Advertising Campaign Comparison

Critical Evaluation of Advertisement: -

This advertisement capitalizes visually on the color used since Maoists use the color red; it is a part of the Democrat and Republican parties and Trotskyites used a deeper maroon shade. Thus showing that the color of the van symbolized all these political parties and was present when these parties existed. In the text, they mention the factor of "change" again, in which they emphasize on the van not changing, except a few parts.

Evaluation of Campaign: -

This ad campaign was a brilliant attempt by Volkswagen using an Emotional Selling Protocol and emphasizing the fact that these vans have existed through an era where one of the significant players was their van and they still continue to exits.

Mercedes-Benz Ad Campaign: - Road is a safer place

Advertising Agency: Jung von Matt/Alster, Hamburg, Germany?

Executive Creative Director: Deneke von Weltzien?

Creative Directors: Thimoteus Wagner, Christian Fritsche?

Art Director: Jonas Keller?

Copywriters: Daniel Pieracci, Christian Anhut?

Graphic Designer: Dennis Wagner?

Published: 2008

Critical Evaluation of Advertisement: -

This Advertisement is a part of Mercedes-Benz's "Road is a safer place" Ad campaign. The creators of the ad have visualized the thought process of a deer to be similar to that of a human, and have used it as text in the ad. They have portrayed the thought process of a deer's when comes onto a road rather than being in the forest and a car stops in front of him / her.

The appearance of an animal on such roads is usually by surprise and requires an excellent braking system to stop the vehicle from hitting such a road surprise. This ad doesn't show any Mercedes-Benz vehicle, rather it tried to portray their braking systems.

The concept of this Ad is brilliant, yet the amount of text used is quite turn off.

Critical Evaluation of Advertisement: -

This advertisement is a part of the Mercedes-Benz "Road is a safer place" campaign. Here, a rabbit is the animal that has been used who is very casual by attitude about not being hit by the vehicle it is facing. The thought process of a rabbit is portrayed here which is quite casual and is describing the situation he is in where he and his girlfriend were going to be hit by a vehicle when they were crossing the road. Eventually the vehicle doesn't hit him, where the catch lies. The braking system in the Mercedes-Benz vehicle is excellent that it immediately stops the car and saves it from unfortunate encounters with road surprises.

Once again the ad is quite appealing, yet the amount of text could be unacceptable by some.

Critical Evaluation of Advertisement: -

This advertisement is a part of the Mercedes-Benz "Road is a safer place" campaign. Here the character of a squirrel is used and a portrayal of his thoughts is made before he believes that he is going to be run over by a vehicle. His thoughts jump over excitedly from one corner to another showing the amount of anxiety he is going through.

This advertisement is a yet another neat attempt to show how the Mercedes-Benz vehicle stopped in front of an unexpected road surprise thanks to its excellent braking systems.

Evaluation of Campaign: -

The fact that the Ad campaign didn't show even a single Mercedes-Benz vehicle and yet made the reader believe that there is a vehicle in front of the animal is brilliant. The character sketch of these animals help in emphasizing on the Unique Selling Protocol used by the company, i.e. its brake assist system.

The only flaw that might be arguable upon is the amount if text used in the advertisement.

Campaign Comparison 2: -

VS

Martini Ad Campaign: - No Martini No Party

Advertising Agency: Armando Testa, Turin, Italy?

Executive Creative Director: Michele Mariani?

Art Directors: Luca Cortesini, Laura Sironi?

Copywriters: Daniele Bona, Dario Digeronimo?

Photographer: Emilio Tini?

Published: October 2008

Critical Evaluation of Advertisement: -

This advertisement is a part of Martini's "No Martini No Party" campaign. This advertisement's target audience is clearly women since women largely consume it being a light alcoholic drink. This advertisement shows a woman who is full of joy and ready to probably party. The excitement on her face shows how Martini lights up her party.

This advertisement uses an Emotional Selling Protocol to sell the drink to women since it has no unique feature and thus captures parties and events as its main subject.

Critical Evaluation of Advertisement: -

This advertisement is a part of Martini's " No Martini No Party" campaign. Here a woman is dressed to impress probably at a gala dinner night or an upscale ballroom function.

This advertisement once again attracts women and informs them that there is no fun at a party if there isn't any Martini. Another great attempt at using Emotional Selling Protocol.

Critical Evaluation of Advertisement: -

This advertisement is a part of Martini's " No Martini No Party" campaign. Focusing on sensuality, the brand tries to find placement by giving the message that there is no fun without Martini.

Limited text and appropriate use of visuals gives this ESP based advertisement a cutting edge and would be successful in targeting women, i.e. fulfill its purpose.

Evaluation of Campaign: -

This campaign targets women and does a good job at it. It is completely an Emotional Selling Protocol based campaign with limited text and appropriate accompanying visuals that make this campaign effective.

Absolute Ad Campaign: - Absolute World

Advertising Agency: TBWA, Berlin, Germany?

Creative Director: Stefan Schmidt?

Art Directors / Copywriters: Frederick Kober, Djamila Rabenstein?

Illustrator: Jue Zhang?Account

Director: Richard Breaux?

Account Manager: Manuela Bosch?

Project Manager: Tanja Kurr

Critical Evaluation of Advertisement: -

This advertisement is a part of Absolute's "Absolute World" campaign. This advertisement uses buoyant visuals where it tries to depict the state of mind of a person who has consumed alcohol. The text "Lucky in cards, Lucky in love" are very effective since it uses two situations, one of gambling and another based on romanticism where alcohol is commonly accompanied.

This is an Emotional Selling Protocol concept, which would attract all possible consumers of alcohol.

Critical Evaluation of Advertisement: -

This advertisement is a part of Absolute's "Absolute World" campaign. Here the creator has once again used dreamy - happy visuals and placed it as a part of the "Absolute World".

The text " One Swallow Makes A Summer" is very attractive too since and would achieve the attention of the target audience, i.e. consumers of alcohol.

This is also and Emotional Selling Protocol based concept where the emphasis is on the "Absolute World".

Critical Evaluation of Advertisement: -

This advertisement is a part of Absolute's "Absolute World" campaign. The creator has deliberately used buoyant dreamy visuals and integrating it to be a part of the Absolute World.

The text "All that glitters is gold" shows how everything is pleasant in the "Absolute World" and the product used here is Absolute Citrus.

Once again an Emotional Selling Protocol used by Absolute to attract alcohol consumers.

Evaluation of Campaign: -

This Ad campaign is based on Emotional Selling Protocol where dreamy visuals and appropriate text work wonders in gaining attention. Absolute does focus on the fact that consuming alcohol makes a person lose his sense, using that as a positive factor.

THE END

Ritesh Jeswani - 0702050