University American College Skopje

Ad Critique on Appeals and Execution Style

Student : Professor : Lence Kostadinova Ilijana Petrovska ID :1800

Skopje,2011

Contents:

1. Introduction................................................................................

2. Analyzing...................................................................................

3. Conclusion..................................................................................

1. Introduction

The main idea behind this project is to present the analysis of an advertisement or in other

words to answer some of the questions that determine the adequacy of certain ad. For

example the communication appeal of the ad, the execution style issued, the consistency

of the ad with the overall marketing objectives of the firm etc.

The ad chosen for the analysis is Heineken’s beer ad.

2. Analyzing

The first thing to be analyzed in this ad is the type of appeal that is used in it.

Throughout the years advertisers have employed a wide variety of advertising

approaches. Seven major types of advertising appeals which are at the same time the

most successful are: fear, humor, sex, music, rationality, emotions and scarcity.

In this ad humor is the appeal because it makes the audience laugh.

The second thing is the execution style issued or the manner in which an ad appeal is

presented. This style is usually chosen in conjunction with an advertising appeal.

There are many execution styles: animation, slice-of-life, dramatization, testimonial,

authoritative, demonstration, fantasy, informative.

In recent years animation is getting more and popular. In slice-of-life commercials,

advertisers attempt to provide solutions to the everyday problems consumers face.

A dramatization is similar to the slice-of-life because it uses the same format in which a

problem is first presented and then the solution is offered. The difference lies in the

intensity, dramatization uses a higher level of excitement and suspense to tell the story.

Testimonials have a customer in the advertisement that is telling about a positive

experience with a product.

Authoritative has experts that convince viewers about the benefits of the product.

Demonstration is also another execution framework and another way to communicate the

attributes of a product.

Fantasy executions are designed to lift the audience beyond the real world to a make-

believe experience.

Informative ads present information to the audience in a straight – forward manner.

In this ad the execution style is fantasy because it presents to the customers something

beyond the real world, a make – believe experience. For example the huge fridge full of

beer that every man wishes to have.

The third question is whether the creative approach is consistent with the brands’

advertising objectives. In this advertisement there is a consistency between the objectives

and the advertisement. The beer is presented as something very important to a young

man.

The target audience of the brand is young man in his 30s and 40s and the advertisement is

appropriate for this audience.

The advertisement communicates a clear and convincing message to the consumer that

positions the product very high in consumers mind.

The creative execution keeps from overwhelming message.

This advertisement is likely to be seen on TV and it is totally appropriate for this

environment.

The ad is funny, it makes you laugh and young people find it truthful because almost

every woman dreams of having huge closet and the fridge is compared to this closet as

every man dream.

3. Conclusion

It can be concluded that this advertisement is very appropriate for its target audience and

is very consistent with the brands marketing objectives to position the product high in

consumers’ minds. It is interesting and easy to remember which will have very positive

outcome to the overall marketing campaign about this product.