and he is not getting his t-shirt from around and on the other hand the housekeeper does not want him to wear his t-shirt as he is looking more attractive in jeans and then she got his t-shirt and hide his t-shirt because she does not want him to wear that as she want him to get closer to him.

This advertisement is very persuasive, as people get attracted to the physique of Ronaldo. Moreover, pant he is wearing is very trendy which can influence his followers to buy that product. Sex appeal is done in this advertisement as the housekeeper is attracted toward him and wants him to get closer for intimacy.

Strengths:

• It’s about sex appeal in this advertisement as she is influenced by his physique and the jeans he is wearing.
• People love him as he is the well-known sports personality which put more influence on people to buy those products.

Weakness:

• Vulgarity is shown in this commercial as some people gets disappointed after seeing their favourites in this kind of advertisement.
• It is not clearly defined as till the end of advertisement it is not stated what he is looking for.

Suggestions:

• Cristiano Ronaldo should have asked housekeeper for his t-shirt and then she can express her feelings to him.
• He should have kept towel on his shoulder by which his body should not be disclosed and there would be less vulgarity in the advertisement.

 https://www.youtube.com/watch?v=-BYBO5vMPZQ

Humorous Appeal

Advertisement: Pepsi (Ask For More)

Description:

Everyone has an aim in their life to achieve the target they have set for the future or just to fulfill their dream they move to that extent. Once you have made an ambition and you are paying attention to it then it will be definitely achieved. In this advertisement it is shown how a child conquer his dream and it looks funny how it is advertised.