Hmmmm

[tlpaultl]

Dove Real Beauty Sketches | You’re more beautiful than you think (6mins)

In one of the most famous Dove films, Real Beauty Sketches explores the gap between how others perceive us and how we perceive ourselves. Each woman is the s...

Ad Critique 10: Dove US

The idea is to embrace women. I love the idea because most of us are insecure of our outer appearance, always seeking approval from others of our outfit, style, the way we act, feel and think. We are not confident - tend to avoid to talk, about ourselves. Also, most of us always see our own flaws rather than embracing what we have been gifted - each of us are created specially and in a unique way; we should appreciate it. Hence I actually see the advertisement as embracing and empowering others. 

Thus, the tagline of ‘you are more beautiful than you think’ is direct and clear. It speaks to the audience in its way.

I love how the ad includes the opinion of others about the first person. Often we feel that others will see us weirdly but they are actually always looking the best of us. At times, I think they have more faith in us than that of us in our own selves. The ad also encourages us to compliment others as compliments do uplift a person. Often we do not praise others enough (especially from an Asian background), it really will convey the care, support and love to others. 

I will say to include more males in the advertisement, but I feel that the main target audience is women, who usually cares more about beauty (though men slowly showed more care for beauty too) - perhaps women are generally more expressive in beauty. 

I think the advertiser hopes to achieve that the brand embraces the consumers, which I think it did - the brand sees consumers in a beautiful way. I will be always reminded that the brand values me whenever I am using the product, which I think can be the most empowering part of the day - relaxation in a bath/shower. 

I feel that the ad really impacted people to change their perspective on themselves. It has transformed many lives, which is my inspiration too in the industry. 

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image taken from: boredpanda.com

Ad Critique 9:  Plant for the planet - Every leaf traps CO2 (Germany)

The visual is strong, showing that the factories are producing harmful carbon dioxide (CO2). Based on the yellowness, I feel that it connotes to me that as the leaf traps carbon dioxide, it will turn yellow.

‘Every leaf traps CO2’ goes in sync with the visual. Together with the body copy, it does imply that to plant more trees by trees donation to save the planet - a need to have more trees around to reduce carbon dioxide in the environment.   

I think that some people might not understand what is the definition of CO2. Maybe at the bottom of the advertisement can have a short description on carbon dioxide.

However, I think that the headline, brand logo and body copy would be better if they have been symmetrically on the right side of the layout instead.

The targeted audience seemed general in this advertisement. I think it will achieve even greater impact if it portrayed a group of audience - a clearer instruction of an action for the need. People often take for granted that other people will do it, hence why not others do it rather than taking the trouble of our own time and effort to do it. People always think others have more free time than themselves because they are caught up with many yet to complete tasks.

Overall, I think the message in the advertisement is clear. 

[tlpaultl]

Thermomix at RedFM (30 seconds)

Radio Advertisement on RedFM (30 seconds)

Ad Critique 8: Thermomix (Malaysia)

It took me like the third listening to understand some of the features of the product. I think the mentioning of the product features (at about four of them) are too much; human usually remembers three points of a long message/paragraph.

I think that the ad was broadcast for the introduction of the product. It didn’t create a strong impact on the lives of the consumer. This product also claims to be the the super and ultimate machine that a kitchen must have - to me, sounded boastful which leaves a negative impact on the brand. Perhaps focusing on one special key benefit will make the advertisement to have a better and clearer message - a point for listeners to take back or remember.  

The advertiser was not clear of whom they are targeting as well. The voice of the character sounds like a young vibrant college girl’s voice, who I think shouldn’t be the primary audience of this brand. Even so if the brand would like to target young teens/college people, the medium used might have been inappropriate.

Perhaps, such a brand can encourage people of this time to cook and dine in home rather than eating out despite their busy schedule of work and social life. Since it is a multipurpose machine, it is much more convenient for those who are amateur in cooking and I believe it can speed up their cooking time too.

Hence, I think that the objectives of the radio ad is weak and were not fully achieved.

[tlpaultl]

image taken from: katrinadouglas.co.uk

Ad Critique 7: Stronger Marriage Organisation (US)

I like how the art direction portrayed simple typography with little icons. I also like how when a person sees this ad, they will visualised the cut ‘M’ to ‘W’, hence reading it as WE.

