Wan Syahirah Bt. Mohammad Zubir 1041102239Wan Syahirah Bt. Mohammad Zubir 1041102239Muhammad Syafiq B. Mobin Muhammad Syafiq B. Mobin 1051103764 1051103764Ong JunXiang Ong JunXiang 1041102881 1041102881Woon Shih Mun Woon Shih Mun 1061109240 1061109240Foo Wei Tzen Foo Wei Tzen 1061105992 1061105992Ong Lee Ying Ong Lee Ying 1051103277 1051103277

BMK 2044 Marketing CommunicationMarketing Communication

Task 4:

Select 2 advertisements that have been on TV/ magazine for sometime

and describe in detail what you think their creative message

strategies are.

TV Advertisement:

‘‘NIKE CAR JUMPER’NIKE CAR JUMPER’

[ INTRODUCTION ] • Bryant first appeared on The Ellen DeGeneres Show in

September and showed how he could clear a car from side to side.

• DeGeneres was so attract to Bryant's car-jumping abilities that she phoned Nike CEO Mark Parker during the show and pushed the company to make an ad about his special capabilities.

[ PERSONALITY SYMBOL ] • Special ability of ordinary people (Chris Bryant) to make the blue

and orange color ‘Car Jumper’ shoes more appealing to TV viewers.

• Rare to find this kind of car jumping ability and as it is a hobby of Chris Bryant who is only an ordinary people make the ad stand out.

[ TRANSFORMATIONAL AD ] • Showing Chris Bryant using Nike Car Jumper shoe, will make viewer

want to own that shoe just to feel that they can also do extraordinary thing.

• Especially to teenagers and children; they felt that wearing something that is similar with what their heroes are wearing can makes them become like them.

[ EMOTIONAL BONDING ] • The commercial is also used to portray the attitude and tagline

which Nike have been use for century - ‘Just Do It’

• People are questioning why he does what he does, - which is jumping over cars and what he said is just, ‘Why don’t you?’, - this may reflect the Nike’s tagline or slogan which is the ‘Just Do It’ attitude.

[ EMOTIONAL APPEALS ] • He is not afraid to show his skill (which some people might think

what he does is just something stupid, and what he does not gain him anything) but yet he is proud of his special abilities.

• This commercial also can be interpreted as wanting people to have confidence in themselves, and not to be afraid to show their skills and capabilities.

[ CONCLUSION ] • Nike is taking advantage of the publicity they gain through the

advertisement, thus selling a $130 blue and orange "car jumper" shoe.

• These ads have successfully a clear and convincing message to the target audience which is young people who like to be different from other and encourage them to develop their abilities.

TV Advertisement:

PROTON SOCIAL REMINDER

‘‘WEAR SEAT BELTS’WEAR SEAT BELTS’

[ INTRODUCTION ] • A friendly reminder from Proton, Malaysia’s national car

manufacturer for all Malaysians to always remember the importance of wearing safety seat belts.

• Proton brings out the safety conscious concept in a relaxing,

creative and humor style.

[ DRAMATIZATION ] • Using typical Malaysian superstitions belief of ghosts in this

advertisement. With the scene being at night and the girl is all alone; using this typical belief or myth makes the advertisement

attractive.

• It is something different than normal norms advertisers use to remind people of safety percussions when you are driving or

when you are the passengers.

[ HUMOR ] • The ghost can bleed and the girl can actually reverse the car so

fast. Making the ad unreal, can make the viewers feel happy and

laugh all the way while viewing the ad.

• This will create a sense of happiness which will make them be fond of the ad and remember it for lifetime.

[ EMOTIONAL APPEALS ] • The humor and unconventional way of using ghost in the ad

emotional appeals make the ad memorial able.

• Proton succeeds in reminding people to wear seat belts, by inserting different unconventional elements in its commercial.

[ DEMONSTRATION ] • This ad unintentional demonstrates Proton cars.

• Some of them might think that the scene imply that the Proton’s

cars’ windscreen are low in quality that even a ghost can break it.

[ CONCLUSION ] • The main purpose of Proton creating the ad was not really for

increase their selling of cars or profit, but rather serves as a reminder to Malaysian of safety and precautions they have to take when being either driver or passengers.

• This ad has successfully attracted a lot of attention to it by making people talk about it and want to watch it over and over again.

..THANK YOU..

QQ & & AA