2.The four (4) roles of
advertising. Which are relevant for this ad?
- Societal role
3.What does the ad. want the
audience to do or not do?
- Cherish our times with our family members.
4.Who is the target audience?
- The general public or more specifically the Malaysian chinese ethnic group.
5.What are the target
audience’s needs, concerns and interests?
- The time we have with our family members. In the ad it addresses the love for ones parents.
6.What is the message?
- To never take the time we have with our family for granted. Time is limited so show your loved ones you care and appreciate their presence.
7.Discuss the message being
conveyed.
- Cherish your moments with your loved ones before it is too late. However it is never too late to take the initiative to show your love for them.
8.Who does the message appeal
to?
- People with parents/family.
9.What is the desired
communication outcome?
- People will be reminded that family is important, and to understand that Petronas cares.
10.What other communication channel
is most effective?
- Radio, is also a channel that is able to communicate emotional appeals to things like family values, etc. It may be effective in conveying that message over audio only communication.
11.Identify the ad and specific
product being advertised and describe the ad.
- There is no specific product mentioned or specified as it is primarily a public service ad. The ad describes a young man regretting and reminiscing the times he had with his father before his father presumably passed away. The young man then
redeems himself by taking the initiative to invite his mother back to live with him.
12.What does the ad show,
people, products, scenery, etc?
- The ad shows a young man, and his mother, as well as his memories of his father. The scenery encompasses multiple scenes involving mundane daily activities - at home, at the market, at the swimming pool, etc.
13.What is not discussed about
the product?
- The service or product that is provided by Petronas.
14.What image is portrayed?
- Petronas cares that people spend time with their families as portrayed in the ad.
15.Is it true to life or
puffery?
- It is true to life, as many people may relate their regret for being frustrated with their aging parents. The scenario presents an emotional appeal to not take family members for granted, no matter how frustrating they can be in any given situation.
16.Is the ad a slice-of-life,
fear, humor, sex, or other type of ad?
- This ad uses an emotional appeal to the audience. Stressing that time is not always a luxury when it comes to the available time we have with our family members.
17.Who is in the ad, if a star,
what image does he or she portray?
- No stars are present in the ad.
18.What is the mood of the ad,
colors used, music played?
- The mood is a semi-sad one. A gloomy background signifying a flashback. The music consists mainly of a piano playing in the background. The rest is silent and only background sounds.
19.Is the ad memorable?
- Yes, the emotional appeal is strong
20.Would you buy the product
being advertised, why or why not?
- Petroleum being the main product of Petronas is not being advertised. However the fact that the ad shows that the company cares, i may be inclined to choose the product over others.
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.
- I do not have too much to say. The ad certainly appeals to most people with families. However, it only serves as a reminder and not as a means to enlighten us on family values. I personally love my family, and cherish the time i have with them.
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