BMW Ad: https://www.youtube.com/watch?v=LBQYyQqyKFI

In their advertising campaigns, BMW and Mercedes-Benz employ different strategies to promote their electric vehicle offerings. BMW's ad focuses on showcasing its entire all-electric model range, aiming to familiarize viewers with the features and benefits of these vehicles.

By encouraging viewers to subscribe to their YouTube channel, BMW intends to keep them updated on the latest developments and offerings. Showcasing all their luxury latest electric SUV Models, which they have been doing in the UK

1. The BMW All-Electric Model Range:

   • Message Appeals: The ad uses a combination of rational and emotional appeals. The rational appeal is evident in the detailed showcase of the all-electric model range, emphasizing the features and benefits of these vehicles. The emotional appeal is conveyed through the ad’s focus on innovation and sustainability, appealing to viewers’ desires for environmentally friendly transportation.

   • Visuals: The ad uses high-quality visuals to showcase the sleek design and advanced features of the all-electric model range. The use of dynamic shots and close-ups helps to highlight the vehicles’ details and create a sense of excitement.

2. The New EQS SUV: This is for Pioneers:

   • Message Appeals: This ad also uses a mix of rational and emotional appeals. The sensible appeal comes from the detailed presentation of the EQS SUV’s features, such as the MBUX Hyperscreen, rear-axle steering, and spacious interior. The emotional appeal is created through the ad’s emphasis on luxury and comfort, appealing to viewers’ aspirations for a premium driving experience.

   • Visuals: The ad uses visually stunning imagery to present the EQS SUV in various settings, highlighting its versatility. The use of close-ups and dynamic shots helps to emphasize the vehicle’s luxurious features and design.

On the other hand, Mercedes-Benz's ad centres around introducing the EQS SUV, the brand's first large luxury SUV powered entirely by electricity. Highlighting its luxurious driving experience and advanced features like the MBUX Hyperscreen, Mercedes-Benz aims to position the EQS SUV as a pinnacle of comfort and innovation.

Both advertisements aim to promote electric vehicles while leveraging different approaches to capture the audience's attention and interest. While BMW adopts a comprehensive approach to showcase its range, Mercedes-Benz focuses on highlighting its flagship electric SUV's unique features and luxurious experience.

1. Message + Creativity: 

• Various appeals: Humor (Cerave), Emotional (Cetaphil)

2. Visual:

• Brand association

3. Verbal: 

• Storytelling

4. Textual:

• EPIC

1. Message + Creativity: 

The "Michael CeraVe" CeraVe Super Bowl ad brilliantly intertwines humour with a clear skincare message. Starring the renowned actor Michael Cera, famous for his quirky comedic style, the ad immediately establishes a playful tone. Humour is a powerful marketing tool, allowing companies to convey their unique selling points, connect with consumers, and cultivate positive attitudes towards the brand. Research suggests that leveraging humour in advertising can differentiate businesses from competitors (Hoang et al., 2023). In terms of messaging, the ad effectively highlights the benefits of CeraVe skincare products humorously and memorably. By incorporating Michael Cera into the storyline, the ad capitalises on his relatable and slightly awkward persona, making the message more relatable. The humour stems from the absurdity of Michael Cera being associated with skincare products. The advertisement cleverly shows the coincidence of their shared names and Michael Cera's youthful appearance, creating a comedic premise that surprises viewers.

The #GameTimeGlow campaign by Cetaphil US beautifully captures the essence of connection and bonding between fathers and daughters. Through this campaign, the brand invites dads and daughters to share their passions, fostering a deeper understanding and appreciation for each other's interests. Utilising emotional marketing, Cetaphil transcends typical product promotion, creating meaningful relationships with its audience. This approach encourages participation, enhances brand perception, and influences purchasing decisions. Cabano and Minton (2023) highlight the effectiveness of emotional appeals in advertising, particularly when celebrating familial relationships like the one depicted in this campaign. The visuals exude warmth, nostalgia, and love, showcasing intimate moments that viewers can easily relate to. By authentically portraying these tender interactions, Cetaphil fosters emotional connections with its audience, communicating the importance of father-daughter bonding uniquely and memorably.

