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Kellogg’s – Rediscovering the value of family
Posted by: | Commentshttp://www2.kelloggs.com/general.aspx?id=1423
This is Kellogg’s new commercial promoting family values. In an industry where advertising cereal to children is such a controversial subject, this new ad campaign is sending the right sort of message to parents. This ad targets parents with healthy and tasty Kellogg’s cereal choices, which their kids will enjoy. Not only does this ad show family togetherness, but it promotes a balanced lifestyle where kids are involved in an array of activities. It shows happy kids involved with sports, school, and their family.
Further, the ad touches on a top of mind issue: the economy. Kellogg’s has broken down the cost of enjoying a serving size of cereal and milk to 50 cents a bowl. In the commercial it includes the types of Kellogg’s cereals that are included in this financial breakdown. To avoid misleading customer, the Kellogg’s website explains which cereals are included, and which are not. In its effort to promote family values, this includes the value of saving money. Saving money is beneficial in economic hard times, but on a greater level, could be directly correlated to the terminal value of family. As we discussed in class, terminal values are desired end states which are achieved through instrumental values.
I liked how the ad also used a sense of familiarity in its terminology with each type of cereal such as “conversations” with Rice Krispies and “great” with Frosted Flakes. It really ties together the individual types of cereal to the brand with one wholesome message: family.
GE – Today is a new day
Posted by: | Commentshttp://www.youtube.com/watch?v=iMGnbXayj2E
GE has been an established and trusted brand for over 100 years. Today, in a time where society is concerned with the economic crisis and war, GE brings us back to one of the most important things: people. GE reminds us how many wonderful things the company does for people around the world. Our most basic and valued essentials, electricity, water, transportation, health, are contributed to by GE. Even further, the commercial focuses on what wonderful contributions that have made to our world today and how they continue to work toward innovations for tomorrow.
I think GE has done a wonderful job taking consumers back to the basic human needs, and showing the vast scale on which GE directly contributes to these efforts. They got these massages across without any voice over or actors, (except when GE really wanted to pull at our heartstrings – while making their reference to saving lives, cue the image of the children running).
Also, after our class discussion about the effects that music can have the effectiveness of an advertisement, it was interesting to read the comments below this youtube post where people are taking about how great the song is in this commercial, and inquiring about the artist. Had this commercial been accompanied by a different song, I wonder if it would have been received differently.
Overall I think that GE did a great job appealing to our vaules and bringing personal relevance into their message. Their use of music and images were just the icing on the cake.
Tide Loads of Hope
Posted by: | CommentsTide’s effort to benefit their community includes their newest program loads of hope. Tide representatives travel in their mobile laundromat to cities affected by natural disasters around the country. These disasters include anything from floods to fires to hurricanes. Tide representatives wash, dry, and fold families’ clothes for free. There are two ways people can help in this effort. The first is by purchasing a Tide vintage t-shirt where all profits go toward helping families affected by these disasters. The second is by purchasing a bottle of Tide with the yellow cap, but only ten cents go to support the cause. This is their most recent advertisement:
http://www.youtube.com/watch?v=mpZqJx7odL8
This campaign fits directly into our discussions of cause advertising and social responsibility, and also to our discussion of appealing to consumers’ values. As we assume that the majority of people are concerned with saving money, I believe that most people value making a difference especially through small efforts. I also believe that enough of America has been affected by some sort of disaster that they can relate to this message. Everyone can sympathize with what the women says about not having the most basic essentials.
If you visit the website, the call to action involving these vintage t-shirts is for America to purchase 1000 loads of vintage t-shirts in 100 days. As of now, only 5% of that goal has been achieved and I think that is in large part due to the lack of publicity. I have seen the Tide commercials that have the alternative ending with asking consumers to purchase Tide with the yellow caps. But even in the commercial above, I feel as if there was some mention of the goal for the 1000 loads that would instill some sense of urgency in people.
What is also great about this cause advertising is that it directly relates to a benefit of the product. So many times we see products slap a pink ribbon on their packaging that really has no correlation to their purpose. Tide has taken a common cause of disaster relief, and showed the direct benefits of their product.
