Ad Analysis essay

One of the reasons I stopped watching television in January 2002 was because I felt my intelligence was being challenged and tested due to the low quality of programming and predictability of the storylines - ie. major problem and neat & tidy solution all wrapped up in a bow in 22 minutes plus commercials. The only redeeming quality of having a television for me was in watching the commercials. I found them much more entertaining, especially when they make me feel something positive, laugh out loud, think about something in a new or validating way and the best were the ones that make me feel reconnected to humanity. I’m guessing I was their demographic and the Maslow’s Hierarchy of Needs applied. My favourite example of this is evidenced in the HoneyMade Snack Commercial titled, ¨This is Wholesome¨. The name of this company, ‘Honeymade’conjures images of something sweet, natural and earthy, yet nourishing and created with intention (by man). Thoughts upon hearing this cleverly brainstormed brand name may cause a consumer to feel that this is a man-made food they could trust, unlike most processed edibles. They made sure to inform any interested parties of the fact that they do not include high-fructose corn syrup and that their products are all made with whole grains. The formulaic genius of this commercial’s creators is in their singular statement spoken in the middle of the ad. The statement is intentional with its multiplicity,¨No matter how things change, something’s that are wholesome never will.¨ (Honeymade) This statement spoken in a calm, conversational tone, aptly laced with pensive, sentimental pauses. The image montage speaks its message in the most obvious and beautifully moving way. Images flash across the screen of families, ranging from mixed race, single fathers, same sex parents, alternative lifestyle, etc. The obvious fact being that families are made up of human beings, humans eat food. No matter how the traditional family was portrayed in the past, views and portrayals are changing, but the wholesome values of love, unity and the importance of quality food can and should remain the same. When it comes to selecting the food one buys for themselves or their family, as quality is a major decision of its selection. What makes this statement genius, is how well it ties together the many messages (pertaining to their brand image, their products and the acknowledgement of their demographics) with a number of levels Maslow’s Hierarchy of Needs. Safety is addressed in the statements about being wholesome, not using high fructose corn syrup and the use of whole grains. This ties into the images of loving relationships throughout a variety of families. When I was younger, I felt detached from the world outside my home often based on what I saw on television. Family-focused commercials generally seemed a bit saccharine and cliché. I personally felt that for years growing up, blacks and Asians don’t buy cars or eat cereal because I never saw them in commercials. Or perhaps those items weren’t meant for us. The ad agency’s acknowledgment of the variations of the contemporary family speaks to the sense of belonging and inclusiveness being a part of a community. Acknowledgment of these communities in this way is similar to a company extending an arm out to previously ignored group of people in commercial advertising. This type of acknowledgement brings comfort and encourages compassion, as well as an introduction of a new normal to the uninitiated. I believe the reason this commercial became a success is because it showed a different perspective of contemporary reality. This is based on the large number of people who responded positively to the ad, in contrast to the negative feedback also received, as posted on YouTube and the ad agencies website. The ad agency created a creative and clever follow-up commercial describing the influx of responses they received on their initial HoneyMade ad. The sources of the more positive responses varied from people who found these images touching, to people who saw themselves or their family / culture represented. It’s not uncommon for those who’ve often felt under-represented to feel a sense of esteem and pride then they are finally presented, and self-respect when portrayed in a positive light. For those who wrote to the agency expressing their appreciation for the contemporary expression of acknowledging LGBT, mixed race and immigrant families - this simple ad proves how the very top of the pyramid can be demonstrated in marketing. Creative in its simplicity as the images literally were worthy 1000s of words and have inspired even more, acceptance of facts, such as the fact that homosexuals, lesbians, artists, tattooed parents, single fathers, same-sex parents and immigrants are all human being who are capable of love, worthy of respect by acknowledgment and also happen to eat food. When considering the previous two points, it seems that subscribing to the perspective of viewing other human beings without prejudice, might be a more enlightened and wholesome way to live within the global community.

Works Cited HoneyMade.Advertisement.http://pink.accuracast.com/en/honey-maid-gay-ad-wholesome/