Everybody know doing an advertisement can increase the sales of a product, but sometimes the wrong advertising can actually reduce the sales of a product. Doing a advertisements is not only describe the traits and the advantages that the products have. But the audience is the most important group of people that the advertisement designer should concerned about.
There is an advertisement for “Rolls- Royce”, a mother was sitting in the driver’s seat waiting her son coming out from a grocery store, and the advertising slogan says that “At 60 miles an hour the loudest noise in this new Rolls- Royce comes from the electronic clock.” Whatever this advertisement once success in that period of time. I believe this advertisement is a fail project. Because the potential customers who could afford a Rolls- Royce usually rich and having a better social statue, and those rich peoples would never buy a Rolls- Royce only because it is quiet. The slogan only describe the one trait of the production but ignore what the customers really cared about. A Rolls- Royce should be a symbol of a statue, and it represent luxury.
To evaluate a whether a advertising is good or not good should based on the market feedback. If an advertisement can enhance the sales of a production is the key factor. Some people make judgments on an advertising only by graphic, photography, or the slogan or visual effect are kinds of misunderstanding of advertisement.
I can't help but challenge the criticism of the Rolls-Royce commercial.
ReplyDeleteI myself haven't been lucky enough to experience a car on the luxury level of a Rolls-Royce, but I've personally met several people who have. Some of them are auto enthusiasts of financial standing that could afford them such toys, and they all pretty unanimously agree that a quiet ride is one of the most relevant qualities of a true luxury car.
A Rolls-Royce should have a certain presence, derived from its immense size, and a very un-car-like experience, derived from the comfort and silence of the cabin.
That said, I'm not sure why that tagline referred to 60mph while the car was shown as stationary, but then that cannot be judged without seeing the entire ad.
And why is Rolls-Royce making "ads" in the first place? That company's entire business relies on reputation, and I can't really see a billionaire deciding to shop around for $quarter/half-million+ cars after seeing a TV commercial.