Analysis of select

television commercials

based on persuasion

techniques employed.

Supervised by:

Mr. Prem Kumar

Prepared by:

Mayank Katoch C31 Pawan Aggarwal D28

Ajay Pal Singh D02 Richa Kedia D36

Alok Wadhan D03 Sohini Patel D43

Mohd Mohsin Islam D18 Stuti Garg D 44

Nilakshi Goel D25 Vijayendra Singh Pathania D51

Advertisements selected and classified as per persuasion techniques:

Raising awareness

Sustain interest to win consent

Narrative Fear, guilt and insecurity

Fantasy, escape and nostalgia

Consistency, familiarity and authority

Memory and action

Sony BRAVIA

Titan- be born again

Pond’s-chopra saif

Adidas- Lomu

Bajaj-Avenger

Maruti Suzuki

Airtel

Visit Indonesia

Carlton Draught

Intel - I 486 Naukari.com-Hari Sadu

TOI- hockey player

SONY Raymonds

Commercial: Name calling-Naukri.com (2005)

Tagline: Guess who just heard from us?

Ad Agency: FCB Ulka

Overview: Fear, guilt and insecurity

The advertisement starts with an employee

trying to show the reports to his boss. But the

boss reacts to him in a very unpleasant and rude behavior by smashing his reports away

without even looking at them.

During all this another employee is seen serving the boss with tea. The look and the body

language of the other employee clearly depicts that he is timid person.

As soon as the boss throws away the reports a female employee (who may be a secretary)

enters in and informs his boss to take the call to book for hotel reservations. The boss takes the

call and asks to book table for two on the pool side. The person on the line asks for his name.

He speaks out his name, “Hari Sadu”. But the person on the line cannot make out his name.

Seeing all this, first employee (whose reports were thrown away by Hari Sadu) asks his boss

whether he can help him out in clarifying his name. On getting the nod he begins to tell the

name by breaking the word into alphabets and describing each and every alphabet by the word

so that person on line can comprehend it easily. Now here comes the point where the real

humor takes place. He calls out his name as; H for Hitler, A for Arrogant, R for Rascal and I for

Idiot. In between comes the slogan – “guess who’s just heard from us?” followed by the

naukri.com symbol.

On seeing such a confidence in him of having all the guts to speak out the name of the boss in

an insulting manner, the other employee ( who was serving the tea ) also carries himself

altogether with a mixed sense of confidence and nervousness and helps the first one to speak

out Sadu, beginning with S for shameless.

User imagery

The advertisement is setup in an office environment. The whole dialogue takes place in an

office room. There are two young employees and a rude boss shown in the advertisement. All

the people forming the youth segment can easily identify themselves with these two persons in

some way or the other. The boss shown here is totally arrogant and rude which is more of a

fictitious thing but adds a content of humor to the whole advertisement.

Execution

The most effective and appealing feature of the whole advertisement is its setting in an office

room. The advertisement relates to naukri.com, the job search portal. So this is the best of the

ideas one can get to enact an incident between an employee and his boss in an office room.

The name Hari Sadu is in itself a very unique name where we can imagine and perceive such

person to carry a negative attitude. His behavior though rude keeps the viewers attached to it

because it also forms the humorous part of the whole advertisement.

The commercial within a span of 30 to 35 seconds shows the whole story of the rude behavior

of the boss and how the employee fights back by offending him through speaking out his name

in an insulting manner on the phone.

The best part of the whole advertisement is at the closing of the advertisement when the

employee who was serving tea to the boss in a timid way, gains confidence as a result of

positive, morale boosting impact which he gets watching the first employee.

Appeal

The advertisement is very appealing, especially for the youth of India. It instills the current as

well as prospective employees with the idea that there is no need to get scared by authoritative

and the overpowering environment of the organizations. Naukri.com is always by your side as

far as good job is concerned.

It is an excellent commercial which speaks out clearly what it wants to convey to its target

segment viewers. The advertisement projects the service in a precise and hilarious manner

which is very appealing. In a span of a minute the advertisement conveys its whole message

very effectively.

