Reflection Post 8

(Disclaimer: The ad shown above is strictly for exercise and academic purpose only.)

In this week's tutorial, we have learnt about how to write a good product packaging copy based on the team discussions in class. It was a group activity, first we choose our product and then we were given a piece of paper (above) where we need to state down our product's front and back information and along with the visual sketch. 

Most consumers judge a product by its packaging, the packing itself can cost even more than the product itself. In the end what I found on the internet, is that almost any mediocre product that packed in a fancy packaging would win against the best product in a lame packaging. This shows that us as a consumers would definitely grab the most attractive product on a supermarket shelf, but not the one with the best characteristic of the product, wouldn't you? But when you look closer and read the label copy of those fancy packaging products, it doesn't often tell the customers much beyond the ingredients and where the product is made from. 

Therefore, we came out with our product packaging for the information part is that we highlighted the benefits of our product. For example, with this blackberry jam you can spread it out on anything you like. We don't want to mess up the front of a label design because that's what pulls consumers into our product, and so we used the back side of the product showing examples of food that people could spread with this blackberry jam.  

In this tutorial class, we also learnt that a good product packaging copy must stand out from the crowd. Which means your packaging must be total different from your competitors, we also do not want our consumers to confuse our product with others. Besides that, good product packaging must be designed to promote the benefits of the product. When consumers are deciding on which product brand to choose, most of us will use the packaging to make our decision. That's the reason why the product packaging must highlights the product's benefits especially unique benefits that cannot be found in other competitor products. 

In conclusion, when consumers is in a supermarket scanning through all products on the shelf, packaging is usually the only thing that can persuade them to buy our product. The decision to buy is usually a split second impulse decision, and our product packaging needs to prompt that impulse. It's easy to come up with informations and visual sketch of a product, but to make sure if your packaging is exciting and eye catching catches attention with the right words and a mind blowing concept is not as easy as it seems. 

By: Michelle Liew

Most Intriguing Outdoor Ads: Connecting Hearts With Music

Media:Creative Print
Type: Outdoor Ad

This is a sketch of a creative outdoor ad for a music sharing application, Rhythmix, produced by our agency. This ad is to be displayed on the doors of an elevator in the campus grounds to attract students' attention. The message of the ad is sharing music and connecting people together.

I think this ad would be effective in passing it's message because the visuals are simple and relatable to our target audience. As our target audience would be young adults, from ages 18 to 22, that are also trendy and tech-savvy, they would be able to understand the intention of the visuals used in the ad. The visuals are meant to reflect them enjoying the benefit of using the product. Hence, it is not only simple and relatable to target audience, but also shows the main benefit customers can get by using the product.

The headline used in the ad also enhances the visuals as it explains the objective of our ad. The headline "Connecting Hearts With Music" also explains the visuals used, where the phones held by the two characters respectively in the ad "connects" when the elevator door closes and the girl's eyes would meet the boy's. The headline used in the ad is simple and easy to remember. Therefore, it leaves an impact on the target audiences.

Besides that, the location of the ad gives it a great advantage for grabbing attention. As the elevator is placed at an obvious position where students are bound to pass by it, the strong visuals would make it easily noticeable. Students take the elevator to go to their classes everyday. Even if they take the stairs instead, they would still have to pass by the elevator.

Finally, I think this is an intriguing outdoor ad because it contains effective visuals and an attention grabbing headline that is easily relatable and understandable. Also, it sells the product by showing it's unique selling point in the ad.

By: Ng Yee Peng

Most Intriguing Outdoor Ads : Tailgating isn't worth it

Source: http://neversocial.wordpress.com/2012/07/20/creative-outdoor-ads/
Media: Internet
Type: Outdoor Ad

I chose this outdoor ad as the most intriguing outdoor billboard advertisement I have ever seen because the visual already speaks for itself. Also, it is attention grabbing even from a distance and it is placed a strategic place where viewers especially drivers who are able to view it. It is simple and straight to the point.

The visual shows the aftermath of tailgating, with that impactful visual of a car hitting a truck from behind shows that tailgating will bring you that outcome if drivers do not stop doing so. So, with this visual the message is convey to all drivers. One straightforward headline and a 3D visual of what could happen conveys the message to viewers on what would be the outcome if they tailgate especially with trucks.

