Assignment:
What were they thinking when they made that ad?
During the course of a day, you'll be exposed to thousands of ads using a dizzying array of messages and image strategies, each of which appeals to different consumers in different ways. Are you a "slice of life" buyer that prefers to see products in the way you would use them at home? Or maybe humorous ads are more your style; the product that makes you grin is the one you'll grab walking down the grocery aisle. It's a good bet that the ads that make you want to buy a product are different than those that influence other shoppers. Advertisers study consumer trends and behaviors to match their ads to their target audience.
For this discussion we're going to focus on print ads, which are generally created for magazines, newspapers, and web pages. Find an ad (many are available online) that you think is interesting, copy and paste it into your discussion post, and describe the message and image strategy. Why is it effective or ineffective? What type of consumer is the ad targeting? If you were creating an ad for this product, what type of message and image strategy would you use and why?
Writer 1:
I think VW is trying to appeal to a new type of consumer. Volkswagen is a German car manufacturer that appeals to more of an urban lifestyle. However in this add, they are promoting their truck model. This add is trying to target the adventurer, regardless of age Volkswagen is informing consumer on the new opportunity to explore with their vehicle. I think that we mostly identify with the trees and elephants cut out of the key as a Safari adventure. However, when most people think safari they think of a Jeep or SUV. Now, Volkswagen is penetrating a new market of consumers and expanding the brand image from an urban lifestyle.
If I were creating an advertisement for Volkswagen and its truck model I would incorporate a message of togetherness and a country setting. Just like the adventuring adds above, I would target those living the simple life and how Volkswagen could complete that. I would have side-by-side pictures of a 1960s Volkswagen Van with people sitting on the back, surrounding a campfire and another photo with the truck model, present day, tailgate down, with people sitting around a campfire. I would title it, "same destination, and new way to get there."The message I want to send is the message of togetherness, appreciating the past, and how it brought us here. People were trying to be peaceful in the 60's and enjoy each other's company I want the ad to have the same effect.
Writer 2:
The above ad was on the Tide website. This last slide on the website appeals to me because Tide tries to connect with individual needs of consumers. With offering variety, consumers can choose one that is best for their needs. This ad uses rational appeals for its message content where the product relates to the consumer's best interest. The colors are what draw consumers to see the different types of products Tide offers. This strategy is effective because it shows brand differentiation.
Tide not only wants consumers to use their products for weekly laundry, but for other laundry needs. For example, Tide Sport will most likely be used for sports gear and not for daily office attire. Tide is targeting a variety of consumers with brand differentiation, but mainly those consumers who value clean clothing.
If I were to create an ad for this product, I would focus on moral appeals to support a social cause. For example, using Tide uses less water because you won't have to re-wash laundry all over again. One way I would advertise this is by using buzz marketing on Web sites on the Internet to encourage opinion leaders in communities. I would mainly use blue hues to draw consumers in to the product and correlate with the idea of using less water.