Modern Advertising
...OF FIGURES iii
Chapter
I INTRODUCTION 1
II WHAT MAKES A TV COMMERICAL MEMORABLE 3
III TIVO DOESN’T MEAN SKIPPED COMMERCIALS 10
IV LOST IN TRANSLATION 15
V CHARACTERISTICS OF TV ADVERTISEMENTS AROUND THE WORLD 21
VI CONCLUSIONS 27
REFERENCES 28
BIBLIOGRAPHY 32
LIST OF FIGURES
Figure Page
1 The emotional continuum 4
2 Image of TiVO BMW interactive tag 11
3 Image of TiVO BMW interactive tag when not fast forwarded. 11
4 Burger King advertisement banner seen on TiVO 12
5 Woody Woodpecker 16
6 Vietnam Airlines’ Tupolev-154 with old “Stork and Moon” logo and
white color livery 18
7 Vietnam Airlines’ Boeing 777-200LR with new “Golden Lotus” logo
And blue color livery 19
INTRODUCTION
This report highlights key areas to consider for a successful commercial advertising and marketing campaign. The project will delve into four main points: what makes a commercial memorable, the effects of TiVO on commercial advertising, information lost in translation when products are introduced into the global economy, and what factors should be researched and altered when entering a new market.
What makes a commercial memorable? Recent studies have been conducted that change the ideology of this factor. Sex may still sell, but there is more to consider with today’s consumer. A few elements worth researching and employing when creating advertisements are: invoke emotion, adapt from previous material, “shock and awe” the audience, interject minimal counterintuitiveness, and avoid playing commercials during sexually explicit and violent shows.
The introduction of TiVO (Digital Video Recorder (DVR)) to the marketplace was feared to be the end of 30 second commercial spots as TiVO allows users the ability to fast forward through commercial material. Eight years later, the highly coveted mass market achieved through television commercials has not been...
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