ICA: What Makes a Memorable TV Commercial? Learning Objective . To identify the
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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?’
3. Apple Computer’s “1984” TV ad. (https://youtu.be/2zfqw8nhUwA)
The last TV spot has been voted the best TV commercial ever created by advertising agencies, advertisers, and of course TV Guide. This TV ad also is in the Clio Hall of Fame because it changed how advertisers think about the ways ads are created. It set a new standard for cinematic style. Ridley Scott (Alien, Thelma & Louise, Oscar®-winner Gladiator, Exodus, etc.) directed the TV ad. This TV spot cost over $400,000 to make (a huge amount back then) and cost an additional $500,000 to air. The ad aired only once—during Super Bowl XVIII in 1984. However, because of its success, it started the Super Bowl ad extravaganza we see today, when a 30-second TV spot can cost about $4 million! Finally, the ad was not only a creative success, but also a commercial one as well. After the ad ran, it generated huge sales of the Apple Macintosh PC.
· Question 1: Is the Apple “1984” 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 and worthy of an award?
Explanation / Answer
Television commercials have made a huge impact on the way advertistment was done. Till date it has been the most effective way of communicating about the brand/product/service/offers to a large audience. Most companies spend around 30% of their revenue on advertistment and television commercials shares a larger pie.
1. Apple's commercial is a pioneering one because at 1984, it was one of the first of the commercial in colored version with a deeper message conveyal. beacuse of this teh commercial has been posted in Hall of Fames too
It is a competetive one because Apple was competing with IBM which was having a huge market share and their systems were mainly driven by COBOL and FORTRAN systems. Apple came up with a new Operating System (OS) called Macintosh which didin't use any of the traditional programs run by IBM.
The ad is reinforceive. It focuses on using a different system than the one's offered at that point of time. It want the traditional rules to be changed for adaption into the newer environment.
Yes of cource, this is an advocacy ad by Apple as it focuses on influencing people to stand against a robotistic environment. It targeted people who were graving of a change.
2. The ad applealed to the user's that it is proactive in answering the end user's needs. User's were in desperate need for a friendly User Interface (UI) from traditional black screens. The add was mentioning something really new is to come and it'll definitely surprise people.
3. This ad was memorable because Apple was able to convey the message indirectly about how the market was functioning and why it needed change.
IBM was mostly playing a monopoly and Apple stood against it with a new OS. The regulations at that time were portrayed using the security gaurds trying to catch the girl yet the girl managed to achieve her intentiopn. this shows how Apple was able to finally release the product with great success.
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