Blog Entry #2: Ad Analysis
Information and Factual Content
The chosen advertisement is a one minute and 30 second Nescafe ad titled, “Babangon Tayo with Nescafe”. It was released 3 years ago on March 1, 2020 and promotes the product which is coffee grounds. Given this information, the viewers would expect an advertisement that promotes the flavor, texture, aroma, and affordability of the product. Knowing Nescafe’s image and how well known it is as a credible brand that has been manufacturing and producing coffee grounds, we would expect an advertisement that would reach a wide audience because everyone drinks coffee.
The advertisement was able to give quantifiable information on the background of how the coffee grounds are produced from the farm. It leaned more towards the perspective of the people who worked behind the scenes and how much hard work, passion, and camaraderie these people put behind creating the coffee grounds for buyers of the Nescafe brand. The advertisement also focused on the relationship and partnership created and strengthened between Nescafe and Filipino coffee farmers since 2008. It highlighted how the brand has been the “single biggest coffee buyer” in the country.
There is no mention of the quantity or quality of the product in the advertisement. However, the ad did show clips of the farm in which the coffee beans are farmed and how much work goes into maintaining and running the farm. As for the purpose of the product, the background music chosen for the advertisement gives a vague idea on what the product is for. It is also mentioned in the taglines “Babangon Tayo” and “Kapeng Pilipino para sa Pilipino”. As for the price of the product, there is also no mention of this in the ad. In which stores to buy them wasn’t also mentioned, but there was a brief section in which it shows where in the Philippines the farm is found.
Since Nescafe is an established brand known across the country, its credibility is something not most people would question. Therefore, most people would have the idea or image of Nescafe coffee as a brand that has good quality coffee and is worth its price for its taste. Watching the advertisement made me learn a few new things about the brand. Since I already have an image in my head that their coffee is good, what made me hooked towards watching the ad was the information about how the coffee was made. Since the ad focused on showing what is happening behind the scenes, specifically the partnership with the Filipino coffee farmers, this is something new that I learned about the brand. The advertisement used text to relay information about the product. Every few seconds, a one-sentence description on the product flashes on the screen.
Image and Appeal
The advertisement was targeted towards the Filipino people of all genders, most specially for those who work. The ad made use of actors across all ages to portray the farmers. There is even a section in the ad in which a child is highlighted planting a coffee plant, showing the family/community aspect that the brand is trying to show about their relationship with the farmers. The ad showed farmers that were all smiles while working. Using the background music, the actions of the farmers were on time and on beat with the music to give it a more happy and wholesome vibe to it. These choices gave it a sense of community and gave a familiar feeling to the viewers. But what most catches the attention of the viewers is the music chosen for the advertisement. The lyrics, such as “Babangon Tayo” and “Susulong Tayo” are just a few of the inspiring lines that make the viewer feel positive and hopeful, emotions that we want to feel when waking up in the morning, which intentionally is also the time where most people drink coffee.
The ad did not directly show a purpose to increase sales as it focused on making the viewers feel more familiar and positive about how they feel towards the brand, and subsequently their products. It makes the viewers have a favorable mindset towards them as a brand and company to be trusted. The ad also does not have a purpose to make the viewer feel worried about a cause which would make them buy the product. The ad was able to make the viewers feel a need to buy the product as something that will help them get up in the morning and persevere through everyday life.
Given that the advertisement currently has 17 million views, one of the Philippine advertisements in the country that has the most view count in the platform, this shows that the advertisement was a success. After watching the video, I would say that I was convinced to support and buy their products because it felt promising from what I watched. Reading the viewers’ feedback in the comment section also shows how much people were inspired from watching the advertisement. This shows how competent the brand is and how effective they are in selling their products through advertising.
Adherence to Advertising Code of Ethics
Upon reviewing the Advertising Code of Ethics, there was no rule or code in the guide that the advertisement has outrightly violated. Knowing that this advertisement has been done by an established company, it is with high expectations that they adhere or follow the code since it would damage the name and reputation of the company if it is seen that there is a shortcoming in the making of the ad. With this, the company was able to follow the guideline set by the Ad Standards Council on the Advertising Code of Ethics.
Video Reference: "Babangon Tayo with NESCAFÉ | NESCAFÉ Philippines"
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