Reflection : Concept of AIDCA

Attention:

I chose the crossword ad and in this ad there is only an image of a book with a reflection of a lip. From my point of view, this specific ad is lacking in many things to make it achieve on a good ad. It has no effective body copy and there was no picky or unique headline to be found. The theme is very simple in a way it is not attractive enough to grab the consumer attraction.

Interested:  

There was no specific target audience that I can find in the ad. This ad is too simple and flat and it is hard to even notice anything as well. It is stated ‘audio books’ and there is where the idea of the ad is predictable. 

Desire:

There was nothing to be found as the purpose of the visuals in this ad. It does not capture my attention. It does not show the product being used. I could not be more honest weather this ad will ever sticks in my memory.

Conviction: 

As I said there wasn’t anything that captures my attention so there wasn't any relationship that I could see with this ad. There was not any conformation given on this specific product. They miss to showcase their product in it as well.

Action:

There wasn't anything else took place in the ad other than the visual and the tag line. It was very overwhelming after going through this ad. Disappointed in a way the layout of this ad is not being much helpful to the consumers. 

Renerajs D/O Selvarajoo @ Rajoo

0327807  

Blog Swipe: Concept of AIDCA

 Interesting Ad: Dare to Dance by Nike

Attention: The endorser who dress up with bright color and stretching and holding her foot like a ballerina in this ad was the first thing to grab audience's attention. Then, the headline was eye-catching enough to attract audience by presenting in bright pink color. The concept of this headline is to show that "Nike is not boring, we do something new as well" by applying contrast in color between the headline and the logo, black, which indicates smart and calm.

Interest: The headline "Pink? No, Not For Me." and the sentence "Ruffles? No Thanks." probably is targeted on those young ladies who are not girly but love to dance. In order to enhance the interest of audiences toward the product, Nike played emphasizing words with "I break rules. I prefer it modern".

Desire: Nike understand that targeted audience is desired to be distinguish among others. The slogan of this product "Do it Modern. Do it ME. Do it Nike." is trying to convey a message that buyer can get a stylish shoe with own favor by ordering from Nike. Hence, it emphasized the desires of audiences to be unique with shoe from Nike.

Conviction: The main reason that audience is convinced by this ad is because the promise are given. Audience is able to customize shoe by own favor. They can own a shoe that is totally different with others yet it's designed in own style.

Action: The words at the bottom line "For more information, visit us at www.nikestore.com/daretodance" is a typical call-to-action. It urge audiences to find out further information about the product. The more they expose to the product, the more they wanted to buy/ believe.

Written by,
Ng Zhee Jing
0326957

Reflection: Volkswagen Bus

The layout and the white background mainly focus on the Volkswagen Bus. This is a good way of presenting the visual. The audience is able to visualize the vintage Volkswagen Bus as it didn’t include any other additional products.

The headline of this print advertisement is also very eye catchy as it arousing the curiosity of the audience by using the word, “Unintroducing” and “No dealerships near you”. This is really unique and also a smart way to attract the attention of the audience. The headline is using a very sarcastic tone and soon, shifted to a sad tone when it comes to the body copy.

In the body copy of this print advertisement also shows that this print advertisement is informative as it is trying to announce that the very last Volkswagen Bus will be ending soon. At the very same time, the print advertisement is also showing appreciation to their customers. This print advertisement is also reminding the audience that even after the retro Volkswagen Bus may be discontinued, the brand Volkswagen it is still in the industry.

In a nutshell, by the overall content and visual of this print advertisement, the ultimate perception of the audience is formed.

Written by:
Felicia Thor Xin Yi
0327777

Blog Swipe: Body Copy

Media: Print
Ad Title: Unintroducing the Volkswagen Bus. Soon at no dealerships near you.

Headline:
It first catches attention with the word "unintroducing" as it is unique and it also sparks curiosity. Then it points out that the product will not be available anywhere which gives the ad a sarcastic tone that might make people wonder, "What is the point of this at all?" which will lead them to pay more attention to the overall ad.

Introductory Paragraph:
It lures readers into reading the rest of the ad with its second sentence. The use of an unconventional word changes the tone of the entire paragraph which makes the ad seem like it is talking bad about its own product which will make the readers more curious. Then it will make the readers want to tune in more to what the rest of the ad has to say.

Voice:
It starts out as sarcastic and soon shifts to a more melancholic tone. It is very unique as it chooses to make it seem like it is mocking its product but then it shifts to show appreciation for a classic antique. It even points out the products' faults compared to modern, newer cars. Even if the product is old and outdated, the ad acknowledges the fact that the product was once an iconic symbol to the people of that era. The way it flows into the call-to-action is seamless as well.

