VIDEO_ROBIN BAINS_130

CBMR VIDEO_ROBIN BAINS 130

130_Robin Bains_Ad Analysis

AD ANALYSIS-1

TUM CHALO TO HINDUSTAN CHALE

 

It’s been more than 20 years till where I am able to toil my memory, heard endless speeches about patriotism and love for nation. Some were actually very impressive and others were just a plain copy of some speech that everyone must have heard somewhere. But one thing that I cannot deny that no matter how cliché those speeches or words were, they always left a mark in my mind. I always love my nation and I always believe that I owe a lot to my country.

But one advertisement that left a very deep impact on me and indeed most of the people around me is “Tum Chalo to Hindustan Chale” campaign by “Times of India”. The advertisement tries to portray the following issues:

ð  The Power of Unity

ð  How we should love our nation

ð  If things are worse than its only we who can make a commendable change

ð  We should not wait for an opportunity and should do the best there and then

ð  Last but not the least that it is at the end “OUR NATION”

ANALYSIS

1.    TARGET AUDIENCE:

                  The target audience here is general Indian public, since it is a national daily and its aim to reach every Indian household. To enlighten every Indian with the correct and best news happening globally and present the thoughts in such a way that everyone must be able to associate oneself with the news and get the idea of how the happenings matter to one.

The methodology used is incomparable and shown in the simplest possible style.

2.    Objectives:

               There are two objectives that are associated with this advertisement:

i)             Times of India is Nation’s newspaper and they want to increase their sales by striking the cord of National Integration.

ii)           They want to communicate that since it is not that if you are alone then you cannot cause any change. One should take the initiative and if you are correct and ethical then everyone will definitely follow you.

DAGMAR Analysis of the advertisement:

Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through four steps:

·         Awareness - making the consumer aware that the product or company exists

·         Comprehension - letting the consumer know what the product is used for

·         Conviction - convincing the consumer to purchase the product

In this advertisement they have met the goal to meet both their objectives. After this advertisement there was a substantial increase that was seen in their sales and also I have met people who were really moved by this advertisement. Seriously all respect to the add maker.

3.    How is the execution done?

The advertisement is a 2 minutes long one and can be divided into various phases:

Phase I: There is traffic jam, as a big tree has fallen down and has blocked the way, a common man says to the traffic police in frustration, “It ain’t going to work this way”. The traffic police man just ignores him. Alongside the road there is a police van in which a police office is enjoying a sound sleep on duty. The most frustrating part is when there is a special vehicle that is arranged for the politician, who was also stuck in the same jam and that fellow shamelessly go and take the vehicle. People in general are just waiting as if some Messiah will come and some they and some people are even complaining about the country in general.

Phase II: It suddenly starts to rain and everyone run to a shed. A little boy who wants to go to school, but put his school bag down and takes the initiative and try with his full strength to move the tree (of course the chap is too petite for this activity). Everyone starts to notice him and were really moved. He was even joined by some street kids and they were enjoying the effort they were putting. Now a lot of people gets the courage by the heroic act of this boy and everyone come s and join had in this effort.

Phase III: Now there are almost 50 odd people who try to move the tree and they put in their full effort and were eventually successful in moving the tree away and clearing the way. All of a sudden sky gets clear and sun shines even brighter and everyone even comes and congratulate the boy for his heroic act. Everyone who thought that nothing could be done were witnessing this event in a surprised mode.

“All in all a superb way to show the power of love for nation and power of unity”

4.    Appeal:

There are two aspects of appeal highlighted in this advertisement that is:

I)             Rational: Highlighting the impact of a start.

II)           Emotional: Since it highlights the power of unity and national integration.

5.    Message Structure:

The idea was to inspire people to visit the polling booth and cast their votes to make justifiable use of their democratic rights. The Lead India anthem will go down as one of the most prominent ones in the history of ad campaigns in India.

They want to communicate that since it is not that if you are alone then you cannot cause any change. One should take the initiative and if you are correct and ethical then everyone will definitely follow you.

So this is the overall analysis of the advertisement and this advertisement has really served the purpose of its objective.

AD ANALYSIS-2

KUCH LOG SUMO CHALATE HAI

It’s been few of those advertisements that has evolved into striking the cords of emotional quotients of people, their strengths, their responsibilities, their duties, their believe and their values. The product was presented in a way that only people with these strong strengths can actually affords this product called SUMO not financially but emotionally.