The idea of the ad is to encourage couples to work on their marriage together, as a team.  I think that normally one who is in a clear state of mind will always know that marriage needs the cooperation of two parties - husband and wife, but when circumstances get tougher in the relationship, one might tend to take the easier direction of breaking off than to work on it together. Hence, this ad to me acts as a reminder for couples out there, reinforcing couples to work together as husbands and wives.

I do not understand the pattern background of the ad, it looked like flowers/clouds. However, the colour tone of it does speaks quiet support to the reader. (colouraffects.co.uk, 2016).

I think that the objective of the advertiser is achieved, also the ad has a clear action plan for the reader of the problem/situation. It might also give hope to those who are suffering in their marriage to have a breakthrough in their family.

[tlpaultl]

IKEA - Let's Relax

Let's relax. It's time to check those expectations at the kitchen door, and rediscover the simple joy of cooking, eating and being together.

Ad Critique 6: Ikea - Let’s Relax

This advertisement is hilarious. I like the twist in the end of the traditional and the modern time zone.  I like how the modern time zone, the art piece of the traditional time zone is hanging by the shelf as a decorative piece - further connecting the two different time zones as a whole complete scene.

The idea of relaxing during meal time is cleverly portrayed in this 1:35 min advertisement. The ad objectives is to check those expectations at the kitchen door, and rediscover the simple joy of cooking, eating and being together.

I like how it portrayed the traditional days of painting an art piece is tedious with so much effort unlike now, things move by the touch of our finger through technology. I think the portrayed was French art period back then and now the modern living with Ikea furniture. The concept of taking the best picture and sharing it to the whole world in social media is clearly visualised in the ad itself, the servant, bringing the art piece to the villages, the elites and the common areas. 

Yes, people these days often focus a lot on their social media till the extend of sharing every bits and seconds of their life to the world. I think it is alright to take snap of the meal for remembrance/journal purposes, but to search for the best shot with the angles, colours, product compositions and all while expecting others to wait for you (because no one is allowed to touch anything on the table), the act is quite selfish.

This brand brought the thought out loud - bringing back the awareness of the public to focus and enjoy the fellowship with one another. Simple two words of ‘Let’s Relax’ to sum up the meaning of the ad is so strong. With the sans serif typeface and pure white colour of the words, it is quite relaxed indeed. Hence, consumers can easily relate with the brand of wanting to have relaxation amidst this modern fast-paced living through the products, also to enjoy the experience the simple joy of cooking, eating and being together.

[tlpaultl]

image taken from: Mumbrella Asia Pte Ltd

Ad Critique 5: Ice Mountain Sparkling Water (Singapore)

This print ad is to introduce Fraser & Neave’s sparkling water brand Ice Mountain. 

I feel that this ad does not do its justice with the on-ground activity. The on-ground activity is very interesting and interactive. 

I find this advertisement having a strong magical, ‘princessy’ feeling from the lips to the colour of the font, also with the word ‘sparkle’. I think such feel might connote a feminine feel to it, thus male consumers will pay lesser attention to it. Perhaps, the sparkling only comes from the water rather than filling the whole layout. Also, I think the art direction is too literal for sparkling. It could be ‘sparkle’ in terms of recognising one’s virtue/inner beauty.

I like how the headline is part of the straw. However, I think the headline typeface is not suitable. Perhaps it should be sans serif, more curvy as the real straw.

I like the effect of the water sparkling and the bubbles at the lower half of the layout. I like the body copy too, especially ‘a touch of crisp lemon’, gives a good visualisation of the slight lemon taste to consumers. 

Overall, I think the basic objective of brand introduction is achieved, the idea of print ad could have been further developed.

[tlpaultl]

image taken by: Y&R Paris Twitter page

Ad Critique 4: Surfrider Foundation Europe

Surfrider Foundation Europe is having its ocean initiative this year to reduce beach trash. 

It is interesting that the advertisement spoke from the trash’s point of view. Hence, it is very applicable to its target audience - Europeans and tourists, who love sun by the beaches, who also do see trash around the beaches.

I like the tagline of the idea - don’t give trash a break. It seemed to me that all trash should be united in a better place, hence the initiative of the campaign. The tagline also sounded like a strong instruction towards readers to take the said action.

I like the art direction of the ad. It portrayed a strong romance of the trash by the beach during sunset. As mentioned by brand: “litters is enjoying their peaceful time by the beaches, along rivers and lakesides.” The idea is reflected well in the visual. It also connoted that most trash appears during sunset too as it is the best time of the day to have activities by the beach.