By:
Lim Jia Xin (Jelica)
0325831

Reflection: Bite Me

This simple looking ad has a cheeky yet smart way of incorporating with "sexiness" and sexual innuendo of capturing the audiences' attention. The director of the ad uses a striking red background, smart play of words like "Bite Me", and a desirable looking celebrity endorsing the potato chip to make this an appealing ad for both male and female audiences; even though the ad is intended to target female audiences. Knowing that women are always prone to the consequences of what they eat, the ad reaches out to women who are conscious with what they consume; telling them that being sexy and confident is all that you need to succeed. Even to beat the guilt of eating a bag of chips.

The simple quotation from a celebrity suggests this to be a credible product as she had tried it and she approves it. Apart from that, the sentence "It was love at first bite" also attributed in triggering the consumer's curiosity on trying out the potato chip to find out if it really tasted like love at first bite. The punny statement can simply be something that is nice to read, but it could also be the reason why people bought the potato chip.

Last but not least, the celebrity endorsement of featuring Katy Perry in revealing outfit holding the bag of chips and confidently bitting of the tip of the bag encourages women to feel comfortable and not guilty for consuming junk foods. It is trying to remind women that they too can enjoy a bag of chips without worrying about the consequences of it as the tagline "Think popped! Never fried, never baked"; implies that it is an all natural barbecue potato that is healthier and less fattening compared to other potato chips. Therefore women can still look fit and sexy like Katy Perry after consuming "Popchips".

By Triston Lee
0328441

Blog Swipe: Interesting Creative Strategies Reflected in Ads

Media :  Print ad
Title:  Bite me.
Sponsor : Jim Harvey
Prospects:  Young and culture driven women teenagers
Product:  Pop chips
Problem:  The age and gender group culture due to the exert of Katy Perry in the packing will only attract women's. There is no logo used in the ad that create a huge inquest among the consumers.
Objective:  To convince the consumers that the product will taste as luscious even makes to a break from the backyard. The rich ingredients that has been combined makes it savory and not the grease. For young woman who are watching their weight , eating baked chips that influenced by the use of Katy Perry as a celebrity endorser.
Strategy : The never fried. never baked text is the chips is out of the deep fryer instead it was heated in a pressurized chamber. The benefits will be real ingredients that is super natural which is healthy to consumer anywhere and anytime.
Tone : Sexual Attraction
Brand character : Fantasy fullfillment


Done by ,
Renerajs D/O Selvarajoo @ Rajoo
0327807

Reflection: Shirley Polykoff Ads

By reviewing the ads by Shirley Polykoff, I've amazed by her that she knows to target at right market and the way to communicate with audiences through an advertisement.

She uses young, beautiful and confident lady as the endorsement of her ads because she knew that it will arouse the attention of the targeted market- women. Shirley Polykoff understands well that women are always concerned about the outer beauty of themselves, however hair dyeing is an "unethical" behaviour in that era so they rather stay with their original hair colour. She even know that women are more to emotional appeal, so she came out with a interesting and fascinating slogan "Does she or Doesn't she?"  to persuade the targeted market that people can't differentiate after you have dyed hair by using her product. After the barrier of mind has been removed, women being more likely to change their look by dyeing hair.
Furthermore, the endorsement in the advertisement is holding a book with modern look. Shirley Polykoff is trying to educate audiences that dyeing hair is not a fault or problem, or degrading of oneself, but it is their right to look younger and attractive. Hair dyeing doesn't change one's personality or education level.

By Ng Zhee Jing (Rebecca)
0326957

Assignment 1: Blog Swipe File Post

COPYWRITER: Shirley Polykoff
HEADLINE: Does she…or doesn’t she?
Media: Classical advertisement (Source from BUILDINGPHARMABRANDS)
Ad Title (Headline): Hair color so natural only her hairdresser knows for sure!

What makes the ad copywriting very interesting?

Headline: “Does she…or doesn’t she?” The headline is one of the major factors that made this classical advertisement interesting and unique. It uses a question headline method to arouse the curiosity of the readers. Hence, it creates an initial impression that can attract readers.

Body copy: It mentioned about the benefits of the product such as the texture and the colour of the hair is silky and natural. It also provides information to ladies, that has fade or grey hair so that they can have a younger looking attractive look.

Slogan: “Does she…or doesn’t she?”

Visuals: Layout is simple and organized. It is easy to be read and not cluster. Illustrates a young women with happy, confident and joyful expression.

Ad strategy: In the mid 1950’s having your hair dyed was such an exotic exception and embarrassed to cultural norms that only a minority population of American women dyed their hair usually actresses and model. In an era when hair colouring is considered inappropriate in society, Shirley Polykoff wants to let women to understand that the product was so great to the extend that people wouldn’t be able to differentiate the original natural hair colour and the hair dye colour. Shirley Polykoff is able to understand the problem in that era and a solution of the fear of being judge by the “unethical” norms is solved.

Written by:
Felicia Thor Xin Yi
0327777