The advertisement tries to portray the following issues:

ð  How responsibilities are big challenge

ð  Till what point can you go for your duties

ð  Can you be what you actually are?

ð  Above all do you have the courage to drive SUMO

ANALYSIS

1.    TARGET AUDIENCE:

                  The target audience is those Indians who despite being betrayed by situations, their duties have put in hardships in their lives and those who dare to be them. Those which such qualities deserves a SUMO

The methodology used is good and shown in a very simple way.

2.    Objectives:

               There are two objectives that are associated with this advertisement:

i)             To highlight the strength to SUMO by striking the emotions of people.

ii)           So that they are able to associate the product in a  better manner.

DAGMAR Analysis of the advertisement:

Defining Advertising Goals for Measured Advertising Results. The approach involves setting specific, measurable objectives for a campaign to determine if specific objectives were met. Specifically, DAGMAR seeks to communicate a specific message through these steps:

·        Challenges shown in responsibilities, by showing a window taking the responsibility of entire family.

·        Showing the conviction of a Doctor who has to go to a village in rainy season to help a lady who is in immense pain and about to deliver a baby.

·        To showcase the simplicity  of a person who is still down to earth even though he is quiet affluent.

Though the Ad was not that affective at that time but even today when I talk with someone about this ad they don’t have to toil their memory much and they are able to recognise it in a single shot.

3.    How is the execution done?

The advertisement is a 2 minutes long one and can be divided into various phases:

Phase I: Shows a window in her mid 30s who instead of portraying her helplessness in front of someone is taking the step ahead and takes the front step for her family and is a real hero in life. She was shown driving her family in night to some place.

Phase II: Shows a doctor who has just returned home from a full tiring day and receives a helping call. The doctor drives all the way in heavy rain to help the lady. This shows the strength of commitment.

Phase III: Finally shows a affluent lad who always remembers his old tough times and does not hesitates to stop his SUMO to help the roadside kids to climb his SUMO and take out the entangled kite from tree.

“All in all a superb way to show the strength, commitment and simplycity”

4.    Appeal:

There are two aspects of appeal highlighted in this advertisement that is:

I)             Rational: Highlighting the impact of a start.

II)            Emotional: Since it highlights the power of commitment and dedicated.

5.    Message Structure:

Overall if feel that the way the narration is done is superb and should have been taken in the best of the ways. All in all a good advertisement and motivates many to never hide from duties.

Introduction To CBMR, Rahul Raisinghani_124

Ad Analysis 2 – P&G’s “Thank You, Mom!” Campaign during 2012 London Olympics

By Nakul Patel (Roll No. 92)

The showpiece of the London 2012 campaign was a 2-minute commercial by award-winning director Alejandro González Iñárritu, titled Best Job (above), which was filmed for P&G on four continents with local actors and athletes from London, Rio de Janeiro, Los Angeles and Beijing. It was a repeated campaign which was introduced originally during the Winter Olympics in Vancouver. The P&G Thank You Mom campaign recognized and celebrated the moms behind the athletes by thanking moms for all they do, and was a part of P&G’s worldwide partnership with the International Olympic Committee (IOC). It was the biggest campaign in P&G’s 175-year history, and ran through the end of the Olympic Games.

P&G also sponsored more than 150 athletes, who will be featured in advertising and retail campaigns to generate sales and donations that will help support youth sports. Among the world class athletes sponsored by P&G and its brands were:

•  Michael Phelps : Head & Shoulders
•  Paula Radcliffe : Fairy and Pampers
•  Roger Federer : Gillette
•  Jessica Ennis : Olay
•  Lin Dan : Gillette

Ad Analysis

Target Audience & Objective

This is one ad for which you cannot have a target audience. This ad was aimed at everybody and nobody. The main motto of the ad was to build the brand, and connect every single viewer of the ad to the Brand. It wasn’t a “brand-centric” ad that used network television commercials to demonstrate how its products are superior to rivals.

We can crack this in reflection of the two properties – brand prominence and brand self-connection.

Brand Prominence – The idea of brand prominence is that the cognitive and affective bond between the brand and self is reflected by the perceived ease and frequency with which brand-related throughts and feelings are brought to mind. P&G’s campaign will be accepted by most of the population regardless of ages, gender, and race.

