Message Appeals

The most effective message appeal to me is humor; it made me pay attention to the commercial and sparks curiosity to find out more about the brand. For example the new Guitar Hero commercial includes celebrities including Michael Phelps and Alex Rodriquez imitating the famous scene from risking business when Tom Cruise slides in to the picture singing. I would this advertisement very funny and it caught my attention while zoning out during the commercial break. Another commercial that caught my attention was the Allstate commercial we discussed in class. This commercial uses a different type of message appeal: Fear. This commercial really brought a message home as far as how many teenagers are killed every year in cars; many insurance commercials tell you statistics. But this ad gave a great visual that made me sit back and really think about how many car accidents happen.
Two commercials that I don’t think their message appeals are as strong to me is the Truth about Smoking commercials. Especially the commercial where they have life size woman, made out of ice with a toy child inside, the idea behind the advertisement is to make you feel guilty about smoking and being pregnant. I just feel that if you already smoking and pregnant that you aren’t really concerned about your babies health so a 30 second commercial is probably either going to produce a slight feeling of guilt for a couple minutes or not going to faze you at all. Another commercial that I do not like is Burger King reverse pick pocketing. I feel like it is trying to use humor as a message appeal but I just do not find it funny at all. With that said I do remember the commercial so the company whether the message appeal was interpreted right or wrong it did make the commercial stick in my mind and remember the brand.

Creative Brief

Background / Overview: Coke zero, this commercial shows that you can drink a diet soda but have all the taste of a regular soda. The Puts emphasize upon the taste of the soda, and clearly communicates the message that both products have the same great taste.

Objectives: The aim is to promote Coke zero in the light of being zero calories but full of flavor. I t also activates the customer to go try coke zero and make the comparison.

Message: The message I took from this commercial is that there is a diet soda that doesn’t taste diet but the same as a regular soda. So you can enjoy the great taste of coke but without the calories.

Target audience: All coke drinkers, and general public.

The medium: The commercial is very funny, with coke trying to sue coke zero for taste infringements. It brings humor to the message they are conveying.

Mandatory Elements: These would include creativity and effectiveness of the commercial, along with the information relayed.

Schedule: Begins with the creative team building ideas first, then collaborating ideas, music etc and finally shooting the commercial.

Responsible Parties: The CEO of the brand.

Outdoor advertising

In England every year around Christmas time, the government campaigns against drink driving. It usually begins in the months leading up to the holidays. My favorite advertisement is a 6ft tall man with an empty glass on top of him, it was in many of the large train stations. It caught much of the public attention as it is not every day that you see an advertisement like this. Not only does it draw attention to its self but it also make you think about how easy it is to drink and drive. The aim of this government based campaign is to bring attention to a growing problem in England and with advertisements as such it reminds the public of the law. I think this ad is creative and thought provoking.