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An
Assignment
ON
Analysis of 3 TV Advertisements



Subject: IMC Submission Date: 14
th
Aug, 2014
Class: F2
Shift: 1
st




Submitted to: Submitted By: Roll No.
Ms. Roshni Singh Vicky Patel 76
Asst. Professor,
S.R.L.I.M








S.R.Luthra Institute of Management Studies,
Surat

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TABLE OF CONTENTS
NO. PARTICULARS PAGE
NO
1 INTRODUCTION 3
2 ADVERTISEMENT 1 MOUNTAIN DEWS BAD CHEETAH
AD
5
3 GILLETTES CHAMPIONS ADVERTISEMENT 6
4 SURF EXCELS ADVERTISEMENT (BROTHER & SISTER
DUO)
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1. INTRODUCTION
A television advertisement or television commercial is a span of television programming
produced and paid for by an organisation that conveys a message. Advertisement revenue
provides a significant portion of the funding for most privately owned television networks.
The vast majority of television advertisements today consist of brief advertising spots,
ranging in length from a few seconds to several minutes (as well as program-
length infomercials). Advertisements of this sort have been used to sell every product
imaginable over the years, from household products to goods and services, to political
campaigns.
Many television advertisements feature catchy jingles (songs or melodies) or catch-
phrases that generate sustained appeal, which may remain in the minds of television
viewers long after the span of the advertising campaign.
Advertising agencies often use humour as a tool in their creative marketing campaigns. In
fact, many psychological studies tried to demonstrate the effect of humour and indicate the
way to empower advertising persuasion.
Facts and Figures of Television Advertising 2004-2008


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The number of advertisers needed to promote the brands has steadily grown at a
higher percentage than the number of brands, themselves. In the period spanning 2004
to 2007, the advertisers outnumbered the companies. This gave the companies a
choice of advertisers so as to get the best deal and the best advertising strategy.

Average ads/day on a channel.

The medium of TV advertising has seen rapid growth in the pas couple of years. TV
shows have started to invite more advertisements than before. While there were only
197 advertisements in 2004 that served as fillers during commercial breaks, as of
2007, that number rose by almost 45%. Today, advertisements are not considered
separate from the show timings, but are clubbed with the shows and are taken for
granted. What can also be seen by the graph is, with a decrease in the number of
brands and the corresponding fall in the number of advertisers, the number of break-
time fillers has also come down in the last year. With fewer brands and even fewer
advertisers, the number of advertisements that feature in commercial breaks has also
been impacted.



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2. Mountain Dews Bad Cheetah Advertisement
This is a campaign that has confined itself to
barely three commercials. The common thing
in all these commercials is the group of boys
out on a safari. They are generally roaming
about shouting - Do the Dew!
The commercial shows a cheetah running in all
its gusto, and one of our models following it
on a bicycle. Finally, the lad jumps on the cheetah and traps him. Then he puts his hand
inside the cheetahs mouth...straight down to his stomach, and pulls out a can of
Mountain Dew. Bad Cheetah - he says. The other guys watching him say to each other -
Cheetah bhi peeta hain! Then they show the cheetah with all the spots gone except for
a few spots which spell out - Do the Dew.
Their models seem possessed, running around jungles with colorful clothes, jumping on
cheetahs and shouting at the top of their voices. The viewers have no point of reference to
identify themselves with either the product or the advertising tone.
There is no advertising message at least nothing that makes any sense. Why would
anyone want to drink something that a Cheetah allegedly drinks? How did the Cheetah
get hold of the can of Mountain Dew in the first place? In fact, this advertisement has
more environmental and wildlife than any connection with the product.
The advertisement says nothing at all about the drink, except, of course, to extol its
endearing quality it to Cheetahs. What is the taste? Does it quench your thirst? Does it
make you feel cool? Is it refreshing?
The Mountain Dew advertisement failed at the ad mantra AIDA. Although it did catch
the attention of the viewer the first time it was aired. It did not generate any interest or
desire. It crashed so bad that not only was the ad campaign scrapped, so was the product.
Even if bottles of Mountain Dew line the shelves of stores today, its sales barely make a
dent in the profits of the company.