Furthermore, the headline also states it all. "Tailgating isn't worth it" with that viewers would know tailgating is not worth sacrificing their own life and also their love ones. I find this billboard outdoor advertisement extremely eye catching and it also impacts on how you look at the situation on tailgating. Thus this is why I find this billboard outdoor advertisement most intriguing amongst all I have seen.

By, Wong Mei Yee

Reflection Post 7

In this week's tutorial, we have learned about making an effective 4 second ad on YouTube. The main objective of a 4 second ad is to grab the audience attention and convey the message of the ad successfully.

As each group presented their 4 second ad based on their product, several propositions have been used to create an effective commercial. This includes Direct Benefit, Slice of Life ad, KISS principle, straightforward message, strong visuals and audio, and humour. From my observation, every group has used the Direct Benefit proposition. Therefore, after a few discussions with my fellow classmates in tutorial, I think the best proposition for a 4 second ad on Youtube is Direct Benefit.

Direct Benefit shows what customers can get by using the product. It is important to show the Unique Selling Point of a product and the advantage the product offers to customers. This way of advertising can be very straightforward. It also helps audience to understand the ad and product better in just 4 seconds.

Besides that, I also think the K.I.S.S principle in advertising is very useful for a 4 second ad. Keep it simple, stupid. By keeping the ad simple, advertisers can avoid audience misunderstanding the message. It also prevents audience from getting confused by the function and benefit of the product.

In all, advertisers need to keep in mind that it is important to include the Unique Selling Point of the product in an ad regardless of it's length or propositions used. Including and highlighting important elements of an ad can make the message and product stand out, hence, creating an effective commercial.

By: Ng Yee Peng

Most Effective Internet Advertisement: McDonald's Garden Wrap Banner Ad

Source: http://www.pinterest.com/pin/31525266113155790/
Media: Internet
Type: Banner Ad

There are a few reasons I find this McDonald's Garden Wrap one of the most effective internet advertisement. One of it being that the information being produced in the ad is informative, clear , concise and interesting. In this ad, they show the ingredients of the Fresh Garden Wraps in a graphical sense which are quite interesting and may lead the customers to sales or build brand awareness of the new product.

Also, the use of attention-grabbing headlines of the ad makes it effective. In this ad, the headline used was the list of ingredients of the product and in the end, it used compelling words which were "...think of it as a robust banquet of grande-sized Italian flavor". Those words gets the message across to the reader fast and it is transmitted in a way that engages the reader, making them think.

Other than that, this ad stated the benefits upfront. Unlike normal ads that offers discount, this ad offers flavors that normally McDonald's wouldn't offer, which are garlic aioli and Roma Pesto Sauce and these information were shown at the beginning of the banner ad.

The last reason I find this banner ad one of the most effective internet advertisement is the use of call to action statements. Just giving some information is not enough, you need to get the user to take action, and in this case, is to lead the users to more information of the product other than the flavors of it, which leads the users to the website (See the Full Line).

Thus, it is concluded that this ad is effective as it uses a few tips or factors that are needed in creating an effective internet advertisement ad.

By: Renvin Kaur Sidhu

Most effective internet advertisement that I discovered.

Source: Youtube
Media: Online

I find this internet advertisement effective is because the advertisement has both a banner and a video ad together which is to me, very effective.

This banner advertisement on  the youtube page caught my attention because of the "attention-grabbing headline" It's simple and straight forward. "Want Maximised Power?"  keeping the message short with simple simple wording. Key words were used like MAXIMISED and POWER which is usually associated with cars and engine. The headline comes in a question form which creates curiosity for viewers.

Also, the visual in the banner ad caught my eye because it compares the two exact same car but it is split into two different message being convey. One half shows a dull environment with the car slightly left behind and small which indicates that it is at slower speed in comparison to the other half of the visual which has a more brighter colour car and environment, it also shows that the car is slightly bigger indicating that the car goes smooth and fast.

It also has a call to action statement which is also the headline. If viewers are interested they can click the HERE button and it will then proceed to bringing them into the main website for the product. Furthermore, attached to the banner ad is also a video of the advertisement and so viewers can easily click and watch it without fuss on finding the related video ad.

