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Created by : Yoong Pui Teng
Music Reference:
https://www.youtube.com/watch?v=hQncT4Hswhw

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YouTube Title:

PETRONAS Deepavali 2021: Akka

Hook:
When the main character (elder sister) is fighting with the monster that capture her younger sister.

Review:
It is an advertisement about the celebration of Deepavali. The advertisement portray the close relationship in a family. It uses family appeal to show the love and belonging in the advertisement. Furthermore, the beautiful graphic in the video really capturing my heart. All characters are illustrated 3D which adds more liveliness to the video.

Message:
The main message of the advertisement is to convince its viewers to bond with family during Deepavali.

Tone:
Warm in the sense of family closeness.

Ad appeal:
Appeal to family
The advertisement show the warm and love relationships between family members. The elder sister is willing to save her siblings from the hand of monster, even if that mean to sacrifice herself.

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YouTube Title:
I bought a bigger dishwasher! It cost RM1 per time! Do you believe it?

Hook:
The scene where all plates came out clean no matter how dirty they are ( oily, hard-removing stain).

Review:
The product (dishwasher) is introduced in an unconscious way since the YouTube did not explain it clearly with just mentioning the dishwasher is bought home. The advertisement is brought out with the party trying the product out like a normal person. Overall, the indirect way of promoting the dishwasher appeals to the youtuber's audience. And, the audience would know the process of using it.

Message:
The big idea of the advertisement is to show the audience of how to use the product(dishwasher), and by chance promoting the dishwasher with the cleaning effectiveness.

Tone:
Persuading, conversational

Ad appeal:
1) Rational Appeal
The advertisement convince the audience with how easy of using the product ( dishwasher).

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YouTube Title:
Malaysian No:1 Sell Car Person!!
Tagline: Be unconventional

Hook :
It's when the main character, ' Auntie Sieow' says 'keyless'. There is a slight pause and her eyes become bigger. This is when all previous funny lines stop(being paused for a second) and drags back viewer proper intention from funny mode.

Review:
"Being unconventional" is the advertisement theme. The ad uses sex joke and vulgar conversation, such as "ex-boyfriend/girlfriend"  that are deemed improper/unconventional in Malaysia. Being said that sex appeal is common in international advertisements, this ad does not further elaborate on that but uses language and meaning that are shared by most Malaysians. Overall, the sex appeal and humour in this advertisement can capture most Malaysian attention. BMW, as a vehichle in high-end spectrum is being unconventional by using common jokes in a part of Malaysian culture.

Message:
For this ad, the big idea is to portray the high-end brand, BMW in a different way that uses common jokes among people.

Tone:
Funny, exciting

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Youtube Title:
Best Ad in Malaysia!
Video Title:
And Again
Hook:
The boss (a woman with gold hair) emphasize on the actress(JENN) to pronounce the word "HYDRATION" in a dramatic way. ( pronounce in a way to let audience feel hydrated). Jenn kept trying to pronounce in high-pitched which is extremely funny and captivating.

Review:
This is my favourite advertisement from Jenn Chia, a female youtuber, in Malaysia! She always pinned point all those important features and elements in an advertisement with hilarious jokes and local accent (Malaysian-Chinese).

The story starts with a lady touching her face. She feels that her skin is too dry like the wind in the dessert. Then she goes paranoid and scream. The starting is hilarious. The dramatic expression capture audience attention and make them smile.

Then when the boss ( the woman with gold hair) keep arguing with the actress ( Jenn) about the tone when pronouncing "hydration", I burst my laugh off. The repetition of keyword "hydration" in an hilarious way is memorable to viewers. Jenn Chia's tactic in her advertisement that kept repeating the keyword/feature of the product in comedic expression is brilliant. It makes the important subject to be more memorable and since it is too funny, the features/important elements can become the hook of the ad so easily.

Message:
For this "And again" ad by Jenn Chia, the main message is to persuade its audience of the highly-effective hydration function of the product, Clinique Moisture Surge can bring to its consumers.

Tone
Dramatic and exciting tone.

Ad appeal
Appeal to humor
The jokes and niche, shui shui de ( chinese accent), amazingly pulls off from local Malaysian in general.

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https://www.youtube.com/watch?v=Tj_DJkXzUX0

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https://www.youtube.com/watch?v=bvOJVnHE9O0&t=182s

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開箱！舊的洗碗機壞了，我買了更大更便宜的洗碗機！洗一次碗要RM1你覺得划算嗎？

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https://www.youtube.com/watch?v=Y8uU5zWaNbY

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https://www.youtube.com/watch?v=F-LPXGRRdCA

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Storyline
Punchline:
A child's future is worth every sacrifice.
Call-to-action:
Pursue more from life.
Hook:
The daughter read until a line:" He Lies. Because of me." Then her dad agitates. He cries. A mix between the feeling of happiness and sorrow. Her daughter runs to him and they hug together.

Review:
One of my most favourite advertisement from Thailand MetLife. The story starts with a girl reading poem to her dad and expressing how much of her love for him. Then, the plot starts to turn around ( from relaxing to distress) when she said, " He Lies." Her dad hides the truth of he is jobless. The scene went from happy family plots to portraying a sad dad who was desperately delivering job resume while working multiple jobs to support his family.

