I think one of the most interesting and unforgettable TV commercial series would go to the "KFC". I recall one colleague who just yelled "This is not the KFC" all the time. Even among students, this commercial line really creates another form of fashion. Actually, we cannot deny the influence of the power they display.
The KFC commercials website:
www.kfcclub.com.tw/tvc.aspAfter watching these twelve commercials on the website, I could help laughing over and over again. No wonder they won't be forgotten easily and really survive after people watch so many commercials every day. The ideas or creativity involved cannot be underscored. Whenever a new product is about to be in the market, its commercial will get the consumers' attention first.
The Motivated Sequence by Monroe is used all the time. First the
attention is gathered from the image of the brand new product, and often an implication of
need, espically the
Physiological one, is presented by the characters involved. Meanwhile, a scene that demonstrates "a big bite" of the product not only
satisfies the need but also
visualizes the whole image. And finally, the consumers are asked to buy this product right away to
act like the people do in the commercial.
Moreover, hot issues in the society are often borrowed into the commercials, such as an episode that happened when the KMT's former president, Mr. Lien's paid his visit to Mainland and the famous Korean traditional show " Da-Tsan-Jin". The audience will quickly and strongly associate the commercials with these hot issues and creat firm links beteen.
The ad-men are good at using famous characters, especially for children, such as Doraemon to win their favor. This situation is a little similar to the idea of
Rokeach's Type C Beliefs, which emphasize the authority people trust. For children or even teens, Doraemon may be an authority or a good friend, mentioned in
Hogan's laws of Persuasion. They just like and trust him and buy the product not becouse of the product itself but of the Toy.
"Creativity is everything", I think, that's also the number one principle for the people in ad business. The more creative the commercial is, the longer it will survive and influence. As we are all independent thinking human beings, we can make our lives more relaxing and interesting and appreciate all their creativity and brilliant ideas on TV. However, this doesn't mean that we have to buy all that stuffs, mostly junk foods.
My blogsite is:
jacquesbean.blogspot.comWelcome to join me here and make comments anytime. Jerry