By: Wong Mei Yee

Best TV Commercial: Greetings (directed by Yasmin Ahmad)

Source: http://www.youtube.com/watch?v=KIJ0DcfaoDE
Media: Television

"Greetings" was an advertisement directed by Yasmin Ahmad for Petronas' annual Chinese New Year TV season greetings.

This advertisement was particularly good for its simple story and good use of suspense to hammer home a point, wherein viewers are reminded to treasure the families they have and to be home for reunion dinner (if they can), which ties in quite nicely to Petronas' message of automobile travel.

The story is earthy and straightforward, yet viewers have more or less no idea of what the advertisement really is about until the last few teary seconds, when they find that the boy who is outwardly chirpy and friendly in school cannot write an essay about family reunions simply because he has no family.

Poignant and resonant with imagery familiar to all Malaysians, "Greetings" is a soft yet sharp form of advertising that helps Petronas' public image greatly and brings it down to Malaysian ground level. People ordinarily expect a more direct form of communication with advertisements; Yasmin Ahmad eschews that method entirely and with her feature short chooses rather to slip the needle in gently, but effectively.

Best TV ad : Funeral (Ministry of Community Development, Youth and Sports (MCYS) Singapore)

Source: http://www.youtube.com/watch?v=Nw0s4C0g5SM
Media: Television

This TV ad was directed by Yasmin Ahmad and launched by the Ministry of Community Development, Youth and Sports (MCYS), Singapore. I find this TV ad one of the best because it showcases how relationships are like in reality as it uses the element of "slice of life" in it. At first, the speech made by Mrs Lee created curiosity as she mentioned she wouldn't talk how good her husband was at the funeral. People would be curious to what she will say and thus, people will continue watching it.

Also, in the end, she talked about what those actions by her husband meant to her before he died, which is touching and it creates a sense of understanding on how a relationship should be like and what Mrs Lee wanted her children to find. Through this kind of idea or story, people are able to relate to it through their current relationships with their families.

The mood presented in this ad is not all dull like a real sad funeral, but with a tinge of laughter with good memories tied to it.Even though this ad is not presented in a straight forward way, it makes audiences think about it and find their own way of interpreting the big idea of this ad - relationship. The way they presented also keeps audiences watching, which is also essential for a TV ad.

By: Renvin Kaur Sidhu

Reflection Post 6

This week lecture and tutorial were all about writing a script and creating a storyboard for a 30 second Television Commercial.. Creating or writing something like this is never an easy task as there are certain considerations that you need to take note of. Based on the previous radio commercial we have done, we took that product/service and made it into a visual and audio instead of just an audio on a radio.

There were a few important considerations that we as a group learn while writing the script, creating the storyboard and shooting the television commercial. It is not an easy task to come up with a strong story line to get the viewers attention on the product/service. We came to a conclusion that keeping the script and storyboard simple, straight forward and understandable is the key points to a good television commercial.

As we were only given 30 seconds to create a television commercial, ideas were slightly limited as how we were suppose to put together a strong story line into just 30 seconds. Also, some considerations like would there be a continuation in the story line and so on. Furthermore, the key benefits for the product/service has to be highlighted in the television commercial and so does the steps on how one can use that product/service.

We as a group have also learnt that shooting the television commercial wasn't easy because the audio has to be loud and clear so that the viewers can hear what the message needs to be convey to them. Overall, as a group we did a good job in putting the script and storyboard together and the television commercial came out as we expected it to be.

Wong Mei Yee (Michelle)
                                                                                               

Radio Commercial Review (Silver Showers)

My favourite radio commercial was the one by Silver Showers, a smooth and fairly sultry pitch for a Gatsby product.

What I liked about it was how calm and practiced the voice for the advertisement sounded. The recording quality isn't as good as it could have been, but the voice more than made up for it with its good enunciation. This is a quality to look for in a good radio advertisement: good diction that ensures that listeners do not miss out on anything. There's no replay button on a radio advertisement -- one playthrough and it's gone.

