HSBC 'Eels' Ad
1. Which of the (9) types of advertising does the ad belong to?
2. The four (4) roles of advertising. Which are relevant for this ad?
3. What does the ad. want the audience to do or not do?
The ad want audience to know that they are capable in handling the clients across 80 countries and the situation above would not happen
4. Who is the target audience?
People who needs to use the services of the bank especially business people.
5. What are the target audience's needs, concerns and interest?
The targeted audience need a trusted bank that can provide them banking around the world wherever they are, most importantly they need a bank that understands their needs so that it makes their life easier.
6. What is the message?
People from culture has perceive and understand things differently it shows that a simple act, finishing the food on the plate lead to a misunderstanding of the British guy and a bunch of Chinese businessmen. It shows that it is subjective in the way different people see things. Therefore HSBC believe that having local knowledge is very important and they could handle it because they employ the locals across 80 countries to serve and understand their customers better.
7. Discuss the message being conveyed.
They are trying to tell audience that they got it under control all around the globe with their businesses, since they are "the world's local bank" understanding cultures and background to provide a better service to their customers.
8. Who does the message appeal to?
The message appeal to audience that often travel abroad to have meetings
9. What is the desired communication outcome?
The desired communication is to let audience know about their overall image of their organization that they are good in understanding cultures whereby customers that often travel or even trying to find a suitable bank to trust in their services they should choose HSBC.
10. What other communication channel is most effective?
The other effective communication channels would be newspaper and write up where words can affect people easily.
11. Identify the ad and specific product being advertised and describe the ad.
It is a corporate advertisement that the purpose is to enhance their image.
12. What does the ad show, people, products, scenery, etc?
A bunch of Chinese businessmen with a British client going for a dinner. Where what they ordered for food is live slaughterer eel. Although the British guy wasn't comfortable eating it he finishes his food because of his background that they believe it is a table manners to finish the food while the Chinese businessmen misunderstood it as questioning their generosity. Therefore they kept ordering one eel after another for the British businessman.
13. What is not discussed about the product?
It is more like a cooperate advertisement where there is no specific product that is mentioned while the image of the company was mentioned. What was not mentioned was the services that the organization provide.
14. What image is portrayed?
portrayed a international business image to their client.
15. Is it true to life or puffery?
It is true a true event as these kind of things happen most of the time all around the world.
16. Is the ad a slice-of-life, fear, humor, sex or other type of ad?
It's a cultural based humor based ad.
17. Who is in the ad, if a star, what image does he or she portray?
Two kind of people from different background showing their understanding on the dinner table. It also shows that how misunderstanding can happen to us because of the background differences. It also shows that communication plays an important role
18. What is the mood of the ad, colors used, music played?
It's a funny background music as they move along with the story line.
19. Is the ad memorable?
Yes the advertisement is memorable because the unique story line of two different culture.
20. Would you buy the product being advertised, why or why not?
No, currently I do not need all these services.
21. Be sure to include your opinion (have a specific point of view, love it or hate it.)
I love the overall idea of the advertisement using cultural background to promote a company's image. I believe it is a very smart move of HSBC for doing it.
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