When he breaks down in the rest room, the scene triggers my sense of sympathy and relatedness because my dad too works so hard to earn money for my elder sister and brothers and my access to tertiary education. I wonder if my dad once break down like the main character too?

Then the punchline comes out at a right time (after the hook) where the dad and her daughter hug together and cry. I feel so touched and downcast at the the same time that she is being so understanding and mature in a young age. She knows her dad's suffering.

Message
For this MetLife ad, the big idea is to inflict all parents‘ sense of empathy through the sacrifice of dad in the plot and to persuade them insurance is essential for every child.

Tone
The advertising uses optimistic tone in the beginning, and transits to sad but encouraging tone along the video.

Ad appeal
Appeal to emotion -  Love and belonging in a family

Throughout the advertisement the daughter is expressing her love and understanding for her dad. Despite she knows her dad is lying to her, she never hold grief to him. It connects with our feeling of being empathy to families.

Appeal to emotion - the sacrifice as a dad

Despite her dad's struggles in finding a new permanent job, he never cease to earn money. He works hard in multiple job ( construction worker, outdoor promoters, etc) to find a living for his family. It relate to young parents who are just having children and face difficulties in financial support.

Advertisements appeal to a certain audience by conveying a message pertaining to that group. A successful advertisement will catch the audience’s attention, deliver an appealing message, and promote an easy way to buy what the advertisement is trying to sell.

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TOP 1 Life Insurance Advertisement by MetLife

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TOP 1 Life Insurance Advertisement by MetLife

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https://www.youtube.com/watch?v=O15dxrBNuAQ

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Week 9 – Top 5 TV or Youtube Commercials

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Week 9 – Top 5 TV or Youtube Commercials

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Client: Jo Loves
Product Name: Jo Loves Pomelo Fragrance Paintbrush
Title: Paint-to-go
Length: 25 seconds
Writer: Yoong Pui Teng
Medium: Radio

Source of sound effects:
(water sound)
https://www.youtube.com/watch?v=kUZTWj2Lxo0
(Acoustic guitar)
https://youtu.be/iBLwrfW6lvk
(zip sound)
https://www.youtube.com/watch?v=Kb_4OzYfDk8

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Radio ad - St John Ambulance Victoria: Nuts

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Radio ad - St John Ambulance Victoria: Nuts

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Advertising appeal

Appeal to emotion-nervous
The audio presents mom shaky and anxious voice over a  child's choking scenario. It make the listeners feel anxious    too and worried about the characters.

Family Appeal
The audio is between the family relationship between a child and a mom. The mom had mentioned: "whose child is this', referring to another child that was choking. It is an audio ad that emphasizes the bond between a mom and kids.

Message

For this St John Ambulance Victoria ads, its main message is to inform its audience about the danger of a child without the guardians of his/her guide/parents. It is a strict reminder for parents/guardians/family members that staying around to guide a child is necessary for the children safety and well-being.

Furthermore, it convinces its audience to making calls to St John Ambulance Victoria during emergency. It makes a question in the audio end "What would you do?" to make its audience to be more alert and lead them to know what to do in an emergency.

Tone

First of all, it is a clear speech. The message is spoken clearly without confusing accents and the idea is convey in a simple and straightforward attitude. It is using a more serious tone compare to other ads to convey the seriousness of a child danger to its listeners.

What made me happy

Firstly, I feel very happy about the simple, clear accent from the audio. Since I still have slight difficulty in listening to different accents, the clear speech from it makes me understand its idea and can analyze the content accurately.

Second, the alerting message is making me nervous. It raises my heartbeat to find out what's going on with the child. The alert brings out a good intention on world issues since there are cases of unintentional/accidental mistakes from guardians/parents/seniors, that causes serious injury or death to children.

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Advertising appeal

Appeal to emotion- joy

Message
For this Four Square ad, the main message is to promote the offering of variety of sweet tooth (chocolates as such) in Four Square during Easter Holiday.

Tone

It uses an energizing, captivating tone to express its excitement for the holiday.

What makes me like it

The tone. It is captivating to listen to. Furthermore, I like the ad message since I love to have desserts and anything that are slightly sweet.

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Appeal to convenience

The advertisement uses word such as 'Faster, reliable", and 'Everyday load free' makes the listeners feel convenient to have Didi as the parking app. The terms connect to time-saving makes the listener feel relieve to have a parking app that pulls them off from "parking hassles".

Message

For this Didi ad, the main message is to persuade audience that Didi, the parking application can solve their parking problem. They inform the listeners that they are reliable and helps the drivers to save their time.

Tone

The ad uses a deeper voice in the audio. It is serious yet captivating for listeners to pay attention to it.

What made me like it

The voiceover. It sounds soothing but not losing excitement so it makes me focus on listening to it.

