Ad Analysis_Ambuj Gautam_IM19_210

AD 1: Dirt Devil – the exorcist

Created by: Andreas Roth

Product being promoted: Vacuum Cleaner

Tagline: You know when it’s the devil

Objective: To demonstrate the power cleaning power of the product

Target Audience

This advertisement promotes a home appliance that is used in most of the houses across USA. Hence it targets a wide segment of audience, but it specially targets the home-makers.

Ad Description & Analysis

The advertisement makes use of the theme of one of the classic Hollywood movies of all times – the exorcist – to set the mood and draw in the audience. It begins with the scene of a haunted house which a priest is apparently visiting to perform an exorcism. The setting is eerie and the music is haunting which makes the audience interested in what is going to happen next. In the climax we get to see a girl apparently possessed by devil but then the humor breaks in and we get to see that it is all effect of a vacuum cleaner.

This advertisement is an extremely clever piece of work in which the message is not presented immediately. It works on attracting the audience, getting their interest up and then sending out the message.

The ad was received well critically and made a great impact. It had 28 million views on internet and 820,000 shares on facebook. It increases brand awareness among men.

AD 2: Low fat sealect Biaa Tuna

Product being promoted: Biaa Tuna

Tagline: How long can you hold your breath?

Objective: To promote new low fat content tuna

Target Audience

This advertisement especially targets obese people from all age groups. It also targets general public by offering them a low fat content product.

Ad Description & Analysis

This is another example of an advertisement that draws the audience in and then presents the product and the message in a very hilarious way. As opposed to a spooky atmosphere used in the previous advertisement, this advertisement uses a beautiful girl to grab the attention of the audience.

The advertisement begins with a man salivating over a slim and beautiful girl. As she walks towards an elevator all men turn and watch her. She also seems to be enjoying the attention. But then there is a twist. As the doors of the elevator close she lets out her breath and we see that she is a fat girl holding her breath to look pretty and slim. And hence the tagline “How long can you hold your breath?”

The ad tells the audience that they cannot hold their breath indefinitely so if they want to look pretty they should find a more permanent solution which is to switch to new low fat sealect tuna.