http://www.youtube.com/watch?v=_ONk5yOpIJ4
On the youtube video called Heineken- Don’t drink and drive. This video is interesting because It uses a dog getting intoxicated instead of the usual seen where the person drinks, gets into a car and have an accident because their reaction time is slow. I also feel that this advertisement made an excellent point that it is not just the drinker life that they are endangering, but also other people lives. By having a dog intoxicated and having the blind man relying on the dog to lead him though the streets it shows that both of their lives are endangered because both of them can’t see if they will encounter precarious situations. I feel that this advertisement works because it is straightforward and clear in portraying their slogan do not to drink and drive. In addition by having the black screen with white words “if you drink and drive you are a danger to others too” I feel that it makes the conclusion strong and emphasize the point in a clear manner.
I feel that this advertisement is aimed for teenagers to middle age people because; these are the people who are most likely to drink and drive. The effect of the ad is unexpected at first and then the realization that drinking and driving will hurt other people. I feel that the audience will be surprise at first by seeing a dog drinking, but as the ad progress and the audience learn that the dog is essential in leading the man through the street does then the message drinking can put other people lives in danger becomes very clear.
In advertising’s fifteen basic appeals, Fowles mentions “that an advertising message contains something primary and primitive, an emotional appeal...” This is shown in the advertisement since it acts on the audience emotion when the dog has to lead the blind man along the streets and they both could be in trouble.
Mary Quach
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10 comments:
There are definitely alot of psychological things happening in this ad. I think that your breakdown is straight to the point and correct. However, I think it would have been interesting to see your ideas on how this ad works to sell beer in addition to preventing drunk driving.
Jake Lichter
I definately had the "wow" factor when viewing this ad. At first, the use of humor was used when the dog was licking up the beer. Then then the ad got to my heart when the dog was stumbling, and even more so when the guide dog's owner was a blind man. Fowles' thoughts on aesthetic sensations is definately exemplified through the use of an adorable puppy, and also, the use of a pet was perfect to reel a viewer in. Your comment on drunk driving effecting others lives was exactly right with the display of the blind man.
Emily Andrae
I believe this is a very effective don't drink and drive commercial. It starts off humerous with the dog being intoxicated, but the message sets in as the viewer see's the blind man's life in danger followed by the words "Don't Drink and Drive." It follows many of Fowles' ideas in that it hits on one's need for aesthetic sensations and also one's need to feel safe. Drinking and Driving is extremely dangerous and the commercial shows this by putting the blind man's life in danger because of his intoxicated guide dog.
Kevin Nieuwenhuis
First of all, as a lab owner this advertisement definately got to me. While it was a bit humorous watching a dog lick beer off the ground, seeing it drunkenly stumble while guiding his blind owner was quite sad. This company successfully drives home the message that drinking and driving affects other people than just yourself. Not only does using this form of advertisement deliver that message, but it could also be assumed that the use of a lab could have been for dog-lovers to see a dog in this commercial and possibly start drinking that beer-just a possibility. I love this commercial and must say it was really persuasive about its message
Joslyn Plumer
Great commercial. The appeal that Fowles mentions with animals is brought up as a great example here. People feel sympathetic for the dog, and the commercial leaves you not knowing if its owner will be safe. It brings forth a lot of emotion, but in my opinion fails to promote the product. I'm glad to see the major beer-makers showing care and concern for drunk driving though.
Evan Diamond
Great commercial. The appeal that Fowles mentions with animals is brought up as a great example here. People feel sympathetic for the dog, and the commercial leaves you not knowing if its owner will be safe. It brings forth a lot of emotion, but in my opinion fails to promote the product. I'm glad to see the major beer-makers showing care and concern for drunk driving though.
Evan Diamond
Very effective commercial. I really like how this commercial is trying to promote Heinkein while still wanting their customers to drink safely. This shows that they actually care about their customers. I know that I would rather buy a product from someone who cares about me rather than someone who just really wants to sell their product. It is very effect to use a dog and a blind man to show that if you drink and drive you could end up hurting or killing someone else. Great commercial.
Taylor Mack
I like this ad for many differnet reasons. The ad, number one, is very effective in getting its point across. This ad does seem very clear and decise, mainly because of the question it poses at the end. Also, the uses an unconventional way to try to persuade people to not drink and drive. Rather than doing the standard don't drink and drive commercial, this ad uses an analogous situation; the dog is leading or "driving" the person. Lastly, I think it's kind of funny.
Brigham Heyn
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