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Headline: Start Painting your Perfume
Body copy: Start to Paint with Jo Loves Pomelo Fragrance Paintbrush. It is easy to use and you can bring it to anywhere. It is specifically designed to be small so you can paint it at anytime. The refillable cartridge allows you to refill the fragrance so you don't have to buy a new one when it is finished!
Call to action: Get it now before it goes out-of-stock!

By: Yoong Pui Teng

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Headline: WHAT SHOULD YOU PAY FOR A REFRIGERATOR

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Headline: WHAT SHOULD YOU PAY FOR A REFRIGERATOR

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My opinion:
For this General Electric ad, the big idea is to inform its audience that their refrigerator worth more compare to the other brands, in terms of money value. They have introduced a few of new features such as butter box, and 'conditioned air' and educate their readers on how to buy a right fridge in terms of cost-effective and product value. They are to persuade its audience that their fridges are among the best with exploring of  different benefits and new innovation in their fridge.

Copy Strategy:
General Electric ad's copywriting approach focuses on promoting brand character in relation to practicality and reliability. Firstly, they made their headline (WHAT YOU SHOULD PAY FOR A REFRIGERATOR) in question form. It will trigger the reader's curiosity and doubts about the money value in a refrigerator. Then, they started to educate their readers on how to buy a good fridge ( G-E MODEL)(BE SURE OF GETTING THE MOST OF YOUR MONEY). After that, they new features and innovation in their fridge are introduced. The ads uses rational appeal by introducing benefits and educational materials to persuade readers on the product. These are effective to baby boomers ( born on 50s/60s) since they values money value in their spending habits.

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1941 General Electric: Refrigerator Dad Cook Vintage Print Ad

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Week 7 – Storytelling through the body copy

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Week 7 – Storytelling through the body copy

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African penguins could be extinct in decades.(2022). Retrieved from https://www.africanews.com/2022/03/30/african-penguins-could-be-extinct-in-decades/

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According to experts, it has been stated that the African penguins, whose populations have decreased rapidly in the last century, may become extinct in the next few decades. This penguin species, whose natural habitat is the southern coast of the African continent, is on the International Union for Conservation of Nature's (IUCN) Red List of Threatened Animals. Despite the efforts of volunteers, multiple human factors, from industrial fishing to fuel spills, continue to decimate the African penguin population. The population of African penguins has fallen by 98 per cent in a century Research Director Dr Katta Ludynia stated that only 2 per cent of the population at the beginning of the 20th century remained, "There were millions of penguins in the region at the beginning of the 20th century. The 2021 data shows that we only have 10 thousand breeding pairs left in South Africa." she said. Dr Ludynia pointed out that while 20,000 couples lived on a single island in the region just 20 years ago, only 10,000 couples remain in the whole country today, highlighting the danger, "This decline is so dramatic that the models we have are disappearing in just a few decades. It shows that it can happen". Noting that the main reason for the decline in the population today is the lack of fish, Ludynia said that this situation is due to the overfishing of sardines and anchovies, which are the main nutrients of penguins, as part of the developed fishing industry in South Africa. Ludynia also said that climate change, fuel leaks, underwater noise pollution caused by heavy sea traffic and some epidemics are important factors in the rapid extinction of the African penguin population. Resource Development Director Ronnis Daniels pointed out that much more volunteers are needed for the rescue of penguins and said that they invite everyone around the world to volunteer work for this. Daniels said, "Those who want to save African penguins can join our 6-week international volunteer program. Also, unqualified ones can join our 3-month internship program." He said that the most important feature sought for those who will participate in the internship program is to take a firm stand to protect the African penguin species.

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African penguins could be extinct in decades | Africanews

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According to experts, it has been stated that the African penguins, whose populations have decreased rapidly in the last century, may become extinct in the next few decades. This penguin species, whose natural habitat is the southern coast of the African continent, is on the International Union for Conservation of Nature's (IUCN) Red List of Threatened Animals.

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HEADLINE: SEE THE REALITY BEFORE IT IS TOO LATE

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HEADLINE: SEE THE REALITY BEFORE IT IS TOO LATE

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Body copy:

The endangered penguin needs your help. Act now and help change this picture. Adopt a penguin today at www.sanccob.co.za and support SANCCOB and their partners in conservation to save our proudly South African penguins.

My opinion:

For this SANCCOB ad, the big idea is about to persuade readers to adopt the endangered penguin in South Africa. Its main message is to raise public concern about the endangering species(South African penguins) through falling penguins(visual) and the headline(SEE THE REALITY).

Copy Strategy:
SANCCOB's copywriting approach focuses on promoting brand character in relation to caring and supportive. The 'REALITY' in the headline reflects the reality of falling penguins in South Africa (also shown visually by falling penguins in the ad). According to experts, it has been stated that the African penguins, whose populations have decreased rapidly in the last century, may become extinct in the next few decades. "THE ENDANGERED PENGUINS NEED YOUR HELP"(in the body) uses emotional appeal(empathy) in the ad. Overall, the persuasive yet emotional approach to the  copywriting intrigues readers to make contribution.

My newly created copy for the ad

Headline: Penguins in South Africa are in Danger.
Body: They need your help. Not too long, South Africa Penguins will disappear from your sight. Act now and adopt a penguin at www.sanccob.co.za. Support us and our partners to save more penguins.

