Commercials Smehra Print Commercials in a Print

Commercials Smehra

Print Commercials

In a print AD found in National Geographic's May 2003 issue, Canon's print AD involves a photograph of a 'blunt-nosed leopard lizard'. National Geographic is known, among many things, for its photography, and Canon use this image to capture a spirit of National Geographic in their commercial. The AD contains an interior shot of a map location of where the lizard is located in the world, as well as a snippet of information regarding its length, weight and surviving number. Canon's AD is definitely appealing to the demographic that read (or flip through the pages of) National Geographic. The print section of the AD actually is two-paragraphs of information regarding the lizard and not about Canon's cameras or lens.

As a closer, Canon states "As an active, committed global corporation, we join worldwide efforts to promote awareness of endangered species" which ties in to the magazine and alerts readers of the lizard's endangered position in the world, as well as Canon's role in supporting efforts to save it. The AD doesn't contain any cameras, nor is it supposed to appeal to men or women. It is an AD designed for every reader of National Geographic. Canon shows how using their product can take a great picture, and why an environmental conscious person should use their products, regardless of their photography skills.

In People Magazine, March 3, 2003, Tropicana use a full-page ad to show-off their orange juice. A regular-sized container of Tropicana is in the fore-ground, while a blurry "competitor' is in the background. By the use of the colors and logo, we can understand clearly, that the competitor is supposed to be Minute Maid. Alongside the Minute Maid box, they have marked out "83% filtered water" and "17% concentrate" compared against Tropicana's "just 100% Orange Juice." This ties in with their slogan "So Pure. So Alive." In this AD, Tropicana are putting them against the competition and using what is merely on the labels to prove they are the better choice in orange juice. As People magazine is mainly read by women, and many with families, this is an important use of AD space for Tropicana. They are ensuring that women see that their orange juice is better compared to the popular brand Minute Maid which has a more colorful and noticeably packaging compared to Tropicana's white and orange.

In the May 2003 issue of MAD Magazine, there is a double-page ad for the Andy Griffiths book "The Day My Butt Went Psycho." This magazine appeals to a wide audience, including the teenage demographic that this book is targeted towards. The AD uses the same whimsical approach of the title by showing a collection of 'butts' gathering together with torches, in an angry mob on the outskirts of a town. The graphics are colorful and definitely attention grabbing. The cover of the book is featured centrally in the AD. The spread also contains a website address and a 'blurb' regarding the book. There is also a mock 'warning' stating "Do not open this book within 20ft of any adult." They also mention a lot of things found within the pages of the book, such as "disobedient butts," "explosive buttcanoes" and "poopoises" which would rouse the curiosity of any 8- to 12-year-old. Further reading of the AD ensures that 13- to 15-year-olds, male or female.

This AD has been placed in a funny-orientated, semi-comicbook which ensures that it reaches the right market. Be it towards the direct audience market (children 8-15) or to the adults that continue to read MAD and may think their children, or younger relatives may appreciate the book.

Controversial TV Show and Impact on Children

The show "Survivor" has been appearing on CBS for six seasons, with the current season Survivor: Amazon on air in the United States, and appearing in over 30 countries around the world. The show pits 16 contestants against each other for 39 days. Initially split into two tribes, and then as individuals, this reality game-show's object is to "out wit, out last, out play" each other to win one million dollars.

In the United States, the show airs during primetime and has a wide audience demographic, with at least 12.4 of the ratings for the time slot during the week. The show is filmed entirely on location during the series, while the finale is done in New York or Los Angeles. The filmography of the region gives the show a semi-documentary feel as the show has definitely evolved as an interesting look into human nature as well as a 'water-cooler' type show that people become involved in. Nevertheless, this look into relationships and in 'playing the game' may not always be suitable for children. In the case of the past two series there have been some adult-related themes (nudity, sexual subject matter) that otherwise is not suited to a young audience. Though the series doesn't dwell or break any FCC regulations for the time-slot, there is some parental guidance required for the show.

Stripping away the 'show' aspect of Survivor, reveals a program that takes a look at the psychological interactions of 16 strangers as they attempt to build shelter, communicate and live together without modern conveniences or any of the creature comforts of home. They must adapt quickly and contribute to the welfare of the tribe by gathering food, cooking or other duties to help run their small community. This is of great interest to anyone interested in the human condition, but whether it is a good idea for children to view at such a young age without understanding that there is medical help close by (Survivor keep a doctor on stand-by for emergencies) and that these people do get to come home, may be upsetting to some younger viewers.