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Eng 2070 Ad Analysis

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Lara Jones

on 5 April 2011

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Transcript of Eng 2070 Ad Analysis

Bridgestone's version of an astronautic commercial Michelin's version of an astronautic commerical Bridgestone does have some more serious commercials, but they still target audiences not through safety, like Michelin, but through "hipness" or special financial offers. Two major tire companies are Bridgestone and Michelin. Both of these companies have memorable commercials that have been currently playing on television and online sites. The difference between Bridgestone commercials and Michelin commercials is vast. They produce similar themed commercials, but they play on different emmotions serious:
-injured animals
-one terrified, screaming bunny
-bleak weather
-ends with statistic
-the tires appear to be torn from
Michelin Man's body serious:
epic music
mysterious fog
"real space suits"
"Because so much is riding on your tires"
-responsable/reliable humorous:
-fun music
-"pimped" vehicle
-"fake space suits"
-throwing (important) rocks
-"For drivers who WANT to get the most out of their car, its Bridgestone or nothing"
-challenges Most marketing companies warn against humorous ads because it is such a difficult thing to appeal to a wide range of audiences. However, even those companies against humor state that it is an effective device.

Used effectively, humor "makes you EASY TO APPROACH, and EASY TO REMEMBER."

Used ineffectively, humor can "alienate...everyone loved the 'Where’s the Beef' commercials done by Wendy’s – everyone, that is, except the senior citizens who did not like being portrayed as grumpy old people" (Using Humor). The serious/Michelin appraoch:
-our tires are safe
-our tires are reliable
-our tires stop short fast The homorous/Bridestone approach:
life is a party, driving is fun, you drive
cars, cars need tires to drive, therefore
tires are a mode of fun and provide
entertainment. Which commercial stuck with you? The humorous astronautic Bridgestone commercials stuck with me, however, I didn't rush out to buy tires because I had no need to...but, in the future, when I need tires I will remember Bridgestone more than Michelin. Safety vs. Humor Which one sells the concept of tires? humorous:
-terrified passenger
-offset with driver's confidence
-synchronized screaming
-difference in voice pitch
-sarcastic honk at the end
-good weather or "'It's not enough for an ad to be creative,' says Crano, a psychology professor at Claremont Graduate University in Claremont, Calif. 'It has to change minds'" (Clay) Clearly, the point of an
ad is to persuade, to "change
minds", to push the product
from a want to a necessity. Tires are a necessity for safe driving,
especially for winter driving in Ohio.
Comparing the same product, tires,
making your dicission choice mostly
hindge on the ad's appeal. "Brand association can also be defined as the degree to which a specific product/service is recognized within it’s product/service class/category. While choosing a brand name, it is essential that the name chosen should reinforce an important attribute or benefit association that forms it’s product positioning" (Brand Assiciation) Brand should be associated with something positive so that the customers relate your brand to being positive" (Brand Association) It comes down to a value decission,
do you value the ability to stay dafe
or the ability to have fun, when it
comes to tires? "If something in an ad is unexpected, it's more likely to be remembered than something we expect. Even more importantly for advertisers, the unexpected event in the ad must be directly related to their product" (Munger). Was Bridgestone's
humor effective? Well...the humor focused
on the tire's ability to not
skid in the animal ad, and
on the ability to have fun
and get the job done in the
space ad, so it appears to be
effective. Because ads are imprtant enough to change minds and during the Super Bowl can create "an extra 3% stock return...(an) advertiser like Coke has a $99 billion market capitalization. So 3% of this is nearly #3 billion in added value" (Nofsinger). Warning: This presentation is an
analysis of a few ads. Why ads? Nofsinger, John. "Stocking up on Super Bowl Ads | Psychology Today." Psychology Today: Health, Help, Happiness Find a Therapist. Sussex Publishers, LLC, 1 Feb. 2009. Web. 22 Mar. 2011. <http://www.psychologytoday.com/blog/mind-my-money/200902/stocking-super-bowl-ads>. "Brand Association - Meaning and Its Concepts." Management Study Guide - Free Training Guide for Students and Entrepreneurs. WebCraft Inc. Web. 05 Apr. 2011. <http://www.managementstudyguide.com/brand-association.htm>. Clay, Rebecca A. "Advertising as Science." American Psychological Association (APA). American Psychological Association, Oct. 2002. Web. 31 Mar. 2011. <http://www.apa.org/monitor/oct02/advertising.aspx>. Munger, Dave. "Are Funny Ads worth the Money? What Makes Ads Memorable, and Why : Cognitive Daily." Cognitive Daily. ScienceBlogs, LLC., 7 Jan. 2009. Web. 31 Mar. 2011. <http://scienceblogs.com/cognitivedaily/2009/01/are_funny_ads_worth_the_money.php>. "Using Humor in Advertising." Professional Advertising: Invest in Effective Advertising. Professional Advertising. Web. 1 Apr. 2011. <http://www.myprofessionaladvertising.com/Humor%20in%20Advertising.htm>. Works Cited http://www.youtube.com/watch?v=jct1XSUjwAM http://www.youtube.com/watch?v=BaQI-nWgKwQ http://www.youtube.com/watch?v=n6RpKVjn7w4 http://www.youtube.com/watch?v=lBk878H3ZzY&feature=related
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