8) Hotels, Casinos, Resorts

1.Which of the nine (9) types of advertising does the ad belong to?

- Local advertising

2.The four (4) roles of advertising. Which are relevant for this ad?

- Marketing role, communication role.

3.What does the ad. want the audience to do or not do?

- Join the 'all you can eat' buffet offered at Marriot hotel.

4.Who is the target audience?

- People who love buffets

5.What are the target audience’s needs, concerns and interests?

- A nice place that offers good buffets.

6.What is the message?

- Fat people are hard to kidnap - good to be fat - stay fat - join the buffet at Marriot hotel

7.Discuss the message being conveyed.

- Although slightly offensive, the message conveyed is convince the audience that the food offered in the buffet is one of the best, because 'fat' people understand food the best.

8.Who does the message appeal to?

- Regular buffet patrons.

9.What is the desired communication outcome?

- Marriot hotels buffet is a nice place to dine in.

10.What other communication channel is most effective?

- Visual stimuli is important for such an ad. therefore video ads are most effective in this case.

11.Identify the ad and specific product being advertised and describe the ad.

- The ad identifies the buffet available at the Marriot hotel. In the ad, a fat person was in the process of being kidnapped. However the kidnappers gave up due to the size of  the victim. The ad ends with a phrase "Fat people are hard to kidnap. All you can eat buffet - Marriot Hotel".

12.What does the ad show, people, products, scenery, etc?

- The ad shows 2 men trying to kidnap 1 overweight man. The scene is shot in a late afternoon with the sun setting.

13.What is not discussed about the product?

- The location of the specific buffet. Is the buffet offered at other Marriot branches?

14.What image is portrayed?

- Crimes affect society. Fat people are hard to kidnap.

15.Is it true to life or puffery?

- Puffery, the scenario presented in the ad is not plausible. Fat people are liable to kidnapping just the same as anyone. Being fat is not a deterrent to becoming a victim of kidnapping. 

16.Is the ad a slice-of-life, fear, humor, sex, or other type of ad?

- The ad is humorous.

17.Who is in the ad, if a star, what image does he or she portray?

- No stars.

18.What is the mood of the ad, colors used, music played?

- The ad features oriental music playing in the background.

19.Is the ad memorable?

- Somewhat memorable. The ad was funny but at the same time offensive. The ad will be remembered for its offensive nature and not necessarily its humor factor.

20.Would you buy the product being advertised, why or why not?

- No, the ad was offensive, and generally not the right way to approach the audience. I would not go to the buffey after watching the ad.

21.Be sure to include your opinion (have a specific point of view, love it or hate it) about why you would deem this advertisement a success.

- The ad was offensive. While the attempts to be funny was not a complete failure. It however fails to address the ever rising issue of obesity in most countries. On the contrary, it provokes our tendency to over eat which is not healthy and this image should not be desired to be associated with Marriot hotel.