By: Yoong Pui Teng

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Week 6 – Advertisements with effective copywriting styles

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Week 6 – Advertisements with effective copywriting styles

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20 Brilliant Ads that grab your attention with clever headlines and copywriting.(no date). Retrieved from https://digitalsynopsis.com/advertising/creative-copywriting-headlines-inspiring-ads/

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"Nobody reads ads. People read what interests them. Sometimes it's an ad." - Howard Gossage. To acknowledge this famous quote by The Socrates of San Francisco, we've compiled a list of 100 exceptional ads that seek your interest with their witty headlines and copy. They include classics from the Mad Men era, past and present Cannes winners, public service announcements (PSAs) and more. Check them out below.

Air Asia

Aston Martin

Apple

BMW

Chevrolet Corvette

Daihatsu

De Beers

Diesel

Durex

Garage Hard Lemonade

Garagista Beer

Guinness

Harley Davidson

The Health Education Council

Hoover Glass

Horst Salons

Infinity

Jack Daniel's

J&B

Jeep

L.L.Bean

Loto Libanais

Mahindra Classic

Mercedes Benz

Mini Cooper

Ricola Cough Drops

New York Lottery

Newcastle Brown Ale

New York City Taxi

The Weather Network

The Invisible Orthodontist

PETA

UNICEF

Porsche

Romanian Police

Sauvignon blanc

Cancer Patients Aid Association

The Lung Association, British Columbia

Swiss Life Insurance

The Economist

Tivibu

Triss

Volkswagen

Wonderbra

Which ones are your favourites? Share this post with a writer and voice your views in the comments below.

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100 Brilliant Ads That Grab Your Attention With Clever Headlines And Copy

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"Nobody reads ads. People read what interests them. Sometimes it's an ad." - Howard Gossage. To acknowledge this famous quote by The Socrates of San Francisco, we've compiled a list of 100 exceptional ads that seek your interest with their witty headlines and copy.

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HEADLINE: to all those who use our competitor's product, HAPPY FATHER'S DAY

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HEADLINE: to all those who use our competitor's product, HAPPY FATHER'S DAY

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My opinion:

The advertisement made for Durex (a condom company) is simply marvelous. Durex posted this on Father's Day. The line" WHO USE OUR COMPETITOR'S PRODUCT" followed by "HAPPY FATHER'S DAY" implies that Durex competitor's products are not working in preventing pregnancy.  It's a sarcastic drive to highlight its competitor and attracts media attention.

Copy strategy:
Durex's copywriting approach focuses on promoting brand character in relation to sarcasm and funny. Durex posted this on Father's Day. The line" WHO USE OUR COMPETITOR'S PRODUCT" followed by "HAPPY FATHER'S DAY" implies that Durex competitor's products are not working in preventing pregnancy. At first, it is funny to see this on father's day. Then, we may sense a bit of sarcasm it brings. Overall, it influence the brand image to be funny, sarcastic and intelligent. It's a sarcastic drive to highlight its competitor and attracts media attention.

My newly created copy for the ad:

Headline: Congratulations to those who never use durex
Subheading: Happy Father's Day

By: Yoong Pui Teng

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Week 5 – Headlines that hooks and captivates

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Week 5 – Headlines that hooks and captivates

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References:

Ikea’s Quirky Word-Play Campaign for New Store in Malaysia. (2019). Retrieved From https://www.brandinginasia.com/ikea-penang-malaysia/

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In a campaign for its new store in opening this week in Penang, Malaysia, IKEA has launched another quirky campaign that celebrates the city’s culture through the use of light-hearted Hokkien wordplay.

To be fair, it’s hard to say “another quirky campaign” for a brand that once asked women to pee on an advertisement.

Developed by BBH Singapore the campaign uses phonetic similarity of some popular Penang Hokkien words with the Swedish company name.

For example: showing side-by-side images of a chicken and a cabinet with the words “We are not Kay Kia. We are IKEA.” Kay Kia is the Hokkien word for chick.

Another execution features a tall guy and the BILLY bookcase with the lines “We are not Lo Kha Kia (a tall guy). We are IKEA.”

The campaign was launched on OOH, digital, print and social platforms and marks the first phase, with the second to focus on product-centered stories.

“We wanted to introduce IKEA to Penang with an engaging and relatable campaign that takes into account the unique cultural nuances of the city,” said Nigel Richardson, Head of Marketing, IKEA Southeast Asia. “The new campaign has already created a lot of buzz and we hope to sustain the excitement through the second phase of the campaign.”

Gaston Soto, Creative Director, BBH Singapore, added: “The campaign was by inspired by Hokkien memes listing words that end with “Kia”. Through this wordplay IKEA is paying tribute to the rich culture of Penang.”

Credits

Chief Creative Officer: Joakim Borgstrom
Creative Directors: Gaston Soto, Mara Vidal
Writer: Luke Somasundram
Art Director: Grace Wong
Planning Director: Lizzie Nolan
Account Director: Alicia Tiong
Account Manager: Nafisah Nordin
Producer: Wendi Chong.