The writing of the advertisement was correctly done. The voice started out with a suggestive listing of the product's qualities that built up to a climactic announcement of the product itself. It followed the traditional "I am the..." list format that has served so many advertisements well and which, while not entirely original, functions well as a pitch for a Gatsby product. It is sure and decisive, enhancing the product's image as a personal care product.

The soundtrack was clean, well-chosen, and well-edited. The smooth jazz track fits well with an advertisement for a personal care product, and also emphasizes on the sultry/sexy side of the entire pitch. I was impressed with how the pitch built up to a generally feelgood, upbeat atmosphere, coinciding well with the enthusiastic identification of the product, with clear naming of the product's details.

Many of the radio advertisements posted up were good, but I think that the one done by Silver Showers is one of the best so far.

Reflection Post 5

This week's lecture and tutorial were all about creating a radio ad for a product, specifically towards university students. Creating or writing something like this is never an easy task as there are a few pointers that you need to take note of.

One of the few pointers that you need to take note in writing an effective radio ad is the length of your radio ad. Depending on your slot in the radio advertisement (15s, 30s, or 60s), you must be sure of the time limit you are given and you have to be precise. Therefore, while writing (eg.) for a 30 second advertisement, you should have 7-8 lines. It's not easy, as you need to cram in all your important information into it while leaving an impression in the listeners' mind.

Another pointer to take note is to plan what you want to say in the radio ad. While you want to inform your listeners with as much as info as you can, try to keep it clear and concise and only make list on the important and necessary points. Also, you wouldn't want to list out too many different points, you will not want your listeners to go all confused. Thus, it is not easy as you need to know what is necessary and what is not. Just because you have 30 seconds of airtime, doesn't mean you should cram the ad will full of words but are unnecessary. 

The third point is to use a strong opening statement in your radio ad. You don't have much time in a 30 seconds ad. Thus, it is important to get the listeners' attention in the first few lines. It's not an easy task writing one as you need to create a question, preferably an open-ended one that all listeners can relate to.

The fourth point is to include key attributes of the company and the company's personality into the radio ad. This is also not an easy task as you need to know and understand your company well. Without having a clear understanding of the company, you wouldn't be able to show the key attributes and the personality in the ad. Therefore, the ad wouldn't be as effective as it would have.

The final point that is needed to be taken account for is to write an effective contact info for your radio ad. Even though they are just a phone number or a website address, not everyone could remember them in 5 seconds or less. Therefore, writing an effective one so that the listeners could remember it is not an easy task. By using simple numbers like 1300-88-2525 (Pizza Hut) or 1300-888-333 (Domino Pizza), it could help listeners remember the numbers easily. Also, by writing them in a jingle, it could also help the listeners recall them easily too.

In conclusion, writing an effective radio ad is not an easy job as you need to take note of a few points that are needed to create an effective one. With these points, you will make worth of that 30 seconds of ad knowing that listeners will listen and also remember some info from it.

By: Renvin Kaur Sidhu

Radio Commercial.

I personally think that the best radio commercial was Grey Inc.'s radio commercial. Besides thinking that Karen's group come up with the most amazing work, I have a number of actual reasons why I think their ad was the best out of all of us. 

First and foremost, the most important factor in a radio commercial is the language. Being able to be heard and/or understood is vital in a radio commercial. The announcers which I think were Rainer and Nabila were very clear and concise about what they were saying. Their grammar and language were spot on and their voices were heard clearly. Also, they did a really good job on squeezing in an "eerie" situation in the 30 second time frame given.

That aside, I thought that the sound effects were very suitable with what they were trying to say. At the intro, Nabila was building up the audience's attention by having a theatretical dramatic speech and then Rainer brought it down with the main point. While he was doing that, the music also became less dramatic and I thought that was very fitting. Dramatic, but point still being delievered. With that also the service/product name is mention repeatedly to put the brand name into the listeners mind so that they could remember. That's the best way to deliver a message through a radio commercial. It is simple and yet a clear message that was given out on what the service/product offers in just 30 seconds.

Lastly, the tagline. The last line that Rainer said in the commercial was so pivotal that it stuck with me even until now. It is something that people would remember. Aside from being unforgettable, it is also relevant to the "product" itself.

These are the reasons why I think that Grey Inc's radio commercial stood out from the rest.