Brand Self-connection – A consumer forms a sense of self with the brand by incorporating the brand as part of self. Briefly, the consumer will link himself or herself cognitively to the brand. P&G “Thank You Mom” can be regarded as an extension of the successful establishment of brand-self connection. In this commercial, the brand doesn’t appear until the every end with the logo and proud sponsor of mom as the ending. Most of use will link the brand to self as a kid or as a mom.

The commercial starts with a serial of shots that kids show up in different Olympic occasions from press meeting to the start point of the game. Then a worried mom’s face shows up in the auditorium. At the end of the story, it appears a line of text “to their moms, they’ll always be kids.” By perceiving the self representation from the campaign, consumers establish cognitive links to connect the brand with self. It reminds people of the moment when their moms were watching their performance or competition in the past. In addition, emotional resonance of mom’s love will also be aroused. Though cognitive in its representation, this brand-self linkage is inherently emotional. The connection could be established successfully because it not only represents an individual as kid or mom but also makes it meaningful in light of motherhood. Therefore, consumers complete the process of brand-self connection emotionally and cognitively.

Execution

The Thank You Mom campaign was brought to life through a variety of media channels and in-store with a worldwide retailer program which began in April and will run through August. Olympic Games-themed P&G branded products were featured in millions of stores across the globe. As a part of the P&G Thank You Mom campaign, P&G committed to raise $5 million to support local youth sports programs in many countries.

A clever stratagem to establish an emotional connection with the consumer, P&G indeed touched on possibly the most sensitive and strongest of relationships. It worked quite well too because everyone wants to show their gratitude to their mothers. With a copy that brings a lump to one’s throat, this P&G advert did work really well.

Ad Analysis 1 – “1984”: Apple's Macintosh Commercial

By Nakul Patel (Roll No. 92)

1984 is an American television commercial that introduced Apple’s Macintosh computer shown first time at 1983 Apple Keynote. This ad has been many a times touted as “possibly the best ad” of all times. It was directed by Ridley Scott and went on to win many awards, including –

·         2007: Best Super Bowl Spot (in the game's 40-year history)

·         2003: WFA—Hall of Fame Award (Jubilee Golden Award)

·         1999: TV Guide—Number One Greatest Commercial of All Time

·         1995: Advertising Age—Greatest Commercial

·         1995: Clio Awards—Hall of Fame

·         1984: 31st Cannes Lions International Advertising Festival—Grand Prix

Before we go on to discuss the specific marketing elements in this analysis, let us first understand the premise and promise on which this ad was based.

The Plot

To continue with the analysis, it is important to gain an overview of the plot.

Thomas and Hayden wrote up the story of the ad: we see a world of mind-controlled, shuffling men all in gray, staring at a video screen showing the face of Big Brother droning on about “information purification directives.” A lone woman clad in vibrant red shorts and a white tank-top (bearing a Mac logo) runs from riot police, dashing up an aisle towards Big Brother.

Just before being snatched by the police, she flings a sledgehammer at Big Brother’s screen, smashing him just after he intones “We shall prevail!” Big Brother’s destruction frees the minds of the throng, who quite literally see the light, flooding their faces now that the screen is gone. A mere eight seconds before the one-minute ad concludes, a narrator briefly mentions the word “Macintosh,” in a a calm but triumphant restatement of that original tagline: “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ’1984.’” An Apple logo is shown, and then we’re .

Background

The background of the whole spot is the intertextuality with George Orwell’s Novel “1984”. The images of the spot are an allusion to the novel, which describes the year 1984 as a dark future, with the dictatorship of the television screens from “Big Brother.” The idea behind the spot is to present the end of the ruler ship of “The Big Blue” (IBM) and it puts a lot of effort in creating very strong polar oppositions of good and bad.

The spot itself is a pure atmosphere-advertisement, which means, that it does not give a rational reason to legitimate a purchase. This was very unusual for the time. Advertisement spots of other computer companies, like the IBM spot from 1986, in which a Charlie Chaplin lookalike thinks about the reasons to buy an IBM-PC, where based upon the idea of delivering reasons for a purchase.

Ad Analysis

The technical codes of the spot are, for the time of the release, very modern. Fast cuts show the “hero”, the armed force and the huge screen from different camera angles. It also takes advantage of very obvious social codes: The dark troop of soldiers with their masks and scary outfits form a strong contrary and a binary opposition to the athletic woman in her bright dress and her wafting blond hair. These connotations make it very easy to differentiate between the “good” and “bad”.

