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Transcript
Running head: ADVERTISING CONTENT Advertising Content Sheila E. O'Kane AET/552 October 6, 2014 Dennis Morrow, Ph.D. 1 ADVERTISING CONTENT 2 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. ADVERTISING CONTENT 3 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. ADVERTISING CONTENT 4 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. ADVERTISING CONTENT 5 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