Advertisement Analysis 1
Analysis:
The Blaze is part of Kinetic's Italiano series of scooters, comprises seven best selling true-blue European scooter designs that Kinetic bought from Italian manufacturer Ital jet. With its aggressive and glamorous Italian design, generous proportions and majestic presence, the very special Blaze makes an instant celebrity of its rider.
The high-spec Blaze also has ample go to match the show – with a powerful 165cc, 4 valve engine that pumps out 11.6 bhp, coupled with automatic transmission.Kinetic Blaze was launched in 2006.
The following is an analysis of the introductory advertisement.
In this advertisement, a group of girls are seen going crazy in front of a house. A guy seeing the crowd of girls asks a nearby shopkeeper if Abhishek or John were around.The shopkeeper says it is Rohit Verma. He has Kinetic’s latest scooter and this is the source of all the commotion.This advertisement is clearly targeted towards the youth. Not only are the models used in the age group of 20-30, the entire look and feel of the advertisement is young and “hep”.
This commercial scores on some points while it fails at others.First of all, the advertisement develops attention and generates interest. Viewers are kept in the dark as to the source of the commotion. Interest is heightened when the shop keeper answers in the negative to the names of celebrities. When the name“Rohit Verma” is mentioned, viewers are all ears (and eyes) to find out more about him.The presentation of the product, in this case the scooter, is also well done. It looks glamorous, and the difference in size and shape are also highlighted without words,heightening the impact. The product and the brand are not lost in the advertisement,and viewers not only identify the product, but also remember it.Its market targeting and brand positioning are clearly defined.
The target is the middle income male youth. It is positioned as a scooter for men and the first in ushering in a new market segment for scooters with its innovative design and target market. However, the advertisement itself fails to generate a desire for more information or for purchase. This desire is evoked by the fact that the scooter is new and innovative.If the same advertisement was broadcast for a scooter that had already been launched in the market, it would not have done well. So, in a way, this advertisement works for the product since it is new, but considered solely from the advertising point of view, it does not make a big impact.The advertisement also fails to answer some of the basic questions that consumer shave while watching the commercial. What sets this scooter apart from the other scooters in the market? It is obvious that the look and feel of the scooter is definitely innovative.
However, all new products sport a new appearance, in fact, it is imperative that they do so. So in terms of performance, how does it differ? What is its USP? Why should the consumer choose to buy this product, when he can be sure of the performance of tried-and-tested scooters?From the advertising point of view, the commercial lacks originality and creativity.Showing a crowd of screaming girls to enhance the psychological value of a product is not new. Many advertisements for motorbikes, furniture, cars etc., show case models to give the product an “oomph” factor and increase its appeal.
Advertisement Analysis 2
Analysis:
Gillette is a brand of Procter & Gamble currently used for safety razors among other personal hygiene products. It is one of several brands originally owned by The Gillette Company, a leading global supplier of products under various brands, which was acquired by P&G in 2005.The Gillette Fusion is a five-bladed razor released in 2006. There are two different versions of the Fusion available: the
Gillette Fusion, and the Gillette Fusion Power.
All share the characteristic five blades on the front, and a single sixth blade on therear that acts as a "precision trimmer". In addition, the Fusion Power is batterypowered and emits "gentle micro pulses" that are claimed to increase razor glide.With the release of Gillette Fusion, P&G also launched their new advertisingcampaign called “Gillette Champions”. The following is an analysis of the firstadvertisement broadcast in this series.This advertisement features the Gillette champions -- Tiger Woods, Thierry Henryand Roger Federer. The commercial is called “Today” and all the three Champions explain how important it is in their professional and personal lives to ‘Be Your BestToday’.
The advertising campaign exploits the influencing power of brand ambassadors. TheGillette ‘Champions’ are Roger Federer (No.1 Tennis Player), Thierry Henry (No.1Football Player) and Tiger Woods (No.1 Golfer). The Indian campaign is varied toinclude Rahul Dravid to cater to Indian sensibilities.The advertisers try to use the concept of transference or association to enhance theimage of their product and brand. The attributes of quality, performance and excellence exuded by these personalities are projected onto the product and thebrand. This builds brand image and a favourable attitude towards the new product.A sense of polish and “class” underscores the entire advertisement. It plays on the viewers’ “feel-good” sensations.
The advertisement comes across as smooth andurbane. However, it does feel as if the advertisers are trying to hard by roping in three (or four) brand ambassadors. Most advertisers feel that having celebrities or stars advertise their product influences the consumers more than an advertisement thatdoes not feature them. But, there is something called too much stress on the influence of brand ambassadors.There seems to be little relevance amongst the slogan, the advertisement and theproduct. Gillette may be the best a man can get, but how does that help the
‘Champions’ in their respective sports? Form a logical standpoint, how does the new razor blade assist the players?The audio of the advertisement bears little or no relevance to the advertising message. The advertisement talks about focusing on the present, but says nothing about the new blade.Nevertheless, overall, the advertisement comes across as suave. The brand image of Gillette is maintained and even enhanced by this advertisement. The advertisement succeeds in generating a desire and action to purchase in spite of the drawbacks of the advertisement
Kinetic blaze introductory advertisement
Analysis:
The Blaze is part of Kinetic's Italiano series of scooters, comprises seven best selling true-blue European scooter designs that Kinetic bought from Italian manufacturer Ital jet. With its aggressive and glamorous Italian design, generous proportions and majestic presence, the very special Blaze makes an instant celebrity of its rider.
