#Consumer Speak- Print Copies that Captivate

#The New York Festival Print Campaign”.

Not every day do you see a printed advert that can elicit a mix of emotions. This advert by The New York Festival indeed had me feeling mixed feelings once I encountered it. Using a combination of the usual vs. the unusual. This mix of adverts by the New York Festival intended for people to stop and have their attention captured. In one execution, three different copies. One shows a woman getting out of a taxi while entirely naked. In another, a pinstripe-clad CEO hangs upside-down on a packed subway and uses his e-reader to respond to emails. In another, a pink-tinted chicken wearing a necklace stands on the sidewalk next to a heavily armed police officer.

Encountering the copies gave me disbelief and excitement at the same time. An emotion elicited from confronting new and intriguing creative work serves as the appeal employed in the advertisement to connect with the target audience.

To experience this for themselves, the copy portrays the New York Festival as a venue for displaying the best and most cutting-edge creative work from around the globe.

Intending to promote the New York Festival as a must-attend event for anyone interested in creative work, the advertisement’s primary goal is to urge viewers to be at the show. The festival’s value proposition is enhanced so that by going, visitors will get a chance to see new, intriguing creative work and network with other creatives.

The campaign’s central theme is hinged on the belief that the New York Festival is a worldwide celebration of innovation and creativity and that going to the festival is a chance to network with other creatives and take inspiration from their work to uncover fresh viewpoints and ideas.

As ignorant as this may sound, the fact is that not everyone is aware of what the New York Festival is and what it stands for, particularly ordinary people like me who have no clue about the art of advertising.  My discovery reveals that the festival is a venue for artistic expression, which is what the advertisement intends to portray. However, one underside of the advert is its incomplete information. More details are needed for those new to the festival to comprehend what it is and why they should go. Also, the advertisement may not appeal to those interested in more conventional or established types of creativity because it primarily targets those looking for disruptive creativity.

Through the unusual presentation of its creative copy, the “New York Festival 2023” advertisement successfully promotes the festival as a global celebration of innovation and creativity. Yet, the advertisement is somewhat ambiguous for those familiar with the festival and for having potential restrictions.

#Indeed “Better Job is Waiting”

The promoted product is the website’s job search tool, which enables job searchers to look for and apply for jobs in their preferred field and region.

The appeal employed in advertising to elicit an emotional response is that the viewer can find a better job. The advertising portrays the job search process as time-consuming and difficult. It presents a copy that shows a job candidate growing mold and being covered in a spiderweb, claiming that Indeed’s platform can assist job seekers in finding their dream jobs and reduce stress.

The advertising encourages job seekers to use Indeed’s job search site by highlighting it as a helpful resource. The advertising aims to promote Indeed’s job search platform as a valuable tool for job seekers and persuade them to utilize it. The benefit portrayed to the target is that using Indeed will aid job searchers in accessing a sizable database of positions across numerous regions and industries, making it simple for them to apply for positions that match their skills and professional goals.

The claim that every job seeker has a “better job” waiting for them may not be accurate; I am still looking for a “better job.” Knowing what “a better job” is for any job seeker is relatively tricky. While Indeed’s platform can undoubtedly assist job seekers in locating vacancies that match their skills and professional objectives, there might be restrictions on the supply of desirable positions in particular fields or areas.

As much as I like the hyperbole in the creative copy regarding candidates searching for jobs, it oversimplifies the job search process, implying that finding a new job is as simple as clicking a few buttons on a webpage. In truth, the job search process can be difficult and time-consuming, and locating the ideal position frequently necessitates more than merely using a job search engine.

Overall, Indeed’s “A Better Job is Waiting” campaign effectively draws job seekers in by implying that better employment opportunities are out there and only waiting for them to apply. The advertising could, however, be criticized for simplifying the job search process and the employment market’s constraints.

#KFC “FCK” Print Advert

In the spring of 2018, an unthinkable event happened. The well-known KFC fast food chain outlet needed more chicken supply. The brand was forced to temporarily close most of its 900 UK restaurants due to issues with new distributors. KFC handled the situation expertly, admitting fault and enlisting the help of an agency called Mother London to create a print advert apology that changed the game for the brand. The outcome of that apology campaign received a D&AD Wood Pencil award for advertising writing.

