Assignment 1 Ad Appeals
(Source: Emaze)
Type: Newspaper Print Ad
Benefit Highlighted: The USP of this ad is the healthy nutrition values of this product (vegetable spread). The ad highlights that this spread contains healthier ingredients and is a healthier alternative compared to butter. The main customer's benefit highlighted in the ad is the health benefit consumer would get from this product: less saturated fat, no oil and fats. Customers would be able to live a healthier lifestyle and not worry about high cholesterol when they consume it.
Ad appeal's:
Rational appeal is the approach for this ad, as the ad is based on objective facts. The rational appeal used is statistical appeal. In the ad, ICantBelieveItsNotButter use numbers and statistic to persuade the audience to purchase this vegetable spread. In the ad's body copy, the brand highlighted that it has 70% less saturated fat than butter, telling audience the health benefit of this product through numbers. On the bottom of the ad, the nutrition facts and ingredients of this spread is also mentioned. This use of statistics and facts in the ad can increase the consumer's trust in the brand itself and can convince me to purchase this product.
Ad Strength and Weaknesses:
The headline of the ad 'Butter taste, Better Health' is effective in getting the audience's attention because it rhymes and it is direct. The word 'Butter' and 'Better' sounds similar and words that rhymes is more memorable and persuasive to the audience. The headline is direct because it let the audience know the spread taste like butter but it is not butter and it is healthier than butter.
The body copy of the ad informed the audience about the product by including various benefits and selling point of the vegetable spread. For example, the ad mentioned the product have "less saturated fats" and "no hydrogenated oil" and has a "fresh butter taste".
Finally, there is also Call to Action in the ad. The brand encourage the audience to check and compare the nutritional facts of the product with other brand on its website. This will allow the audience to learn about the product and generate quicker response to the ad.
The weakness in the ad is the visuals of the ad. The visuals does not attract me as an audience to pay attention to the ad. It does not attract me because the colors of the ad is not appealing to me and the image is not creative enough to allow me to imagine or visualize about the product. The ad can be improved by using bright or contrasting color and adding attraction-grabbing images.
Others
By using these appeals, it may help the ad to be more effective
Humor appeal : The right type of humor will grab attention for organic engagement from your audience.
Endorsement appeal : Celebrities, athletes are used quite often to endorse products in order to stir popularity
References
Of, W., Drama, S., Buy, W. and Our most popular delicious buttery spread.Made with real, s. (2019). The Original - I Can’t Believe It’s Not Butter!®. [online] I Can’t Believe It’s Not Butter!®. Available at: https://www.icantbelieveitsnotbutter.com/products/original-spread/ [Accessed 26 Jan. 2019].
Visual Learning Center by Visme. (2019). 23 Types of Advertising Appeals Most Commonly Used by Brands. [online] Available at: https://visme.co/blog/types-of-advertising-appeals/ [Accessed 26 Jan. 2019].
Benefit Highlighted: The USP of this ad is the healthy nutrition values of this product (vegetable spread). The ad highlights that this spread contains healthier ingredients and is a healthier alternative compared to butter. The main customer's benefit highlighted in the ad is the health benefit consumer would get from this product: less saturated fat, no oil and fats. Customers would be able to live a healthier lifestyle and not worry about high cholesterol when they consume it.
Ad appeal's:
Rational appeal is the approach for this ad, as the ad is based on objective facts. The rational appeal used is statistical appeal. In the ad, ICantBelieveItsNotButter use numbers and statistic to persuade the audience to purchase this vegetable spread. In the ad's body copy, the brand highlighted that it has 70% less saturated fat than butter, telling audience the health benefit of this product through numbers. On the bottom of the ad, the nutrition facts and ingredients of this spread is also mentioned. This use of statistics and facts in the ad can increase the consumer's trust in the brand itself and can convince me to purchase this product.
Ad Strength and Weaknesses:
The headline of the ad 'Butter taste, Better Health' is effective in getting the audience's attention because it rhymes and it is direct. The word 'Butter' and 'Better' sounds similar and words that rhymes is more memorable and persuasive to the audience. The headline is direct because it let the audience know the spread taste like butter but it is not butter and it is healthier than butter.
The body copy of the ad informed the audience about the product by including various benefits and selling point of the vegetable spread. For example, the ad mentioned the product have "less saturated fats" and "no hydrogenated oil" and has a "fresh butter taste".
Finally, there is also Call to Action in the ad. The brand encourage the audience to check and compare the nutritional facts of the product with other brand on its website. This will allow the audience to learn about the product and generate quicker response to the ad.
The weakness in the ad is the visuals of the ad. The visuals does not attract me as an audience to pay attention to the ad. It does not attract me because the colors of the ad is not appealing to me and the image is not creative enough to allow me to imagine or visualize about the product. The ad can be improved by using bright or contrasting color and adding attraction-grabbing images.
Others
By using these appeals, it may help the ad to be more effective
Humor appeal : The right type of humor will grab attention for organic engagement from your audience.
Endorsement appeal : Celebrities, athletes are used quite often to endorse products in order to stir popularity
References
Of, W., Drama, S., Buy, W. and Our most popular delicious buttery spread.Made with real, s. (2019). The Original - I Can’t Believe It’s Not Butter!®. [online] I Can’t Believe It’s Not Butter!®. Available at: https://www.icantbelieveitsnotbutter.com/products/original-spread/ [Accessed 26 Jan. 2019].
Visual Learning Center by Visme. (2019). 23 Types of Advertising Appeals Most Commonly Used by Brands. [online] Available at: https://visme.co/blog/types-of-advertising-appeals/ [Accessed 26 Jan. 2019].
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