FACULTY OF COMMUNICATION AND MEDIA STUDIES

BACHELOR OF MASS COMMUNICATION (HONS.) ADVERTISING

(MC244)

ADV410: PRINCIPLE OF ADVERTISEMENT

EXPLAIN ONE ADVERTISEMENT

WRITTEN BY:

HAZRIN NAIM BIN HAZNULIZAM (2023627764)

CLASS:

MC2442D

LECTURER:

SIR HAJI ROZAILI BIN HAJI AHMAD

SUMBISSION DATE:

31ST OCTOBER 2023

DURACELL POSTER ADVERTISEMENT

Source: https://adsspot.me/media/prints/volvo-one-safe-place-1f3b45aa1098

1. Name of the brand

The name of the brand for this advertisement is Volvo. Volvo is a well-known
Swedish vehicle company that makes automobiles, trucks, and construction equipment. They
are well-known for putting a strong focus on safety and innovation, having been the first to
adopt airbags and seat belts. Volvo manufactures a wide range of vehicles that are known for
their outstanding quality and cutting-edge technology. Furthermore, they also expanding
hybrid and electric automobile technologies.

2. Brand Associations

Brand Associations are not benefits, but are images and symbols associated with a
brand or a brand benefit. Volvo is well-known for its emphasis on safety, high-quality
automobiles, new technology, clean Scandinavian design, environmental sustainability, and a
family-friendly image. These linkages go into further detail about the brand's essential
features and ideals.

3. Brand Promise

A brand promise is an assurance issued by a company to its customers about what to

expect when they use its goods or services. It addresses aspects such as overall experience,
reliability, and quality. It is critical that the company meets this pledge in order to earn the
trust and loyalty of its customers. Based on this Volvo advertisement, the brand promise that
are being highlighted is the safety features on their vehicles. The word “At least there’s still
one safe place to be” are saying that their product vehicles are promised to be one of the safe
place which indicate the strong build and the quality of safety in Volvo.

4. Brand Personality

Brand personality is the way a brand speaks and behaves. Same as human, all brands
have their own personality, characteristic, and traits. On this advertisement, same as brand
promise, Volvo always mentioning about the quality of their safety features and luxuries. As
has been mentioned also, in the tagline “At least there’s still one safe place to be” they are
referring, emphasizing and focusing to mentioning the build quality and safety features as in
other Volvo advertisement.