A local copywriting piece produced by Dentasu

Redder for Bits’ Vietnam

Advertising agency: Dentsu Redder, Vietnam (brandsvietnam,2017)

Arithootsal 3 philosophy

ethos
logos

pathos

make it more organized by rearranging to:

1) Role of copywriter

2) research

3) message

4) target audience

5) psychological factors

pull factors

6) language devices

AIDCE

In order to successfully understand how the copy of this local advertisement is able
to resonate so well with its intended audience, the author has analyzed this ad
according to Four U’s of Copywriting in The Copywriters Formula Handbook
written by Robert Ply.
Although the background orange tone of this particular ad does not convey a sense
of urgency to persuade the consumer to buy bitis as soon as possible it does
convincingly invite the buyer into owning a pair of Biti’s hunters shoes with its
calm background contrasting with the matching outfits shoes that Son Tung (a
famous singer that is popular with Vietnamese youth) wears. (bourncreative,
2019)

Another successful ad that highlights the trendsetting nature of uniqueness of the

Bitis’ Hunter line of shoes is the U23 champion of the people limited edition 2300
pair #theREDsnow. The red canvas and white sole contrast in the red background
evokes a feeling of nationalism within the Vietnamese population and the nation’s
love for the country's football team. (advertisingvietnam, 2018)

The ad’s unique selling point is its headline of promoting Biti’s new shoe line
called Biti’s Hunter translated into english as “Way Taller” , “Way Softer” and
“Way Cooler”. These phrases make use of repetition and alliteration in order to
emphasize the most outstanding features of this new line of shoes. In addition, the
font style used is catchy and is easy for the target audience to follow as it is targets
the curiosity and emotional appeal of youngsters between the ages of 17-25. The
brand’s message to their target audience is that “Biti’s helps to connect with your
lifestyle, and the Biti’s Hunter helps you to focus and achieve your desired goals in
the future.” (Brandsvietnam, 2016). This pull factor according scotdec 2019,
highlights the enjoyment that a consumer receives when he or she successfully is
able to be closer to their idol by being “Taller, Softer and Cooler”..

In addition this helps to satisfy the consumers feeling of prestige and

accomplishment and self actualization from maslow hierarchy of needs since the
target audience wishes to aspire to and emulate their role model. (Simply
Psychology, 2018)

According to Symbolic Interactionism, a theory that explains how people

understand the world and its assumption that people interpret the actions of others
rather than simply reacting to them. (Solomon, 1983) Bitis’ advertising agency is
able to utilize this concept in order to create the most appropriate print ad for this
target audience using Son Tung as an influencer. By utilizing the strategies
mentioned above the agency is able to enhance the self image of its consumer in
order to make he or she more appealing to their peers as this shoe is seen as cool
and trendy.

An International copywriting piece produced

by Weiden + Kennedy for Nike
In order to successfully understand how the copy of this International
advertising by Nike is able to resonate so well with its intended audience, the
author has analyzed this Ad according to Four U’s of Copywriting in The
Copywriters Formula Handbook written by Robert Ply.

The black tone of this background of this particular ad conveys as sense of

professionalism, authority and power as well as showcasing the power of the Nike
brand through the black shoosh and white background of its brand logo. In
addition, the phrase above utilizes repetition of the word “Crazy” in order to
highlight female athletes dreams and aspirations and their determination to be at
the peak level of their performance and break boundaries. Moreover the green
color of the racket and her blue shirt signifies the women’s desire to connect with
her target audience. These colors represent nature, its openness and freedom to
explore (bourncreative,2019), as it appeals to Millennials and Generation Z who
over ⅔ support brands that care about social causes in a meaningful and authentic
manor. (Deconstructed brief, 2019)

The women is Serena Williams who is a professional American tennis player and
former No.1 ranked player in the world (biography, 2018). Serena is a woman of
color who campaigns against racial violence that sparked polarizing discussions
and debates across the country (Deconstructed brief, 2019). Nike embraces cause
marketing effectively in this print ad in order to highlight their brand position of
standing with influencers and raise awareness of social, political and racial issues
that divide people from all spectrums of life.