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Ikea's Quirky Word-Play Campaign for New Store in Malaysia

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In a campaign for its new store in opening this week in Penang, Malaysia, IKEA has launched another quirky campaign that celebrates the city's culture through the use of light-hearted Hokkien wordplay.

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My opinion:

The ad features Dato Seri Vida and she wearing her favourite pink(tudung). Dato Seri Vida has a ridiculous and absurd public image. This ad has portray her image well with sweetened creamer(DAIRY CHAMP) pouring on her favourite pink hood that is seemed as the Malaysian Shaved Ice (Ais Kacang). The advertisement is memorable to its viewers with its odd-style and quirky visual.

Copy Strategy:

Dairy Champ's copywriting approach focuses on promoting brand character in relation to assertive. Headline, MAHKOTA(realm) UNTUK ICE KACANG(Malaysian shaved ice) perfectly assures that only Daily Champ can make the best Malaysian Shaved Ice with its sweetened creamer. Furthermore, MESTILAH (must) is a self-assertive for the brand. Overall, the funny yet assertive advertising gives consumer clear instruction and easier to understand. It can attract anxiety consumers that are exposed to large information everyday and confused. The funny-Malaysian style makes the advertisement more memorable to locals.

My recreated version(English)

Headline: BEST ICE KACANG IN MALAYSIA
Body copy: With Dairy Champ's sweetened creamer, you can make the BEST ICE KACANG in the world.
Call-to-action: Get it now before Seri Vida finished the stocks for her ICE KACANG recipes.

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HEADLINE: WE ARE NOT KAYKIA, WE ARE IKEA

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HEADLINE: WE ARE NOT KAYKIA, WE ARE IKEA

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My opinion(Big idea):

For this IKEA ad, the big idea is about introducing IKEA to Penang people using Penang dialect(Hokkien)(Kaykia). The advertising aims to bond with Penang locals with the language they familiar with and introduce IKEA to Penang. Other than bonds, the quirky style using a chicken in their advertisement adds humor touch to the brand personality.

Copy Strategy:

IKEA's copywriting approach focuses on promoting brand character in relation to funny and down-to-earth. "WE ARE NOT KAYKIA" (copywriting) that compares the brand(WE) itself to a chicken(KAYKIA) is hilarious and weird. And it can capture most people memories and attention because humor can improve people’s perception of the brand's warmth and competence. (KAYKIA) and (IKEA) have the similar tone and they make the brand name more memorable.

My newly created copy for the ad

Headline: IKEA NOT KAYKIA
Body copy: Yes , we are kaykia. Urgh No, we are IKEA NOT KAYKIA
Call-to-action: See you there.

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Week 4 – Identifying the Big Idea for some of your favourite local (Malaysian) advertisements

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Week 4 – Identifying the Big Idea for some of your favourite local (Malaysian) advertisements

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HEADLINE: RAISED WITHOUT THE USE OF ANTIBIOTICS

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HEADLINE: RAISED WITHOUT THE USE OF ANTIBIOTICS

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subheading: Our Chicken Guarantee

My opinion
For this A&W ad, the big idea is to convey the message of the safety use of the chicken(chemical-free) in their cooking process. Fast food chains has been enormous lately and only a few of them are safety guarantee. Since people are getting more health-conscious, A&W being one of a few has highlighted this advantage(free from chemical) and stand out in fast food industries.

Copy Strategy:
A&W's ad focuses on promoting brand character in relation to reliability. "SAFETY GUARANTEE" "WITHOUT THE USE OF ANTIBIOTICS" are promoting audience safety feeling (appeal to security). The minimal design in the poster conveys high credibility and stability to its audience. This can attract more health-conscious and insecure people to the burger.

My newly created copy for the ad:

Headline: Antibiotic-Free Chicken in our burger
Body: No antibiotic, no chemical, safety guarantee. We concern about your health and we would never put you between life and death with unhealthy ingredients.
Call-to-action: Get yours today before it goes out-of-stock at the branches nearby.

By: Yoong Pui Teng

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Analysis

The advertisement uses yellow to convey its optimistic brand  personality. The chicken burger is big enough to capture attention. Different fonts are used in the headline (contrast) and makes the typeface more contradictive, interesting. 'ANTIBIOTICS' is visible by a proper font( not slanted, visible outline). 'Our Chicken Guarantee' evokes one's safety feeling(Appeal to security) towards the food.

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HEADLINE: STOP STARING AT ME LIKE I AM SOME PIECE OF MEAT

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HEADLINE: STOP STARING AT ME LIKE I AM SOME PIECE OF MEAT

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Body Copy: You can look, but you can't touch. Ok. You can touch. But can you handle me? Check out my dimensions. Two all-beef patties and juicy all over. ARE YOU MAC ENOUGH?

My opinion:
For this Mac Donald's ad, the big idea is about the madness comes from the food. The visual has directly tells the burger represents two normal beef burger(two patties along with the bread slice in the middle). Eating it is like eating two burgers at the same time. This can interest people with big appetite to the burger.

