Effectiveness and relevance of two adverts
Advertising is important because it creates awareness of various products to consumers. Business uses adverts to make their products and services to be known. They benefit both the consumer in the sense that the manufacturer gets to increase his sales while the consumer gets to know and buy ideal products and services. Advertising is done achieved through television, radio, newspapers, etc. To reach and convince the target consumer, the advert needs to be constructed effectively. This paper aims to discuss the effectiveness and relevance of two adverts critically
Clow, 2016, points out that for an advert to be effective and relevant, it has to be strategic and creative. The advert needs to be based on logic and planning for it to fulfill the intended purpose. More so, the advert needs to be creative to attract and catch the attention of the target audience. Also, for an advert to be effective and relevant,it has been appropriately executed through appropriate media. There are three strategies of marketing are: cognitive, affective, and conative (Clow, 2016). Cognitive advertising involves the use of techniques that focus on the emotions and behavior aspects of consumers. Affective advertising consists of the use of technologies that resonate with the emotions and beliefs of the consumers. Lastly, conative advertising consists of the use of strategies that tend to elicit a particular action and response from the consumer.
Wrigley’s Spearmint Gum advert
The first advert is about Wrigley’s Spearmint Gum, which was done in the year 1987. The adverts have two scenarios. The first scenario shows a young man who is in love with a young woman. Their love gets ignited by eating Wrigley’s gum. Still, in the same advert, the second scenario is a man who is fishing. At first, he is dull then he gets actives after chewing Wrigley’s gum. The adverts state that after chewing it, one gets a little lift.The pictures in the advert are emphasized by audio that has a captivating and attractive melody. The audio points out that Wrigley’s gum makes things to get more fun.
The second advert is about Levi’s 501 jeans. The advert is creative and humorous. It starts with a scene where a man with a suit is stuck on the roadside with his girlfriend. His car is broken down, and he cannot solve the problem. To make matters worse, he cannot even manage to open up thebonnet of the car to find out what is the mechanical problem. This makes the lady bored and tired. A young man drives by and then pulls over next to help. He opens the bonnet with ease and then manages to find out the mechanical issue. He then removes his Levi’s jeans so that it can be used to tow the car. Her actions impress the young lady to an extent which she willingly leaves the man. The stranger with the girl in his car, he tows the other man and then breaks the tow while on the top of a hilly road. The man rolls back, helpless and lonely while the two happily proceed with a journey together.
The first advert targets adults.It showcases that by eating Wrigley’s spearmint gum, one gets more active and happy in whatever he is doing. That is why it has used two different scenarios that do not relate. The first case is about love, while the other case is about fishing. It targets everyone who is an adult. It does not consider class or occupation.The second adverts target people of working age who are still dating. This is exemplified by the muscular and energetic man with Levi’s jeans.
Wrigley’s advert targets the general population of an adult audience.Ituses primary and straightforward techniques of illustration. It is straight forward. It requires less emotional intelligence to decode it.The advert uses cognitive strategy. It focuses on the emotion and behavior aspects of the consumers. It points out that by merely eating the gum, one gets more energetic and happy. Thus, as long as one is an adult, by chewing the gum, he gets more lifted. I think the term lifted in the gum tends to insinuate that the gum has specific stimulants that tend to arouse the metabolic activities of a person. It has not shown the ingredients used to make the gum. More so, the Wrigley’s advert has not indicated the health benefits of the gum. It has only indicated that one gets a fresh breath through the audio. The sense of fresh breath does not relate to any of the images that are showcased. The advert is blatant and bland. It does not have specific details that will attract the attention of an uninterested audience. More so, the advert is not creative. It does not create an enthusiasm that will make the consumer laugh or want to watch it over and over again. It shows the basic things.
Levi’s advert
Levi’s advert uses humor and creativity. The cinematography used in the advert is excellent. The images are arranged well, and they resonate with the audio used. The location that is used to shoo the advert corresponds with the aim of the advert. It captures more details with a few minutes. The adverts qualify in showing that Levis’s jeans are strong. The young, strong-looking man exemplifies this. The advert manages to show that Lewi’s jeans do not frustrate. They are strong and durable; thus, they don’t wear out fast. This is unlike suits. The suit is exemplified by the other man who is weak and helpless. He did not manage to open the bonnet. Also, he was no creative. Instead of using an insulator to open the water gauge, he used bare hands. Instead of stepping back when the gauge was opened, he remained there and got splashed by the hot steam. The level of creativity in this adverts compels the target audience to re-watch the advert.
Levis and Wrigley’s advertisements are two decades old. So much has changed in terms of cultural and gender advancement. Equality has taken a significant portion of our perception of gender, race age-set, and nationalities. In Levis advert, for instance, the woman was very subdued and depicted as feminine. In Wrigley, the advert does not concentrate on details, the information is so shallow, and the music does not rhyme with the mood set out by the advert. Today, one has to concentrate on details due to an increased number of competitors and promotional tactics. Additionally, music plays a more significant role in a leading advertisement. Here, the music should be perceived as reasonable, trendy, and appropriate for the target audience. Therefore for Wrigley’s advert, one change would be the choice of music, which should be from a famous musician, with fantastic beats and currently trending.
Additionally, details must be focused on to ensure the product is distinctively distinguished from its competitors. On the Levis advert, women’s position in our community today must be respected. They cannot be represented as sexist and easy to go. They must be respected by ensuring their rights are adhered to. However, humor in the Levis advert would still be useful today. The humor brings about the desire to purchase the item and strategically places it in a high standard position on its target market. Therefore, the humorous part of Levis advert and the idealistic part of Wrigley’s advert would still work today (Delener, 2019).
Referencing
Clow, K. E. (2016). Integrated advertising, promotion, and marketing communications. Pearson Education India.
Delener, N. (2019). Developing Marketing and Advertising Strategies Through Disruption Philosophy. Journal of Marketing and Consumer Research, 54, 51-56.
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