The verbal codes are also clearly used as signifiers to help the audience understand the bad “Big Brother” that dominates the market, controls everything and uses its power for evil purposes. When the screen explodes a cool, charming voice introduces Macintosh. The whole spot is a connotation that anchors Orwell’s dystopian Novell in people’s minds in relation to IBM computers.

Target Audience

The spot demonstrates Apple’s position on the market, and its relationship to its customers during this time very well. Apple is a small, unknown company, especially amongst the 'non-techies'. It was not usual to have a personal computer in your household in those days. The fact that the spot was broadcast at a major sports-event shows at which target audience it was aimed.

The demographics of the audience were from a broad age range and focused on the average income range. The whole idea that personal computers were available and simple enough for non-techies, had to be brought to the average person. People were very critical with computers, they were very complicated and inaccessible.

The advertisements clearly targets a very specific field of cultural-code. The spot can only be understand by someone who has heard of Orwell's novel, ergo is a part of the western society. To someone who grew up somewhere else, without ever reading Orwell, the clip will not suggest the expected meanings.

Objective – Message

Answering “Why it won’t be like 1984?”

Before we try to understand the objective of the ad, we must first also give attention to an important aspect of the ad, i.e. timing. The ad was aired for first time during the Superbowl. It can be assumed that most people in America were tuning in to their television sets at the time this commercial was aired (a strategic marketing strategy of Apple). The intended audience is quite similar to the actual in this case, knowing that the intention of the company was to sell the advertised product and reach as many people as possible, not just to the tuned in viewers. Because the Superbowl generates such a large prospected audience in America, the kairos of Apple’s commercial were spot on.

However, we can further turn our attention to what was happening outside the United States. The timing appeals to the foreign affairs of 1984. In the advertisement, we see a powerful, totalitarian looking figure trying to persuade the masses on a giant projected screen. At the time this commercial was aired, Americans were still conflicted with the governing ways of communist nations. Further, we see a young woman running up to this figure swinging a hammer (possibly symbolic of the hammer and sickle associated with communism). She sends the hammer flying into the projection, which seems to eliminate the authority and leave the masses left with their own free thinking instead of brainwash. At the end, the Apple advertisement textually refers to George Orwell’s 1984 and culturally connects to the audience. As many are and were aware, the novel entails the use of technology to control society in a negative fashion. The connection to 1984 paired with the foreign communist movement in action at the time perfectly play on the pathos of the audience as well as their presuppositions. Americans were sensitive to the idea of being completely controlled by one ruler, and Orwell’s 1984 further added to the fear by causing everyone to think technology was evil and would destroy American society. As a result, technology formed a negative stereotype.

Thus, the main purpose of Apple’s advertisement was to banish said stereotype held by the audience and assure them that the happenings in 1984 would never actually happen. Technology was something new and scary back then, and people did not know what to expect. The commercial really took a risk in gaining the audience’s trust for their product–after all, how did viewers really know whether or not Apple’s technology would be unlike 1984? Through the use of rhetorical pisteis in a television advertisement genre, Apple went out on a limb to persuade the masses to enter the ‘tech’ era.

Execution

Message Format

While the images of the drones marching, the tyrant on-screen, and the girl with the sledgehammer are powerful and unforgettable, the coloring of the images is what makes them so powerful. When the people marching or the tyrant are shown everything has tones of blue and grey, while shots of the girl have full color. Even more so the girl’s clothing is bright, colorful, and very athletic looking while the people in the crowd are wearing thick, grey uniforms. The coloration of the shots is important because it works on multiple levels. The grey and blue tones on shots of Big Brother and his followers let the viewer instantly recognize Big Brother as the antagonist and the crowd as a brainwashed mass. It also lets the audience know that there is no individuality in this group. If the appearances of the crowd weren’t enough they are given uniforms of the same bland grey color to make sure no one sticks out, they are all the same. In contrast the bright colors on the girl let the audience know she is the protagonist, and that she is going to liberate the people from the control of the tyrant. In this way the girl is unique, and original, exactly what Apple wants to be seen as.

