Nowadays, we experience advertisement in every possible form through every possible channel. The catchy melodies broadcasted on the radio often chase us for days. Video ads interrupt our favourite songs on YouTube. The colourful banners stare at us, wherever we go. Commercial ads are overwhelming and often quite annoying. Nevertheless, there are some advertisement experiences that we love and adore, that touch us in so many ways and are able to get our attention?. How to create a successful advertisement that will stay with the viewer for longer than just the duration of the add?
Advertising and Promotion stand as a one of the ‘four Ps’ of the Marketing Plan (Product, Price, Promotion and Place). According to the New Shorter Oxford Dictionary, ‘Advertise’ means to ‘make an announcement in a public place; describe or present goods publicly, with a view to promoting sales’. To give a better understanding, Percy and Rosenbaum-Elliot (2016) discuss the Latin root of the word ‘advertising’ presented by Daniel Starch – one of the early pioneers of advertising theory. Latin ‘advertere’ roughly translates ‘to turn towards’. Therefore, the aim of the advertisement is not just simply to publicise the product. Its objective is to convince the audience to purchase the product, by creating a positive feeling.
During the advertising session with Helen Robinson – Associate Professor in Marketing Communications and Advertising in the Department of SMI in the Business School, we learnt about different appeals, styles and formats used in advertising. Appelbaum and Halliburton (1993) distinguish 11 styles of advertising. In the class we focused on three of them: Slice of life, testimonial and demonstration. Together with Amanjot and Bharat, we were asked to find three advertisements and analyse their creative content, the target audience, intended message and medium.
Slice of life: Dove
We chose TV ad ‘Dove choose beautiful’ because it touches on the very important topic of self esteem amongst women. The message expresses that beauty is a choice and women are powerful enough to feel that way every day.
‘Beauty is what you feel about yourself and not what others think about you’.
We chose the video made by former Mace Students, who share their experience with university from the student point of view. The target audience is prospective students. I watched the video before I decided to apply for the course. The students reflections on the multidisciplinary environment and their variety of backgrounds, gave me reassurance that this course will be valuable for me.
The apple’s iPhone X’s advertisement is memorable, fun and dynamic. It focuses just on one feature of the phone – face id. The dynamics of ad represents the speed of the new function. The audience targeted are the present and potential apple customers.
After the first session we knew what an advertising was but, what we didn’t know, was how to make a good commercial? According to Yeshin( 2006) ‘ Creative advertising is a weird form of artistic expression: it aims to satisfy one person (the client) and to persuade another (the consumer)’
The second session with award-winning copywriter Phil Pinn really got us thinking. Together with Jonas, we cracked on a task of creating 30 min commercial to bring English sparkling wine ‘ Bolney Bubbly’ to the French Market. We had 1.5h as a pair of creative director and a copywriter to come up with the idea. In a view of historical events and unclear relationship between Brits and French, we found that task hard. Why would French buy an English sparkling wine if they have champagne? Brainstorming and finding more facts about ‘why French hate brits’ gave us better understanding of the topic. We placed our ideas on the paper with the ‘quick and dirty’ approach. We wrote our script and presented to Phil and Janja.
Our commercial showed the journey of the French man in his late twenties, travelling home from Sussex to Paris and bringing the bottle of Bonley Bubbly as a Christmas gift to his parents. The elite French couple tasted the wine and loved it. Therefore, the young generation started a new tradition of Bonley Bubbly on the French Christmas table. At the beginning of the class, Phil mentioned that there are three things that win the pitch: great line, song or a celebrity. Claudia and Kristen came up with the phrase ’When the moment needs more than champagne’ and fairly won the class competition. Ours ‘From Sussex to Paris, bring some spark to your Christmas’ received second place. Even though our line wasn’t as catchy we got a positive feedback on the script and attention to detail in our add.
From this task, we’ve learned that a good line can win the pitch and that creating an add from the scratch in over an hour is possible! Would we satisfy the customer and persuade the client? That question will remain the unknown.
Percy, L. and Rosenbaum-Elliot, R. (2016) Strategic Advertising Management. Fifth Edition: Oxford.
Yeshin, T. (2006) Advertising. London: Thomson Learning
Notes taken during the workshop with Helen Robinson and Phil Pinn on 20 November 2018