Around the world without any currency !? Go Visa !!!

Last week I happened to have caught a movie, but the film isn't actually the subject matter that we shall be discussing... instead, the point of interest shall be had in one of the pre-movie commercials - Lo and Behold! Visa has done it again!




As you can see, and i hope that we all can agree that Visa has captured the hearts and minds of the audience with their latest installment of credit card commercials. More importantly though is what striked me off momentaneously after this advetisement was aired - the primary fact that society as we know it today has been plunged into a severe credit crunch, yet here is VISA tryin to ignore all elements of that trauma and still pursuing potential credit users into stepping forwards to adopt their plastic products. It is thus obvious that Visa has avoided takin the Logos route ( the outright appeal to logic ) and instead chosen to assault consumers using the Pathos route ( the appeal to illogical emotion ).

Having noted the appeal of this particular commercial, I then attempted to further study it over and over again so as to appreciate why it appeals so much to me, and hopefully you too.
Primarily, it is evident that the Lexis ( style and delivery ) has been well thought out and very relevant to the target audience: the majority of asian travellers. It comprises of a cheerful and bubbly main character performing his tradedmark, and might i add rather comical dance at various locations within Asia, thus encompassing the cross-cultural concept that this advert aims to deliver. It is also herein that lies the Novel Stimuli that captures the attention of the audience in that the use of the catchy jingle creates a tune that automatically represents the image of the dance in ones' head, thus easily resulting in a smile on ones' face everytime.

On top of this, the caption clearly antagonises the situation by defining how this cheerful traveller is able to be so joyous yet have no currency but just a visa - the key product. As such, the audience can take away clearly the fact that Visa is the key catalyst in making one happy as it liberates us from ever having to handle differing currencies whilst travelling across borders. This creates a stark Contrast with the usual and perhaps even perpetual perception that currency is vital whenever one has to travel the globe.

Furthermore, 2 versions of this commercial has been made to run back to back within the same 15 min pre-movie block and this usually results in the audience pondering as to why visa invests so much just to spread the same message twice. Well, the answer is once again simple: visa wants to spread the message twice! This method creates Intensity as well as Frequency in its communication to potential customers so as to further emphasise the firms presence.

As we can clearly see, a simple commercial advertisement this may seem, yet it fully utilises a wide range of stimuli and also persuasive methods. In my point of view, this has been a very succesful campaign considering the fact that we are in the midst of a very intense economic recession. Score one for VISA! =)

... Hope you enjoyed this review, stay tuned!

It couldn't be any Shimpler!

Hey there!

For whatever the reason that you have stumbled onto this site at whatever the time it may be right now, heres a warm WELCOME! So, the big question is, what is this blog all about? Well, the answer couldn't be any shimpler!

This site strives to present recent provocative and perhaps even extraordinary communicative interactions that have been made public into a form that hopefully, is made easier to digest and understood by you, the reader. By this, I refer to every form of media text available to the public: prints, advertisement campaigns, culture, news, articles... the list goes on. In weeks to come, I sincerely hope that you will be able to ascertain a clearer picture about the way the world communicates through the various posts that will be made. Hopefully, we will all better appreciate the world of communication for what it truly is - its SHO SHIMPLE!

... Read On!