Chen Kee Wei (Blake)

Reflection Post 4

This week's tutorial was about the body copy, that is, the follow-up block(s) of text to the headline that elaborates on the headline's hook. There are different forms or types of body copy generally used, the main ones being straight-line/factual, narrative, testimonial/monologue, humorous/offbeat, descriptive, dialogue, and institutional copy.

One of the most famous examples of testimonial copy is probably the Got Milk? series, an American advertising campaign for cow milk consumption in which celebrities/cultural icons are featured with milk mustaches. The campaign has been running since 1993 and has an instantly recognizable format: a full-blown photo of the appropriately milk-mustached subject and testimonial-style (factual in some cases) copy telling readers why milk is so important to him or her as an individual. Subjects can either be real-world examples:

NASCAR racer Danica Patrick

or fictional ones:

the Fantastic Four.

The testimonial form of body copy relies mostly on a conversational style that draws the reader and makes him or her feel included. The mixing of famous subjects with relaxed, down-to-earth body copy makes it seem as if their successes are due to their usage of the advertised product. The idea is that even the average, "ordinary" reader can also be equally successful if they use that product.

Subjects chosen should be instantly recognizable to all, or at least to the target audience. Choosing a celebrity musician would probably not work for an advertisement targeted at sportspeople.

It is especially important that the copy used is not overly formal. Precision is not paramount in this case. The reader needs to be able to understand the message easily and to grasp it in a way that strikes relevant chords -- senior citizens, for example, would not appreciate copy written in overly young language with unfamiliar jargon. The same goes for the reverse.

The exercise our group did during the tutorial was probably a good example of this, as we struggled to find a writing slant that would make a packet of seaweed flavoured crackers attractive to audiences. Relevance was the key issue, and testimonial body copy would have suited the product perfectly ("I buy so-and-so-forth because it is the perfect snack for a person constantly on the move!").

Media: Print Ad

'Dumb Ways To Die' is a campaign devised by an advertising agency called McCann Melbourne. It is a campaign to create awareness for people to be careful around trains. It appeared in newspapers, local radio, outdoor advertising, throughout the Metro Trains network and on Tumblr. John Mescall, executive creative director of McCann, said "The aim of this campaign is to engage an audience that really doesn't want to hear any kind of safety message, and we think Dumb Ways To Die will."

I personally like the body copy for this advertisement because it is very interesting. I find it creative for a number of reasons. First of all, the graphics of it catches one's attention. It makes the advertisement seem like it is meant for children; it is cute, straight to the point and witty all at the same time.

When it comes to the body copy, I think it is creative because it is again, witty and cute. It also rhymes! Besides the cuteness and wittiness, it also gets the message across. At the end of the body copy it states it's main point - which is to be careful around trains.

source: <http://www.creativebloq.com/inspiration/print-ads-1233780>

Creative Body Copy (LeSportsac)

(Source: http://leblog.lesportsac.com/category/summer-2013-preview/)

Media: Print ad

When I was scrolling, reviewing and surfing for some creative advertisements on the internet, then this ad came across and managed to grab my attention. LeSportsac will be the one I choose for this week's blog post, the most creative body copy. LeSportsac beach collection is a sun drenched escape into a Tropical paradise. The collection trademarks are sporty American styling, wide colours, assortment and lightweight functionality with high performance fabrics and hardware.

The reason why I like this ad is because the LeSportsac used the correct font type and it does have an interesting colour combination at their brand name. The vibrant colour used on the print ad suits really goes well with the brand, and it is able to capture the audiences attention at first sight.

Besides that, on this print ad it shows the happy sunshine girl carrying the LeSportsac backpack, and handbag on the beach and smiling under a big colourful umbrella brings out the joyful and fun feeling that suits so much to the brand (LeSportsac) identity. By looking at this print ad, it gives me the feeling of 'It's summer time, there's nothing more happy than bringing my favourite colourful bags to the beach'.

Where you can forget all your worries, relax under a colourful umbrella, and let the stress melt away! -LeSportsac

By: Michelle Liew 

Reflection Post 3

In this week's tutorial, we learnt more about the creative strategy and applying them into our creative brief. Creative brief is part of the creative process before an advertisement or campaign is created. This is to make sure we are clear on which path we are heading and thus, we will not get lost while creating the advertising or campaign.

