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Analysis Of An Advertisement
This is a campaign that has confined itself to barely three commercials. The common thing in all these commercials is the group of boys out on a safari. They are generally roaming about shouting - Do the Dew!
Let us analyze one of the advertisements. The commercial shows a cheetah running in all its gusto, and one of our models following it on a bicycle. Finally, the lad jumps on the cheetah and traps him. Then he puts his hand inside the cheetah's mouth...straight down to his stomach, and pulls out a can of Mountain Dew. "Bad Cheetah" - he says. The other guys watching him say to each other - "Cheetah bhi peeta hain!" Then they show the cheetah with all the spots gone except for a few spots which spell out - Do the Dew.
The commercial fails to follow some vital rules of advertising. There is absolutely no brand positioning. Which bracket of people is it targeting? What benefit is it giving you?
Secondly, their models seem possessed, running around jungles with colourful clothes, jumping on cheetahs and shouting at the top of their voices. The viewers have no point of reference to identify themselves with either the product or the advertising tone.
Thirdly, there is no advertising message – at least nothing that makes any sense. Why would anyone want to drink something that a Cheetah allegedly drinks? How did the Cheetah get hold of the can of Mountain Dew in the first place? In fact, this advertisement has more environmental and wildlife ramifications than any connection with the product.
Fourthly, it is a very paltry hand at humour. If the intention of the advertisers was to excite the audience and make them laugh, they have failed miserably. This advertisement has induced to people only to switch channels because of its senseless advertising message, theme and conception.
Fifthly and most importantly, the advertisement says nothing at all about the drink, except, of course, to extol its endearing quality it to Cheetahs. What is the taste? Does it quench your thirst? Does it make you feel cool? Is it refreshing?
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