Ad Critique for All Businesses,

Ad Critique For all businesses, advertising is the cornerstone of staying in the minds of existing customers and attracting new ones. The challenge is being able to create something that will help everyone to remember and talk about the ad. A technique that is often utilized is subtle marketing. This is when the firm will use various cultural ideas to reach out to cliental. Over the years, this approach has often been utilized by large multinational corporations.

A good example of this can be seen with many beer advertisements showing everyone having fun. Then, a young sexy man or woman will be used to highlight the product. This has caused a number of people to subconsciously link these images with specific merchandise. (O'Guinn) (Robbins) To fully understand how this is taking place, there will be a focus on a Research in Motion advertisement for the Blackberry. This will be accomplished by carefully examining the ad, its point, the target audience and providing a description.

Together, these elements will offer specific insights as to how these techniques are used to help firms' standout. (O'Guinn) ("Blackberry") The Ad The ad that was chosen is a new commercial for the Blackberry. What the company did to promote the product was to show a number of old and new images in contrast with one another. The way that this was accomplished was through highlighting a series of different images side by side. At the same time, these comparison reflected different topics including: vision, strength, excitement and similarities.

The combination of these factors are used to show how the Blackberry has more functionality and advanced features in contrast with competing products. ("Blackberry") The Point The point of the ad is to show how the Blackberry is similar and different. This takes place with it contrasting various images. For example, it starts out by showing someone closing a window and another opening it. Then, there is a shift when these disparities become more extreme.

This is when there is the image of one person wearing a half a buffalo suit with another having a full one. These areas are designed to illustrate how someone can look at an image or idea and relate to them. When this happens, they remember these images subconsciously and can directly link them to something from the past. ("Blackberry") At the same time, this is illustrating how there are many differences in life. The key between those who are achievers is the way they are living.

This is when the ad will show a real soccer player blocking a goal vs. one that is a computer animation. It is followed by two men who look similar. The differences are one is heavy set and at home (laying out a comforter). While the other is in the outdoors with a rugged build. These images are showing how there are difference in the way someone choses to live.

("Blackberry") Moreover, the music is similar to something that is heard on a game show where the person has to make a decision. This is designed to influence their subconscious by encouraging them to make some kind of choice. When this is utilized with the different images, it creates a sense of momentum and excitement. ("Blackberry") Target Audience The target audience is different demographics and ethnic groups. The way that Research in Motion is able to reach out to them is through showing images that seem very ordinary and extraordinary.

For example, in the middle of the ad is an animated cartoon illustrating one mouse hiding in the hole (who is afraid to take the cheese from the mousetrap). The other is with the mouse coming out, slipping a button underneath the cheese and eating it. Whereas another image is showing, a bean bag in contrast to a retro office chair. These differences are designed to reach out to younger, middle age and older demographics. The way that this is taking place is to use images that are culturally neutral.

Yet, they inspire a sense of joy and happiness. ("Blackberry") Moreover, the differences between the various frames are showing intelligence and glamour. This is supposed to reach out to all audiences by highlighting trendiness and elegance. When someone sees this they will feel that there is a social desire to become of part of what they are seeing. In the future, they will use this as a way to identify and create specific feelings automatically.

("Blackberry") (Cialdini) According to Cialdini (2009), this is a tool that all advertisers will utilize to identify with a larger demographic of consumers. Commenting about how this occurs he said, "In fact, automatic, stereotyped behavior is prevalent in much human action, because in many cases, it is the most efficient form of behaving and in other cases it is simply necessary You and I exist in an extraordinarily complicated environment, easily the most rapidly moving and complex that has ever existed on this planet. To deal with it, we need shortcuts.

We can't be expected to recognize and analyze all the aspects in each person, event, and situation we encounter in even one day. We haven't the time, energy, or capacity for it. Instead, we must very often use our stereotypes, our rules of thumb, to classify things according to a few key features and then to respond without thinking when one or another of these trigger features is present." The best way that this can be achieved is to use images that will reach out to a larger segment.

When this happens, everyone will use these stereotypes to automatically make decisions based on them and specific feelings they have about a product. (Cialdini) ("Blackberry") Description The best way to describe the commercial is how it is asking consumers a fundamental question about their lives. This is designed to push them to learn more.