Commercial: Jonah Lomu- Impossible is Nothing-

Adidas

Tag line: Impossible is Nothing

Ad Agency: 180 Amsterdam and TBWA

Overview: Fear, guilt and insecurity

Part of the year long and most expensive ($ 50 million) advertisement campaign undertaken by

the company ever in 2004, in this one minute commercial rugby’s true contemporary hero

Jonah Lomu shares the mental trauma caused by a seemingly career ending injury and how he

overcame it. The advertisement allows viewers a glimpse of Lomu’s life not at the pinnacle or

finishing point but at a very crucial point along the journey. The commercial reinforces a sense

of supreme self belief- motivates the viewer to confront the impossible in his life and Adidas

wants to be the shirt or shoe the viewer is wearing when he performs his impossible.

Appeal:

The one minute ad is charged with a lot of emotions such as fear, anxiety, sympathy, self belief,

motivation and aspiration for achievements. After viewing the ad one gets to know the human

side of professional athletes and their hopes and fears. The commercial has an inspirational

theme throughout. The message is universal as every one of us has at some point of time been

faced by social, personal or biological impediments or barriers and we can find a way through

by believing in ourselves.

Execution:

The objective of Impossible is Nothing campaign was to position Adidas as the most

inspirational and motivational sports apparel brand. For this campaign Adidas chose 22 world

class athletes from different sports- Mohammed Ali, Zinedine Zidane, Yelena Isinbaveya, Sachin

Tendulkar, Gilbert Arenas etc. and got them to share their lives at a rather pivotal point in their

journey to success and fame and not at the finish line itself.

The Lomu spot was executed in an art studio where Jonah was given art and drawing material

to create his own story on a board. The drawings were then converted to CGI and his own frank

and humble voice over added to the brilliant execution. Subtle use of colors and background

music is also commendable. Neither of these super impose on the actual message.

User Imagery:

Jonah Lomu despite being a charismatic person on a rugby pitch is presented as a common man

having a humble appearance. The voice over content used to influence viewers is also kept very

simple yet inspiring. There is no use of flashy colors or music. A simple guitar strumming is

played throughout the advertisement. Another part of user imagery that makes the ad

compelling is the use of his own hand drawn animation of his impossible situation.

Commercial: BRAVIA “Balls” (2005)

Tagline: Color like no other

Ad Agency: Fallon

Overview: Raising Awareness

The Balls commercial served as an ideal launch pad for Sony’s Bravia LCD TV range in 2005. The commercial, brilliantly conceived and impeccably executed by Fallon (U.K), features 2,50,000 different colored crazy balls cascading down the streets of San Francisco. Playing in the background is an absolute melody- Heartbeats by Jose Gonzalez. The acoustic versioned song seems to carry the audience in a state of self induced trance. The commercial ends with the swarm of balls rolling down into main city and the shot fades into the tagline-“color like no other with a picture of Bravia LCD”

Contrary to the conventional practice of focusing on functional attributes in advertising a new t.v, Fallon, to their credit, chose to lay emphasis on the emotional aspect instead. In doing so, however, the ad agency maintained colors-the most essential criteria, as the central theme. The commercial has used an almost perfect blend of visual and aural cues in creating a truly remarkable piece of advertisement.

Appeal:

The advertisement touches the emotional side of viewers. The idea behind the commercial is that real colors can make a person experience and exude emotions like love, warmth, care etc and the tagline- color like no other is a claim in itself by Sony that alludes to the unmatchable picture quality of Bravia LCD range. The cascading swarm of different colored crazy balls backed by Heartbeats song signifies a crescendo, a wave of emotions that is about to sweep the viewer of his feet amidst the empty streets that evince the dullness and banality in his life brought about by lack of colors (seemingly from low quality televisions).

Execution:

The advertisement had the objective of garnering familiarity of Bravia LCD among viewers but with a difference. In doing so, the agency adopted a different approach. By influencing the emotional aspect with the help of some great camera work and background music, this particular commercial registered 10 million hits on various websites in the first month of its

launch. The advertisement was shot in San Francisco in 2004-05 and required 250000 crazy balls being catapulted onto the empty streets. The advertisement was premiered in U.K at Old Trafford, Manchester, during a Premier League match between Manchester United and Chelsea. The enormity of the event leveraged the publicity and awareness of Bravia. Thus the advertisement was successful in its execution.