2. Visual:

The "Michael CeraVe" advertisement ingeniously employs brand association marketing to craft a comical and unforgettable message. Through a clever nod to actor Michael Cera, the ad suggests a humorous connection between him and the skincare brand CeraVe. This playful association implies that Cera may have been involved in the product's development due to the similarity in names. However, the advertisement also clarifies that CeraVe's origins lie with dermatologists, underscoring the brand's credibility and expertise in skincare. This transparency is vital in an industry where consumers seek products developed by professionals. The ad's witty and light-hearted approach grabs attention and reinforces the brand's identity and values. Leveraging Michael Cera's popularity and charm establishes a memorable link with consumers while reinforcing CeraVe's scientific foundation and authority in skincare. This combination of humour and authenticity helps CeraVe distinguish itself in a competitive market and resonate with its intended audience.

Cetaphil US, renowned for its gentle and effective skincare products suitable for all ages and skin types, strategically aligns with the #GameTimeGlow campaign. This campaign, centred around the cherished bond between fathers and daughters, resonates deeply with Cetaphil's values of family, love, and care. By targeting families, particularly fathers and daughters, Cetaphil expands its audience beyond its traditional base, forging emotional connections with consumers who prioritise family-oriented activities. By presenting skincare routines as a shared experience during game time, Cetaphil weaves a compelling narrative into its brand story, fostering nostalgia and creating enduring family memories, thus enhancing brand loyalty. Moreover, by associating skincare with typically male-dominated sports activities, Cetaphil distinguishes itself in the competitive skincare market, carving out a unique position in consumers' minds.

3. Visual:

The storytelling in the CeraVe Super Bowl commercial featuring "Michael CeraVe" is a masterclass in crafting engaging narratives peppered with humour. The ad grabs attention from the get-go by seemingly blending comedy, celebrity allure, and skincare expertise. The commercial immediately intrigues its audience by introducing the quirky concept of Michael CeraVe, an actor who purportedly takes credit for being linked to CeraVe product development. As the ad unfolds, it humorously explores potential reasons for this association, from Cera's rumoured soft skin to his name's similarity with the brand. These whimsical interpretations add to the ad's charm, ensuring viewers are entertained throughout. Yet, amidst the laughter, the commercial deftly shifts focus to its core message: acknowledging dermatologists as the true architects behind CeraVe. The ad underscores the importance of dermatologist-developed products by spotlighting these skincare experts, elevating them above celebrity endorsements like "Michael CeraVe."

The narrative portrays the bond and mutual experiences fathers and daughters share. The fusion of sports and skincare in the "#GameTimeGlow" campaign highlights the importance of bonding over common interests, regardless of gender stereotypes. This innovative initiative promotes Cetaphil US skincare products and emphasizes the significance of shared passions. "Glow" symbolises positivity, suggesting that these shared moments can brighten the relationship between fathers and daughters. The campaign fosters understanding and empathy across generations by encouraging fathers to participate in their daughters' skincare routines and vice versa. It challenges traditional gender norms, promotes inclusivity, and nurtures meaningful bonds through shared experiences. Overall, it's a heartwarming narrative that resonates with many families, showcasing the beauty of connecting over shared interests.

Textual:

Featuring actor Michael Cera in the advertisement for CeraVe skincare creates an unexpected and amusing association. Typically, celebrity endorsements follow a predictable pattern, but by humorously linking Cera to CeraVe, the ad surprises and entertains viewers. Despite its playful tone, the ad effectively reinforces the brand's identity and values. For instance, it highlights that "cera" in CeraVe symbolises three essential ceramides, underlining the brand's commitment to dermatologist-developed skincare. This entertains and educates the audience, positioning dermatologists as the true skin care authority. Such ads strengthen familial bonds by showcasing the beauty of connecting over shared interests.

