Week 4 - Reflection

A good advertisement must include some elements to make the advertisement presentable. There are some effective elements of body copy that we can use in the advertisement. 

1. Make It Complete: A good body copy can include 5w1h, readers will like to get more information through the ads' body copy. Make it simple and easy to understand. Bring out the USP of the product, and to catch reader to buy it. 

2. Keep it very simple and understandable: Body copy do not use technical jargon, or some words which is hard to understand. A well written body copy is simple and understandable, easy for reader to get the information. 

3. Show the Benefits of the Product or Service: Most of the time, readers will read body copy because they want to know more about the product. At the same time, our body copy have to show our product's benefit, our USP to grab readers' heart, and take action to buy it. 

4. Call to Action: This is one of the important part in a print advertisement as well. readers will read the body copy to get information. We have to put our call to action after the information, so after readers finish reading the details of the product, they will take the next action - Buy! 

5. Emotional: Write a body copy with relate emotional with the reader. It can be related to a personal issue (e.g: fear, want or desire, curiosity, joy and so on). So, when customer read it, they will feel the same way like what you think, it will makes them to buy the product. 

References:

http://www.netplaces.com/writing-copy/headlines-body-copy-and-more/the-3-cs-of-effective-body-copy.htm

http://www.sherus.com/business/copywriting/body/

http://www.wikihow.com/Write-Effective-Headlines

Written by

Chow Yee Chian

0315196

Week 4 - Print Advertisement 2

Magazine: National Geographic 

Date: October 2013

Product: LOTTE Hotels & Resorts

Headline: Every Thing, Every You.

Introductory paragraph: No rain or clouds to overshadow your journey. We make sure your stay to the fullest. Because the pleasure should be Entirely yours. 

Call to Action: www.lottehotel.com

From this advertisement, the body copy is written very beautiful, it makes people feel safe. "No rain or clouds to overshadow your journey" it is like nothing can spoil my journey with staying in the hotel. Besides that, "We make sure your stay to the fullest, because the pleasure should be entirely yours", hotel will serve you whatever you wants, it is their pleasure to serve you the best. 

Written by:

Chow Yee Chian

0315196

Week 4- Print Advertisement 1

Magazine: National Geographic 

Date: October 2013

Headline: I AM THE BIG PICTURE

USP: I AM THE NIKON D800. with 36.3 million pixels and multi-format 1080p D-movie recording at 30p, 25p, 24p. I also feature extendable ISO coverage from 50-25,600, class leading 51-point autofocus system and EXPEED 3 image processing with dual format storage slots. I am a work of art. 

Call to Action: iam.nikon-asia.com

This is one of the best body copy advertisement that I have seen so far. There are some reasons that this ads will catch my attention. 

The image of the product is big enough and the headline are catchy enough to catch people's attention. Moreover, the body copy is clear and short enough, readers just have to spend short time to read and to understand it, because of that, so they won't lost reader's attention. Other than that, the body copy is also their USP, reader will know the USP when they read the body copy. 

Furthermore, they put their website after the body copy is because they want reader to take action and to visit their website to get more information after reading the body copy. It is a very good tactic. 

Written by: 

Chow Yee Chian

0315196

Week 2- Reflection

A good advertising strategy is developed to give direction and focus on meeting specific objectives, and direct it to the target audiences, making sure that the message reach them. To create a good advertising strategy, the basic is to understand the 3Ps which is Prospects, Product, and Pugilist.

Prospects are the targeted audiences, whether its targeted based on demographics( age, gender, income) or Psychographics (interest, attitude, values), we need to study on our audiences and fulfill their needs and wants.

Product can be services, ideas as well as goods. Promoting the Unique Selling Proposition (USP) of product is what attracts customers. It can either be its design and development, product operation and performance, branding or packaging. However if the product does not have USP, it should promote how it benefits or solves people’s problems (Suffering Points), or (Points of Difference) where how your product is different from others.

Pugilist means the competitors in the marketplace. We have to research on our competitors, find out their weaknesses and learn from their strengths to improve ourselves. 

In addition, we need to find out what is the current problem of the product, therefore we can solve it for a better result.

Written By Chelsea Ng Li Ye 0314962

Week 2 : Print Advertisement 2

Media : Newspaper

Ad Title : Do you see a step ahead of your peers?

Sponsor : Volkswagen Group Malaysia Sdn Bhd

Prospects : Young male approximately age 22-35. 

Product : Volkswagen

Problem : Readers wouldn't be interested due to lack of information, there is no image of full and interior design of the vehicle.

Objective : To introduce their brand new model of Volkswagen, also inform customers about the benefits, impressive performance, safety and new innovation of the new Volkswagen.

Strategy : They used blue color to attract the attention of young people, especially to those sporty, outgoing and ambitious young adults. The headline "Do you see a step ahead of your peers" brings readers in because at the bottom of every human's heart, we wanted to be better. Moreover, Volkswagen has always been bringing new innovations and trendy young designs for young people such as college students or young working adults. 

