Each and every single day people come across pictorial advertisements that endeavor to influence one’s opinions and activities in definite ways. Whether the purpose is to obtain a product or back a cause, many various corporations and organizations continuously solicit for the public’s consideration, and they recognize that the finest method of attaining it is through capturing advertising. However, in a culture surrounded by commercial advertisement, businesses have to be resourceful to stand out and stay ahead of the competition (Tag 120). Some creators use the suspense dynamic to create an impression to their audience, whereas others use decorative ordinal imaging or celebrity certification. Some of the full, prosperous advertisements that have been known to create an impact are the ones that keep the message simple and to the point. For example, Asnan Tower Ad is a good case of a modest strategy that is both artistically attractive and efficient in passing its intended message. This paper critically analyzes the Asnan Tower Ad, providing details on the objective of the ad, the target audience, and the media strategy.
This Asnan Tower ad shows a video of a family, whose aim is to find a wife for their son. The background is a lovely home setting, and the entrance of the bride is exhilarating. The appearance of the bride raises expectations and sets the mood to a comfortable one. The audience looks forward to the groom’s next step, which would probably be embracing the moment and showing appreciation to be presented a beautiful bride. The unhygienic teeth of the bride, however, drops all the expectations, and the audience is disappointed that such a pretty girl would have such a dental presentation. This, therefore, calls for the need to have great teeth. The actual drive is to persuade the audience to go to Asnan Tower dental clinic.
The primary objective of the ad is to convince the viewers that they have the capability to reconstruct damaged teeth . The announcement supports the conception that women are expected to not only be beautiful physically, but also in the inside appearance, which is healthy and attractive teeth in this context. The second objective is for the public to start visiting the clinic as early as possible, to get the right treatment and to avoid having such teeth shortly. None, especially ladies would love to have such teeth since it is part of what is considered beautiful. The men on the other side, love women with a beautiful smile, hence the disapproval of the girl presented to him.
The target audience is undoubtedly everyone that might see the ad, as everybody in the entire region and even the World, can in one way or the other recount to having great teeth. The society expects people in the contemporary world, from children to adults, women, and men, to have hygienic dental health.
Mothers are also targeted in the ad. The view of the parents observing her children in the commercial is an experience that most women can recount too. The women are grinning and joyful, with her faces all light up, full of expectations, and they look relaxed. The happy faces of the groom’s mother imply that they have high expectations on would have the best. The bride’s mother on the other side is sure that they have done their best. This suggests that everyone is affected by poor dental hygiene, and therefore the broad target audience.
The central theme for the ad was suspense and humor in the form of the beautiful appearance. What the conversation before the bride-to-be comes out is meant to put the audience in an anticipation and curious mode. The beautiful bride and the brooms smile, which prepare the viewers for an enchanting exchange raises inquisitiveness. The disappointment of the man upon seeing the woman’s teeth is the selling point. It can be seen that the technique of expanding diverse themes is used to entice the responsiveness of target different crowds. The advertisement asserts that Asnan clinic is exclusive and can reconstruct damaged teeth.
Having the bride smile and show the unhygienic teeth, can be supposed, as a concept that is not reassuring to the mother. With the groom disapproving the wife, the mother is disappointed. This acts as a lesson to other parents with children and acts to make them have the desire to take their children to Asnan for dental checkups. No mother would love to see her kids be rejected because of their appearance, especially if it is something that can be avoided. It is benign to presuppose that part of the projected audience are mothers with grown up children. Parents regularly are contented, or at easiness, when their household is safe and healthy. This advertisement supports that theme.
In viewing the ad, no constraints were observed and therefore it is certain of that this advertisement is operative. It depends on a mother’s passionate connection with her kids and family, her pursuit of happiness and calmness, and her longing for acceptance. From the advertisement, it is clear that the setting is a middle-income family, which brings out the accomplishment of the ads target of reaching the entire nation. The setting, therefore, adds on to the effectiveness of the ad. It shows to their aspiration of exclusiveness as well, with the deficiency of distractions and any other illegal item like drugs.
This ad portrays the two most important message strategies, the cognitive message strategy, and effective message strategy. The cognitive message strategy in the advertisement’s crucial message is concerning the benefits of visiting Asnan clinic and the dental health benefits expected from the tour. Customers are supposed to obtain the paybacks by visiting the hospital. The objective of the cognitive message approach is to have an ad that creates a positive impact on an individual’s knowledge structure. That is accomplished by insinuating that one will have such benefits after visiting the clinic.
The effective message strategy brings feelings or emotions that go hand in hand with those intentions of the company. The ad is constructed to promote the likeability of the service, enhance the appeal, or understanding of the advertisement. This messaging strategy is made to make reactions that, in turn, convince the consumer to heed to the ads request, and visit the Asnan clinic. For instance, the mixed emotions of love and disappointment in the ad convinces the audience to visit the clinic.
Various factors like love, humor, suspense, and emotions form the executional framework of the ad. Love comes out when the man is looking at the bride get out, her pace, her beauty, and glamor. Humor is portrayed when the groom shows disappointment when the wife smiles. The suspense comes out when the bride comes out, looking beautiful, and the audience is full of positive expectations but is disappointed when she smiles. Emotions render the air when the groom makes it clear that he doesn’t wish to go ahead with the plans of marrying the lady because of her unappealing teeth.
Using television as a mode of spreading the message is effective in two ways: First, the audience gets carried on as the ad is played, and is in a position to experience the message strategies used in the ad, which acts as a sure way of increasing the persuasiveness of the ad (Nancy 3). Second, being the 21st century, most people view television. Using video increases the coverage and ensures that the message reaches many audiences. The more the audience, the more the possibility of having more clients visit the clinic.
According to me, the ad is effective, and its purpose is accomplished. To improve the ad, I would include a translation phrase at the bottom of the screen, to ensure that it reaches the audience who do not understand Arabic, and are within the location of the premises. That way, the coverage of the public is widened. Using a beautiful bride, served the legitimate purpose, as most people’s attention is drawn by the appearance of an attractive woman.
A lot of effort is employed in designing an effective ad which solicits the right audience and brings out positive outcomes. The Asnan ad, for instance, brings out such qualities regarding the theme, humor, suspense, and importantly, the family. Although the part is just an ad, it in actuality says a lot to the individuals who are affected by that part of grooming-dental hygiene. Looking at it from a designer’s point of view, the ad is well articulated and covers a majority of the fundamentals when it comes to dental health. Men are drawn to beautiful women with beautiful smiles, and the ad captures that.
Works Cited
Nancy, R. Hot to deconstruct Ads In Order to Build Better Advertising. New York: Prentice Hill, 2012. Print.
Tag, Nancy R. Ad critique : how to deconstruct ads in order to build better advertising. Thousand Oaks, Calif: SAGE, 2012. Print.
Treat Your Teeth Before It's too late. Dir. cinemagic. Perf. Asban Clinic. 2010. Youtube. Web
