The 恆源祥 advert
Tuesday, 19 February 2008 11:28
This is a mainland China commercial advert -
Just in case you are wondering - the advert is a repeated loop of announcement of the advertiser's name "恆源祥 " 12 times with a different Chinese horoscope after the brand name -
ie 恆源祥 鼠鼠鼠, .... 恆源祥 虎虎虎 ..... 恆源祥 豬豬豬
The viewers in mainland China was bombarded during peak hours... I was laughing my head off - why ?
Imagine how the the viewers in mainland China respond and felt after seeing this advert from Feb 6th until now (time of writing), during peak commercial hours !
From the marketing lectures we talked about "hammering" - usually we hammer the information we want to the consumers, so they have a strong brand imagery in their head
- is this the purpose of this advert and is this advert a success ?
Apparently the advertiser may forget that consumers like to filter out information, and they get used to repeated information easily.
So from my technical point of view - mentioning the brand name 12 times with a minute of static non-moving backdrop may not be of use.
From a viewer's point of view - it could be quite irritating - and negative distress may arise if advertisement is not of the viewer's interest.
From the advertising agency point of view - I guess its time to re-plan their media strategy :
Yes this advert is cheap, and it is recyclable - imagine when the next Chinese New Year come along - you can just cut and paste to re-arrange the audio; and its an opportunity to mention the brand name 12 times in 1 minute to "hammer" this brand into consumer's head.
But is this advertisement trying to invite the consumers to switch channel for that minute at the same time or trying to test their patience and acceptance level ?
Gee, that's quite an easy answer...