The advertisement “FCK KFC” was created for the fast-food restaurant chain KFC. The product of focus is KFC’s chicken, precisely because a supply chain issue caused a chicken shortage at KFC restaurants in the UK. To elicit an emotional response, the advertisement employs humor and self-awareness. The advertisement acknowledges the issue and uses the bold and eye-catching headline “FCK” (which can be read as an abbreviation for a specific swear word) to demonstrate KFC brand ownership and sense of responsibility while acknowledging the existence of a supply shortage. The creative copy employs humor and irony to alleviate any anxiety or frustration that consumers may feel about the situation. While the advert aimed at apologizing to customers for the chicken shortage, it also exhibits KFC’s working to resolve the issue, indicating a value proposition that KFC is committed to providing high-quality chicken to its customers and that the shortage was a temporary issue directly related to protecting the quality of chicken being used to serve customers.

The advert shows that KFC takes its customers’ satisfaction seriously and is working hard to resolve the chicken shortage as quickly as possible while encouraging customers to check the KFC website for updates.

However, no matter how much apology is given, the advert can still not take away the frustration and negative impact that the chicken shortage may bring customers, mainly if KFC Chicken is a brand I depend on. While the humor and self-awareness of the advert may help to alleviate some of the tension around the situation, it may not be enough to address the consumers’ frustration.

There is no denying that the “FCK KFC” advert is an attention-grabbing advertisement for KFC’s chicken that acknowledges and apologizes for the chicken shortage at KFC restaurants in the UK. It was able to alleviate the tension of consumers, and it gained an increase in brand equity from this advert.

#Jeep “See What You Want to See” Advert

I do not have an affinity for cars, but this Jeep advert “See what you want to see” for Jeep vehicles captivated my attention with the unusual copy that asked what this could be. It took a minute to realize that the advert was for The Jeep Wrangler, a popular off-road vehicle.

Looking deeper, I realized that the critical emotions communicated via the copy are freedom, adventure, and individualism. These emotions are powerful because these are vital indices that portray success in life.

The depiction of adventure via animal representation emphasizes that the Jeep Wrangler is a vehicle that can take you anywhere you want to go, allowing you to see the world and try new things. This is a powerful appeal to consumers looking for a vehicle that can take them off the beaten path and allow them to explore the world around them. The value proposition is that the Jeep Wrangler is a rugged, reliable, and versatile vehicle that can take you wherever you want, regardless of terrain or weather conditions.

As endearing as the theme of the copy is, it tends to promote a sense of entitlement or disregard for issues of the environment by using animals to portray a lack of sensitivity to environmental protection and balance. Animals depict the wild but encouraging consumers to “see only what they want to see” means turning a blind eye to ecological preservation. The advert also promotes a specific type of masculinity or rugged individualism that may be unappealing to consumers with alternative personas.

People want to live on their terms. The Jeep advert does well with this copy in encouraging freedom, adventure, and individualism, a strong appeal to buyers searching for a durable and adaptable vehicle that can transport them everywhere they wish. However, the advert encourages a sense of entitlement and a disregard for environmental issues, as well as emphasizing a particular brand of rugged individualism that may not be appealing to all customers.

#Nivea “Because Life Makes Wrinkles” Advert

For about a decade, I worked in the personal care segment, garnering insights into what drives men’s grooming as a growing category. One consistent discovery is that men have been overlooked in grooming, and attention needed to be paid to them. Nivea became one of the brands focused on men’s grooming and continues to pay strong attention to this personal care niche.

The “Nivea Men: Because Life Makes Wrinkles” campaign advertises Nivea Men’s skincare products. The product is designed to reduce the appearance of wrinkles and other signs of aging.

The desire for youthful, healthy-looking skin is the appeal used in the advertisement to elicit an emotional response. The copy seeks to indicate the stress that many middle-aged men face in their daily activities, which may include various individuals and circumstances that can cause wrinkles on their faces. The man can minimize the beginning of wrinkles and appear younger and more confident thanks to Nivea Men’s anti-aging lotion.

The copy appeals to middle-aged guys who care about their looks and desire to keep a youthful, healthy appearance. The value proposition is that men can attain this aim and feel more assured in their appearance using Nivea Men’s anti-aging lotion. The specific message of the campaign is that wrinkles are a natural part of aging. Still, Nivea Men’s anti-aging cream can help reduce their appearance and allow men to maintain a younger confident look. The campaign emphasizes that men should care for their skin to look and feel their best.

The copy’s promotion of exaggerated claims about the capacity of skin care products to prevent or reverse the effects of aging is a flaw. The advertising may also increase the social pressure on men to look young and attractive, which could result in bad body image and self-esteem difficulties.

It is a compelling copy, yet the advert creates unrealistic expectations using deception in its claim that the Nivea Men’s range can combat aging while potentially adversely affecting body image and self-esteem.

References

https://www.creativebloq.com/inspiration/print-ads-1233780

https://www.feedough.com/print-advertising-definition-types/