CTWS

AD ANALYSIS
AD LINK

JAYESH MUNDADA
2022IPM062
 Motivation for selecting the ad
The chosen advertisement for analysis is a 74 seconds online video ad by
Grammarly titled “Write the Future”. This advertisement demonstrates
how seamlessly Grammarly's products integrate into consumers' daily
lives, allowing them to focus on clearly delivering messages. "Write the
Future" shifts the focus to storytelling and relatable characters, with
Grammarly's product in the background. This advertisement was chosen
because of its widespread popularity and effective use of persuasive
techniques to market its grammar-checking and writing enhancement
service.

Product Description:
Grammarly’s Writing Assistant is a tool that helps people improve their
grammar, spelling, punctuation, and style. It can be used to proofread
emails, documents, and social media posts. The scope of utility of this
tool is not limited to students and even caters professionals. Grammarly
also offers a plagiarism checker and a vocabulary tool. It aims to assist
users in improving their writing skills, making their communication
more effective and polished.

Company Description:
Grammarly is a well-known technology company that specializes in
language processing and artificial intelligence. It has become
synonymous with online writing improvement tools and is widely used
by students, professionals, and individuals seeking to enhance their
writing quality. Grammarly has over 30 million users and it is one of the
most popular writing assistants in the world.

Target Audience:
Grammarly's “Write the Future” target audience primarily consists of
individuals and professionals who want to improve their writing skills
and enhance the quality of their written communication. This includes a
wide range of users as shown in the given ad:
1. Students: It helps them in academia by correcting grammar and
spelling mistakes in essays, assignments, and research papers.
 2. Professionals: Professionals from various fields use Grammarly
to ensure their emails, reports, and documents are error-free and
well-written.
3. Content Creators: Social media influencers use Grammarly to
improve the quality and clarity of their online content, ensuring
their messages are effectively communicated to their audience.

4. Anyone Interested in Improving Writing: Essentially,

anyone who wants to enhance their writing skills and make their
written communication more effective can benefit from using
Grammarly.

Main Arguments and Persuasive Techniques:

The advertisement employs a combination of emotional and logical
appeals to persuade viewers. The primary claims made in the ad revolve
around the notion that utilising Grammarly can enhance one's writing
skills, instil confidence, and amplify the impact of communication.
Additionally, the ad emphasises the convenience and user-friendly
nature of the Grammarly platform. It showcases relatable scenarios in
which individuals encounter difficulties with written communication and
subsequently experience positive outcomes after utilising Grammarly.
The emotional appeal is derived from the portrayal of relatable situations
wherein users face embarrassment as a result of writing errors. On the
other hand, the logical appeal is centred around the presentation of
tangible benefits associated with error-free writing, such as improved
clarity in communication and enhanced credibility.
Upon analysis, it becomes evident that the ad contains two notable
logical fallacies. Firstly, it employs the bandwagon fallacy by suggesting
that since everyone is using Grammarly, the viewer should also do so.
Secondly, it employs the appeal to authority fallacy by asserting that
Grammarly is utilised by "the world's leading linguists."
 Did Grammarly’s ad "write the future" work?
Grammarly's "Write the Future" ad campaign was a successful marketing
initiative that achieved its desired outcomes. The success of the "Write
the Future" campaign can be attributed to a number of factors. First, the
videos were well-made and engaging. They told relatable stories that
showed how Grammarly could help people in their everyday lives.
Second, the campaign was well-targeted. The videos were placed on
websites and social media platforms that were frequented by
Grammarly's target audience. Third, the campaign was supported by a
strong PR effort. Grammarly worked with journalists and bloggers to
write about the campaign, which helped to generate even more
awareness. According to Grammarly, the campaign helped to increase
brand awareness by 15% and website traffic by 20%.

Final Summary:
The selected advertisement for analysis is Grammarly's "Write the
Future," a 74-second online video ad. This ad showcases the seamless
integration of Grammarly's writing enhancement tools into users' lives,
emphasizing clear communication. It stands out due to its relatable
characters and effective persuasive techniques.
Grammarly's product, the Writing Assistant, aids users in improving
grammar, punctuation, and style, applicable to emails, documents, and
social media. It caters to students, professionals, content creators, and
anyone aiming to enhance writing skills.
The ad's main arguments combine emotional and logical appeals. It
claims that Grammarly enhances writing skills, builds confidence, and
improves communication impact. It stresses convenience and user-
friendliness. Relatable scenarios highlight writing challenges and
positive outcomes using Grammarly.
The ad employs two logical fallacies: bandwagon (everyone's using it)
and appeal to authority (leading linguists endorse it).
Grammarly's "Write the Future" campaign succeeded for several
reasons. It presented engaging stories demonstrating real-life benefits,
targeted suitable online platforms, and received strong PR support. The
campaign led to a 15% brand awareness increase and a 20% rise in
website traffic, cementing its effectiveness.