Transcript
University American College Skopje
Ad Critique on Appeals and Execution Style
Student : Professor : Lence Kostadinova Ilijana Petrovska ID :1800
Skopje,2011
Contents:
1. Introduction................................................................................
2. Analyzing...................................................................................
3. Conclusion..................................................................................
1. Introduction
The main idea behind this project is to present the analysis of an advertisement or in other
words to answer some of the questions that determine the adequacy of certain ad. For
example the communication appeal of the ad, the execution style issued, the consistency
of the ad with the overall marketing objectives of the firm etc.
The ad chosen for the analysis is Heineken’s beer ad.
2. Analyzing
The first thing to be analyzed in this ad is the type of appeal that is used in it.
Throughout the years advertisers have employed a wide variety of advertising
approaches. Seven major types of advertising appeals which are at the same time the
most successful are: fear, humor, sex, music, rationality, emotions and scarcity.
In this ad humor is the appeal because it makes the audience laugh.
The second thing is the execution style issued or the manner in which an ad appeal is
presented. This style is usually chosen in conjunction with an advertising appeal.
There are many execution styles: animation, slice-of-life, dramatization, testimonial,
authoritative, demonstration, fantasy, informative.
In recent years animation is getting more and popular. In slice-of-life commercials,
advertisers attempt to provide solutions to the everyday problems consumers face.
A dramatization is similar to the slice-of-life because it uses the same format in which a
problem is first presented and then the solution is offered. The difference lies in the
intensity, dramatization uses a higher level of excitement and suspense to tell the story.
Testimonials have a customer in the advertisement that is telling about a positive
experience with a product.
Authoritative has experts that convince viewers about the benefits of the product.
Demonstration is also another execution framework and another way to communicate the
attributes of a product.
Fantasy executions are designed to lift the audience beyond the real world to a make-
believe experience.
Informative ads present information to the audience in a straight – forward manner.
In this ad the execution style is fantasy because it presents to the customers something
beyond the real world, a make – believe experience. For example the huge fridge full of
beer that every man wishes to have.
The third question is whether the creative approach is consistent with the brands’
advertising objectives. In this advertisement there is a consistency between the objectives
and the advertisement. The beer is presented as something very important to a young
man.
The target audience of the brand is young man in his 30s and 40s and the advertisement is
appropriate for this audience.
The advertisement communicates a clear and convincing message to the consumer that
positions the product very high in consumers mind.
The creative execution keeps from overwhelming message.
This advertisement is likely to be seen on TV and it is totally appropriate for this
environment.
The ad is funny, it makes you laugh and young people find it truthful because almost
every woman dreams of having huge closet and the fridge is compared to this closet as
every man dream.
3. Conclusion
It can be concluded that this advertisement is very appropriate for its target audience and
is very consistent with the brands marketing objectives to position the product high in
consumers’ minds. It is interesting and easy to remember which will have very positive
outcome to the overall marketing campaign about this product.
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