Copy Strategy:
Mac Donald's copywriting approach focuses on promoting brand character in relation to funny, daring and down-to-earth. The headline (STOP STARING LIKE I AM SOME PIECE OF MEAT) is funny and familiar. It feels like the burger (ME) is talking to you like a friend. Besides, (STOP STARING LIKE I AM A PIECE OF MEAT) perfectly tells that this burger looks like meat.( the burger is content with meat and we can't see other elements such as cheese and vegetables)  . The body copy gives a daring touch to brand(Mac Donald's) personality. It starts with provoking that audience cannot touch the real beef burger with just staring at the advertisement. Then, it evokes a daring sense inside someone(CAN YOU HANDLE ME?). Overall, this funny , down-to-earth yet provoking sense can interact with the audience.

My newly created copy for the ad:

Headline: Beef Me at Double
Subheading: Want a fight? See you at Mac Donald's.
Body: With my two-all patties. Make sure you don't runaway. Hope you are MAC enough.

By: Yoong Pui Teng

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Analysis:

The main subject (burger) is big and right at the center. It can capture audience first attention. Besides, this advertisement uses a red layout(same as previous ads, KFC) to evoke the excitement feeling and raise their heartbeats. Red is said to be raising one's heartbeats and make him/her feel more hungry.

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References:

The Psychology of Colours. (no date). Retrieved from https://www.psychologistworld.com/perception/color#:~:text=Red,a%20popular%20color%20in%20restaurants.

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Color and Mood

Does color affect your mood? Psychologists have said "Absolutely!" to that question for a very long time. The psychological effects of color have such an underpinning in research that the findings of chromology, the psychology of color, are used in designing everything from hotel rooms to cereal packages. In one case that made headlines recently, the psychology of color provoked a storm of controversy.

At the , the visiting team's locker rooms are painted a soft, feminine pink. The lockers themselves are a dusty rose, the showers have pink shower curtains, and even the urinals are of pink porcelain. The color scheme is a long-standing and well-known tradition that sparked fires of controversy recently when a female professor took exception to the implied insult to women. According to history, though, the choice of "innocence pink" had nothing to do with femininity.

The color was chosen by former football coach, Hayden Fry, who had read that pink has a calming effect on people. And according to Fry, it works - if not necessarily as intended. In his autobiography, A High Porch Picnic, he writes, "When I talk to an opposing coach before a game and he mentions the pink walls, I know I've got him. I can't recall a coach who has stirred up a fuss about the color and then beat us."

Pink isn't the only color that has clear psychological associations. Over the years, researchers have worked to identify exactly what emotions and physical effects are triggered by various colors. Despite the amount of research done in the field and the widespread acceptance of many of its basic theories, chromology is often viewed as an immature discipline, and chromatherapy is seen as alternative medicine. Critics point out that color perception is affected by cultural conditioning, and that color is not perceived alone but in combination with other effects in the environment.

Despite all this, there are some generally recognized associations between color and emotion. The chart below gives those associations and ways in which that color is used.

Red

Red increases the pulse and heart rate, and raises your blood pressure. It increases the appetite by increasing your metabolism, which is why red is such a popular color in restaurants. It is active, aggressive and outspoken. One bank found that their lines moved faster when they increased the use of red in the bank lobby, and in a study of several hundred college students, a researcher found that they responded more quickly to cues under red light than under green light.

Fry, Hayden. A High Porch Picnic (2001), Sports Publishing, LLC

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Color And How Its Cultural Associations Affect Our Mood

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Does color affect your mood? Psychologists have said "Absolutely!" to that question for a very long time. The psychological effects of color have such an underpinning in research that the findings of chromology, the psychology of color, are used in designing everything from hotel rooms to cereal packages.

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My opinion :
The main message is to inform its audience that has a big appetite can finish the meal alone. It persuades its audience that finishing the whole meal alone would give the best of joy.

Copy Strategy:
EASY TO ENJOY,HARD TO SHARE
KFC's copywriting approach focuses on promoting brand character in relation to sarcastic humor and honesty. Normally, most of us don't like to share our food. Mac Donald perfectly convey this by persuading the big box meal (in ads) is only for one to enjoy.

My newly created copy for the ad:

Headline: Only For You
Body: Only For You. Yes, it is only for you. Our Big box is just for you to enjoy alone.
Call-to-action: Get this big box meal now to fuel your joy to the max.

By: Yoong Pui Teng

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Week 3 – Copy Testing – An analysis of three types of advertisements within a product category (Fast Food)

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Week 3 – Copy Testing – An analysis of three types of advertisements within a product category (Fast Food)

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Analysis:

The close-up shot shows the food perfectly and it looks delicious. It uses a red layout to make the overall visual full of excitement and passion. Furthermore, a study shows that red color can raise someone's heartbeat and make them feel hungry. That's why most fast food ads like KFC and Mac Donald use red in their advertisement. Furthermore, all the food that put together in a small box makes it look tastier and worth the value of money.

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My created copy
Headline -  You can lead. You can play. You are that Great.
Subheadline - Always Trusts Girls.
Call to action - Act now to be your own champion.

