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Analysis Of An Advertisement
Orbit is one of the world's largest selling chewing gum brand.In India, the brand shares the market leadership with Center Fresh brand.Orbit was launched in India in 2004. This was India's first Sugarfree chewing gum and together with Perfetti's Happydent, this brand has rejuvenated the chewing gum segment in India.
Orbit can be termed as a functional chewing gum. The brand when launched differentiated itself from the existing chewing gums with its "sugar free" property. Globally the Orbit brand adopts the tagline "For a good clean feeling no matter what" in India, Orbit uses " for healthy teeth and prevents tooth decay " as its main message.
Orbit White launched their most popular advertising campaign with the "Cow" series. The following is an analysis of the first advertisement in this series. The advertisement showcases a mad animal specialist, Dr. Bhatawdekar, who speaks in 'Butler-English'. He expounds the special quality of Orbit White Chewing Gum that whitens the teeth of a cow that previously had yellow teeth. His conclusion is that if it works for the cow, it'll work for you too.
This commercial tries its hand at humour in drawing attention and generating interest. It succeeds to quite an extent in this intention, but also fails at few places. The caricature of the doctor succeeds exceedingly well. Viewers immediately recall the product, the brand and the entire advertisement on any reference to Dr. Bhatawdekar.
The product and brand are duly highlighted. They are not lost during the telecast of the advertisement. The commercial's message is wound around the product, making the product and brand as much a part of the advertisement as the rest of the characters and the concept.
The advertisement also successfully plays to the sense of humour of the viewers. Any reference to the product results in immediate association to the doctor and his cow volunteer. This gives viewers a light-hearted view of the product.
Nonetheless, there have been instances where the sentiments of viewers have been hurt. In such cases, it seems that the concept that starts out as funny, turns out to be a gross miscalculation of the sense of humour of the viewers.
Overall, the advertisement has no class. Viewers can be put off by the commercial on grounds that it displays no sophistication. The attempt at humour can be seen as tending towards slapstick comedy – and a very poor attempt at that.
However, the advertisement does not fail completely. The product and brand are imprinted in the minds of the consumer. Any reference to the product brings remembrance of the humorous advertisement. And consumers purchase the product, even if only out of a sense of absurdity.
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