Friday, 25 October 2013
Wednesday, 23 October 2013
Saturday, 19 October 2013
PLAIN FOLKS
The advertiser tries to identify its product with common people just like you
- AP Boots: the advertiser casts only ordinary people, who ride their motorcycle in the middle of a flooded street, for this advertisement in order for the consumers to feel that they were related to the people in the advertisement. By doing this, the advertiser tries to convince people just like us to also use this product because this product made for common people like us.
- AIA Insurance: in the advertisement, we can see one or two families, each family stood under an umbrella on a raining day. This umbrella is like the AIA Insurance that protected each of the family. The advertiser wants to show us that common family just like you needs an insurance to protect you and your family just like the families in the advertisement.
WIT AND HUMOUR
Customers are attracted to product that divert the audience by giving
viewers a reason to laugh or to be entertain by clever use or visual
oral language
- Kartu As: A lot of audiences are attracted to the product because of the funny advertisement. The comedian Sule is one of the reasons that make it funny. There is also a girl who said, “telpon ngga pernah, sms ngga pernah!” in a tone that the audience found it funny.
- Susu Real Good: in this advertisement a group of kids were consuming the product, and all of them said, “nyot, nyot, di kenyot, nyot” which is funny especially to kids. http://www.youtube.com/watch?v=czqAdID9CnE&feature=related
BRIBERY
Seems to give a desirable extra something
- Happy Call: the consumers will get extra pan and a free recipe book if they buy tree items, which is such a great deal.
- Sofa Bed: You can have a couch, a bed, and a lazy chair just by purchasing one product. The extra something that the advertiser gives here is the different functions of the product. The product can be changed into different shape as you wish.
MAGIC INGREDIENTS
The suggestion that some or most miraculous discovery makes the product exceptionally effective
- Soffel: geraniums are the magic ingredients on this product. It is said that geraniums seems to be mosquitoes repellent and also make this product smells nice.
- Citra (soap): in this product, Japanese rice and camellia oil are so called believed to brighten your skin and make your skin looks like you just been to a spa. http://www.youtube.com/watch?v=NdE0zjXrB58
FACT AND FIGURES
Statistic and objective factual information are used to prove the superiority of the product
- So Klin Liquid: this product includes some statistic in the advertisement. Some of the statistics are: 50% more concentrate, 99% bacterial free, 2 times cleaner, and 2 times more washing. http://www.youtube.com/watch?v=VuSYuGzGn5k
- Garnier: it is said in the advertisement that 7 out of 10 people use this product. “7 out of 10” are the example of the statistic that the advertiser uses to try to convince people to use their product.
AVANTE GARDE
The suggestion that using this product puts the users ahead of the time
- Ford All New Focus: what makes this product puts the users ahead of time is because this car is provided with censors. With these censors, we can call someone by just saying their name without even have to grab your phone; the car will also stop itself when it detects that another car in the front suddenly stopped, and it said that it can parked by itself. The consumers will be ahead of the time with these new discoveries in this product.
- LG AC Inverter: this new product from LG can set the temperature based on how many people were in the room. This product will puts you ahead of the time because you may not need a remote to control the temperature anymore. The censors in the air conditioner will do all the works for you.
SNOB APPEAL
Associates product or service with a personality or lifestyle
- Acer Slim (Laptop): in the advertisement, because this product is so slim, it can fits in between the escalator doors when it was about to close. What we can conclude from this advertisement is that the slimness of this product is perfect for those of us who has a hectic life. Slim means it doesn’t weight as heavy as the regular laptop that we have now, which is why this product fits into your lifestyle. http://www.youtube.com/watch?v=dQ6bUo_snt0
- Ferrari: this advertisement shows the consumers that this product is provided with elegant feature and design that can make the users feel statisfied and this product would make you keep up with today’s lifestyle.
TRANSFER
Associates the product with words or ideas that may or may not be
related to the product the association seeks to transfer certain
qualities to the product
- Cerebrofit X-cel: in this advertisement, a drug addict was sent to rehabilitation by his parents. After got out of the rehabilitation, this young adult did what he was supposed to do like finishing college, getting busy in an organization, and getting involved in a band. In the end of the advertisement the advertiser said that there are a lot of useful things that you can do while you are still young and drugs just make your life miserable. This product sponsored the idea of ‘say no to drugs’.
BANDWAGON
Use peer pressure to influence the customers. If everyone else is doing it so should you
- Sosis So Nice: this advertisement is considered to be an example of bandwagon because there is a phrase that said “semua makan So Nice” that we can interpret that everybody in Indonesia eats this product. The advertisement also shown how people from the age of grade school, working class people and even champions eats this product which back up the statement “semua makan So Nice”.
- Top Coffee: similar to So Nice that has a statement “semua makan So Nice”, Top Coffee has a statement “kopinya orang Indonesia”. The advertiser also said that bravery, strong, and that we have art in our soul is the characteristic of Indonesian. We can conclude that if you consider yourselves to be Indonesian; you have to drink this to be a part of Indonesia. http://www.youtube.com/watch?v=rNI1932P0ss&feature=related
WEASEL WORDS
Are used to suggest a positive meaning without actually really making any guarantee
- Albothil: in the advertisement, the advertiser said that this product is painless and it would heal sore cold. We saw the advertiser put the product on her sore cold and it does look painless. But the advertiser didn’t make any guarantee about the product being really painless. Some of us who had been used this product may know that it is painful when the product touch your sore cold, which means that this advertisement is just weasel words.
- Sensodyn: this product also shows some people who was testing out the product in the advertisement. They all said that their problem of sensitive tooth go away in an instant. Should we believe what they said? Because there isn’t any guarantee given on the product, what they said may or may not be true.
TESTIMONIAL
Someone endorses their product
- Larutan Penyegar Cap Kaki 3: Mamah Dedeh said she drinks this product since she was a kid up until now, and this product keeps her healty. The advertiser was hoping by involving her in the advertisement it can attract people to buy this product, because she is one of the famous religious (Islam) speakers in Indonesia.
- Dove: celebrities give comments to this products. Instead of involving religious speaker, this time the advertiser involving celebrities like, Maia Estianti and Ersa Mayori. http://www.youtube.com/watch?v=fk6IqwtN6Z0
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