By Yoong Pui Teng

References
Rhetorical Analysis of Always "Like a Girl" Advertisement. (2014). Retrieved from https://sites.psu.edu/mbeltzrclblog/2014/10/02/rhetorical-analysis-of-alwayss-like-a-girl-advertisement/

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When a teenager reaches puberty, her self-confidence plummets. At this age, girls become six times less likely to participate in sports than their male peers. This ad concentrates on one of the things that, undoubtedly, every single person, regardless of gender has heard at some point in their lives: “You throw like a girl!” These words were thrown like daggers on the playground, usually out of the sneering mouth of a classmate. Some parents may have even said it to their children. In Always’s ad campaign, they use strong emotional appeals to empower girls, and to eliminate the phrase as a negative one, and to, instead, demonstrate exactly how amazing it is to be a girl.
The ad opens with a casting audition, with a blonde teenager standing in front of a camera. The message “What does it mean to do something ‘like a girl’?” flashes on the screen. The director tells the young woman to show her what it means to run like a girl, at which point the teenager begins to jog in place, flailing her arms haphazardly, squealing, and adjusting her hair. The director asks the same thing of more young woman, a young boy, and a man, all of whom do similar actions. They are all instructed to fight like a girl, and throw like a girl, which results in mimed scratching and dropping imaginary balls. The message, “We asked young girls the same question” appears. Girls aged ten and younger are shown running furiously in place and around the studio, punching the air with passion, and throwing the imaginary ball far into the distance. The screen shows the question, “When did doing something ‘like a girl’ become an insult?” A young girl says, “I’m not sure if it’s a bad thing or a good thing. It sounds like a bad thing.” The original cast realizes the underlying sexism of what they have done, and encourage young girls to keep with their passions. They are then given a chance to show what “like a girl” really means, which is strong, tough, and passionate.
As Always is a company that produces menstrual products for young women and girls, their primary message is directed straight to this audience. By depicting young women in their ad, as well as younger girls, they are making the ad relatable. One can easily imagine themselves, a sister, daughter, or friend in the same position as the girls in the video. As well as the girls themselves, Always is also marketing this ad towards the parents that buy the menstrual products for their daughters. Every parent wants to see his or her daughter happy, self-confident, and respected. By revealing the underlying sexism of this popular comment, it sends a message to parents that they need to help to empower their girls, as well as teach their children that these comments can be hurtful.
However, the audience of this ad isn’t limited to the parties that it aims to market towards. This ad runs on TV, is displayed before YouTube videos, and is widely circulated on the Internet. Because of its popularity on social media, its message has reached thousands more people than if it had solely been shown on television. Always, knowing that this ad would be so visible, incorporated children and young adults of both genders to make their message relatable to a broad audience. They also never mention what product they are selling beyond the name of the brand, which shows a commonplace in that girls will understand what they are selling, and that boys would rather not know.
With Emma Watson’s recent speech on feminism at the UN as Goodwill Ambassador, the increasing frequency of celebrities like Beyoncé self-identifying as feminists, and the current prevalence of women’s reproductive rights cases, there couldn’t have been a more perfect time for an ad reaching to empower young girls. In other words, the kairos is perfectly present for something to be done. In an age like this where girls’ bodies and minds are policed by the media and their peers, it is important that someone take a stand and put out an empowering and positive message about what girls can do. In a way, this was a calculated moved for Always, because they knew that sending out a female-positive message at a time like this would produce a lot of media hype, and make sure that their brand visibility rose above that of their competitors.
One of the most obvious ideological commonplaces present in this ad relates to the social construct, “boys are better than girls.” Women are assumed to be inferior to men in many aspects of life, including work performance, athletic ability, and intelligence. Always challenges these power structures by illustrating a different, more realistic picture, one in which girls are just as capable and strong as their male peers. In the scene at the end of the ad where the older girls are shown playing their sports, Always shows that girls have untapped potential that would go undiscovered due to a socially constructed weakness that girls supposedly have.
Above all, this ad plays very heavily on pathos. When the producer directs the adult actors to “run like a girl,” they are shown shrieking and daintily flailing their limbs as slow music plays in the background. When the little girls are asked to do the same thing, they run as fast as they can, understanding “like a girl” to mean strong, powerful, and athletic. The ad pulls on pathos by asking, “When does ‘like a girl’ become an insult?” This is an appeal directly to the audience, playing on their emotions and making them realize the hurtful impacts that using “female” as synonymous to “weak” can have.
Later in the ad, it is stated that when a girl reaches puberty, her self-confidence plummets. It correlates this drop in self-confidence to the negative commentary that girls receive, and the supposed connection between being female, and being inferior as a person and athlete. When girls see this ad, they remember how they felt when people said this to them. When parents see the ad, they do not want their daughter to experience the pain of realizing that femininity is considered socially inferior to masculinity. When everyone else sees the ad, they understand the error of what they may have said, and think of their sisters, mothers, and friends, and how words like this may have negatively impacted how they view themselves. Always shows that comments like this truly do affect girls. Once the older girls realize what they’ve implied through their actions, they become emotional, remembering what it felt like to hear “like a girl” putdowns as children. In an emotional moment, they encourage girls to ignore what people are saying and to keep striving to do their best, because if people feel the need to tear them down, they are probably doing something right.
As a company that produces menstrual products marketed towards girls, Always has an authority in this area. Always plays on ethos by demonstrating their knowledge of girls issues, and showing that not only are they trying to sell them something, they also care about their emotional and physical well-being. Everyone in the early portion of the ad does exactly what one would expect him or her to do when asked to “run like a girl,” which reinforces Always’s credibility. However, the surprise at the end when the young girls are shown giving all they have in their sports, and later, when the older girls are shown doing the same thing, also bolsters Always’s credibility, because it shows the impact a female-positive message can have on a girl’s self-confidence.
This ad also uses logos to make its point. It shows that many do not understand the impact that these words can already have on a young girl who thought that being female was something to be proud of, then learns that apparently, it’s something to be ashamed of and to deny. In an outtake from this ad, the young boy proudly states that the other children say that his sister throws like a boy, and threatens to confront anyone that would say she throws like a girl. When asked to explain why being a girl is a bad thing, he is unable to, and seems confused after really thinking it through. This shows that many people saying this do not understand the effect that it can have on girls’ self esteem, and once they comprehend this, they can change their behavior. It seems obvious that comments like “like a girl”, used in a negative context, should be outdated. It should not be ignored by parents and teachers willfully thinking, “boys will be boys,” because it would never be acceptable to speak of another marginalized group in the same way. Therefore, it is important and logical for Always to create an ad like this to educate people about this issue.
Always chose a relevant time, and a relatable and important message to send in this ad. By reaching a broad audience through social media, YouTube, and television, they are making sure that their message gets across to a wide portion of the population. The ad plays heavily on the emotions of girls and parents, who both want the girls to be confident and strong. Always’s credibility is bolstered by their authority in speaking about teenage girls, because they exclusively sell products for women. The ad also shows their credibility by showing that they care about the girls their products are marketed towards. The ad also makes logical sense, in that it makes the viewer realize how sexist it is to use “like a girl” in a negative context. Always chose a relevant time to make such a universal and relatable statement, which is one of the greatest reasons that this ad was extremely successful in making its point.

