This report included three advertisements evaluations of different product categories. With FCB Grid, the inducement of advertisers strategies in these advertising has been revealed clearly. T

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Introduction

This report included three advertisements evaluations of different product categories. With FCB Grid, the inducement of advertisers' strategies in these advertising has been revealed clearly. The emphasis on different issues as information (learn), attitude (feel) and behavior (do) in consumer process due to the applicability of various products categories, which classified by involvement and think/feel as two dimensions according to Vaughn's theory. The combination with specific emphasis on different hierarchy effect and usage of advertising appeals made those advertising works.

Advertising1: FUJIFILM FinePix F10 Digital Camera

This is a press advertising of the one of the latest range of Fuji digital camera, F10. The advertising combined with several classical 70s rock 'n' roll images and endorsement of Mick Rock - "The Man Who Shot the Seventies".

. General Analysis

This advertising of this product appeared on the Q magazine, which is a music and entertainment glossy magazine published monthly in United Kingdom. Q's readers are interest in pop/rock music; most of them are mature and sophisticated professionals. As the similarity of Q's readers, the target audiences of the digital camera could be reached by the exposure on the magazine.

This advertising aimed to increase awareness of the new revealed digital camera, and convince consumers the camera could satisfy their specific needs about taking ideal photos. The feature of F10 Digital Camera is the flash-free ability in low light, which means it could cope with the dark, and perfect for taking live pictures and other circumstances which with low light.

The advertising appeals to peoples who are professionals aged 25-45, have stable disposal income, interest in rock n roll music, especially be cognitive about 70s. They might like photography and go to gigs frequently.

2. How does it work?

Model : Learn --> Feel --> Do (Thinker)

Digital camera is a high price new product combined with latest technology. According to Vaughn's theory, it makes consumers consider more about cost-utilize and would like to collect adequate information before purchasing. Price, functions are what they concerned to make the purchase decision. This advertising attract consumers' by the images but then transfer the attention on the outstanding attributes about the product brought out by the credible endorser who might be the influencer of the target group.
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This advertising uses those 70s iconic rock star images to attract consumers' attention. People could recognise these classic photographs of David Bowie, Iggy Pop and Lou Reed immediately. These images expressed a strong impression and remind people of the seventies, the legendary rock stars which might be very important influence of their life.

In the middle there is a quotation as the headline of the press advertising - "Sure, I'd like to go back to the 70s...do I get to take a camera too?" It is said by the legendary rock n roll photographer Mick Rock. ...

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