Introduction
Hong Kong has been found to experience a high rate of ads from the numerous companies operating in the country and other from china. Hong Kong people are basically affected in such aspect as they get to undertake their activities with numerous ads getting in between their operations. It has been noted that ads come in different versions, others get to the consumers through their online activities, others are relayed via TVs and other media that consumers are likely to be reached. To understand the nature and operation of the various ads, empirical theories, practical theories can be suitable to bring about the significant application. The adverts that are analysed in this essay are 2019 Prudential "We DO" TV Commercial 60" and AIA New “Love is in Every Moment” TV Commercial.
Balance theory touches on the three basic components of a person with regard to liking and disliking. As proposed by Fritz Heider, balance theory is about attitude change. Therefore when focusing on the two ads as mentioned above, it can be noted that balance theory plays a great role in influencing the targeted people. The information from the TV ad showing the family experiencing great challenges due to their sick father, the mother appears much worried and concerned with what the child has bought with the money (AIA New “Love is in Every Moment” TV Commercial. 2019). Basically, this draws much attention from the balance theory where one member of the family is ill and does cripple the activities for the rest of the family members. This concept affects the celebrity endorsement of the ad products shown. The other theory of planned behaviour also has an impact on the customers. The insurance company AIA presents a challenging situation that affects most families. Through its display, it exerts the norm pressure on them so that they consider the importance of such medical cover. The extended parallel process model (EPPM) is suitable for advocating healthy ways. As seen from the TV commercial ad, the theory has been applied to persuade the audiences to consider their healthy ways such as taking an insurance cover. The fourth model that emerges from the ads is the Elaboration likelihood model. Under this model, it can be seen that the issue of terminal disease affecting the family brings a certain fear. The detailed information provided summarizes the challenges a family experiencing such would undergo.
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The second ad that is analyzed in this essay is about the 2019 Prudential. The information has shown the ad is detailed and clear offering detailed information (2019 Prudential "We DO" TV Commercial 60". 2019). Considering the first theory, the balance theory, it is clear that the ad meets the specifications. Most viewers of the information would be satisfied with what has been displayed as clear and precise information to their needs. Theory of planned behaviour has been reflected in the ad. The aspect of norm pressure does not seem to be clear given the ad offers comfort to the viewers or users of the information. The EPPM model does not seem to have been used in the ad. Elaboration likelihood model has been presented as used to advance the needs of the ad. Basically, information seen is detailed and more elaborate for any person to use effectively.
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The ads have also been designed based on three practical theories the unique selling proposition, the emotional selling proposition and the credo selling proposition. As seen from the way these two ads have been designed, each has a completely different appearance from the other but championing related products of insurance. Their unique selling proposition helps them to meet their desired marketing goals as well as their business objectives. With respect to the second theory, it is evident from both TV commercial ads that emotional selling proposition has been used. The family used to champion the ad message is shown portraying an emotional aspect. The second ad about prudential has shown how unity can present a great success to many. This clearly conveys the intended message about the product. AIA insurance targets the people by indicating the critical challenges that they would likely face when an unfortunate occurrence faces them. In this consideration, they are drawn to the emotional concept that is adapted to present the contribution of their policy to them. The third practical theory credo selling proposition is designed to facilitate better customer acceptance of the product. The targeted people are attracted by the approach that has been adapted to display and communicate the various aspects of the products being marketed.
The two adverts also show a great consideration of the 4ps of marketing. These are product, price, promotion and place. For a product to be appreciated in the market, it needs to be meeting the targeted customers’ needs with regards to the 4ps of marketing. Basically, the ads have ensured that these branding strategies have specifically been set within the customers’ expectations of the products. Price has been significantly reduced in the insurance ad targeting to attract more people to be covered. The ad champions the aspect of health costs in relation to the medical condition such as cancer. With the huge cost associated with the condition, people are likely to be drawn to the insurance product. Branding is also a significant aspect with regards to such aspects of the medical cover that various people are drawn to by the insurance companies. The ad serves as a suitable support agent to people who are likely to face such challenges with regards to the unforeseen medical costs. Therefore the branding and advertising is an appeal to offer the required support to the affected when the occurrence comes to happen.
Emotional selling proposition is where the ads employed seek to appeal to the targeted customer’s needs over the product. Both ads have employed emotional selling proposition to appeal to the customers’ desires. In the prudence ad, we can see the emotional aspect when all family members are together happily. On the other hand, the AIA ad has shown how the challenges of cancer can cause to a family by using the three family members.
Humour is another technique that has been applied in both ads covered in this article. Humour makes people interested in the product being advertised. Regarding the AIA ad, humour can be seen when the mother tries to inquire from her daughter why she spent money without her knowledge. The young girl then is shown walking while smiling. The second ad on prudence has also employed humour to appeal to the targeted people.
Celebrity endorsement is another significant approach that is used to point out the importance of the product. The ads on prudential video has covered basketball players as a way to make the product appear celebrity. AIA ads, on the other hand, have not used celebrity endorsement. However, it has tried to provide its links to social sites.
Gender difference factors are an important approach that can be used to communicate various aspects of the product. From both ads, it is clear that both genders have been employed to communicate the message.
The two advertisements are meant to advocate for better services to the people through their insurance services. Those seeking to have medical insurances would be offered the services by following the indicated process. For those seeking to understand the operations of the visual basics, also would be directed to the right channels to understanding them. It, therefore, makes it clear that with an important value drawn from such ads, people get to be informed of the available services. The goal of such advertising agencies is to inform the people who are potential customers to understand and to also know the availability of such services. It makes an important aspect when noting the value that such ads bring to the people as an important value in their lives.
It has been noted that each of the two ads analyzed present unique aspects basically from their structures despite their focus on similar product fields. They offer information to the targeted consumer with one giving detailed information and the other giving summarized information. However, their strength of information is well structured to relay all required information regarding the products advertised. Theories have been tapped on to communicate the significant aspects of the ads in the study. Each of the theories has given an in-depth analysis of the ad in question to justify their appearances. It has also been presented in a clear way how each ad has capitalized on the theories to meet the desired goals regarding their targeted customers. As such, the theories are basic aspects that design how an ad would appear to the targeted people. Therefore it has made a critical consideration on how each of these aspects contributed to the success of the ads in communicating their message to the intended persons. The insurance policy communicated serves to draw potential customers to purchase it given the attached benefits that would eventually accrue.
References
AIA New “Love is in Every Moment” TV Commercial. (2019). YouTube. Retrieved 17 October 2019, from https://www.youtube.com/watch?v=f0DQ_koqlf0&feature=youtu.be
2019 Prudential "We DO" TV Commercial 60". (2019). YouTube. Retrieved 17 October 2019, from https://www.youtube.com/watch?v=udR5ieEA1sY&feature=youtu.be
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