This print ad highlights Nike’s desire not only to be a shoe brand, but also be a
lifestyle choice for athletes as well as everyday people, as this is the brand’s unique
selling point. Nike not only sells shoes but also a wide range of apparels that is
suitable for every demographic and psychographic within society.

The Pull factor according to scotdec 2019 that makes this print ad successful is the
way in which it advocates for political and religious freedom by encouraging
people to Just do it and to strive to achieve their goals by putting their minds into
it.

When Symbolic interaction (Solomon, 1983) is applied to Nike’ dream crazier

print ad, Widen and Kennedy agency was able to utilize cause marketing by
featuring Serena Williams as a black woman to showcase gender equality and
appeal to its target audience mentioned above. (how?)

Compare and Contrast:

According to reader response theory which gained prominence in the late 1960s
(poetryfoundation, 2019) highlights the audience's attention to a particular text or
advertisement. The bitis hunter print ad above utilizes the understanding of this
theoretical model effectively by attracting its target audience’s attention to buy its
product by setting itself up as a lifestyle brand. They did this through hiring a
trendy music singer that is popular with the young generation as their official brand
ambassador. Furthermore, word Cool on the print ad elicits an emotional response
in the reader’s subconscious as it is accepted by the Vietnamese as a trendy word.

Bitis and Nike are both trendy brands that employ influencers to promote its
products to their target audience. While Bitis line of products targets cusommer’s
self Esteem and Ego by persuading their users to be like their ideals according to
Maslov’s hierarchy of needs. Nike on the other hand utilizes cause marketing to
target their consummer’s need for self actualization and liberalistic mindset by
advocating the cause of dream crazier. Dentasu understands is psychology of its
very well and uses word choice effectively, because according to a study in 1959
by JA Easterbook too much emotional arousal results in the narrowing of attention
spans and commit to memory as today's consumers are easily distracted. (arkside
marketing, 2019)
Nike’s ad on the other hand, positions itself a brand that symbolizes individual
success, and overcoming adversity. The copywriter also imagines himself or
herself in the shoes of the viewer to understand their target audience and evoke and
emotional response that conveys a relatable message about overcoming adversity.
Utilizing the theoretical model mentioned above Nike is able to understand its
three main types of audiences which are women, young athletes, and runners.
(businessinsider,2015) The brand positioning itself as a brand that not only sells
a lifestyle but also encourages people to be brave and pursue the dreams and
ambitions. This international sports brand utilizes the same marketing strategy as
Bitis by hiring an influencer in this case Serenra Williams to become the face
behind its powerful print ad message “dream crazier". The differences between
this ad and Bitis above is the fact that Bitis is known as the national shoe brand of
Vietnam and connects with the passion for its customer's love of football and
appreciation of the successes of the national football team (advertising vietnam,
2018) Nike on the other hand, focuses on inspiring people to follow their dreams
and passions by promotes a belief that they feel that customers can do anything if
they put their mind to it (profitworks,2019)

References
BITI'S TUNG RA PHIÊN BẢN TỰ HÀO #THEREDSNOW - TIẾP NỐI SỨ MỆNH
"NÂNG NIU BÀN CHÂN VIỆT"
In-text: (Advertising Vietnam, 2019)
Advertising Vietnam. (2019). Biti's tung ra phiên bản tự hào #theREDsnow - Tiếp nối sứ mệnh
"nâng niu bàn chân Việt". [online] Available at: https://advertisingvietnam.com/2018/01/bitis-
phien-ban-tu-hao-theredsnow/ [Accessed 30 Oct. 2019].
BITIS HUNTER - THẮNG TRÁI TIM, THẮNG TẤT CẢ
In-text: (Brands Vietnam, 2016)
Brands Vietnam. (2016). Bitis Hunter - Thắng trái tim, thắng tất cả. [online] Available at:
https://www.brandsvietnam.com/9489-Bitis-Hunter-Thang-trai-tim-thang-tat-ca [Accessed 30
Oct. 2019].

BLY, R. W.
The copywriter's handbook
In-text: (Bly, 2006)
Bly, R. (2006). The copywriter's handbook. 3rd ed. New York: Holt Paperbacks, pp.29-30.