User Imagery:

As the focus is on colors, there is prolific use of different colored balls. User imagery does not involve showing a particular type of person. However, the choice of location i.e an ordinary street in San Francisco hints towards familiarity.

Commercial: Visit Indonesia – 2008

Tagline: Celebrating 100 years of nation’s

awakening

Ad Agency:

Overview

In this advertisement country is depicted as a brand in itself.

The government of Indonesia commenced visit Indonesia advertisement campaign in the year

2008 to celebrate 100 years of nations awakening and with a motive of attracting a huge

number of tourists in this year through this advertisement.

The advertisement starts in a very beautiful manner with scenic visuals of all equatorial natural

beauty of an island country. In the background a very sweet voice of a girl is played who speaks

out in very appealing phrases that why should we visit Indonesia.

The whole advertisement which is of approximately one minute compiles in itself various

visuals showing the diversity of experience the tourist will get on his trip to Indonesia.

The advertisement begins with an Indonesian girl saying that – in our tradition when butterflies

come it is the sign that special ones will arrive. After some more visuals the voice again plays

and says that – we always greet special people like you, because your coming is our happiness.

Then she says – be ready to experience the beautiful journey. In the end she says – it is time to

visit Indonesia.

User imagery

The advertisements sole purpose here is to attract as many tourists as possible in Indonesia to

give a boost to its tourism industry.

The whole advertisement comprises of different visuals showing the most aesthetic places in

Indonesia. The advertisement does not only lay importance upon the traditions and cultures of

the country but also shows how modern it is by featuring the visuals of night life, cities, parties,

resorts, adventure sports etc. in this way it tries to capture every segment of people from

young to old, from tourists who look for exploring cultures and traditions to that of looking out

for adventure sports and also targets the people who look out for an exciting night life and are

fashion conscious.

So in all placing the country as a brand it tries to capture as many segments as possible.

Execution

The whole advertisement is placed in a very mannerly and beautiful way with a very sweet

voice of a little Indonesian girl which is played on the background.

The girl in the advertisement describes the tourists as butterflies. She says that when butterflies

come it signifies that special ones will arrive (the tourist). So relating the butterflies with

tourists and how their coming makes them happy gives the advertisement an emotional bent

thereby creating a liking for it.

The advertisement shows many beautiful places of Indonesia. A very important thing to be

noticed is that the butterfly is shown flying in many of these places depicting what our presence

will make them feel like.

Thus the advertisement is very well executed with a wonderful music which is a mix of their

traditional and modern music and the featuring of girl describing what visiting Indonesia will be

like for us and how the people of Indonesia will feel when we visit their country.

Appeal

There is a touch of innocence in this advertisement. The girl, her voice and the butterfly has

played a very important role in this advertisement which can effectively persuade people to

visit Indonesia by striking on a very important note in this advertisement that how our visiting

Indonesia will make them happy.

Though some viewers of this advertisement may

not give much heed to the concept of

butterfly and the girl but still all the featured

visuals in the advertisement clearly show that

it is a place which can fulfill the desires of the

tourist by providing them with aesthetic

locations, adventure and an exciting night life. Thus it shows that Indonesia is a place which will

enthrall every segment of diverse tourist base.

Commercial: Times of India (2005)

Tagline: A Day in the Life of India

Ad Agency: Leo Burnett

Overview

Prakash Mirajkar gets selected into the National Hockey Team and that sparks off wild

celebrations among his friends and family. His mother takes the news of her son getting

selected to her old father-in-law. Her father in law, who is very old at first looks blank. With the

old broken glasses he is not able comprehend that what is the reason for joy.

He take the paper in an old storeroom and takes out a yellowed Times of India page which says

he was dropped from the National Hockey team and tears mist his eyes. Then he sees a crisp

new TOI page announcing the selection of his grandson. He smiles and eventually starts

dancing.

Fantasy, escape and nostalgia

This advertisement on “Times of India” newspaper tries to explain to us two things:

It reveals that TOI has always been a part of our lives: in sorrow and joy, in pleasure, laughter

and in disappointments and tears. It has been there in the lives of our grandparents, it is an

integral part of our lives and even the future will see this paper evolve and meet the news

needs of future generations. Thus it forms the pervasive part of the ongoing process of our life.

