http://www.youtube.com/watch?v=vgtfC5LBAW4
As discussed by Jib Fowles in “Advertising’s Fifteen Basic Appeals”, this ad gives utterance to viewers' subconscious desires. The frustration of not getting the attention one needs because of some violated social norm (like having a clean shirt) has been felt by all. Everyone can relate to this ad and feel the discomfort and embarrassment of the job applicant, yet the ad manages to lessen the painfulness of the situation with humor, so viewers will be drawn in, struck by the message, and compelled to buy a “Tide-to-go” bleach pen.
What I find interesting about this ad, is that the stain figures as a character in the ad; just as real as the interviewer and the job applicant. I think that is where the humor lies. The audience for the ad seems to be white-color workers, since they would be quite familiar with the interview setting. I think it is a successful ad, because it convinces through entertaining, and has an inoffensive theme. It is unlikely to upset anyone to make its point.
Raymond Williams however, as he indicated in "Advertising: The Magic System", might find it alarming, because, in what appears to be a harmless and entertaining little scene, this ad plays on people’s insecurities and makes them fear that they will not be taken seriously if they don’t dress well.
~Monica Schultz
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9 comments:
I found this Ad difficult to relate back to Williams' writing because there is nothing that sticks out in the Ad making it offensive or trying to manipulate the viewer. But, I too think that they could be using people's fear of public humiliation to sell the product, yet in a way where it is not apparent. I also agree that they used one of the "15 Basic Appeals", need to achieve, to sell the product. Because without the bleach pen, the man will not get the job and may be considered a failure and harm his self esteem.
-Jessica Karls
I think this ad is hilarious and is very true. The use of humor definately is the strong point that is used to sell the product. As you said, Fowles' need for affiliation comes into play because everyone can relate to being in an interview when you know you have a stain, your socks don't match, or something along those lines. Also, the man interviewing the guy is effective because he is staring at the stain. No one wants people to notice a stain and that's why the Tide to go pen seems practical. The producers of this ad definately had the right idea.
Emily Andrae
That is a good point, the commercial does make us want to avoid that somewhat familiar situation. The only thing I would like to add is that I, for one, found the commercial quite annoying which took away from it quite a bit.
I think that is a good way to try and sell a product without trying to trick someone into trying to buy a lifestyle or or manipulate them in anyway. It's just showing the effects on how people percieve you and really how you feel about yourself. I know I would rather not go into a job interview with a giant red stain on my shirt and knowing about a product that can help fix this in a short time is quite helpful.
Jeff Scheidegger
I remember watching this ad during one of the recent Super Bowls and thought it was one of the best ones that year. For people who have been through the anxiety of a job interview, it's easy to relate to this ad. Every little thing can make or break the interview, even something as minor as a stain. Unlike many ads that use humor as a tactic, the humor in this one doesn't take away from selling the product. We know exactly what is being advertised and Tide even flashes its website on the screen at the end.
Kyle Meier
After watching this commerical for the first time, I remember finding it extremely creative and humorous. Tide-to-go plays on humans need to achieve and always feel as as perfect as they possibly can-especially at an interview. Finding a job is typically a stressful process and you can only feel horrible for the guy with the stain who tried so hard with no payoff because the stain overpowered what he had to say. Tide-to-go definately sold their message to me-I have them in my room!
Joslyn Plumer
I love this commercial, its so funny. It makes such a great point without explaining much at all. How can you live your life without a bleach pen, people will look at you differently if you have a giant stain distracting them. It takes a real life situation that everyone can relate to. It's extremely funny, I remember laughing out loud when it first aired. Having a bleach pen will increase self-esteem and change your life.
This is a great commercial. I like how it uses a big job interview as the setting. Many people do not want to have a stain at a job interview let alone any other place. It uses humor to show that many people, even at a job interview, can get distracted by a stain on someone's shirt. Therefore, this commercial causes peope to want to buy the tide to go pen so that way they can get rid of stains and "get the job." Very effective commmercial.
Taylor Mack
I love this commercial! I find it absolutely hilarious, and that humor is really what makes the commercial so effective. If it were just a guy in a interview with a stain on his shirt and the stain wasn't making a lot of noise, it wouldn't be nearly as effective. This commercial highlights one of the very practicle uses of the Tide-to-go bleach pen. It now not only appeals to mothers with messy children, but a whole new audience of white collar buisiness men. I mean, I have one...
Brigham Heyn
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