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3. Gillettes Champions Advertisement
Gillette is a brand of Procter & Gamble currently
used for safety razors among other personal
hygiene products. It is one of several brands
originally owned by The Gillette Company, a
leading global supplier of products under various
brands, which was acquired by P&G in 2005.
The Gillette Fusion is a five-bladed razor released in 2006. There are two different
versions of the Fusion available: the Gillette Fusion, and the Gillette Fusion Power. All
share the characteristic five blades on the front, and a single sixth blade on the rear that
acts as a "precision trimmer". In addition, the Fusion Power is battery powered and emits
"gentle micro pulses" that are claimed to increase razor glide.
With the release of Gillette Fusion, P&G also launched their new advertising campaign
called Gillette Champions.
This advertisement features the Gillette champions -- Tiger Woods, Thierry Henry and
Roger Federer. The commercial is called Today and all the three Champions explain
how important it is in their professional and personal lives to Be Your Best Today.
The advertising campaign exploits the influencing power of brand ambassadors. The
Gillette Champions are Roger Federer (No.1 Tennis Player), Thierry Henry (No.1
Football Player) and Tiger Woods (No.1 Golfer). The Indian campaign is varied to include
Rahul Dravid to cater to Indian sensibilities.
The advertisers try to use the concept of transference or association to enhance the image
of their product and brand. The attributes of quality, performance and excellence exuded
by these personalities are projected onto the product and the brand. This builds brand
image and a favourable attitude towards the new product.
A sense of polish and class underscores the entire advertisement. It plays on the
viewers feel-good sensations. The advertisement comes across as smooth and urbane.
There seems to be little relevance amongst the slogan, the advertisement and the product.
Gillette may be the best a man can get, but how does that help the Champions in their

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respective sports? Form a logical standpoint, how does the new razor blade assist the
players?
The audio of the advertisement bears little or no relevance to the advertising message. The
advertisement talks about focusing on the present, but says nothing about the new blade.
Nevertheless, overall, the advertisement comes across as suave. The brand image of
Gillette is maintained and even enhanced by this advertisement. The advertisement
succeeds in generating a desire and action to purchase in spite of the drawbacks of the
advertisement.
























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4. Surf Excels Advertisement (Brother & Sister Duo)
Hindustan Unilever Limited introduced Surf in 1959,
introducing the first detergent powder into the
country. At the time, housewives used laundry soap
bars to wash clothes. Surf offered them significantly
better clean, with much less effort. The promise of
superlative whiteness the articulation of a great
clean at the time, connected with consumers and helped to establish the brand.
Surf was the first national detergent brand on TV; the brand used TV to effectively
educate their consumers on how to use detergent powders in a bucket for a better wash.
Surf Excel made a big splash with their Daag Achhe Hain advertising campaign. The
following is an analysis of the first such commercial.
The advertisement features a brother and sister duo walking home from school, when the
little girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother
gets an idea and starts beating up the puddle of mud, demanding an apology. After a
time and a lot of mud on his uniform, he stands up and says, Sorry bola. The narrator
then removes all apprehensions of dirt and stains and says, Daag Acche Hain.
This advertisement is universally well-loved. This is so because it does a lot of things
right. It makes use of childrens appeal to get the advertising message across.
The advertisement generates a sense of bonding. Viewers without siblings, too, can relate
to the advertisement and the actions of the little boy. The advertisement also exudes
certain warmth that reflects itself in the viewers.
The advertising mantra, AIDA, is strictly adhered to. This is one of the reasons for its
success. By showing a little boy and girl, the advertisement draws the attention of the
viewers. When the little girl falls into the puddle and starts to cry, it creates interest in the
minds of the viewers. When the tagline is spouted, it builds, in the viewers, a desire to
know more. This desire often leads to action.
Although there is no obvious targeting, it is done so through indirect means. Most mothers
are concerned when their children come home in dirty and messy clothes. This

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advertisement, not only sends out the message that Surf Excel will help you was them out,
but that also there is no need to fear stains.
Although the advertisement does not centre on the product or brand, both are remembered.
The product and brand are subtly introduced to the viewers such that it sub-consciously
enters their minds without any jarring highlights on the product or brand.
This advertisement also does what the majority do not. It focuses on the people rather than
the product. The sentiments, actions and emotions of the people are highlighted and
showcased throughout the advertisement in one form or another. The product is kept
discreetly tucked away and does not overpower the commercial.
Although Surf Excel is a premium brand, this advertisement caters to all the income
grades and all classes of people, across age groups. The brand and product are positioned
as accessible to all people, whoever and however they may be. The brand image created
through this advertisement is phenomenal.
The advertisement leaves people with a warm feeling. This feeling also transfers to the
product and brand. Thus, this advertisement can definitely be called and advertising
success.