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Analysis Of An Advertisement
The Blaze is part of Kinetic's Italiano series of scooters, comprises seven bestselling true-blue European scooter designs that Kinetic bought from Italian manufacturer Italjet. With its aggressive and glamorous Italian design, generous proportions and majestic presence, the very special Blaze makes an instant celebrity of its rider. The high-spec Blaze also has ample go to match the show – with a powerful 165cc, 4 valve engine that pumps out 11.6 bhp, coupled with automatic transmission.
Kinetic Blaze was launched in 2006. The following is an analysis of the introductory advertisement. In this advertisement, a group of girls are seen going crazy in front of a house. A guy seeing the crowd of girls asks a nearby shopkeeper if Abhishek or John were around. The shopkeeper says it is Rohit Verma. He has Kinetic's latest scooter and this is the source of all the commotion.
This advertisement is clearly targeted towards the youth. Not only are the models used in the age group of 20-30, the entire look and feel of the advertisement is young and "hep". This commercial scores on some points while it fails at others.
First of all, the advertisement develops attention and generates interest. Viewers are kept in the dark as to the source of the commotion. Interest is heightened when the shopkeeper answers in the negative to the names of celebrities. When the name "Rohit Verma" is mentioned, viewers are all ears (and eyes) to find out more about him.
The presentation of the product, in this case the scooter, is also well done. It looks glamorous, and the difference in size and shape are also highlighted without words, heightening the impact. The product and the brand are not lost in the advertisement, and viewers not only identify the product, but also remember it.
Its market targeting and brand positioning are clearly defined. The target is the middle income male youth. It is positioned as a scooter for men and the first in ushering in a new market segment for scooters with its innovative design and target market.
However, the advertisement itself fails to generate a desire for more information or for purchase. This desire is evoked by the fact that the scooter is new and innovative. If the same advertisement was broadcast for a scooter that had already been launched in the market, it would not have done well. So, in a way, this advertisement
works for the product since it is new, but considered solely from the advertising point of view, it does not make a big impact. The advertisement also fails to answer some of the basic questions that consumers have while watching the commercial. What sets this scooter apart from the other scooters in the market? It is obvious that the look and feel of the scooter is definitely innovative. However, all new products sport a new appearance, in fact, it is imperative that they do so. So in terms of performance, how does it differ? What is its USP? Why should the consumer choose to buy this product, when he can be sure of the performance of tried-and-tested scooters?
From the advertising point of view, the commercial lacks originality and creativity. Showing a crowd of screaming girls to enhance the psychological value of a product is not new. Many advertisements for motorbikes, furniture, cars etc., showcase models to give the product an "oomph" factor and increase its appeal. Also, from a logical standpoint, why would the girls favour a guy based only on the fact that he has this scooter? How does it award him star status?
The advertising message is vague and unappealing. It is understood that the product is being positioned as "your Shortcut To Fame". But, how? Most motorbike advertisements try to project their product as one that will give the owner an edge with the ladies. The advertisement says much, but tells little.
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