The first point to ponder is the prospects. For example, their demographics and psychographics. This is to have a clear mind on who our readers or viewers are. The second point is the objective of the advertisement. This is to know the purpose of the advertisement, whether it is to introduce a certain product, to create awareness or to convince. The third point to ponder is the benefits for the customers. This is to know what will the customers gain from this product and the point that we want to highlight in the advertisement as the unique selling point.Also, the fourth point to ponder is the tone of the advertisement (friendly, fun, etc.) or the brand character (reliable, trustworthy,etc).

From the exercises given to us, I find the second one more interesting as we get to let our imagination run free and have a test on how is it like to be in the advertising company while coming out ideas for an advertisement. Also, we get to implement the things we have learnt earlier from observing an advertisement on a creative brief to this creative brief while observing a product we've never seen before.

Overall, the tutorial was a great experience hearing different ideas from different group and it was also a chance for us to learn from our mistakes as it will help us further in our assignment and future encounters.

By: Renvin Kaur Sidhu

"Caffeine For Your Feet" by Fit Flop

(Source: http://www.shoebuy.com/caffeine-for-your-feet/cp331279)

Media: Print ad

Title: Caffeine For Your Feet

Sponsor: FitFlop Ltd., London, United Kingdom

Prospects: The target audience for this ad are generation Y, to be specific its the working adults aged between 22 to 35 years old. Besides that, target customers are living in a middle class with fresh and active lifestyle.

Product: Fit Flop Footwear Problem: There stores high quality and exclusively designer Fit Flop footwear for their prospects. Don't only go for the styles, but also get the appropriate size footwear. 

Objective: To Convince the audiences that once they slip on their footwear, they will never want to purchase any other brand anymore. The reason for this objective is that Fit Flop still focuses on delivering the best in biomechanics with wider variety of styles. 

Strategy: The ad uses visuals and headline to portray the benefits which is showing the feet of a woman jump high happily wearing Fit Flop, it matches the theme very well. The headline "Caffeine For Your Feet" is also shown clearly in the ad, same goes to the logo. In addition, the benefits customer will get by purchasing Fit Flop are to see footwear with fresh eyes, and get the equal parts fun, fearless and functionality footwear. Besides that, Fit Flop are ergonomically optimised and biomechanically engineered to make the wearer feel fantastic.

Tone: The tone for this ad matches the theme very well and the setting of this ad makes us think that the footwear are nature friendly. In addition, this print ad as the headline "Caffeine For Your Feet" is very attractive, it catches the readers' attention and leads them to the product. The ad itself is very simple yet catchy. 

Brand character: The brand reflects a reliable, fun and friendly character. Reliable because Fit Flop created a multi density Microwobbleboard™ midsole, and with expert biomechanists it delivers the best in biomechanics. Both the theme and setting of this ad makes customer thinks that products are nature friendly. 

By: Michelle Liew 

Basic Instinct by OREO

(Source: http://www.advertolog.com/oreo/print-outdoor/basic-instinct-15070205/)

Media: Print ad

Title: Basic Instinct

Sponsor: Cheil Worldwide, Seoul, South Korea

Prospects: The target audience for this ad is generation Y as this generation would be at the age range where they can understand the message in the ad clearly. They would also be educated and fall under middle class and above.  Besides that, the target audience for this ad would be more open minded and fun.

Product: Oreo cookie

Problem: There needs to be Oreo cookie when there is milk, and vice versa.

Objective: To convince audience that Oreo is the best cookie and most compatible with milk. The reason for this objective is to increase the number of potential customers.

Strategy: The ad uses visuals to portray the benefit of the product which is showing the baby holding an Oreo cookie while feeding on the mother's breast milk, emphasizing the fact that the product is milk's favorite cookie. The benefit customer will get is being able to choose whether to eat the cookie alone or side it with milk for maximum satisfaction. Besides that, customer will also benefit from being able to consume two different items that match well together.

Tone: As the ad does not contain much words, the tagline which appears at the corner of the ad shows a confident and convincing tone. It is also very direct and suggestive. It tells audience straight to the point where the product is milk's favorite cookie and also indirectly suggests customer to match it with milk while snacking on the product.