The advertisement skillfully taps into the deep emotional bond between fathers and daughters, a relationship cherished universally. Encouraging dads and daughters to share their passions strikes a chord with their emotional connection. The campaign personalises the message by directly addressing this duo as the target audience, making it more relatable and resonant. It proposes a novel tradition where daughters introduce their dads to skincare routines while dads share their passion for sports, sparking curiosity and imagination. This unexpected combination of interests creates intrigue and captures attention, enticing the audience to learn more about participating in this unique bonding opportunity.

https://youtu.be/QWIQnmdMI1U?si=JcXm2RG2uilUsE37

Messages and creativity

Source of a message- motives

Motives play a vital role in communicating the essence of a fragrance in advertising. By harmonizing with the audience's aspirations, objectives, and lifestyle, motives stir emotions, set the tone, and foster a connection. For instance, themes such as opulence and self-assurance presented in an advertisement can weave a compelling narrative that strikes a chord with the target demographic, prompting them to link these attributes with the promoted scent. Similarly, motives like sensuality, metamorphosis, or allure can establish a unique ambiance or sentiment in a Narciso Rodriguez perfume advertisement. Integrating the brand's mission or the fragrance's core aids in establishing a rapport with the desired audience. The inclusion of visuals and musical components further enriches the advertisement's overall message and allure, enticing viewers to delve deeper into the fragrance's narrative. By integrating elements that resonate with the brand's mission or the fragrance's essence, the advertisement can effectively connect with the audience, leaving a lasting impact, and ultimately driving higher engagement and sales.

Visual- colour

In a YSL perfume advertisement, the presence of deep black evokes a sense of mystery, elegance, and allure, thereby creating a striking contrast that highlights the product's opulence and appeal. This color selection harmonizes with the brand's image and the characteristics of the fragrance, enriching the advertisement's message and attractiveness. For example, the incorporation of dark black intensifies the air of mystery and refinement often associated with YSL products, effectively communicating the luxurious and captivating attributes of the perfume. Similarly, in a Narciso Rodriguez perfume ad, the use of a soft, pale pink shade conveys notions of grace, gentleness, and sophistication, cultivating a romantic atmosphere that aligns seamlessly with both the fragrance and the brand's identity. The inclusion of light pink also evokes a sense of innocence and youthful charm, rendering the ad more enticing to the intended audience. This deliberate choice of pale pink complements the subtle and romantic characteristics of the Narciso Rodriguez perfume, staying true to the brand's essence and resonating with the desired demographic. Ultimately, these color selections serve to enhance the visual appeal of the advertisements, capturing the viewer's attention and leaving a lasting impression.

Verbal- music

Dua Lipa's spirited track "I'm Free" embodies confidence and freedom, fitting well with YSL's bold image in an ad. By evoking empowerment and liberation, the song prompts viewers to associate YSL products with these feelings, heightened by Dua Lipa's powerful persona. The song's energetic and confident tone complements YSL's brand, resonating with consumers who appreciate bold expressions, thereby strengthening the ad's impact. In a Narciso Rodriguez perfume ad, a serene melody creates an elegant ambiance, reflecting the brand's luxury and refinement. The peaceful music and imagery evoke sophistication and relaxation, while the contrast with the scent adds visual intrigue, captivating viewers and leaving a memorable impression. This incorporation effectively communicates the perfume's luxurious qualities, appealing to consumers seeking sophistication and elegance, and enhancing engagement with the advertisement.

Textual- epic

The Libre YSL ad creates an epic ambiance with its majestic imagery and potent message, likely highlighting themes of freedom, empowerment, and individuality. Utilizing expansive landscapes, dramatic lighting, and dynamic editing, the ad evokes excitement and adventure. The grandeur of the visuals and the impactful message likely underscore these themes, deeply resonating with viewers and making a lasting impression. The incorporation of vast landscapes, dramatic lighting, and dynamic editing techniques further enhances the epic feel, captivating viewers and immersing them in the ad's storyline. Likewise, the "For Her" Narciso Rodriguez commercial epitomizes grandeur with its opulent visuals and captivating narrative. Featuring breathtaking scenery and passionate scenes, it transports viewers into a larger-than-life story. The addition of smooth music and cinematic techniques elevates the epic tone, drawing viewers into the brand's universe and creating a memorable experience. By tapping into universal themes and captivating viewers with lavish visuals and an engaging storyline, the advertisement effectively communicates the luxurious and aspirational qualities of the Narciso Rodriguez brand.

