Tuesday, December 7, 2010
CONSUMER & COMPANY
Determining which approach companies lean towards can be challenging and difficult to parse out, however some advertisements are conveyed through both the consumer and company’s voice. in this case, Belvedere Vodka chose to demonstrate their product in both the company and consumers’ voice.
Belvedere vodka is located on the higher shelves than most other competition, but definitely cannot rely on their finest quality or lavish reputation since they are not known for such. The ad’s headline, “BELieVE,” implies the “too-good-to-be-true,” feeling of their vodka’s price, and more importantly, quality.
Is it the company speaking? Or is it the consumer? In my opinion, it is both. This ad can be interpreted either way, but based on the context and feeling of the ad, the consumer and company can equally be personified.
Even down to the exposure and share of the ad between the target market and the vodka itself is split 50/50. Noting that both the product and consumer share a full-circle relationship with the subheadline, “trust your instincts.”
I think the approach to delivering the message effectively by using both voices works in this instance. Vodka does not need to focus only on itself and its product, they must incorporate the markets and people who enjoy going to lavish, swanky parties and enjoy some fine-quality vodka as well.
Nor can they focus completely on the consumer or allow a transparent feeling such as the Discover Card example. Vodka companies have to show appreciation for their consumers as well as show off their superior quality to those who have developed a brand loyalty to particular lines of liquor.
I think the headline, “BELieVE,” is an excellently executed play-on-words with the name, “Belve,” for Belvedere and allows the consumer to interpret their thoughts and associations with the quality of this vodka.
Thursday, December 2, 2010
Credit card companies typically have a bad rap when it comes to hidden fees, charges, usage, limits, APR rates; the list goes on. Advertising for a credit card is not any easier than to parse out the terms and conditions of your credit statement. Discover has attempted to part the fog and wary of applying for a credit card. The full-page ad placed in a women’s magazine tries to place the company in the consumers’ shoes.Headlining in bold, capital letters, “DO THEY CHARGE YOU IF YOU USE THE CARD? DO THEY CHARGE YOU IF YOU DON’T USE THE CARD?” demonstrates the consumer’s thought process by acting as the confused and skeptical applicant. The following subhead, “ENOUGH,” attempts to inform the audience that a solution has been found and they are here to shout it.
The body copy then informs the reader should switch to the Discover More card today to benefit from the zero fees, zero reward redemption fee, etc. Sounds like a pretty good deal from the consumer’s perspective, and gives you the comforting feeling that they too understand the skepticism of a credit card application.
People who tend to use credit cards and selecting a credit card in which benefits are reaped, are more heavy users and high-involvement oriented. Chances are, people with one credit card, typically have multiple and might not be skeptical and aware of its hidden fees.
In this case, Discover excellently tries to “be the consumer,” and they definitely succeed. The stigma and stereotypes of credit cards are hard to break away from, but by allowing the transparent and coexisting understanding of what keeps people from purchasing or even owning a credit card can put some consumer’s minds at ease.I think there is not a better approach to advertise a credit card than by using the consumers’ voice in terms of concerns and hesitation. They really dive the message home by demonstrating their awareness of the concerns among the public and credit card usage.
Tuesday, November 23, 2010
This implies even more of a reason to make the purchase of one of their diamond rings without holding back. The company’s voice is clearly demonstrated through the simplicity of the ad focusing solely on the idea of a divorce settlement in an enticing and tantalizing light. The company wants to ensure that they understand their consumers and that diamond rings are bought for many reasons other than a unifying engagement or wedding band. The headline definitely creates a link between the company and the consumer by creating an ulterior motive in which most women tend to have after a nasty divorce.
I think by the company allowing to personify their voice through the thought process made by this demographic appropriately demonstrates the message Simon G. is trying to convey to it’s audience and image. Since I found this ad in a COSMOPOLITAN magazine, the strategy is appropriate for a jewelry company to approach a full-page ad with the personification though the company as if it were a person as well.The tactic of placing the headline on the price tag to exemplify the voice of Simon G. is a well-thought strategy to deliver the message to its audience and to give the company an imaginative figure.
Tuesday, November 16, 2010
The beverage, Bacardi Silver Signature Lemonade rolls off of your tongue and entices you to quench your summer thirst. The print ad found in magazines such as Marie Claire portrays a tantalizing and refreshing image to the audience with a very detailed and specific body copy to enhance the invigorating malt beverage.
The ad relies solely on the body copy to deliver the message, no satirical or witty headline is displayed on the print ad, therefore the body copy must drive the message home.
Though there is no a distinct headline other than the product’s name, the organization is methodical.
The body copy states: “Enjoy the citrus refreshment of BACARDI SILVER Signature Lemonade. The delicious, ready-to-drink cocktail at 6% alcohol by volume.” Detailed, but not the selling point of the ad just yet.
“Tastes as natural as homemade lemonade, but with a unique twist that only BACARDI SILVER can deliver. Each mouthwatering sip cools and refreshes, making it the ultimate in party refreshment. Plan your escape. Open a Bottle.”
The last paragraph of the body copy entices the senses of the reader and delivers an accurate message that correlates with the image of the bottle and chilled glass.
Bacardi perhaps could have used a captivating headline since they are lacking in one, and made the firstparagraph of the body copy more enthralling and attention grabbing. However, the second paragraph is executed well in describing the product and the product’s texture. Perhaps if the headline was more than the brand name, there would be less risk of losing interest of the reader by the time they review the body copy.
Bacardi can be described in a number of attractive ways, and I think this ad could be a lot more alluring to its audiences.
Tuesday, November 9, 2010
The world’s most recognized and infamous line of tequila must naturally live up to its luxurious and sophisticated standard. The Richard’s Group advertising agency accurately pegs Patron Tequila’s voice in their simplistic yet powerful print ads.
Patron’s print ads offer a subtle but witty message to its audience not only through its minimalistic graphics, but concise and snooty voice and consistent style.
In this example, the headline portrays four different options of desired and high-class getaways, implying the message appeals to those who are familiar with the finer travel destinations or those who aspire to own a casual vacation home.
The options are all equally enticing in class and luxury, depending on your climate preference can be thought as a difficult decision. The headline— “some perfection is debatable,” thus expressing an accurate statement but with a subtle and haughty voice. The copy brings the ad into full-circle with the following body copy—“some is not. Made by hand from 100% blue agave. The world’s #1 ultra-premium tequila.” This body copy implies the notion that although the destinations listed above can be debatably perfect, Patron tequila is far from debatable. The specifications in the body copy prove the headline to be true preceding their tag line, “Simply Perfect.”
The tone of the voice can be interpreted depending on the audience and how it is read. In my opinion, the ad gives a sophisticated, aristocratic tone, paralleling with Patron’s branding image.
The style of the ad is implemented through the concise and well-written choice words to describe the product. The diction is neither wordy nor over exemplified. Each portion of the ad flows into one another, allowing ease of reading and appreciation of the tactics utilized. Patron’s reputation is appropriately demonstrated through the strategic voice and specific style of writing.