I've forever been fond of semiotics And in AdSchool it all soon started to click. After study & teaching multimedia things, a career in advertising I would pick.
2. Sings the praises of a campaign you respect:
The PEPSI Challenge was a significant gamble that paid off in many respects. Inverting the distinction of 'the other Cola' was a way for converted Pepsi drinkers to differentiate themselves with pride. But it was an awareness of the product itself that was the greatest insight. Slightly sweeter than its rival, PEPSI could be confident that many would make the jump after taking the sip test. From a consumer psychology standpoint, this allows a somewhat scientific rationale for consumers to make an emotional/identity decision to change brands.
3. Decry an ad that you find abhorrent:
A clever concept ruined by the tackiness of a voiceover. The effortless grace of Fred Astaire can bring prestige to something as dull as a vacuum & consumers will identify with the dance of cleaning. But the superfluous narration keeps us from delving into the fantasy, reminding us that we're watching an ad for a product that is after all, a chore.
The later Golf GTi ad with Gene Kelly executed a similar idea in a much more involving way, albeit with less product relevance.
Product: NESCAFE Extra strong coffee blend Goal: Get more people to drink it Proposition: The strongest coffee around
Product: PURINA dogfood Goal: Get pet owners to buy it for their dogs Proposition: For a stronger dog
No comments:
Post a Comment