Although the headline could be bigger, the colour contrast of the orange background with the blue font made the headline more outstanding. It is also in line with the blue logo of the brand. 

The body copy at the bottom of the ad is too small. Although it seemed like a post-script (a translation of the headline), perhaps a slight enlargement of the text will be better. Its font colour is good.

[tlpaultl]

Let's KakaoTalk Together-gether™! Download KakaoTalk now: http://dn.kakao.com/ Follow us on Facebook: https://www.facebook.com/kakaotalk.my Follow us on Inst...

Ad Critique 3 - KakaoTalk Malaysia

This radio advertisement is about two friends competing for the best social application of chat and talk. I don’t think having a competition of who is the best in an advertisement is a good way of branding/advertising. It can be connoted to others that the brand being prideful of itself being the best, where it is still a relatively new brand in the local market.

The idea of the brand - togetherness could have done better. In this radio ad, it didn’t show togetherness because both friends are in an argument. In our society, most of us would not want to step into a heated argument too, we rather stand from far to eavesdrop than to solve or to help ‘cool down’ the argument. Hence, listeners could have tuned to other radio channels to get away from this radio commercial too.

I think the thinking behind this ad is just trying to introduce the device application, displaying their features. 

It is not an advertisement that I will re-listen and I might have easily forgotten about this commercial over a period of time. 

[tlpaultl]

Subway Chicken Tandoori Radio Ad (English)

For more info, do visit Subway Facebook page: https://www.facebook.com/SubwayMalaysia #subwaytndri

Ad Critique 2 - Subway Chicken Tandoori (Malaysia)

This radio advertisement comes in two different languages - English and Mandarin, the Mandarin ad has the sound of the crunchy chicken, which made me swallowed my saliva unintentionally (hearing it before having breakfast).

I think this radio commercial has a sense of humour that locals will understand (to a certain extend - people who encountered with such accent/intonation), and it will at least put a smile on the faces of city drivers who are usually caught up in a road jam. The accent of the narrator is hilarious, as portrayed by a strong influence of Punjab - the origin of chicken tandoori, along with the instrument played at the background.

I think the idea of the ad is to introduce this new menu to the audience (back in 2012). Consumers will have this new juicy, succulent, tender meat as they order for chicken tandoori. 

I think that the brand can come up with a better title for this ad, rather than just Subway Chicken Tandoori Radio Ad. Nevertheless, consumers may remember this Punjab accent whenever they see chicken tandoori, which I think the awareness of this brand is achieved.

[tlpaultl]

刀标油感人短片 - 加油 | Add Oil - A short film by Knife

真相不是你听到她说了什么，而是你听到她那说不出口的。 The truth lies in the words that she keeps in her heart. Like Knife Cooking Oil Facebook: https://www.facebook.com/KnifeDelicious?...

Ad Critique 1: Knife - Add Oil (Malaysia)

Watching this short film advertisement, it brought me to tears, the most emotional point was when the mother still keeps the daughter’s childhood art piece (impactful use of semiotics).

Firstly, I love the title - ‘Add Oil’, that denotes one to literally add oil (use the product). This term also widely used by the Chinese community as it meant ‘all the best’/‘break a leg’ in Mandarin.

Portraying a daughter in a Chinese family is soul-touching too. Based on my experiences, daughters usually were neglected in the family. Chinese culture tends to emphasise on male children for the family name longevity and for inheritance as well.

There is a strong idea in this advertisement. The tagline - a mother’s love is the silent encouragement, is very strong and it is relatable to people of all walks of life.  I do agree that mothers often Chinese mums do not express their love directly towards their kids, and they will still nag their kids regardless of their age, but they always seek the best for their children - making sure that they have good food/meals.

I think that the brand - Knife Cooking Oil by Lam Soon Group, through this advertisement connected with its audience (primarily mothers who are the main consumers) in a very emotional way. It also connected to young adults who do not often cook - bringing them back to the love and warmth of a family. Also, recognising that every kids in a family are equally important in a mother’s eyes.

Lastly, consumers can connect the brand with cooking, as the portrayed family uses the brand for cooking in their kitchen. It showed the loyalty and the quality upkeep of the brand too as the portrayed family use the brand since the children were young (in the old house) till they grew up (in the new house).