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Secondhand Smoke PSA
Posted by: | CommentsCreated by Denver, Colorado-based agency Cactus, this anti secondhand smoke campaign was created for the State Tobacco Education & Prevention Partnership (STEPP). The aim of this spot was to send a clear message to parents about the potentially dangerous affects that secondhand smoke can have on children.
This spot beautifully illustrates how poisonous secondhand smoke penetrates all those that get in its path. Using a novel concept of ravens to portray the pathogens released into the air is sure to grab the attention of many. The spot also uses a fear appeal to make sure the message hits home with parents.
Check it out:
I’d like to hear what y’all have to say about this spot. Typically, I don’t think fear appeals work, but in this case I think the use is very effective.
“Today’s the Day” at JCPenney
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This is an example of using advertising as an effective sales tool while not being too in your face. JCPenney shows their wide range of products without reverting to the cliche “car salesman” technique.
The simple concept of having an item for every room in your house is combined with promoting family values and reminding consumers to stop and appreciate the little things in life. The simplicity of the spot is beautiful and the lack of a voiceover is a welcome change from the usual commercial.
It also uses vignettes from everyday life that the target market can relate to and see themselves in. Using this technique of self-referencing creates an affective involvement with the consumer and helps them to remember the brand.
The virtuous aspect of this ad comes into play with the potential impact it could have on society and family “norms.” This is a great example of how advertising can “mold” society in a positive way. By promoting family togetherness and a general sense of love, this commercial projects a slice of reality that should be more celebrated.
Since it’s the holiday season, maybe this spot will convince you to consider JCPenney’s for your holiday needs. And don’t forget, “Today’s the day” to start living your life, because “Everyday matters.”
Toll House is Spreading the Love
Posted by: | CommentsHappy Thanksgiving!
Perhaps it’s the holiday spirit, but something about the new Toll House cookie commercial almost moved me to tears, and I think it’s safe to say that was the advertisers intent.
Check it out:
In this spot, Nestle Toll House, a relatively low effort processing and decision-making product is presented as the hero. Since attitudes formed under low-effort processing are often not stored to memory, Toll House uses emotional appeals and unconscious influences to affect the attitudes and beliefs of the target market and aid the consumer in recalling the brand later.
One of the techniques this ad uses is transformational advertising in which the goal is to create an association between the experience of using the product and certain psychological characteristics. Specifically, Toll House is increasing emotional involvement by creating a richer experience with the product as opposed to just highlighting product benefits.
Additionally, Toll House is increasing relevance to the consumer by using self-referencing, a common strategy used to increase the extent to which a consumer is engaged in relating the scenario or message in an ad to their own experiences– such as coming home from college to fresh-baked cookies, or providing yummy treats for a granddaughter’s soccer team.
In sticking with the theme of virtuous advertising, I’d also like to point out the genuinely positive message of “paying it forward” that the commercial uses by creating a chain of inspiration between the actors in the commercial to bake some love and pass it on.
A truly great message and utilization of persuasion theories– what more could you ask for on this day of family togetherness? Now I have something to use as an explanation to show my family what advertising is all about, because we know the inevitable topic of conversation at dinner will include asking me what it is that I am doing/plan on doing in the future.
Gotta love family! Happy Thanksgiving!
