Advertisements Based on Fear Mongering - Essay Example

Advertising Introduction Advertisements are meant to attract the targeted customers for introducing and highlighting the characteristics of the brand so that the customers become eager to buy the product and the overall sales of the products increases (Botterill et al., 2013). Advertisements either work by flattery or fear phenomenon. Advertisements based on fear mongering are usually campaign advertisements in which the viewers are shown the dark side in order to highlight one’s value to light the candle in the darkness. Flattery phenomenon is used to present a new product to let the people involve in it. Recently advertisers have also started using ‘fear’ for selling products. Fear is an emotion that led people to make emotional choices. For instance, disinfectant advertisements showing the harmful effects bacteria may cause to humans (Tyagi & Kumar, 2004). The fear phenomenon works wonders. People get afraid by some things, or conditions get easily directed to buy the advertised products instead of getting inspired by the qualities only. Such advertising is also known as ‘shockvertising’ (Wells et al., 2011). On the other hand, the other method of advertising is by using ‘flattery’. Sometimes advertisers flatter the viewers by appreciating their choices, thoughts and notions on particular matters and then introduce their products that complement the viewers and provoke them for buying the advertised products (Armstrong, 2010). Either fear or flattery, both has found to be every effective depending upon the type of the product and theme of the advertisement. In order to present the products or services to the audiences the advertisers select a suitable theme and based on it a narrative is written. The advertisement is filmed by using techniques of mise-en-scene, sound and editing to focus on highlighting the product features to appeal maximum customers and meet the ultimate goal that is to raise the sales of the product. In this paper the Coca-Cola recent advertisement ‘Holidays are Coming’ will be analyzed based on the techniques (mise en scene, sound, editing and narrative) used in the advertisement (Coca-Cola Company, 2014). Coca-Cola rejoiced its customers by launching its classic ‘Holidays are Coming’ TV advertisement in order to celebrate Christmas (Coca Cola, 2014). The advertisement shows how seeing the huge sparkling Coca-Cola truck on the streets of their towns excites people. The commercial created hype for people of all ages including children, youth and adults as they would be a part of the campaign when the truck would come to their towns and cities. The marketing director of Coca-Cola (UK) Zoe Howorth described the advertisement strategy as, “Coca-Cola has been spreading happiness in people on the Christmas event since long through its vibrant campaigns and Holidays are coming the advertisement. The company is excited to share the happy moments of Christmas with people harnessing the brand image and enjoying the festive cheers with the customers (Crump, 2014).” Mise-en-scene The advertisement has used imagery to psychologically impact the viewers showing that the people are excited to see the big Coca Cola truck decorated with lights (Botterill et al., 2013). The advertisers have presented Coca Cola and the red truck as the symbol of happiness to the people. The idea that is revealed through adopting this technique is to attract new customers. The color and designs used on the advertising on the truck put a reflection on fresh customers to use the product. The ad begins with ringing bells informing the people about the arrival of the Coca-Cola festive truck in their area, a young girl appears to the window, mother let her kids see the truck through the window, people rushing out of their houses to see the truck and a young boy left his home and ran all the way from his house to the street for looking at the truck. The big red truck decorated with lights itself is a symbol of excitement, joy and happiness. The choice of the color is important to make the ad more feasible that every one inspires with it. The intention is to target general public and for this purpose the idea should reflect most of the people in the society. The lighting used in the ad is low in the background; the night scene is captured in which the heavily decorated red truck appears very prominent. Since the ad was based on Christmas theme, all the surroundings shown in the ad are covered with snow. Real locations are used as a set for filming. The camera shows three distinct houses in a glimpse in which children and families appear very excited and happy on listening to the ringing bells. In the next scene, the red truck is focused on the street, and it is shown that all the trees got lit when the truck passed by them. The color of the truck is taken as red because it is the identity of Coca-Cola brand. The brand is also represented in bright red and white colors in Coca-Cola print and video ads since ever. The mise-en-scene