ORIGINALITY WITHIN ADVERTISING“You've gotta be original, because if you're like someone else, what do they needyou for?”Bernadette PetersI agree with this quote because if you relate it to advertising and the work ofdifferent advertising agencies, it suggests that advert designs cannot be repeatedover and over again by different agencies. The audience would not be attracted toan advertisement that contains a design they are familiar to and have seen before.Therefore the consumer may not be persuaded by the advert to purchase the product.This quote can also mean that once a specific design of a print advert has beencreated for a brand, the idea can be improved and compete with the original.However, there would be the risk of it not being a strong enough design andtherefore fail as an advert. An example of this is the design idea for the iPod.Many of the print adverts for this product have been the classic blacked outfigure, dancing with an iPod on a very fluorescent coloured background. In myopinion I think this advert was very successful to start of with, but is now overrated because of the amount of copies that were done using the same idea butchanging the background colour and figure used. However I do believe some of thedifferent variations were stronger than others. In my opinion I think if a freshidea for the iPod were to be created, there would be a huge increase in sales.In relation to the original quote, I believe that once a design idea has beentaken by an advertising agency, another agency is not needed for anything elseuntil they come up with a new original design of their own. Overall this would bebeneficial to them because it would result in more sales, along as the design isstrong and meaningful.TRUTH WITHIN ADVERTISING“The most powerful element in advertising is the truth.”William BernbachI agree with this quote because in an advertisement, the visual design capturesattention, the product the advert is advertising either interests the audience orit doesn’t and finally if they decide to read the advert they expect and assumethe advert is fully truthful. If the advert is not truthful, misleads theconsumers and claims to be something it isn’t, the few people who are influencedby the advert and decide to believe something that isn’t true are likely to findout that have been mislead eventually. Therefore, they would probably have doubtsabout any other advert that they saw from then on.Most advertisers manipulate facts with words like, “virtually”, “nearly” and“quite possibly”. However if they advertised the plain and simple truth, theywould hardly sell anything. I believe you can make an advertisement more appealingto consumers by using desired effects or appearances without having to say aproduct is something it isn’t.For example if Coca Cola says it now has reduced sugar in all of their drinks, itwould have to be backed up with evidence. Coca Cola could have an increase insales by being truthful but only mentioning the good points about the coke and notspecifically the bad points. Even though this would not be telling the consumereverything about their product, it would not be untruthful either. In my opinion I
think truth in advertising is essential, but only revealing the right points abouta certain product. If every little detail were exposed about a product there wouldbe a higher chance of decreased sales. Therefore in some products I believe it istheir duty to leave out some truth but still be completely truthful if this willresult in more sales.In relation to the quote, I believe truth in advertising is required to buildbrand trust with their consumers. The advertising policies under the Federal Trade Commission Act are as follows:•Advertising must be truthful and non-deceptive;•Advertisers must have evidence to back up their claims; and•Advertisements cannot be unfair.These policies are all related to adverts being truthful and fair. If an agencydoes not follow these policies and mislead the consumer not only will they bebreaking the policies but also they will lose custom.In my opinion the reason why the truth is the most powerful element in any type ofadvertising whether it is print, TV commercials or outdoor advertising, is becausethe truth is what consumers are going to come back for. If people notice anadvertisement, decide to buy a product because of the advert they have seen andbenefit from it, they are likely to trust that certain brand again, which wouldbenefit them immensely.PEPSI VS COCA COLA“If advertisers spent the same amount of money on improving their products as theydo on advertising then they wouldn’t have to advertise them.”Will Rogers Two of the world’s most iconic brands Pepsi and Coca Cola both spend high amountsof money on advertising to compete with one another.Celebrities are often used to promote both brands, which add to the expenses.Pepsi has a reputation of trying to target the younger demographics by featuringsuch celebrities as Michael Jackson and Madonna while Coca Cola has featured suchcelebrities as Michael Jordan and Elton John. Pepsi wanted their reputation as the
coolest new thing while Coke went with the wholesome family approach. Research hasshown that Pepsi usually come up top in the cola wars.This could be because they spend more money on advertising or because they targetthe most appropriate audience for their product.The above images represent the quote because they show how celebrities have beenused to promote the brands. Young stars such as Beyonce, Britney and Pink wereused in the TV commercial for Pepsi in 2006. It received a lot of attention fromthe younger generation but would have cost a lot of money. However Coca Cola haveadvertised through the Olympic Games in the past using well known sportsmen andwomen. This would more likely grab the attention of the older generation but whomay not buy Coca Cola as much as younger people because it is not a particularlyhealthy drink.In relation to the quote, if Pepsi and Coca Cola were to spend the same amount ofmoney to improve their drinks as they spent on advertising, they probably wouldn’thave to advertise as much. I think they could improve their drinks by creatingnew, unique and interesting flavours, designing new bottle and can packaging bychanging the shape or form to make it stand out from any other soft drinks ordesigning new logos to grab as much attention as possible. I think these ideaswould be successful because both Pepsi and Coca Cola are well known brands. If aconsumer recognises a new product that contains a Pepsi or Coca Cola logo, theywould be very likely to purchase the product without the need for them to view anadvertisement. This is because both brands have a lot of loyalty from theirconsumers. Finally, I think the money used on improving the drinks would be a lotmore beneficial for both brands compared to spending it on advertising that maynot always be noticed because of the popularity they already have worldwide.ADVERTISERS TRYING TOO HARD TO IMPRESS"The most common trouble with advertising is that it tries too hard to impresspeople."James Randolph Adams Some advertisements try too hard to impress people until they eventually fail ordo not receive as much custom as they would have done if they had kept it simple,easy to understand but most of all truthful.The two images above show examples of TV commercials that have been recently
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| Upload Date: | 05/13/2009 |
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