Advertisement analysis
Why do you think this advertisement is or is not effective in terms of:
Attention
The advertisement is very effective in terms of attention since it is decorated with simple to understand literature besides the warm color. Besides, the position of the white polar bear leaning on the wall in a deserted street littered with papers immediately attracts attention even before reading the message.
Interest
The strategically placed background red color is an eye-catcher noting that the rest of the advertisement is of dull color. Besides, the reader or viewer would immediately develop a curiosity to understand the symbolic importance of the mixed colors and the misplaced polar bear associated with cold and icy climate. This instigates the interest to try to understand the essence of the advertisement message.
Desire
Immediately after viewing the advertisement, a vivid person would develop a desire to associate with the advertisement since the setting of the picture is that of a typical street. Also, the stall house seems to be a human habitat. Thus, a viewer would want to know what the advertisement means to them. This advertisement appeals to a balance between the rational and emotional desire to respond to the message. As a result, it creates an intrinsic motivation response that triggers the mind to activate affiliation, self-acceptance, and feign community feeling. In the end, this advertisement succeeds in appealing to emotions through capitalization on the biases and prejudices of people.
Action
In terms of action, this advertisement creates a picture of the reality of the effects of climatic change on nature. Notably, the balance of colors and the use of a common surrounding is likely to motivate action as the subconscious mind of a reader would be threatened to give a second thought to the message. Therefore, response to the advertisement will emaciate from bandwagon technique which heaps pressure on the mind to follow the perceived message.
What are the main communication message and the arguments this advertisement implies to the audience? Use the following structure to visualize them.
Visualization of the Advertisement Message
Is your advertisement more rational, more emotional, or balanced?
This advertisement is balanced in terms of rationality and emotions in the presentation of the message on global warming.
To make this advertisement more effective in the context of the UAE, it is critical to include the aspect of unique cultures in terms of visual presentation. For instance, since there are no polar bears in UAE, the advertisement would be more relevant if an animal within the country replaced the polar bear. In this way, the target audience will associate with the message and take immediate action once they notice a familiar environment like the one they dwell in.
For instance, the ideal animal that would replace the white polar bear would be the black or the brown bear that is common in this semi-desert country. Besides, since English is a second language in the UAE, the advertisement should provide an Arabic translation of the message to widen the scope of the target audience. In this way, the populace will only associate with the message but will foster an identity with it.
As a result, the message of global warming in the context of the UAE will be more appropriate to this unique culture. Conclusively, this advertisement has balanced the emotional and rational aspects in passing the information on the effects of global warming. With proper planning, messaging, and market objectivity, comprehensive implementation is achievable at an optimal level, especially when the same is appealing to the cognitive behavior and perception of the UAE populace who would want to associate with the message.