Good ads...

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. :)

Enfakid got SPANK'd!

This is one of those ads people see in media, whether print, radio or TV, that does not come across as unethical. We see advertisements like these a lot. Examples of milk brands that show ads like this are Gain and Promil. Yes, this advertisement does not have any offensive visuals and messages just as the other unethical ads we have posted in this blog. Nevertheless, are ads that degrade human dignity the only ads deserved to be considered “unethical”? Of course not.

This ad clearly conveys that a child’s development is possible through proper nutrition. Without question there is nothing wrong with that. What makes this advertisement wrong is that it may convince the viewer into thinking that milk (particularly their brand, Enfakid) is what a child needs to become successful in the future. Although this is implicitly conveyed in the ad, the ad does not seem to consider that a person’s success is not only a result of the nutrition a person gets during his formative years. A person’s success is also a result of other factors such as genes, “natural God-given” talent, practice, hard work, etc. Hence, this advertisement violated Article IV, Section 1, Number 3 of the Advertising Code of Ethics. This says, “An advertisement should avoid any possible confusion as to the identity of the advertiser or the source or identity of a product or service.”

The advertisers were very smart in choosing the endorser (Lea Salonga) for this ad to make this ad’s message clear and more believable. Lea Salonga is not only a well-known singer here in the Philippines but also abroad. She has been in several successful local and international musicals and concerts. Despite this, it was wrong of them to choose Lea Salonga as the endorser because Enfakid is a newly introduced milk product of Mead Johnson and the advertisement “claims” that Lea Salonga used the product during her early years. Knowing this and knowing that Lea is already 37 years old makes you doubt the truthfulness of their claim that her “use” of the milk helped her become successful. How could have Lea drank Enfakid when she was young when Enfakid was just released not more than 5 years ago? Not to mention, the young kid in the advertisement is not Lea Salonga but a kid called Jermaine. Moreover, didn’t Lea endorse Klim, a milk brand by Nestle, when she was young? This all shows that there is almost nothing true in the commercial. Therefore, this advertisement has also violated Article 1, Section 4 of the Advertising Code of ethics which says,

“Advertising must provide the general public with relevant and truthful information on products and services, thereby helping consumers make their respective choices”.

Milk advertisements should be like one of the ads aired last year by Nestle’s Nido. It was mentioned in the ad that genes and other factors help a child become intelligent and not only milk.

- Pearl

Enfakid

Here is a commercial of Enfakid by Mead Johnson.

*taken from another website

What do you think of this commercial?

Do you like this ad?