This Youtube commercial features the natural beauty of Alberta and various people enjoying the provinces vast landscapes. The film’s concept is to show powerful expressions of what attracts people to visit Alberta. The commercial is part of a series. The commercial debuted in California and across Canada in late 2011. In 2012, they were broadcasted on Air Canada’s passenger televisions (Ramage).
The goal of the campaign is to increase Alberta’s tourism by targeting young tourists. Specifically, families with young kids or active families who want to take their children for an amazing, and authentic Alberta experience. The campaign’s audience is located in the United Kingdom and across North America (Elliot). The ad provides a good incentive for tourism companies to expand their businesses in Alberta because the ad displays the amount of ways the tourist industry can make money such as organizing skiing tours or visiting the Royal Tyrrell Museum.
The purpose is to create a tourism brand by showcasing Alberta’s natural beauty. The ad was filmed with well known Albertan mountains, as well as horses, and skiers. The pacing of the video is designed to allow viewers to feel an emotional connection to the landscapes. Travel Alberta, the creators of the ad, say “beautiful evocative images that exalt the Alberta landscape” (Ramage) which invites the viewers to enjoy the amazing experiences found in the province. This effect is accomplished by using slow motion to capture several moments such as the rain droplets that are falling off a woman. Further examples of the slow motion technique are moments that showcase many horses, a mother and child skating on a frozen lake, and a skier blazing down a hill. The intended purpose of the video is to build an attractive brand by showcasing the opportunity for tourism growth in Alberta.
Even though the geographic location of the audience might prevent them from feeling a strong connection to Alberta, the audience would still be attracted to the universally appealing sights of the province’s beauty. In turn, this can influence people to visit Alberta to see its natural wonder. Viewers are left with a feeling that Alberta is an amazing place to be simply because of the effective ways that the ad was put together. The ad is successful because it prompts the viewers to discover more about Alberta. In turn, this could inspire people to start travelling there.
This Youtube commercial features a fight between Galaxy and iPhone smartphone users during a wedding. The concept is to showcase Nokia as an alternative to iOS and Android, in addition to serving as an escape from the constant smartphone war between Apple and Samsung. Nokia has been seeing less sales in the American market and hopes this ad will increase their market share (Warren). The campaign is being displayed on Youtube.
The intended audiences are young buyers, who are often new to the smartphone market and people who are dissatisfied with iOS and Android. The young waiters in the video who have Nokia phones present a contrast to the older audience, suggesting that Nokia is a good choice for young people. The blunt message to switch smartphone platforms also suggests that Nokia is better suited for those who are growing tired of the Samsung and iPhone rivalry. Furthermore, the ad is directed at those seeking an alternative to the mainstream smartphone market.
While the video’s purpose is to increase the number of people buying Nokia phones, a less obvious purpose is to discourage others from buying iPhone or Galaxy phones. The fighting and the insults creates a light hearted viewing experience. The viewers are intended to question the point of the fight and therefore question whether they want to be a part of the contentious Apple/Samsung rivalry. A second technique that the video utilizes is positioning the two waiters with Nokia phones happily outside of the fight. This technique suggests that people who buy the Nokia phone will feel better because they are not involved in smartphone rivalries. Therefore, the purpose of the commercial is to increase consumer interest and sales in the Nokia lineup.
Despite the attempts to make this a successful ad, Nokia falls short because of its inability to differentiate their product from the competition. The ad continues to mock Apple and Samsung without educating the audience about the strengths of their own product. Unintentionally, the ad emphasizes how users of the iPhone and Samsung phones are passionate and loyal. On the other hand, the ad reminds us that Nokia does not have a strong fan base, nor are they popular, since sales were declining (Warren). The sales pitch is essentially ‘Buy a Nokia 920, a good third alternative’. It is not inspiring in any sense because the viewers have nothing to associate Nokia with but happiness. Moreover, the ad does not highlight the strengths of the Nokia 920 in order to make it appear as a contender against the mainstream. The only strengths they mentioned the competition’s excellent camera and voice assistants. Thus, the Nokia ad was not effective.
The poster is a white background. On the poster reads, “What is it good for?” There are streaks of blood behind the letters and scattered throughout the background.
The intended audience for the poster are politicians who could utilize an anti-war platform during an election campaign to gain more votes against the opposing party that supports war. A second target for this poster could be community activist organizations, who might lobby against war, which can cause other people to become involved.
The poster warns people that war is deadly and kills people. The poster poses the question “what is war good for?” The question is answered by the bloody imagery which communicates that war is deadly, it kills people, and the only thing it brings is the fallen blood of soldiers to their families.
The poster’s simplicity succeeds because it forces the viewer to imagine the brutality found in war. The use of blood and the question makes the purpose of the poster quite clear, which is to encourage people to protest against war. By just viewing the poster, one is able to imagine the terrible fate brought upon by war and death. The poster is successful because it causes the viewer to think about whether the high death toll justifies war. In turn, this can influence people to oppose war to such an extent that their country does not participate in it because the government fears a public backlash.
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