Apple wants to be seen as the beacon of originality, and by this they are appealing to a persons want to be unique and outside of the crowd; it is a pathos appeal, an appeal to emotion, and it works because of the powerful images present in the ad. No one wants to be just one in the crowd, and no one wants to be controlled but that is exactly what the consumer is if they don’t buy an Apple Macintosh. This ad focuses on those who want to be different, and it makes them feel like the way to be different and unique is to buy the upcoming Mackintosh. For those who don’t necessarily care about being different, the ad taunts them by calling them mindless followers of the big corporations. It doesn’t come outright and say it, but it is implied. Apple uses this kind of appeal because a lot of the appeal of Apple products themselves is that they are slicker then the competition. This appeal matches how Apple wants to present itself in everything it does, unique and different from the rest, and therefore better.

Message Source

The images in Apple’s 1984 ad are allusions to George Orwell’s famous novel 1984, in which the Dystopian nation of Oceania is governed by a suppressive totalitarian government. The tyrant in the ad is representative of the Big Brother character in the novel, the dictator of Oceania, and in the ad this character is meant to be representative of Apple’s competitors, particularly IBM. The crowds of people who have been brainwashed by Big Brother are the consumers, mindlessly being controlled by the big computer companies. They wear grey jumpsuits with shaved heads and have no distinct features to separate one from the other; even their genders are left ambiguous. The girl with the hammer is the protagonist of 1984, Winston Smith, and in the ad she is Apple, the underdog come to save the people from the oppressive tyrant that is Big Brother, or in reality IBM. She wears attire fitting that of an Olympic athlete, bright orange shorts, running shoes, and a white tank top with the Apple logo in cubist artwork. Through use of allusions to 1984 the images and the setting in the ad are given depth that is normally unobtainable in a thirty-second ad.

Message Structure

Apple’s 1984 ad takes advantage of George Orwell’s beloved novel 1984 and its setting to create one of the most successful ads of all time. Powerful images of drones, tyrants, and a lone hero captivate the audience and Brilliantly weave characters like Big Brother and Winston Smith into an ad about personal computers. The greatest aspect of the allusions being made in this ad is that the viewer doesn’t have to understand the allusions to understand the ad. There is depth in this ad that could only have been accomplished by using a novel such as 1984 as a backdrop. Everything in this ad can be attributed to 1984, from the images to the dialogue, and it is all the better for it. Take away 1984 and this ad will lose everything that has made it a cultural icon. Through the use of a brilliant pathos appeal combined with the powerful images and dialogue, Apple’s 1984 ad is one of the most effective ads in history.

Message Content

By completely ignoring any focus on "reason", the spot solely signifies that by buying the product you are escaping the world of control and unison to finally become free. This message is a myth that the images create. The advert produces connotations of freedom and passion towards independence.

Message Impact

When the ad aired, controversy erupted — viewers either loved or hated the ad, and it spurred a wave of media coverage that involved news shows replaying the ad as part of covering it, leading to estimates of an additional $5 million in “free” airtime for the ad. Fortunately for Apple, all three national networks and nearly 50 local stations ran news stories about the ad, some showing the entire spot, barely a few hours later. This gained Apple publicity worth many million Dollars. Apple’s announcement that they would never broadcast the spot again fed the following media frenzy even more. “1984″ become a cultural event, and served as a blueprint for future Apple product launches. The marketing logic was brilliantly simple: create an ad campaign that sparked controversy (for example, by insinuating that IBM was like Big Brother), and the media will cover your launch for free, amplifying the message.

Social Impact

Ted Friedman, in his 2005 text, Electric Dreams: Computers in American Culture, notes the impact of the commercial:

Super Bowl viewers were overwhelmed by the startling ad. The ad garnered millions of dollars worth of free publicity, as news programs rebroadcast it that night. It was quickly hailed by many in the advertising industry as a masterwork. Advertising Age named it the 1980s Commercial of the Decade, and it continues to rank high on lists of the most influential commercials of all time [...] '1984' was never broadcast again, adding to its mystique.

"1984" became a signature representation of Apple computers. It was scripted as a thematic element in the 1999 docudrama, Pirates of Silicon Valley, which explores the rise of Apple and Microsoft (the film opens and closes with references to the commercial including a re-enactment of the heroine running towards the screen of Big Brother and clips of the original commercial). The "1984" ad was also prominent in the 20th anniversary celebration of the Macintosh in 2004, as Apple reposted a new version of the ad on its website. In this updated version, an iPod, complete with signature white earbuds, was digitally added to the heroine. Attendees were given a poster showing the heroine with iPod as a commemorative gift.