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The document discusses the AIDA model of advertising and analyzes a Surf Excel TV commercial using this model. It begins by explaining the AIDA model - Attention, Interest, Desire, Action - and how advertisers use it to engage audiences. It then summarizes the history and product lines of Surf Excel. Next, it describes the Surf Excel commercial in detail and analyzes how it uses emotional storytelling and the grandfather-grandson relationship to gain the viewer's attention. It explains how the commercial builds interest by showing the grandson cleaning his grandfather's shoes. The desire for the product is sparked by the promise of its stain-removing power. Finally, it concludes the ad achieves its goal of motivating the
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AIDA Deconstruction of Surf Excel Ad (Grandfather-Grandson)
The document discusses the AIDA model of advertising and analyzes a Surf Excel TV commercial using this model. It begins by explaining the AIDA model - Attention, Interest, Desire, Action - and how advertisers use it to engage audiences. It then summarizes the history and product lines of Surf Excel. Next, it describes the Surf Excel commercial in detail and analyzes how it uses emotional storytelling and the grandfather-grandson relationship to gain the viewer's attention. It explains how the commercial builds interest by showing the grandson cleaning his grandfather's shoes. The desire for the product is sparked by the promise of its stain-removing power. Finally, it concludes the ad achieves its goal of motivating the
The document discusses the AIDA model of advertising and analyzes a Surf Excel TV commercial using this model. It begins by explaining the AIDA model - Attention, Interest, Desire, Action - and how advertisers use it to engage audiences. It then summarizes the history and product lines of Surf Excel. Next, it describes the Surf Excel commercial in detail and analyzes how it uses emotional storytelling and the grandfather-grandson relationship to gain the viewer's attention. It explains how the commercial builds interest by showing the grandson cleaning his grandfather's shoes. The desire for the product is sparked by the promise of its stain-removing power. Finally, it concludes the ad achieves its goal of motivating the
on AIDA Advertisement Model (Surf Excel TV Commercial)
Submitted To: Submitted By: AIDA Model of Advertisement: In 1925, Strong created a behavioral model, i.e., AIDA with a purpose to make sure that an advertisement raises awareness, stimulate interest, and leads the customer to desire and eventually action. AIDA stands for Attention/ Awareness, Interest, Desire/Conviction and Action. The model is considered to be highly persuasive and is said to often unconsciously affect our thinking. According to the model: 1. Attention: You need to be quick and direct to grab peoples attention. The use of powerful words, picture, attractive graphics, unexpected content or a situation that you can relate to; that will catch the peoples eye and make them stop and see what you have to say next. 2. Interest: Once catch the attention of your target audience, you need to make sure that you engage them for long enough so that they will feel like spending the time to watch and comprehend what you have to say. This one of the most challenging stages of AIDA model. 3. Desire: As you are building a persons interest in your ad, you also tend to make them understand what you are offering. The interest and desire parts of AIDA go side-by- side. FAB (Features and Benefits) is one of the good techniques that can arouse the desire in the people as you tell them about the products features and benefits because they may relate it to the satisfaction of their personal needs and wants. 4. Action: The final step of the AIDA model leads to action of the person to purchase/order/subscribe the product shown in the advertisement. Flow Chart: AIDA Model of Advertisement
Situation or Unexpected Content/Surprise Animation/ Graphics/ Titles Attention Raising mystery Relevant Message Promise Satisfaction Interest Features and Benefits Special offer Must-to-have effect Desire Purchase/ Order Subscribe Action Surf Excel: In 1959, Hindustan Unilever Limited (HUL) introduced Surf as the first detergent powder in India. Initially, the brand offered superlative whiteness and the housewives were using laundry soap bars but Surf offered them better and cleaner results with much less efforts. The emergence of numerous local detergent manufacturers and entry of global brands lead to various changes in the brand communication for Surf. In the 1990s, Surf changed to Surf Ultra by saying Daag Dhoondte Reh Jaaoge (Keep Looking For Stains) amidst emergence of mid priced powders. In 1999, the company introduced the campaign- Surf Excel Hai Na! establishing the image of the brand as a Stain Removal Expert. In 2003, with new innovations, the company launched a new revolutionary product with low foam formula, effectively removing stains and saving 2 buckets of water with the slogan- Do bucket paani rozaana hai bachana! (Save 2 Buckets of Water Everyday) In 2006, Surf Excel launched Surf Excel Bar offering superior product without any dissolved minerals and removing stains efficiently with minimal effort. Since 2005, Surf Excel follows the slogan Daag Achhe Hai! (Stains Are Good) focusing on the relationship shared by mother and her child. The new theory focuses on if a child leans something and gets dirty in the process then stains are good. The company came with numerous heart-warming commercials over the years. Surf Excel is sold under various brand names such as Omo in Brazil, Persil in UK and Skip in France, Greece, Spain and Portugal. Current product range of Surf Excel comprises of: Surf Excel Detergent liquid, Surf Excel Easy Wash, Surf Excel Detergent bar, Surf Excel Gentle Wash, Surf Excel Matic Front Load Powder, Surf Excel Matic Top Load Powder and Surf Excel Quickwash.