Tone : Sporty, Quality, Trendy, Class

Brand Character : Trusted brand, Safe, German Engineering with affordable price. 

Written By Chelsea Ng Li Ye 0314962

Week 2- Print Advertisement 1

Media : Magazine

Ad Title : Dunhill Club Sunglasses

Sponsor: Alfred Dunhill

Prospects: Based on this advertisement and the brand itself, Dunhill Club sunglasses are targeting men. Moreover, Dunhill sunglasses are considered as luxury accessory for men, as the brand itself is classified in the upper class category. Therefore, the ad is targeted to working adults or businessmen.The ads aim to reflect a young and trendy image of the brand. 

Product: Dunhill Club sunglasses

Problem: The product is not available in every optical retail, so it is not convenient to get it.Beside, The advertisement title is too small. 

Objective: To promote the new product- Dunhill Club sunglasses along with their iconic styles and characteristics. Other than that, also to communicate consumer benefits, which is the marble effect acetate frame and also UV 400 protection lenses.

Strategy: The strategy used in this ad is to add in a quote from novelist, Jerome K. Jerome, saying "Let us play the game of life as sportsmen, pocketing our winnings with a smile." 

Tone: Elegant, Classy

Brand Character: Iconic styles and perfect construction characteristics for men's designer sunglasses.

By Chelsea Ng Li Ye

Blog Reflection on Gunn's 12 Master Ads Formats

According to Gunn, for effective ad, 12 formats can be used to approach customers. All 12 formats can be applied on advertisement and sometimes an ad could comprises more than one of the formats. All 12 of them are widely use in advertisement but in different product categories. As an example, Celebrity is always used in ads for beauty-related products. Show the problem and symbolise the problem are similar but works differently; show the problem is only reminding customers their problem and tell them the product can solve their problem, however, symbolise the problem might make the problem looks severe to customer until they feel that they must have the product to solve their problem. 

Besides Gunn's 12 Format, there are also many other formats used in advertising such as Facts and Figures. It is a format that ads provide a series of fact or statistic figures to convince their customers to buy a product or services. Another common format used in ad is Wit and Humour. People usually remember the ad that entertained them best, at the same time talk about it with their friends and families. Bandwagon is also used in ad to indicates that if you are not using the products, you're left out from the mainstream.

external reading materials: 

http://mrshatzi.com/files/adtechs.pdf

http://www.foothilltech.org/rgeib/english/media_literacy/advertising_techniques.htm

by Tiffany Tan Pei Ling

Blog Swipe File

Media: Magazine
Ad Title: Tie the knot. With food to remember.

What makes the ad very interesting?

Headline: The headline 'Tie the knot. With food to remember' indicates that the food provided is excellent.

Body Copy: The body copy of this ad tell customers the unique selling proposition of the products and the product prices are clearly listed.

Ad Strategy: 
According to Gunn's 12 Master Ads Format, this advertisement uses the below format:
i) Unique Personality Property. It is mentioned in the ad that the hotel is a member of world hotel, which makes people think that the hotel is famous therefore its products and services are also good.
ii) The Demo. The picture of the ballroom hall for wedding function is shown in the ad and give people a rough idea on how the event supposed to be.
iii) Symbolised of Benefit. The body copy of the ad tells customer that they will be satisfied in various ways ( menus can be tailored for individual needs). 

Slogan: The slogan used is clear to represent the message of the ad.

Visual: On visual perspective, the colour used in the ad is dull and does not suit its theme for wedding. Warm colour such as pink, purple should be used. 

Others: In our opinion, this ad is not a good ad because the overall visual impact is not strong and impressive. The dull colour of the background does not match with the mood of the ad.


by Tiffany Tan Pei Ling

Week 1

Media: Newspaper
Ad Title: Make Life A Fiesta - Ford

What makes the ad very interesting?

Headline: The headline 'Make Life a Fiesta' is overwhelmed by the 'Low Monthly Instalment' above.

Body Copy: The body copy of this ad focuses more on the specifications of the product and it encourage customers to take action (test drive).

Ad Strategy: 
According to Gunn's 12 Master Ads Format, this advertisement uses the below format:
i) Unique Personality Property. The slogan for Ford is 'Go Further', which indicates that the brand emphasises on quality and durability on its products.
ii) Associated User Imagery. The product's name is 'Fiesta', and the slogan used is ' Make Life a Fiesta', therefore it is intended to target customers from young working adults and students from college and university. 
iii) Symbolised of Benefits. 'Low Instalment' and 'Cash Rebates' indicates that customers only have to pay a small amount of money monthly, which means even people from lower income group such as students can afford to buy the car.

Slogan: The slogan "Make Life a Fiesta" is very catchy since the product name is 'Fiesta', it is easy to be remembered. 

Visual: On visual perspective, the ad is very straightforward that readers can know that it is a car ad with a single glance. The selling point of the product (low instalment and cash rebate) is also clearly listed and straightforward.

Others: In our opinion, this ad is a good ad because the message is clear and straight to the point. The unique selling proposition of the product is also emphasised in the ad.



by Tiffany Tan Pei Ling