is used creatively to highlight the brand image of Coca-Cola. The brand image of Cola-Cola is the drink that makes you feel happy and contended in every moment of life (O'Guinn et al., 2014). The slogan of the brand is also “Open Happiness”. The ad flatters the customers by showing that the people, who are happy, are the Coca Cola fans, and the drink is the main reason for bringing happiness in their lives. Thus all the components in the advertising are presenting the clean picture of the slogan of the company. Narrative The narrative of the ad is simple, it is based on Christmas theme, and the purpose is to let people enjoy the festival with Coca-Cola. This part of advertising is representing the idea that the people are welcome to enjoy the festival with the product. The happiness and joy portrayed by the people by looking at the truck also shows that they have been waiting for the arrival of the truck and feeling bliss with its arrival in their towns. It presents that just like this truck coca cola is also a part of people’s daily life, and it is a mandatory item that they used to have on special events and festivals. The ad shows that when the bells ring people in the town got aware that the Coca-Cola truck is going to come so they rush from their houses to the road in order to see the truck. It also shows that the importance of coca cola is not only related to any particular age group as all the children and their parents are enjoying the festive truck arrival. The ad also projects that people own the Coca-Cola brand, and the brand owners also take care of the wishes and happiness of the people. This part of advertisement shows the intention of the company that general public is addressed to the advertisement and there is no discrimination on that. Sound The mise en scene and narrative used in the ad are heavily supported by the sound effect. The background is filled with the Christmas song complementing the happy, laughing faces that appear in the advertisement. The appearance of the faces and sound effect representing that Coca-Cola is the symbol of happiness for all the people. In the start, the sound of ringing bells is used to highlight the arriving message of the truck. No words or sentences have been incorporated in the ad rather the use of music and song is used to highlight the product. There is no need to add points or sentences because the pictures and sound are good enough to express the idea to all. Editing The digital and audio editing of the ad is also very inspiring. Very small scenes have been cut and merged together that do not break the flow of the advertisement. This terminology is presenting the reflection that there is no need to elaborate the whole picture. The precise could represent the whole message to be conveyed. Scenes from different houses are captured in one shot representing how each family is celebrating the truck arrival. Then the scene moves to the kid who runs fast to the street for seeing the truck and at the end, when the truck passes by the street everything got lit. This scene conveys the perception tat the product is liked by the children specially. The editor has very creatively edited all the scenes in one sequence where the other follows one act, and the viewer does not get distracted (O'Guinn et al., 2011). Conclusion Robert Hook the Managing Director of Carat stated that the concept of using the old truck campaign in the ad is to use the phenomenon of ‘familiarity’ that is proved to be very effective in promoting brand because the viewers feel comfortable in with the brand and associate themselves positively with the brand (Fischer, 2014). The Coca-Cola Company has successfully used the ad in promoting its product by using the Christmas festival campaign. The sound, narrative, editing and mise-en-scene were used very effectively to flatter the customers. List of References Armstrong, J.S., 2010. Persuasive Advertising: Evidence-based Principles. latest ed. New York: Palgrave Macmillan. Botterill, J., MacRury, I. & Richards, B., 2013. The Dynamics of Advertising. latest ed. New York: Routledge. Coca Cola Company, 2014. Holidays are Coming. [Online] Available at: [Accessed 14 January 2015]. Coca Cola, 2014. Holidays are Coming. [Online] Available at: [Accessed 14 January 2015]. Crump, E., 2014. Holidays are coming - the Coca Cola truck to visit Caernarfon and Newtown for Christmas. [Online] Available at: [Accessed 13 January 2015]. Fischer, L., 2014. Has Coca-Cola's Share a Coke campaign passed its sell-by date? The Guardian, 14 August. O'Guinn, T., Allen, C. & Semenik, R., 2011. Advertising and Integrated Brand Promotion. 1st ed. Mason: Cengage Learning. O'Guinn, T., Allen, C., Semenik, R. & Scheinbaum, A.C., 2014. Advertising and Integrated Brand Promotion. latest ed. New York: Cengagae Learning. Tyagi, C.L. & Kumar, A., 2004. Advertising Management. latest ed. New York: Atlantic Publishers & Dist. Wells, W. et al., 2011. Advertising: Principles and Practices. latest ed. Melbourne: Pearson Higher Education. Read More