Tag: targetmarkets

In this gum commercial, “Extra – Father & Daughter,” it is apparent that advertisers used various techniques to grab the attention of their audience. One may notice that this advertisement exudes emotion which leads to the most obvious technique, emotional appeal. Emotional appeal is a method where the advertiser caters to people’s emotions, like fear, joy, or nostalgia. I believe this strikes all three. People may fear for their children going to college, may be filled with joy because of the bond between the child and the father, or may be nostalgic to this part of their own lives, from either the child’s perspective or the father’s. There was another trick that shows in this commercial; transference is where attempts are made to incorporate positive words, images, or ideas into a commercial. This is shown with the choice of music, the imagery, and the story that the advertisers have created; it gathers many emotions such as sadness, awe, happiness, and heartfelt. Other methods are evident as well, such as plain folk and repitition. Plain folk is the idea that anybody could be represented in this commercial, or the audiences thought that, “that could be me.” This approach uses ordinary people, as opposed to celebrities, in order to convince somebody to purchase the product. Lastly, at the end of the commercial, there is a phrase, “give extra, get extra.” This is called repititon; a expression used frequently throughout the company. A perfect example of this is a catchline, which is previous phrase is. These type of techniques are used to grab their audience’s attention, though it would be smarter to catch the attention of a specific audience, also known as a target audience. A target audience is a specific group of people in which would be more inclined to purchase. One may believe that the target audience for this product is adults because teenagers could just find this cringey or uninteresting. Adults also have probably witnessed a similar experience with their own children and may find it very emotional, or like I mentioned before, nostalgic. For these reasons, I believe this advertisement was meant for adults, though of course it could be for all ages. Nontheless, this commercial did an excellent job striking emotion in most people and most likely made lots of profit from it as well.