Jewelz shares...
In our Marketing Communications Research class, we had an assignment where we would choose good ads and bad ads. We also had to find out what makes an ad good and what makes them bad. Our group (Chin Taguines, Ikai Lopez and Avvy Hernandez) came up with a criteria from what we learned from other classes.
Here is out criteria:
1. Never Been Done. This means the idea in the ad is fresh. It is unique and has never been done.
2. Single-minded. The ad is focused and is understood by the target audience.
3. Appealing Execution. The ad is pleasant, and the audience wants to look at it. It is also artful and likeable. The ad can also be entertaining and it is hard to ignore.
4. Unassailable. The ad can not be questioned. The product or service must be able to deliver and this gives the brand credibility.
5. Strategic. The ad should be relevant and it should answer the problem; a solution to a need or want.
6. Moving. It should be able to move the mind or heart. It evokes action.
7. Ethical. Should not promote bad behavior or ideals.
Keeping this in mind, we think good ads should be able to comply with the criteria. One good example is the Emperador Brandy, Tagumpay ad. Emperador is an alcoholic drink, yet it did not show girls in skimpy outfits and they weren't objectifying women to sell their product. Instead, they showed the Gutierrez brothers celebrating their achievements in relation to what their dads had taught them. Let us applaud Emperador Brandy.
Here is another ad that did very well too! It's one of my favorites, the Dove Self Esteem Fund. I think it is a very good example of showing children and teens the true meaning of beauty. Being beautiful does not mean you are the richest, prettiest or skinniest girl like the one shown in billboards and advertisements, but each and every one of us is beautiful inside and out because we are unique. Claps again for another wonderful ad.
What do you think of the ads? Tell me your reactions, I'd like to hear from you. :)
7 comments:
thank you for giving specific criterias at least we know what to look for commercials
These commercials go to show you that at least some marketing teams out there would prefer to evoke feelings of companionship and love instead using sex or shock value to get the point across.
Nice! For one thing, brandy is a drink sevred during celebrating occasions of success, and the execution shows just that. Second, It deviates from the usual liquor ads that border on the pornographic side, Lastly, It teaches us to respect our parents; it's a good ad!
Let's drink to that! hehehe ^_^
Good point you have there jr, thanks! I agree... there should be some other way to get the attention of the people.
17 year old high school student:
I'm glad you noticed that in the ad! Exactly what we should do with alcoholic beverages, right? Drink moderately...
Emperador Commercial is a good one.That's how other commercials should be.It should not connote sex or showing flesh of a starlet.
They should also promote liquor to a certain age bracket, not to teenagers, as it is very rampant now that teenagers drink & get drunk even without any special occasion.
The community should be more aware of this.So that they could still do something to the filipino youth.
Discourage young ones to take hard liquor, before they even become alocoholics. And before they get sick of liver diseases.
Advertisers, please be more responsible!!!
Thank you corina for sharing your insight. I no doubt agree that liquor ads should not show flesh. Advertisers should be responsible with the content f their ads. We should uphold the values of our culture.
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