Digital

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

Traditional

https://news.thisiscrowd.com/hs-fs/hubfs/Aquarium2.jpg?width=930&height=596&name=Aquarium2.jpg 

Adidas ADS

Digital

https://www.youtube.com/watch?v=iLNZdPDb5ps

Traditional

https://image.khaleejtimes.com/?uuid=e23b9a8c-1a8a-5330-bc2b-c1f4bb6b4b77&function=cropresize&type=preview&source=false&q=75&crop_w=0.99999&crop_h=0.99999&x=0&y=0&width=1200&height=675 

1. Messages & Creativity

   • Credibility

   • Music appeals

   • Source of a message

2. Visual

   • Colour

3. Verbal

   • Storytelling

Advertising credibility is a critical component that greatly affects how consumers feel and behave. Several elements, including candour, honesty, value orientation, and customer relevance, impact an advertisement's trust. Customers are more likely to believe sincere, true, and meaningful advertisements, highlighting authenticity's significance in marketing messaging. Furthermore, the perceived credibility of advertisements on various media platforms, such as the Internet, television, and newspapers, varies, and each has advantages and disadvantages in terms of credibility (Vilčeková, 2016).

The Nike commercial has a catchy soundtrack with lyrics about angels and falling vocations highlighting a feeling of home and belonging. The advertisement's emotional resonance and authenticity, derived from the music and storytelling, can bolster its credibility by connecting with consumers on a deeper level. The commercial seeks to create a genuine connection with the viewer by evoking a sense of trust and belonging, essential for establishing advertising credibility. On the other hand, the Adidas advert relies on using celebrities such as Lionel Messi and David Beckham. The celebrities' credibility significantly influences advertising efficiency as endorsers. Research has shown that ads using reputable celebrities can elicit more favourable reactions from viewers than those featuring less reputable endorsers. Consumers frequently see celebrities as more credible, which benefits their opinions of the company, the advertisement, and their intentions to buy.

v=tlXqG-LwdQo

https://www.youtube.com/watch?v=sE6Rk9TJcSk

https://www.reeditionmagazine.com/fashion/prada-the-glass-age

https://graziamagazine.com/articles/zendaya-louis-vuitton-capucine-campaign/

techniques used-

·        Credibility – spokesperson – celebrity

·        Source of a message

·        Creativity – novelty -prada. Connectedness – LV

·        Visual – direct gaze

·        Brand color and associations

https://youtu.be/Jx0abFGJPt0?si=2J_eT_Pswzq8IrqI

Music is a potent tool in advertising, possessing several notable advantages. Primarily, it establishes an emotional connection with viewers, tapping into their sentiments in a manner distinct from visual stimuli alone. This emotional resonance fosters a profound bond between the audience and the message conveyed. Additionally, music enhances memorability; neuroscientists have observed that words set to music are particularly memorable due to their storage in various brain regions. Consequently, incorporating music into advertisements can significantly boost ad recall. Moreover, music aids in brand differentiation, enabling advertisements to stand out amidst competition. By selecting appropriate melodies or themes, brands can carve out a unique identity in consumers' minds. Ultimately, the presence of music elevates overall ad effectiveness, leading to heightened purchase intent, improved brand perception, enhanced consumer persuasion, and increased ad recall. Thus, music serves as a pivotal element in crafting compelling and impactful advertising campaigns(Kantar, 2021.).

Music significantly boosts Ford Motor advertisements’ effectiveness through emotional resonance, brand reinforcement, and narrative enhancement. By selecting tunes that evoke positive emotions, like Curtis Mayfield’s “Move On Up,” Ford cultivates an emotional connection with viewers. Moreover, music reinforces brand identity; classic rock or country tunes in truck commercials underscore Ford’s rugged, American image. Catchy melodies enhance memorability, ensuring viewers remember the advertised product. Additionally, music enriches the narrative, signaling shifts in mood and pacing. Culturally relevant music further amplifies resonance with specific audiences, elevating the appeal and relatability of Ford’s advertisements (iSpot.tv, n.d.).