It also shows how fickle public memory is and how this paper keeps us tied to some of the most

vital moments of our lives. Today a former national player is sitting crippled and no one bothers

about him. Only TOI was there to share his grief. It makes a viewer wonder how long even this

joyous moment for the new player will last given the pathetic condition of Hockey in India.

Thus it conveys the fact and tries to speak out that long live the TOI for staying with us, now

and forever.

Commercial: Bajaj Avenger (2005)

Tagline: Feel like god

Ad Agency: Lowe

Overview

The advertisement starts with a stud on the road driving a cruiser bike. While the guy is riding

the bike all the critical incidents of his life flash through his mind. The guy unperturbed by all

the incidents callously let the flashes carrying the negative emotions go by with a smile and

simply enjoys the spirit and the pleasure which he gets out of riding the Bajaj avenger.

Fantasy, escape and nostalgia -

The ad reflects the carefree attitude of the biker and the personality of the bike. Then come the

visuals which capture the beautiful essence of the backdrop environment. The magnificent

mountains form the perfect backdrop for what seems to be a journey to celebrate hard-won

contentment. The black and white scenes interspersed in between show scenes from the

biker’s life, pivotal scenes that may have been turning points, from his father lashing out at him,

to his boss firing him, his girlfriend marrying someone else and his barber giving a cut on his

upper lip while giving him a shave. The expressions on the biker’s face are a class act, what with

the whole attitude and personality of the bike reflecting perfectly on his face with every smile,

snicker, and raise of an eyebrow.

To put things into perspective – i.e. these events, which would be painful for anyone, are things

which could happen in anyone’s life. So it’s something that anybody could relate to. The

advertisement implying that in spite of all these depressing events, getting on the bike and

riding it was enough to make you forget and forgive all that happened to you - it felt like

heaven.. Feel like God.

It evokes - a feeling of boldness, an attitude of confidence, the belief that whatever Life throws

your way, it can be melded into your character to make you stronger, better, and happier.

Commercial: Maruti Suzuki (2008)

Tagline: India comes home in a Maruti Suzuki

Ad Agency: Capital Advertising

Overview

A Grand Vitara pulls up in front of the airport. A young girl excitedly gets out of the car to greet

her father. Her father runs to get behind the wheel and asks his daughter to sit in the passenger

seat.

The scene shifts to a young couple in a Wagon R driving along the Kerala backwaters to meet

their parents.

Elsewhere, an angry father waits for his daughter to come home from a late night out. The girl

is dropped home by her boyfriend in a red Swift. Infuriated, the parents wrangle with their

daughter. Before she can respond, her companion comes out of the car and introduces himself

to the girl’s parents and is welcomed into their home.

Next, an army officer gets ready to leave his base to go home. He bids his peers goodbye and

sets off in a Gypsy.

Following that, a young lad waits for a lift on the highway. Just as he kicks the ground in

frustration, he spots a red Maruti Swift cruising on the highway. He smiles to himself and pulls

out a placard that reads “Need to be home for Diwali”. The driver of the car stops and the

youngster hops in.

The film closes with a shot of the car driving away and the voice over says: India comes home in

a Maruti Suzuki.

Interpretation

Consistency, familiarity and authority:

Maruti has received its new signature tune. The idea behind the signature tune is to have a

common linkage across Maruti offerings, such that one should hear it and immediately

associate Maruti with it.

Maruti has a number of achievements, including a market share of over 50 per cent, not to

mention the fact that over the last 8 years they have been consistently been rated first in J D

Power’s customer satisfaction survey, despite their large customer base.

The advertisement has consistency in the sense that it instills the idea of a true Indian car

reaching out to people as the most reliable one which can be counted upon in any situation.

No details related to the cars have been described in this advertisement because over the years

Maruti Suzuki has proved itself to be a car which carries credibility, sustainability, familiarity

and trust.

This advertisement clearly seeks authority by sheer dominancy by laying down the point thar

“India comes home in a Maruti.

Commercial: Sony

Tagline: Feel like no other

Ad Agency: Fallon

Overview: Consistency, familiarity and

authority.