DREAM CRAZY — THE DECONSTRUCTED BRIEF

In-text: (The Deconstructed Brief, 2019)
The Deconstructed Brief. (2019). DREAM CRAZY — The Deconstructed Brief. [online]
Available at: https://www.deconstructedbrief.com/dream-crazy [Accessed 30 Oct. 2019].

KELLER, C.
Nike Strategy - How Nike Became Successful and the Leader in the Sports Product Market
In-text: (Keller, 2019)
Keller, C. (2019). Nike Strategy - How Nike Became Successful and the Leader in the Sports
Product Market. [online] Profitworks.ca. Available at: https://profitworks.ca/blog/marketing-
strategy/545-nike-strategy-how-nike-became-successful-and-the-leader-in-the-sports-product-
market.html [Accessed 30 Oct. 2019].

LUTZ, A.
Nike is going after 3 kinds of customers
In-text: (Lutz, 2015)
Lutz, A. (2015). Nike is going after 3 kinds of customers. [online] Business Insider. Available
at: https://www.businessinsider.com/nike-is-going-after-3-kinds-of-customers-2015-4
[Accessed 30 Oct. 2019].

MCLEOD, S.
Maslow's Hierarchy of Needs | Simply Psychology
In-text: (Mcleod, 2019)
Mcleod, S. (2019). Maslow's Hierarchy of Needs | Simply Psychology. [online]
Simplypsychology.org. Available at: https://www.simplypsychology.org/maslow.html
[Accessed 30 Oct. 2019].

MEANING OF COLORS | | BOURN CREATIVE| CUSTOM WORDPRESS THEMES|

BRANDING | SACRAMENTO WEB DESIGN
In-text: (Bourn Creative, 2019)
Bourn Creative. (2019). Meaning of colors | | Bourn Creative| Custom WordPress Themes|
Branding | Sacramento Web Design. [online] Available at: https://www.bourncreative.com
[Accessed 30 Oct. 2019].

NG, M.
Biti's Hunter - Cú lội ngược dòng của đế chế giày dép Việt - Vietcetera
In-text: (Ng, 2019)
Ng, M. (2019). Biti's Hunter - Cú lội ngược dòng của đế chế giày dép Việt - Vietcetera. [online]
Vietcetera. Available at: https://vietcetera.com/bitis-hunter-cu-loi-nguoc-dong-cua-de-che-giay-
dep-viet/ [Accessed 30 Oct. 2019].
READER-RESPONSE THEORY
In-text: (Poetry Foundation, 2019)
Poetry Foundation. (2019). Reader-response theory. [online] Available at:
https://www.poetryfoundation.org/learn/glossary-terms/reader-response-theory [Accessed 30
Oct. 2019].

SERENA WILLIAMS | BIOGRAPHY| ATHLETE, TENNIS PLAYER (1981-

In-text: (Biography.com, 2019)
Biography.com. (2019). Serena Williams | Biography| Athlete, Tennis player (1981-. [online]
Available at: https://www.biography.com/athlete/serena-williams [Accessed 30 Oct. 2019].

SCOTDEC
In-text: (Scotdec.org.uk, 2019)
Scotdec.org.uk. (2019). Scotdec. [online] Available at:
http://www.scotdec.org.uk/aadamsbairns/files/docs/unit3/theme2/activity2/support/3.22_push_p
ull_factors.doc [Accessed 5 Nov. 2019].

SOLOMON, M. R.
The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective
In-text: (Solomon, 1983)
Solomon, M. (1983). The Role of Products as Social Stimuli: A Symbolic Interactionism
Perspective. Journal of Consumer Research, [online] 10(3), pp.320-321. Available at:
https://psycnet.apa.org/doi/10.1086/208971 [Accessed 30 Oct. 2019].

THE POWER OF WORDS IN ADVERTISING – ARKSIDE

In-text: (Arksidemarketing, 2019)
Arksidemarketing. (2019). The Power of Words in Advertising – Arkside. [online] Available at:
https://www.arksidemarketing.com/the-power-of-words-in-advertising/ [Accessed 30 Oct.
2019].