Brand character: The brand reflects a fun and interesting character. It also shows a daring and adventurous side of the brand as the ad uses sensitive visuals that might not be accepted by audience.

By: Ng Yee Peng

Reflection Post 2

During the 18/9 tutorial class, we have learned that appeals is necessary for an advertisements because having appeals can influence the consumer feelings towards the product and educate the way of audience view themselves on buying which products that can benefits them. The message that advertising appeals conveyed as the way of persuading and influencing the buying decisions of a consumer on a certain products. 

There are two major types of appeals, they are Emotional versus Rational appeals. First, an emotional appeals is relate to one's social and psychological needs for buying a product, there are two subsets which includes social and personal aspects. Emotional appeals is so effective and works emotionally on many consumers, it motivated and persuaded them to make buying decisions on the products. Therefore, most of the advertisers believes that an emotional appeals work well at selling products differently from the competing product brands and its offerings. 

Whereby, the rational appeals are totally different compare to the emotional appeals. Rational appeals focused on the consumer's practical and functional needs for the products and it concerned on the price with the reasons or benefits of owning the products. Print media is particularly used for rational appeals with good successful and it usually used by small businesses to ward off the competitors. 




Reference list:


http://www.infojug.com/advertising-articles/types-of-advertising-appeals.html

By: Michelle Liew

"Try Telling Him It's Just A Little Fur Trim" by PETA Asia Pacific

(Source: http://www.petaasiapacific.com/feature-natalie-imbruglia.asp)

Media: Internet

Ad Title: Try Telling Him It's Just A Little Fur Trim

The ad features elements that grabs the audience's attention easily. The close up of the main character makes the ad more emotional and brings a stronger impression of the message towards the audience.

Headline: Try Telling Him It's Just A Little Fur Trim

Visuals:  The ad shows Natalie Imbruglia in bare skin holding a rabbit in her arms, showing that she would rather go naked than wear fur.

Prospects: To let audience realize the cruelty of removing animal's fur and reject wearing fur.

Problem: Consumers favouring and buying fur clothes and products.

Objective: To encourage audience to stand up against fur clothes and products, fight the cruel fur trade and help millions of animals worldwide.

Strategy: Using an emotional approach by featuring the rabbit in the advertisement. This would make audience feel sympathetic towards the animals.

The appeal of this advertisement is the cruelty of removing fur from these animals. The headline of the ad suggests audience to tell a small animal that removing fur off its back is just a little trim. It uses the audience's love towards animals and directing the problem back to the audience, making them realize that removing an animal's fur is not just a little trim and it is an extremely cruel action instead. Therefore, with Natalie Imbruglia holding a rabbit to her bare chest, it shows the solution of the problem which is to stand up against the usage of fur in apparels and products. 

By: Ng Yee Peng

"Don't buy exotic animal souvenirs" by WWF

(Source: http://www.techinasia.com/createive-fear-appeal-ads-from-wwf)

Media: The Internet

Ad Title: Don't buy exotic animal souvenirs

Headline: "Don't buy exotic animal souvenirs"

Visuals: The advertisement features the inside of the airport and a tourist or a traveller who is rolling her suitcase outside which is leaving a trail of blood that symbolizes the exotic animal that has been killed and been made into a souvenir which has been bought by the tourist.

Prospects: To get readers to take action, help stand up and support the cause.

Problem: Consumers buying exotic animal souvenirs from overseas.

Objective: Having the readers to stand up for this cause so that the extinction of exotic animals will decrease slowly in future with the being taken.

Strategy: It is to appeal fear in the readers eyes to grab their attention on how they convey the message from the advertisement and to take action from it.

This advertisement appeals fear from the readers, the headline from the advertisements makes the readers think twice from the message that is being decoded from the advertisement. Furthermore,the advertisement from WWF determines an act that if it shall continues it will cause harm to exotic animals in future. The advertisement extracts the negative effect from the readers and pin points the solution from the problem.Thus,the solution of the problem to the readers would be to take action, increase the awareness and also for readers to stand up for their cause.

By Wong Mei Yee