This commercial is an example of corporate advertisement. The advertisement begins with a

file of robots walking through a city. The techno pop background music adds to the robotic feel

of the ad. The robots walk past across humans who are into their routine activities. Some

people are engaged with their Sony gadgets such as PSP (Play Station Portable), VAIO, digital

cameras and cam corders. Only people with a Sony gadget catch the eyes of robots. The robots

look amazed. One robots then boards a train where a young girl is plugged into her mobile

music. She takes out one ear piece of her pear phones and plugs it into the left ear of the robot.

The techno music stops momentarily and the root transforms into a human as the music begins

with a noticeable extra beat. The ad ends with the words- feel like no other.

Appeal:

The appeal of the ad is again emotional. The commercial focuses on the human side of

technology that can transform a robot into a living being- man. Sony also boasts its repertoire

of extremely popular gadgets such as PSP, digital cameras and VAIO in the commercial. The fact

that even a robot can be made to feel emotions through music on a Sony player alludes to the

matchless quality that Sony incorporates in its products.

Execution:

The advertisement clearly demonstrates the power and feel of Sony. Another aspect relates to

Sony’s reputation as a leader in designing robots.

User Imagery:

The robots have been shot in real time. The overall user imagery relates to youth as we see

young men and women occupied with their VAIO, PSP, camcorders etc. Moreover, the girl in

the metro train also appears to be like girl next door who often commutes in a metro. So the

youth can easily identify themselves with the kind of user imagery projected in the commercial.

Commercial: Intel inside i486

Tagline: Intel-the computer inside

Ad Agency: Inhouse

Overview: -

This adv. states that in order to run all your software fast you need to look for an Intel Inside

symbol on purchase of your next computer. It says that the computer is a real power source

from inside just like an upgradeable Intel i486 micro- processor. So just load and power your pc

with it and run all your softwares at light speed with Intel your computer inside.

Interpretation: Narrative Technique

User Imagery

The ad has been targeted towards people from all fields engaged in the usage of computers be

it:-

(1) The industrial people engaged in business of chips, processors etc.

(2) IT professionals.

(3) Young students.

(4) Managers & Professionals at various levels.

(5) Tech Savvy people.

And lastly not to mention an exhaustive list of people from various other fields who have a

buoyant urge to redefine their pc’s, computer notebooks, laptops & desktops with new

processing power so as to accomplish their tasks at a much higher pace efficiently and

effectively so that the best possible results are achieved and in the process ensuring that while

doing so minimal battery life is used.

Appeal

Intel processors have been a pillar of trust, utility & timeless execution at all fronts. General

public has reposited its faith in Intel processors which from every generation have gone from

strength to strength in terms of efficiency & processing. The Intel processors with their lightning

speed have taught people not to fear but to love technology and be able to work virtually with

speed, clarity, and security. Intel has thus invited people to a platform wherein they can join in

and celebrate the virtual creativity of life from home.

Execution

The ad though has been brilliantly executed with video imagery, Graphical features to go along

with a creative bent attached to it but still there are certain flaws in it naming a few like:-

(1) The processor is not in the socket.

(2) The computer is still running with one of the ATX (Advanced Technology Extended)

power connector being off.

(3) With CPU having no cooling mechanism inside the very argument of running softwares

at lightning speed is defeated as it would result in overheating of the computer.

(4) The whole structure looks bulky.

Commercial: Kabhi Kabhi Pyar Mein (2008)

Tagline: Pure white or pinkish white…you choose.

Ad Agency: Ogilvy & Mather

Overview:

The ad follows a narrative style of drawing the

viewers’ interest. As the title suggests, Priyanka, Saif

have fallen out with each other but Priyanka still longs for Saif. He on the other hand has found

new love in Neha Dhupia. The commercial carries out the plot in 5 episodes, each unfolding a

new development yet not revealing anything beyond. Such style of story telling keeps the

viewers on its hooks. The protagonist of the story based commercial is shown using Ponds

white beauty cream that along with imparting beauty helps her gain confidence to move on in

life. Yet in the final shot the ex lovers are brought together by an act of destiny.

