ICA: What Makes a Memorable TV Commercial? Learning Objective . To identify the
ID: 381964 • Letter: I
Question
ICA: What Makes a Memorable TV Commercial?
Learning Objective. To identify the factors that makes a memorable television commercial.
Nature of the Activity. To have students (1) observe three TV ads in class, (2) classify the type of each TV ad, (3) identify the appeal used, and (4) discuss why the ad was memorable.
Designing an advertisement, particularly a television commercial, is both a creative and difficult process. The message conveyed must focus on the key benefits the target audience values while the appeal must generate sufficient interest the target audience will try and then adopt the product or service. Some organizations and their advertising agencies are known for creating effective advertisements. In the next few minutes, you will see three award winning TV ads. While you watch them, ask yourself, ‘What makes an ad effective?’ and ‘Why is this particular ad effective?’
2. Pepsi Security Camera” TV ad (https://youtu.be/_cJzTgFPj64)
Pepsi Cola has produced several award winning TV ads over the years in its battle with Coca-Cola (as has Coca-Cola) for the hearts and minds of soft drink consumers. A few of these TV spots are either in the Clio Hall of Fame or cited as one of the best ads ever. In 1999, TV Guide polled advertising agencies to rank the ‘Fifty Greatest TV Commercials of All Time.’ The Pepsi’s Security Camera TV spot was ranked #21. Pepsi advertising has won other awards as well.
· Question 1: Is the Pepsi “Security Camera” TV commercial a pioneering
(or informational), competitive (or comparative), reminder (or reinforcement), or an advocacy ad?
· Question 2: What kind of appeal does this ad use?
· Question 3: Why do you think this ad was memorable?
Explanation / Answer
Question: The advertisement was competitive in nature. This is because in the 46 seconds advertisement they have shown both pepsico and coke chillers.Thu Pepsico is conveying a competitive edge by saying that even the guy working to fill coke chiller is interested to have pepsico.
2: The appeal developed in thsi particular advertisement was humor appeal. This was meant to create a humor appeal through a competitive or comparitive advertisement which makes people to think about advt and about the funny moments and connect them with the brands
3: Advertisement is memorable because of catchy moments which was explained within few second ( less than a minute). They could able to showcase a feel that Pepsico make people to do mischieveious things and they have apetite for to have it