AIDA Deconstruction of the Advertisement: The advertisement features a grandfather getting ready to go to their own home from his sons house, while his grandson watches him put on his socks. Then the grandfather searches for his shoes and while doing so sees his sad grandson because they are leaving, he tells his grandson that they will come back soon. Then the grandson goes and finds his grandfathers shoes and polishes them and while doing so, his clothes get dirty. As he hands over the shoes to his grandfather, his grandfather praises and his grandmother tells his mother that the child added to her chores with the dirty clothes but the mother smiles and tells her that its no issue because she has Surf Excel Easy Wash which has the power of ten hands and makes washing clothes easy and effortless. The advertisement finishes as the childs father loads the luggage in the car, the bag is heavy to lift and the child says that his father also needs 10 hands to lift the bag. The advertisement can be deconstructed on the basis of AIDA model of Advertisement in the following manner: 1. Attention: The advertisement caught my attention when the grandfather and the grandson bond was portrayed in the beginning. The situation instantly made me relate to the bond a grandchild shares with his/her grandparents. The emotion was portrayed beautifully as the grandfather was getting ready and the grandchild doesnt want his grandparents to go away for long and how the grandfather says, We will come back very soon.
2. Interest: The next element of the model is Interest, which was created by how the child finds his grandfathers shoes and sees that they are dirty, then he starts cleaning and polishing them. The point of interest was how the grandfather couldnt find his shoes and his grandson found them and saw that they are dirty and he should clean them for his grandfather. Even though he doesnt want his grandparents to leave but still watching the dirty shoes of his grandfather he begins cleaning them for him. And as he hands the shoes to his grandfather, his grandfather is very happy and praises his grandson for his hard work.
3. Desire: According to the advertisement, when the grandmother tells her daughter-in-law that how the child made her laundry job tough by getting dirty, the daughter-in-law tells her that the new Surf Excel Easy Wash is a very good and efficient detergent powder because it has the power of ten hands and makes it easier to wash hard stains very easily. Thus, the desire to purchase the products comes from how easy and efficiently hardly stained clothes can be washed easily. Since, Surf Excel is the first detergent powder of India and its claims of quality products is eminent thus it ignites a desire to buy the product.
4. Action: After watching the advertisement and carefully thinking and understanding whether the product satisfies the needs we take decision whether to buy the product or not. The ultimate action can be purchasing the product and also telling your near and dear ones, how efficiently the product works. It can be helpful to the families with younger kids who get dirty quite often while playing.
Conclusion: In the end we conclude that, because Surf Excel is following the concept of Daag Acche Hain! (Stains are Good); the company is emphasizing how the children learn something and in the process get dirty. In this advertisement, the company has beautifully portrayed the relation of a grandfather and grandson, where the grandson wants to make sure his grandfathers shoes are spotless and shining, so he polishes his grandfathers shoes but gets dirty himself while doing so. It shows how much he loves his grandfather, that in order to do something for his grandfather his clothes get dirty but his mother makes sure that his clothes are clean with the help of Surf Excel Easy Wash- the power of ten hands. The company has followed emotional copy in this advertisement.
References: 1. AIDA from http://www.mindtools.com/pages/article/AIDA.htm 2. Our Journey from http://www.hul.co.in/brands-in-action/detail/Our-Journey/306348/ 3. Surf Excel from http://en.wikipedia.org/wiki/Surf_Excel 4. Picture 1 from https://m1.behance.net/rendition/modules/119730615/disp/715aaf6f71d0b439391727e f2ecf98a2.JPG 5. Picture 2 from https://m1.behance.net/rendition/modules/119730611/disp/478f5d922e217844fc8e605 7c43310e4.JPG