Interpretation: Narrative Technique

Appeal:

The appeal targets the emotional aspect of human mind as well as focuses on the functional

attributes of the product. The plot depicts a typical Indian filmy situation. Two lovers after

falling out with each other are brought back together and rekindle a lovely past relation. The

appeal further penetrates into the viewer’s psyche as two very famous actors play the lead in

the commercial. Indians far too often relate far too easily with film celebrities. The ad reinforces

this phenomenon.

Execution:

Use of dull colors in the background gives the commercial the desired gloomy feel. Abstaining

from voice over from any of the actors is another commendable feat. Voice over is incorporated

only while propagating the functional aspect of the product. The idea that life comes full circle

can be comprehended easily at the end of the final episode of the commercial. It typically ends

in a happy ending.

User Imagery:

Using Saif and Priyanka as lead actors for the commercial makes the ad all the more relatable to

the viewers. These actors have huge fan following, so that gives the commercial an added

advantage as persuasion then becomes relatively easy. The story line or the plot is also based

on a common situation- one of misunderstanding and turmoil in a relationship. So it becomes

easy for people or potential users to associate with the advertisement.

Commercial: Raymonds

Tagline: Raymond the complete man

Ad Agency: BBDO

Overview

The ad actually is a recall b/w 2 scenes i.e. black & white

scene wherein an old professor goes to attend the marriage of one of his old student & tries to

identify his student from amongst the guests. But the student suddenly catches a glimpse of

him and is suddenly remembered of the the old memory when he along with his classmates

gave piece of Raymond cloth as a farewell to their professor while he was leaving the school. In

the meantime the professor has a regretful look of not being able to identify his student from

among the guests along with another flashback memory of his same student holding a poster in

his hand starts pondering over. In the meantime his student calls his wife over who is talking to

guests and as soon as they approach towards the professor he immediately is surprised by him

being identified by them. The student tells his wife about him and both of them bend down to

touch his feet. The professor blesses them and touches his student’s suit that is of Raymond

displaying a sense of essence and heavenly experience and presents a gift & starts talking to his

student’s wife congratulating her. In the meantime the student calls all his batchmates over and

they all take a group photograph with the professor.

User Imagery

The ad clearly focuses its attention on the segment comprising of people from all walks of life

be it young, middle aged (or) old.

Appeal

The ad clearly has a distinct appeal that is class apart because the kind of respect it generates is

a hallmark in it being successful in the connection of 2 different individuals of different ages but

only one thing in common i.e. Raymond’s being the only point of similarity clearly speaks all

about what it actually stands for. The ad clearly has a lasting impact on the general public as

they associate themselves with the ad and follow a similar pattern.

Execution

The ad has been very well executed mainly due to the following reasons:-

(1) Sense of Respect.

(2) Emotional Touch.

(3) Strong Bond of Relationships.

(4) A touch of heavenly essence.

Apart from all the above mentioned points the ad has been successful in displaying a very

soothing touch to the whole scene. Raymond’s truly indeed is a mark of a ‘COMPLETE MAN’

displaying all traits what a man experiences and can be after wearing it.

Commercial: Airtel

Tagline: Express yourself

Ad Agency: Rediffusion DY&R

Overview: The ad shows different scenes of life like love, hatred and violence, emotional

distance, silence, inspirational sports event featuring sachin tendulkar,, conspiracy between

girls, confession by a kid to his parent, celebration, negotiation between a football player and

referee, teacher giving teaching to deaf and dumb, children raising their voice by holding

candles in their hands, and in the last a girl praying. In these entire scenes one thing which has

been shown common is the communication which captured the essence of mobile service most

beautifully without even saying anything.

Interpretation

Memory and action

This ad is one of the breakthrough ads of Airtel. It won many award including two “Silvers” at

the prestigious AAAI awards for Brand Campaign of the Year and Best Advertising Film, amidst

stiff competition from 37 advertising agencies.

The ad has been very effectively used to portray the importance of communication in life. It is

the central idea of the ad. Different situation of life has been portrayed and a correlation has

been created between those situations and communication. The ad talked about different

actions such as inspire, conspire, confess, celebrate, negotiate etc which forms as an integral

part of the life.

