I just love the axe effect ads for their sheer creativity and actually make a guy get up and buy their product.
Just think of all the axe effect ads.The women are too good, but the key idea is that of the cooL guy with the coolest attitude.He often has a "women are naturally attracted to me...i cant help it" look.But the idea is dont get deceived by those ads and think that you are the happening idiot in that place.
Other kind of ads are those of liquor ads.
They have a quick and easy idea :-
a) Create a crappy album with dik-chik music
b) Come up with a slogan like :-
Life is calling where are you
Even now you can hear the bagpiper's organ hehehe
c) Promote your liquor by displaying it full screen on TV.
d) All the bacardi and Seagram's and 100 pipers of the world follow this idea religiously.
Other morons promote their products as "apple juice" or "soda water".
6 comments:
yaake feeling??? :))))
Isn't that surrogate advertising. I don't think they will advertise soda water instead of their actual brand, if they had a choice.
ofcourse yes...they wont advertise as soda water as choice...
feelings....yaake andre....
Robbie Williams haadu tara...
"I just wanna feeeel real love...."
haha kiddin'
The idea behind adveritizing, of all shapes and sizes is to build a product's intangibles. Intangibles are the USP of most consumer goods.
Everyone has their own way. Axe effect ads pro'ly strike you as creative coz you are buying the intangible sold by Axe - sex appeal. Seagram's ads don't coz u don't give a fuck about the Scottish crap in a drink. All you care about in a drink is kicks and perhaps taste.
There is scope for creativity in surrogate ads too. As long as you are trying to sell intangibles, whether you advertize a drink or an undie, it doesn't matter. Look at Bacardi music albums. I admire the ad that shows a snippet of quality night life with wine, women and song. The male and female bats courting each other with radars and shapely boobs. If you are receptive to this theme of seduction, the ad does make you get out and buy a Bacardi for your friday night party. The radars and boobs thing may not have the remotest chance to happen at your party. Yet you buy Bacardi!
Take the recent HDFC insurance ad - retire with pride. What they are selling is not an insurance package, but the idea of 'standing on your own toes'. They show a proud, decently well to do old man in order to sell their offerings to the middle aged man who aspires to be, but is not fully confident of being this proud old man.
In fact, the whole of business of classy ads is about being surogate at a subtle level. Look at the airtel blackberry ad. What they are selling is professional success rather than the features of the cellphone. The successful dealmaking of AJ might have more to do with his negotiation skills and his strength in numbers rather than an instant email mobile.
The bottomline - we need to look at what impact an ad makes rather than how logical it is. The very purpose of ads is to cash in on the emotional/not-so-logical side of people. Logical advertizing almost doesn't exist in the arena of consumer marketing.
The idea behind advertising is selling something. You could do this by:
selling what is intangible about the product (i think you implied that if it is tangible,it is already known, so doesn't need to be advertised, and so only the intangible needs to be advertised) , or by disparaging/mocking a rival ; take the coke/pepsi war.
when men yearn for the scent of a woman, who knows what women like ;).. let's make an ad : sweat makes her wet :)))
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