Nissan harnesses the power of music in advertisements to forge emotional connections, fortify brand identity, enrich narratives, and amplify impact. Through carefully selected tunes, Nissan elicits a spectrum of emotions, as exemplified in their ‘Runaway Bride’ commercial, infusing excitement and freedom. Music becomes a conduit for brand identity, with modern, upbeat selections positioning Nissan as forward-thinking and innovative. Catchy melodies heighten memorability, ensuring lasting impressions of the advertised product. Additionally, music dynamically enhances narratives, signaling shifts in mood and pace, thus engrossing viewers. Culturally relevant music further deepens resonance with specific audiences, enhancing appeal and relatability. By strategically leveraging music, Nissan crafts advertisements that resonate deeply, fostering enduring connections and driving engagement(Looper, 2021).

Both Ford Motor and Nissan recognize the profound impact of music in advertising, employing it to enhance effectiveness through emotional resonance, brand reinforcement, and narrative enrichment. Ford strategically selects tunes like Curtis Mayfield’s “Move On Up” to evoke positive emotions, fostering a strong emotional connection with viewers. Similarly, Nissan utilizes carefully chosen music, such as in the 'Runaway Bride' commercial, to elicit excitement and freedom, establishing emotional bonds. Music reinforces brand identity for both companies: Ford's use of classic rock or country tunes underscores its rugged, American image, while Nissan's modern, upbeat selections position it as forward-thinking and innovative. Catchy melodies in both cases enhance memorability, ensuring lasting impressions of the advertised products. Moreover, music enriches narrative elements, signaling mood and pacing shifts, thus captivating audiences. Additionally, culturally relevant music deepens resonance with specific audiences for both Ford and Nissan, enhancing appeal and relatability. Through strategic music selection, both companies craft advertisements that resonate deeply, fostering enduring connections and driving engagement with consumers.

Message creativity

Creativity

Various appeals

Source of message

Visual

Repetition

Verbal

Music

Choice

Epic

Brandon

https://www.youtube.com/watch?v=3hPoEmlBQdY

karthik

messages and creativity

-

digital: https://www.superbowl-ads.com/e-l-f-cosmetics-2024-super-bowl-ad-in-e-l-f-we-trust/

traditional: https://www.superbowl-ads.com/e-l-f-cosmetics-2024-super-bowl-ad-in-e-l-f-we-trust/

NYX

digital: https://www.superbowl-ads.com/nyx-cosmetics-2024-super-bowl-ad-with-cardi-b/

traditional: https://www.google.com/url?sa=i&url=https%3A%2F%2Fwwd.com%2Fbeauty-industry-news%2Fbeauty-features%2Fnyx-professional-makeup-will-air-first-super-bowl-commercial-this-year-1236112913%2F&psig=AOvVaw0LENFPC09Yr6hbOcBHCsgT&ust=1711439446464000&source=images&cd=vfe&opi=89978449&ved=0CBQQjhxqFwoTCKi29Pf2joUDFQAAAAAdAAAAABAZ

5 techniques to analyse:

1 - messages and creativity: - humour (various appeals)

2 - credibility: - spokesperson

3 - textural: EPIC

4 - verbal: storytelling

5 - messages and creativity: novelty (creativity)

Apple ad:

https://youtu.be/xqyUdNxWazA?si=hvdLPjFR8wf3MoaU

MISBAH AHMER

1. brand advert

The "Summon | Demon 170 | Dodge" advertising highlights the powerful attributes and capabilities of the Dodge Challenger SRT Demon 170. The commercial opens with a dramatic statement: "To develop the most powerful muscle automobile in the world, we didn't strike a pact with the devil. We conjured a demon. The advertising focuses on the car's power, speed, and performance. (Dodge,2023)

The commercial captures the spirit of the Demon 1701 through breathtaking images and intriguing storytelling. From its sleek look to its screaming engine and scorching speed, the advertisement effectively portrays the vehicle's power and performance. The sights of the automobile in motion, along with the sound of its engine, create a sensory experience that connects with the viewer. (Dodge,2023)