User imagery has been excellent. Many real life situations have been shown to create a link

between actions and expressions. Sensory appeal is very strong which has been created

through communication which is needed in different situation and through beautiful music

given by A.R. Rehman. Execution is excellent. The importance of mobile services has been

shown in a silent but self explanatory manner. It has been able to persuade the viewers to use

Airtel mobile services to express themselves. Airtel is the number one mobile service brand in

India.

The music of Airtel is enough to memorize the ad.

Commercial: Titan

Tagline: Be more

Ad Agency: Ogilvy India

Overview:

The ad film opens on a shot of Aamir Khan sitting alone on a roller coaster, stating, ‘Be born

every day’. Next, he is seen chasing the shadow of an aircraft on a beach, then, sitting beside a

truck driver, in the middle of nowhere, with a trail of chassis trucks behind him. Here, he asks

the viewers to try the adventure of getting off at an unknown station, of exploring unknown

lands.

As he crashes his vehicle while go-karting, Khan waves to the others around him, while his

voiceover explains the importance of making one’s own mistakes. Further on, he talks of not

making your passport photos last longer than three months – you need to constantly reinvent

yourself and adopt a new look every day.

“Shock your reflection!” says Khan, with funny accessories framing his face. The next vignette

has him practising meditation while slyly checking out a girl walking past (‘Explore’). Cut to a

shot of children, with Khan explaining how we aspired to be different people as kids – “let’s

revive that aspiration today”. Wearing armour (sword and all), Khan reiterates, ‘Be Born, Every

Day. Titan. Be More’.

Interpretation:

Sustain interest to win consent

This advertisement is a perfect example of sustaining interest to win the consent. It’s a

stimulating advertisement which tries to break down consumer resistance through its appealing

nature.

This ad is for premium brand Titan, in which the personality endorsed (Aamir khan) also

command a premium in his own market. The ad tries to stimulate the audience by leaving the

usage decision left to the customer so that they do not feel manipulated.

“Be born everyday” is the catch line used in the ad. Aamir khan has urged the viewers to do

something different, something unusual apart from their ordinary routine life. He is asking for a

change, asking them to dare to do mistakes so as to learn from them, asking them to explore

things, to be more demanding from life and more ambitious. The ad is an aspirational one

which uses some dream aspirations (such as Rock star, Pilot, Sport star) as an effective tool to

derive the customer value.

The user imagery is in accordance with the message of the ad. Aamir khan has been able to

form mental images of things or events in a successful manner. Aamir khan himself is famous

for his different and diversified roles in his professional career and frequent changes in his

appearance. This fact has been successfully used by the advertiser to correlate with the

message of the ad.The sites used are fascinating in nature, having a sensory appeal. Execution is

to the point. The ad tries to touch the emotional side of the viewers by making them visualizes

a new and changed life everyday.

The pitch of the ad is strong and determinative in nature. Aamir khan has been effective in

persuading the audience. Live your life as everyday is a new day and want more is the mantra

or the central idea of this ad.

Commercial: Carlton Drought

Tag line: Big ad (2005)

Ad agency: George patterson

Overview:

Thousand of lacs of people in red and yellow clothes walking towards each other and singing

the tag line of the ad-“it’s a big ad, very big ad”. At the end they formed a picture of a person

drinking carlton draught beer.

Interpretation

Sustain interest to win the consent

Carlton Draught is one of Australia’s biggest selling tap beers. Big ad proved out to be a historic

success for Carlton draught. ". The ad won The Gold Lion award at Cannes, June 2006.

Big Ad used viral marketing techniques before being released on television. Featuring quirky

commercial, the beer was promoted as simply being "made from beer”.

The creativity of the ad and the starting from those lines-“it’s a big ad, very big ad” has been

able to arouse and hold the viewers’ interest in the ad from the very starting to the end.

Although the ad has not been humorous one explicitly, yet the advertiser has been able to

show a hidden sense of humor by using those catchy lines. The ad has been able to generate a

sense of curiosity.

User imagery is very good. The huge number of people used, the creation of a huge image of a

person having beer in the end is clever and stimulating indeed. The ad is very much appealing in

nature showing that it is not only a big ad but also a big beer brand. Execution is perfect.

Viewers can easily visualize themselves by seeing that big picture at the end.

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