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!
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Wow, seems like youtube is full of videos!
ReplyDeleteI do agree that Visa's advertisement has been very successful. While we are laughing our heads off at the man's interesting dance move, we do remember him as the man for Visa's advertisemetn.
On top of that, the advertisment is short and sweet. Not too many actions, not too many words but has created a lot of impact on consumers. (Oh well, at least for me!)
How many advertisents can we relate them to their products at the very first glance. But this is one of the exceptions.
As, as you have mentioned, Visa has scored one! How I hope I can own a VIsa card too..
Hi,
ReplyDeletevery interesting choice of advertisement you chose there.
It seems like most credit companies use such promotional advertisement, but it doesn't work for me..
but well, if you could travel around the world with just one card? why not right?
and it seems like you could loose some weight too! ;) either from all that dancing or traveling i suppose...
I think that the background music is a key element to this advertisement. The music lightens up the spirit and makes target audience forget about the credit crunch that has occurred.
ReplyDeleteI like the idea of the background scenes. They show the unique attractions or cultures of individual countries. Hence, I feel that Visa is trying to target travel lovers who are worried about the financial side of travelling and by showing this, it gives assurance to travelers that they can spend lesser because of the card.
After all, it is quite logical to have one card that can be used around the world.
I like the idea of VISA! (:
ReplyDeleteI find that it is definitely important to have a visa while you're traveling around the world because it kinda entitles you to having access to cash anywhere. So, it's pretty sensible.
but aside from this, this marketing technique that VISA has used in this advertisement is interesting as it shows people from different countries or at least the different scenes from the various countries. the music is also cute and bubbly giving an enjoyable feel to it.
the marketing of VISA is important however, establishing it's name worldwide and then using the advertisement for enhancement is even more important. (: