The Good- NAB
The creative excuation or the appeal Carls Jr were using to draw connections between advertising and some desire of the audience according to week 5 lecture are
- quality
- subliminal
The quality of the coffee might make people think the quality of the NAB ad and offer is legit.
As stated in the article most coffees are taken back to the offices and sit there for hours on the table so there might be a subliminal message appeal to some extent
Break through communication
-attention - as there target market was mainly people who worked 9-5 in offices who liked to drink coffee to keep them awake there was a high level of exposure and it was unique because the ad would be travelling with them for a while whilst they drank the coffee.
-awareness - Most coffee cups are taken to the office so at some point the awareness of the ad will be reached if not seen straight away
-understanding - The message of the ad is clear and straight to the point there is no distortion unless coffee drinkers drink it and throw out the cup straight away.
-persuasion - after looking at the ad it appeals to coffee drinkers to go forth with the ad. as in in sales
-locking power. With the brand posted on there bright potential are more likely to remember the ad from when they see or hear the word NAB or when they next go to get their coffee
Evaluation
The target audience is addressed clearly as serious business men/women who need to be alert so they drink coffee in the morning/break/lunch to keep them going throughout their busy lifes. They are also ones who might want a credit card.
- The media environment is perfect. It is a unique way to sell a product and the fact that some of the coffee cup ads have peel off sections consumers can throw away the cup and still keep the ad if they are interested.
The Bad - Carls Jr
The ad was so bad Date Movie did a parody of it with Sophie Monk in their movie
The creative excuation or the appeal Carls Jr were using to draw connections between advertising and some desire of the audience according to week 5 lecture are
-Value/price
-sex
-Quality
As Paris Hiltons reputation is not good and is often looked at a spoilt individual so doesn't care for her repuation and dresses really cheap, it devalues the place of the burger chain. People might associate carls jr to be cheap and untaseful as their brand ambassador. The element of sex sells is heavily used innopopriatly in this ad and is very irrelevant.
Break through communication
-attention - the half naked Paris Hilton washing the car and playing with water does it attention
-awareness - it does not gain most customers interest unless you are an older male. Burgers are made for people of all ages and sexes so it was not a smart move to just focus on a niche of their target market when the whole target market is on a larger scale.
understanding - the message of the video isn't clear. there is disortion as most of the ad has nothing to do with the burger or the brand of the company.
-persuasion - attitude towards the ad was negetive hence why it got taken down.
-locking power - recognition of the ad would remind you of Paris Hilton washing a car in skimpy clothes not thet the porduct its self.
Evaluation
- The ads target auidence is cleary addressed in the ad as males who enjoy watching blonde girls/celebrities acting promiscuous and sexy. Although the burger as a product itself is an item that is eaten by a vast array of people
-The media eviroment was not apprioate as food ads run all day and night. If you ahd kids you wouldn't want them seeing that during the superbowl or anywhere else.
- The ad pretty much says Sex sells if they were going for that as their objective then they achieved it.
Carls Jr have learned from this mistake. Their ad with Kim Kardashian also shows a sexualised ad. But the difference is you see Kim fully clothed (until the end) eating salad throughout the whole ad.Most likely health conscious and women are likely to get salad and men like sex appeal so they fixed their target market problem by appealing to both genders. You also see the salad throughout the whole ad so you know straight away what the ad is for unlike paris hiltons one where u see the burger in the last few seconds of the ad.