The high-spec Blaze also has ample go to match the show – with a powerful 165cc, 4 valve engine that pumps out 11.6 bhp, coupled with automatic transmission.Kinetic Blaze was launched in 2006.
The following is an analysis of the introductory advertisement.
In this advertisement, a group of girls are seen going crazy in front of a house. A guy seeing the crowd of girls asks a nearby shopkeeper if Abhishek or John were around.The shopkeeper says it is Rohit Verma. He has Kinetic’s latest scooter and this is the source of all the commotion.This advertisement is clearly targeted towards the youth. Not only are the models used in the age group of 20-30, the entire look and feel of the advertisement is young and “hep”.
This commercial scores on some points while it fails at others.First of all, the advertisement develops attention and generates interest. Viewers are kept in the dark as to the source of the commotion. Interest is heightened when the shop keeper answers in the negative to the names of celebrities. When the name“Rohit Verma” is mentioned, viewers are all ears (and eyes) to find out more about him.The presentation of the product, in this case the scooter, is also well done. It looks glamorous, and the difference in size and shape are also highlighted without words,heightening the impact. The product and the brand are not lost in the advertisement,and viewers not only identify the product, but also remember it.Its market targeting and brand positioning are clearly defined.
The target is the middle income male youth. It is positioned as a scooter for men and the first in ushering in a new market segment for scooters with its innovative design and target market. However, the advertisement itself fails to generate a desire for more information or for purchase. This desire is evoked by the fact that the scooter is new and innovative.If the same advertisement was broadcast for a scooter that had already been launched in the market, it would not have done well. So, in a way, this advertisement works for the product since it is new, but considered solely from the advertising point of view, it does not make a big impact.The advertisement also fails to answer some of the basic questions that consumer shave while watching the commercial. What sets this scooter apart from the other scooters in the market? It is obvious that the look and feel of the scooter is definitely innovative.
However, all new products sport a new appearance, in fact, it is imperative that they do so. So in terms of performance, how does it differ? What is its USP? Why should the consumer choose to buy this product, when he can be sure of the performance of tried-and-tested scooters?From the advertising point of view, the commercial lacks originality and creativity.Showing a crowd of screaming girls to enhance the psychological value of a product is not new. Many advertisements for motorbikes, furniture, cars etc., show case models to give the product an “oomph” factor and increase its appeal.
Advertisement Analysis 2
Gillete Champions advertisement
Analysis:
Gillette is a brand of Procter & Gamble currently used for safety razors among other personal hygiene products. It is one of several brands originally owned by The Gillette Company, a leading global supplier of products under various brands, which was acquired by P&G in 2005.The Gillette Fusion is a five-bladed razor released in 2006. There are two different versions of the Fusion available: the
Gillette Fusion, and the Gillette Fusion Power.
All share the characteristic five blades on the front, and a single sixth blade on therear that acts as a "precision trimmer". In addition, the Fusion Power is batterypowered and emits "gentle micro pulses" that are claimed to increase razor glide.With the release of Gillette Fusion, P&G also launched their new advertisingcampaign called “Gillette Champions”. The following is an analysis of the firstadvertisement broadcast in this series.This advertisement features the Gillette champions -- Tiger Woods, Thierry Henryand Roger Federer. The commercial is called “Today” and all the three Champions explain how important it is in their professional and personal lives to ‘Be Your BestToday’.
The advertising campaign exploits the influencing power of brand ambassadors. TheGillette ‘Champions’ are Roger Federer (No.1 Tennis Player), Thierry Henry (No.1Football Player) and Tiger Woods (No.1 Golfer). The Indian campaign is varied toinclude Rahul Dravid to cater to Indian sensibilities.The advertisers try to use the concept of transference or association to enhance theimage of their product and brand. The attributes of quality, performance and excellence exuded by these personalities are projected onto the product and thebrand. This builds brand image and a favourable attitude towards the new product.A sense of polish and “class” underscores the entire advertisement. It plays on the viewers’ “feel-good” sensations.
The advertisement comes across as smooth andurbane. However, it does feel as if the advertisers are trying to hard by roping in three (or four) brand ambassadors. Most advertisers feel that having celebrities or stars advertise their product influences the consumers more than an advertisement thatdoes not feature them. But, there is something called too much stress on the influence of brand ambassadors.There seems to be little relevance amongst the slogan, the advertisement and theproduct. Gillette may be the best a man can get, but how does that help the
‘Champions’ in their respective sports? Form a logical standpoint, how does the new razor blade assist the players?The audio of the advertisement bears little or no relevance to the advertising message. The advertisement talks about focusing on the present, but says nothing about the new blade.Nevertheless, overall, the advertisement comes across as suave. The brand image of Gillette is maintained and even enhanced by this advertisement. The advertisement succeeds in generating a desire and action to purchase in spite of the drawbacks of the advertisement
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