- April 14, 2020
Brotherly Love and #EPICDANCEOFF Ads
BrotherlyLove and #EPICDANCEOFF Ads
BrotherlyLove and #EPICDANCEOFF Ads
Advertisingis termed as a way of communication to the customers: providinginformation on use of new products, changes in products, and the needto try a company’s products. In order for advertisements to achievetheir objectives, companies must be ready to invest and crafteddirect and clear messages in order to connect with their customers.Normally a television ad runs for about one to two minutes, thus, itis prudent to send out the message precisely. Emotional appealthrough friendship, social affiliation, sexual orientation and genderare some of the approaches marketers have tried to leverage on tosend important information to the customers in the market. As much asit may seem easy to craft an ad, it may not be easy to appeal andconnect to the customers, thus, a need to constantly study customerbehaviors and market dynamics.
CocaCola’s advertisement entitled “Brotherly Love” makes use ofvarious visual, audio and technical codes instituted to sell theproduct and support a wide range of attitudes towards the brand.Therefore, the ad stands in a better position to promote and target apreferred group of customers. It is interesting to note that thecolor scheme adopted relates to Coca Cola and its biggest rivalPepsi. The ad’s narrative follows a relationship between twobrothers, exploring a story of love and conflict. The older brotherconstantly bullies the younger brother: hitting and kicking him, andleaving him to be rained on. Throughout the scene the older brotheris seen wearing blue clothes and the younger one in red clothes.Color red is normally associated with Coca Cola and color blue withthe rival company, Pepsi. Over the years the two companies haveimmensely competed against each other and this has been clearlyillustrated in commercials. From the ad, it is possible to realizethat more positive connotations are associated with the brother inred while the one wearing blue is illustrated negatively as a bully.
Asthe narrative progresses there is a strong link established betweenthe brothers as the older brother is exhibited as a hero who rescueshis younger brother from bullies. The costumes of both brotherchanges in this case, the older brother is now seen wearing red andthis is an illustration of harmony and unison between the twobrothers. At the same time, the role of bullies is shifted to thethree boys who are seen wearing blue an indication of antagonismbetween Coca Cola and Pepsi.
Thead uses audio codes that conform to the demographic group underconsideration (Lemanski & Villegas, 2015). Younger people arelikely to connect with modern songs. “Hey Brother” was done byConrad Sewell and it’s a cover of Avicii’s recent hit song thatconnotes a person being there for their brother. At the same time,the ages of the featured brothers connect with younger people agedbetween 13 and 19. However, the ad lacks diegetic, apart from theattention drawn to the bottle and its clicking sound. Anotherinstance of slight diegetic sound is noticed in the sound of rain.However, the ad does not have any form of narration or dialogue. In abid to enforce the brand, the traditional Coca Cola bottle is usedthroughout the advertisement as a measure of enhancing recognitionand association. Moreover, there are cases of illustration of CocaCola Zero one of the latest products associated with the company.
Thead spurs different basic appeal explained by Jib Bowels. For example,the ad shows a need to affiliate and a need to feel safe. Theassociation between the two brothers started from a bully perspectiveand slowly transformed to a lovely and brotherly association showingcompassion and a sense to care for others (Fowles, 2011). Inaddition, the ad makes a targeted approach in some way to appeal to ayounger generation through the music and the involvement of youngeractors.
The#EPICDANCEOFF Money Supermarket television advertisement (2016) has atotally different approach of appealing to the audience. Unlike theCoca Cola “Brotherly Love” that leverages on love and compassion,the #EPICDANCEOFF takes a form of a comedy approach. The ad usesjuxtapositions and contradictions of some of the popular stereotypesto create a humorous environment. For example, the ad makes use ofphysical attributes of men adhering to generic conventions: shorthair, facial hair and suits contrasted with men using attributesassociated with women: walking style, high heels and shopping bags.
Thecomedy is more effective with the use of juxtapositions. For example,the use of low key lighting which illustrates dark, a serious tonecontradicted by the tone of the ad, dancing that has sexualconnotations – pole dancing – and the modern fast tempo music“Worth It’ done by Fifty Harmony. The element of humor iscemented by the juxtaposition of men behaviors stereotypes (Watkins,Aitken, Robertson, Thyne, & Williams, 2016).
Thedifference between the two ads can be clearly illustrated and wellexplained on the premise of the target groups. While the#EPICDANCEOFF targets mature shoppers, the Brotherly Love ad targetsthe younger generation. The use of sexual illustrations in the#EPICDANCEOFF disqualifies it as a sensitization of youngergenerations. At the same time, most shoppers are actually old andmature people who can always watch rated videos. The two ads areemotionally appealing and conform to the provisions of ethos, logosand pathos. Ethos appeal is exhibited by the ability of the two adsconforming to social ethics and provision of a sense of credibility.The two companies try to tell their customers that they are alwaysavailable to provide the best products and services and that customeris always a king or queen. Pathos is throughout the two ads, creationof a spirit of connectedness and emotional appeal is evidenced in theads (Lemanski & Villegas, 2015). Finally, logos is evidenced inthe ads, as they bring out logic by showing that if a person getswhat they want they will always be happy and content and that thecompanies will always meet the needs and demands of the customers.
Lookingat the two ads it is imperative to note that they equally communicateand connect with target audience. The ads appeal emotionally throughlogos, ethos, and pathos. The message is sent out precisely andaccurately. However, without a high level of keenness one cannoteasily decipher the meaning of the message. Thus, emotional appealand connectedness is much easier to elicit especially to loyal andconstant customers. Through music, the ads create a sense ofrecentness and conformity to the changing environment.
Fowles,J. (2011). Advertising`sFifteen Basic Appeals (5thEd.). Prentice Hall.
Lemanski,J. & Villegas, J. (2015). Selling Health to the Distracted:Consumer Responses to Source Credibility and Ad Appeal Type in aDirect-to-Consumer Advertisement. HealthMarketing Quarterly, 32(3),217-233. http://dx.doi.org/10.1080/07359683.2015.1061847
Watkins,L., Aitken, R., Robertson, K., Thyne, M., & Williams, J. (2016).Advertising`s impact on pre-schoolers’ brand knowledge andmaterialism. InternationalJournal of Consumer Studies, 40(5),583-591. http://dx.doi.org/10.1111/ijcs.12303