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Running head: ADVERTISING CONTENT
Advertising Content
Sheila E. O'Kane
AET/552
October 6, 2014
Dennis Morrow, Ph.D.
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ADVERTISING CONTENT
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Abstract
This paper examines two advertisements currently running on television. The target market for
each ad is identified as well as the objective and message of each commercial. Each ad is
evaluated regarding the elements of success. The paper concludes with an observation as to the
effectiveness of the advertisement.
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Advertising Content
Advertising is the “action of calling something to the attention of the public especially by
paid announcements” (Advertising, 2014). Consumers are surrounded by various types of
advertising in print media, the Internet, social media, and television. The content of advertising is
carefully crafted to capture the attention of individuals within the target market for a particular
product of service. This paper reviews two television based advertisements and evaluates the
effectiveness of their content.
Aflec’s Duck Does Yoga
In this advertisement Aflec is targeting young active women. The primary objective of
the ad is to illustrate that women need supplemental insurance just as much as men do. The
primary message is that Aflec supplemental insurance pays claims quickly, something that is of
concern to these women.
The Aflec Duck Does Yoga commercial meets two of the three elements of success. First
it disseminates important information regarding how quickly claims are paid. The rational
stimulus is communicated by the line in the commercial that talks about the claim being paid in
four days when the character speaking hurt her back.
Real California Milk: Make Us Part of Your Family - Kindergarten
The Real California Milk commercial features the California Cow standing in front of a
school with a mother. The cow and the mother are seeing a child off for her first day of
kindergarten. The target of the ad is mothers of young children. The object of the ad is to remind
mothers to make milk a part of their family’s nutrition particularly milk that comes from
California dairies.
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This ad does not meet any of the elements of success. While it humorously reminds
mother to make milk a part of their family’s lives it does not really impart any new information.
There was no real rational stimulus communicated and no emphasis of a single theme.
Conclusion
The effectiveness of both these ads is in question. While both commercials are humorous
and catch the viewer’s attention they do not seem to have much substance. That being said they
are memorable which in its self may cause them to be effective. Almost everyone knows about
Aflec due to the Aflec Duck and most people in California are familiar with the California Cow
commercials. Whether or not these ads translate into sales is up for debate.
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References
Advertising. (2014). In Merriam-Webster. Retrieved from http://www.merriamwebster.com/dictionary/advertising
Aflec (2014, August 5). Duck does Yoga [Video file]. Retrieved from YouTube website:
https://www.youtube.com/watch?v=yilsa1EPow0
Real California Milk (2013, December 9). Make Us Part of Your Family - Kindergarten [Video
file]. Retrieved from YouTube website:
https://www.youtube.com/watch?v=hQfU9IYK2_c