Advertisements during prime time television are detrimental to selling products; however, it is unlikely for anyone to buy a product from a commercial that is insufficient or just plain bad. The commercial Hump Day which was featured during the pregame show of Super Bowl XLVIII sparked a lot of laughter from a talking camel walking into an office, and asking workers “What day it is?” Once a worker named Leslie tells the camel that today is hump day the camel whoops into excitement (Geico, 2013). The commercial “Hump Day” represented Geico in an unprofessional way on the criteria of presentation, product placement, and message, and should be replaced with a more respectable commercial that shows consumers that Geico is a qualified choice.
Presentation is everything when it comes to marketing a product or brand name. The commercial titled “Hump Day” (Geico, 2013) was unsuccessful in its overall presentation because of the lack of proper integrity of the business done by the attitude of the advertisement. A study done by George Anghelcev at Penn State University suggests that “strong support for the predicted congruity effect in executional style on all three dependent measures (attitude towards ad, attitude towards brand, and purchase intent” (p. 7, 2013). Anghelcev’s study shows the primary attention grabbers that advertisement agencies should focus on which are how the overall commercial is presented to the audiences and the attitude of how it is presented. In the commercial “Hump Day” by Geico sways the audience with a comedic animal, although this harms the effectiveness to the brand by drawing attention to the comedy, and not the actual product. The comedic feel of the commercial suggests that insurance is a big joke, and that...
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... happy with their choice. This is very clear in the example and with the two men talking (Geico, 2013). The excitement from the camel is a symbol of the customers who have purchased insurance from Geico in representing the happiness people have by picking Geico.
Works Cited
Anghelcev, G. (2013). The Impact of Attentional Focus on Advertising
Effectiveness: The Case of Congruity Effects. International Journal Of Integrated Marketing Communications,
Scharrer, E., Bergstrom, A., Paradise, A., & Ren, Q. (2006). Laughing to Keep From
Crying: Humor and Aggression in Television Commercial Content. Journal Of Broadcasting & Electronic Media
Teixeira, T., Wedel, M., & Pieters, R. (2012). To zap or not to zap: HOW to insert the brand in TV commercials to minimize avoidance. Gfk-Marketing Intelligence Review, 4(1), 14-23. Retrieved from Business Source Complete database
Many people may think that creating a success advertisement is easy. That you can simply throw compelling facts and bright colors at an audience and it will grab their attention compelling them to buy your product. However, this is not this case. The advertisement needs to reach the viewer on multiple levels. A vintage Camel cigarette advertisement from 1946 does just that. It is a great representation of the complexity of creating a successful campaign.
...s, B. M., and W. Stroebe. (2010) “Setting the stage.” The Psychology of Advertising. East Sussex: Psychology, Print.
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