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Rhetorical Analysis of Always’s “Like a Girl” Advertisement | RCL Blog

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When a teenager reaches puberty, her self-confidence plummets. At this age, girls become six times less likely to participate in sports than their male peers. This ad concentrates on one of the things that, undoubtedly, every single person, regardless of gender has heard at some point in their lives…

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Always #LikeaGirl advertisement's copy focuses on promoting brand character in relation to girl empowerment. Always is a company that sells feminine product and they use personal appeal in their copywriting to show concern on teenager girls who are still unstable in their puberty.
#Lead like a girl intend to change a negative impression on girls' leadership skills. #Throw like a girl and #Swing like a girl indicate girls can play well in sports. These copy writing makes them feel proud to be a girl.

Prospect:
The campaign targets on girls who aged around 10 to 17, and currently in puberty. They are still studying and have a hard time to recognize themselves. They have low confidence and easily affected by the surrounding.

Product:
Range from ultra thin sanitary pads to soft maxi thick sanitary pads that leave our cloth no stain up to 8 hours. Their products are soft, cushiony comfortable and safe from period leakage. The wider back will hold the pad in place and girls can move freely without worrying.

Pugilist:
Kotex. Kotex is another one of the best sanitary pad brands that users can trust and feel good about. Its pads are Slim, absorbent and offer great all-around period protection from lighter days to heavy flow. They use personal appeal to encourage women they are strong, ambitious and confident in their advertisement.

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Hey, I am Yoong Pui Teng! Currently pursuing Bachelor Degree of Mass Communication(Hons)(Advertising & Brand Management) in Taylor's University!

This website is created to analyze the existing famous advertisement on the market! It is my idea bank for Assignment 1 and future reference as well!

I will include my own created copy for the original advertisement as well in each post. Thankyou for coming. Stay Tuned!

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Source: Campaign 2015,Case study:Always#LikeAGirl,Retrieved on: 18 May 2022, 5:21pm

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Week 2  – Identify the 3P’s of the advertisement

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Week 2  – Identify the 3P’s of the advertisement

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My opinion:

For this #LikeaGirl advertisement by Always, the big idea is to turning "LikeAGirl" phrase into something positive. Usually, "LikeAGirl" brings humiliating effect in comment, especially sports and leadership activities. We can hear, "Why are you eating so slow like a girl?" or "Why are you moving so slow like a girl?" This can be proven in a social experiment conducted by the creative team in Always. Most of the teenagers react negatively to the term "LikeAGirl". They think it's a humiliating way to speak to another. In my opinion, the campaign has pointed out the sexism that still exist in some areas. Women are deemed "inferior" to some cultures and this has greatly affected their achievement and confidence. The campaign can raise awareness of sexism issues and turning the phrase "LikeAGirl" into something positive.

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Week 3  Copy Testing – An analysis of three types of advertisements within a product category.

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Week 3  Copy Testing – An analysis of three types of advertisements within a product category.