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Advertisement analysis
- 1. Advertisement Analysis Ajit T G Departmentof Agricultural Extension Kerala Agricultural University
- 2. Contents Surf excel Orbit whitegum Mountain dew
- 3. Surf Excel’s Advertisement (Brother& Sister Duo) HUL – Surf-First detergent powder Campain name: “Daag Achhe Hain” Surf offers superlative white 1st national detergent brand on TV by surf Surf Excel made a big “splash” Ad link
- 4. Analysis Uiversally well-loved Children’s appeal The story- warms viewers heart Emotions and sentiments of the viewers – and succeeds Message across the country Generates a sense of bonding AIDA, is strictly adhered to I. Girl fall into puddle,cries – create interest II. The tag line spouted – a desier to know more III. Desier often lead to action
- 5. Orbit white gum- cow ad One of the world's largest selling chewing gum brand Launched - India - 2004 1st “Sugarfree”chewing gum In India- “for healthy teeth and prevents tooth decay” Ad campaign – cow series
- 6. Analysis Commercial triesits hand at humour in drawing attention and generating interest Caricature of the doctor succeeds exceedingly well Succeeds to quite an extent in this intention, but also fails at few places Product and brand are duly highlighted Product results in immediate association to the doctor and his cow volunteer Where the sentiments of viewers have been hurt Miscalculation of the sense of humour of the viewers
- 7. Mountain dew Dothe Dew! Carbonated soft drink PepsiCo International product
- 8. Analysis No brandpositioning People targeting Not mentioning the benefit Models seem possessed Viewers have no point of reference No advertising message Says nothing at all about the drink The Mountain Dew advertisement failed -AIDA The attention of the viewer the first time it was aired
- 9.
Editor's Notes
- #4 Hindustan Unilever Limited introduced Surf in 1959, introducing the first detergentpowder into the country. At the time, housewives used laundry soap bars to washclothes. Surf offered them significantly better clean, with much less effort. Thepromise of ‘superlative whiteness’ – the articulation of a great clean at the time,connected with consumers and helped to establish the brand.Surf was the first national detergent brand on TV; the brand used TV to effectivelyeducate their consumers on how to use detergent powders in a bucket for a better wash.
- #5 The advertisement features a brother and sister duo walking home from school,when the little girl falls into a puddle of mud. Crying, she looks to her brother for help.Her brother gets an idea and starts “beating up” the puddle of mud, demanding an apology. After a time and a lot of mud on his uniform, he stands up and says, “Sorrybola.” The narrator then removes all apprehensions of dirt and stains and says,“Daag Acche Hain.” When the little girl falls into the puddle and starts to cry, it creates interest in the minds of the viewers. When the tagline is spouted, it builds, in the viewers, a desire to know more. This desire often leads to action. Although there is no obvious targeting, it is done so through indirect means. Most mothers are concerned when their children come home in dirty and messy clothes.
- #7 The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, whospeaks in ‘Butler-English’. He expounds the special quality of Orbit White Chewing Gum that whitens the teeth of a cow that previously had yellow teeth. His conclusionis that if it works for the cow, it’ll work for you too
- #8 The commercial shows a cheetah running in all its gusto, and one of our modelsfollowing it on a bicycle. Finally, the lad jumps on the cheetah and traps him. Then heputs his hand inside the cheetah’s mouth...straight down to his stomach, and pullsout a can of Mountain Dew. “ Bad Cheetah” - he says. The other guys watching himsay to each other - “ Cheetah bhi peeta hain!” Then they show the cheetah with allthe spots gone except for a few spots which spell out - Do the Dew.
- #9 What is the taste? Does it quench your thirst? Does it make you feel cool? Is it refreshing?