The advertisement efficiently conveys its message using creative and communication ideas. According to the Persuasion Theory, the advertisement fosters a positive attitude toward the Demon 170 by emphasizing its distinguishing traits and capabilities(Rall,2023). According to the Affect Transfer Theory, favorable sentiments aroused by an advertisement might be transferred to the brand or product. (Rall,2023). In this example, the excitement exhibited by the advertisement may lead to good thoughts for the Dodge brand and the Demon 1703. (Rall,2023)

Ford Motor Company is an American automotive corporation founded in 1903 by Henry Ford and 11 associate investors. (Britannica,2024). The commercial ad, “First-Ever Ford Mustang GTD”  is an engaging example of creative advertising that effectively conveys the brand's message1. The video employs a mix of visual and linguistic features to emphasize the Mustang GTD's distinct selling points, such as "unbridled power," "unyielding downforce," and "unapologetic American spirit”(Ford,2023).

The advertisement uses high-quality images to highlight the Mustang GTD's design and performance capabilities. (Ford,2023). The use of dynamic views and perspectives conveys movement and speed, enhancing the car's high-performance image(Ford,2023). The advertisement uses forceful and expressive language to convey the Mustang GTD's distinguishing features. Phrases like "unbridled power", "unyielding downforce", and "unapologetic American spirit" not only explain the car's attributes but also create powerful emotions, building a closer connection with the audience. The advertising pitch is obvious and compelling: the Mustang GTD is a high-performance, street-legal supercar with a Mustang soul. This message is conveyed via both the visual and spoken components of the advertisement, resulting in a unified and convincing story.

Visual and Verbal

The Ford Mustang GTD advertising conveys its message using both facts and emotion (Ford, 2023). The advertisement details the car's attributes, including its "unbridled power," "unyielding downforce," and "unapologetic American spirit" (Ford, 2023). This information is presented in a way that elicits powerful emotions, fostering a stronger bond with the audience (Darley and Lim, 2022).The ad's key message approach is to promote the Mustang GTD as a high-performance, street-legal supercar with a Mustang soul (Ford, 2023). This is accomplished via the use of strong and emotional language, as well as breathtaking images that highlight the car's design and performance (Ford, 2023).

Dodge Demon 170 advertisement conveys its message using both information and emotion (Dodge, 2023). The advertisement includes precise information about the vehicle's attributes, including as its 1,025 horsepower HEMI engine and its status as the "first-ever eight-second factory muscle car" (Dodge, 2023). These information are presented in a dramatic and thrilling manner, creating a sense of amazement and expectation (Darley and Lim, 2022).The key message strategy in the advertisement is to promote the Demon 170 as the world's most powerful muscle automobile (Dodge, 2023). This is accomplished by dramatic graphics, powerful sound effects, and appealing narration (Dodge, 2023).

Colour

The Ford Mustang GTD advertisement highlights the car's look and performance with a vibrant color scheme. The automobile is shown in a vibrant blue that contrasts with the darker background. This color scheme not only draws attention to the vehicle, but it also portrays a sense of strength and refinement. The use of contrasting colors, such as the bright red brake calipers against the blue body of the car, increases the visual impact of the advertisement. Labrecque and Milne (2012) found that color can impact consumers' perceptions and opinions toward a brand. The use of strong and vibrant colors in the Mustang GTD commercial may improve viewers' perceptions of the cars performance and the Ford brand.

In order to draw attention to the qualities and capabilities of the Dodge Demon 170, the advertising also employs a striking color scheme. The automobile is displayed in a vivid red color that contrasts with the darker background. This choice of color exudes power and enthusiasm in addition to drawing attention to the car. The advertisement's visual impact is further amplified by the use of contrasting hues, such as the car's headlights' brilliant white against the red body. A study by Singh (2016) found that color can affect consumers' views of a product's quality and worth, which in turn can affect their buy intentions. The use of vivid and contrasting colors in the Demon 170 advertisement may improve viewers' opinions of the car's quality and the Dodge brand. A study by Singh (2016) found that color can affect consumers' views of a product's quality and worth, which in turn can affect their buy intentions. The use of vivid and contrasting colors in the Demon 170 advertisement may improve viewers' opinions of the car's quality and the Dodge brand.