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Analysis Of An Advertisement
The medium of TV advertising has seen rapid growth in the pas couple of years. TV shows have started to invite more advertisements than before. While there were only 197 advertisements in 2004 that served as "fillers" during commercial breaks, as of 2007, that number rose by almost 45%. Today, advertisements are not considered separate from the show timings, but are clubbed with the shows and are taken for granted. What can also be seen by the graph is, with a decrease in the number of brands and the corresponding fall in the number of advertisers, the number of break- time fillers has also come down in the last year. With fewer brands and even fewer advertisers, the number of advertisements that feature in commercial breaks has also been impacted.
Surf Excel made a big "splash" with their "Daag Achhe Hain" advertising campaign. The following is an analysis of the first such commercial. The advertisement features a brother and sister duo walking home from school, when the little girl falls into a puddle of mud. Crying, she looks to her brother for help. Her brother gets an idea and starts "beating up" the puddle of mud, demanding an apology. After a time and a lot of mud on his uniform, he stands up and says, "Sorry bola." The narrator then removes all apprehensions of dirt and stains and says, "Daag Acche Hain."
This advertisement is universally well-loved. This is so because it does a lot of things right. It makes use of children's appeal to get the advertising message across. The advertisement does what seldom others do – cater to the emotions and sentiments of the viewers – and succeeds with it. Not only do the children lower your guard to the advertisement, but the story, too, warms the heart of the viewers.
The advertisement generates a sense of bonding. Viewers without siblings, too, can relate to the advertisement and the actions of the little boy. The advertisement also exudes certain warmth that reflects itself in the viewers.
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