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Analysis
Feature Analysis of Television Advertisement

Group X

Rahul Ganesh -19BM63026

Harivanam Srinivas -19BM63055
Aparna Jr -19BM63084
Supriya Mondal -19BM63116
Bipin Kumar Chaudhary -19BM63A01
Methodology

Literature Review Selection of features

For the purpose of analysis,5 Based on the study, 5 prominent
journals based on advertisements features were chosen and study of
and analysis of ads were chosen those features and their impact was
and reviewed assessed

Selection of advertisements Advertisements Analysis

As per the requirement, 20 famous Advertisements were analysed with
ads were selected based on the the main components of analysis
features being the central theme and unique
features there were used to
convince the audience
 An Analysis of Television • Use of emotional strategy in advertisement seems to be the predominant
Commercials directed to strategy prevalent today
Young adultsELM and Social • More than 70% of the commercials analyzed used humor in some form
Identification Perspective • Emotional reactions function as the gatekeeper for further cognitive and
behavioral reactions
-Dr S Anurekha
LITERATURE Anthropomorphism in • Demonstrating the efficacy of the product using human behavior
(anthropomorphic demonstration) in advertising is more effective in
Advertising: The Effect of
REVIEW Anthropomorphic Product
explaining the efficacy of the products that are difficult to understand

Demonstration on Consumer • Anthropomorphic behavior that has been tested empirically in our
Purchase Intention- research enriches the creativity of advertising, particularly on a
Dwinita Laksmidewi demonstration tactics that are commonly used

Emerging trend of Emotional • This study proved that the emotional appeals used in TV ads had
positive impact on the consumers in terms of action across various
Appeal in Indian Television product category
Advertising • Understanding the change in psychology of urban youths through
emotional appealing
- Neha Bhagat • Examination of the change in impact of affective appeal in advertising
 STORYTELLING

Storytelling has been used in traditional media for generations. It's a tried and tested
technique

Storytelling had become a content marketing trend adopted by both B2B and B2C marketers to
engage prospective consumers and build a strong relationship with them

The flexibility of storytelling makes it an indispensable marketing tool for businesses of all

sizes since there are various ways to tell a story.

Storytelling is a content marketing strategy that any brand, company, product or service can
greatly benefit from. People remember stories. If you put a story capable of evoking
emotions in your viewers, they will never forget the experience

Storytelling in marketing is adding a twist to your infomercial by telling a story that will best
describe why your product or brand is valuable the consumer
 STORYTELLING APPEAL
BRAND BRAND
CENTRAL THEMES UNIQUE FEATURES
NAME CATEGORY
Lacoste  Clothing Timeless polo elegance that has The main characters interact through the
effortlessly shifted through the decades ages, while always wearing Lacoste,
showed sportiness, musical expression
of relationship 
Lifebuoy Personal care It appeals to the weakness of the Social messaging, awareness regarding
consumer while highlighting the benefits children’s death due to infections like
of the product diarrhoea and pneumonia, promoting
LACOSTE LIFEBUOY LEGO
healthy hand washing habit
Lego Toys Lego created a movie that depicted Content creation and storytelling strategy,
how bliss and adventure were found in there is a lot to learn for children and are
Lego Land challenged to improve their creativity
Nissan Automobile The ad shows the different ways children Show the influence of role model, human
are influenced by the important people in connection, usability of new Nissan truck
their life model
Samsung India Nissan
Samsung Home Video tells the story of a young Samsung It convey their dedication for their
India appliances Engineer, who is undaunted by rough customers, used musical and emotional
and electronic terrain to attend to a customer complaint appeal, showed importance to getting
device in a remote hilly area. work done in time
 ANTHROPOMORPHISM

Anthropomorphism refers to the tendency to imbue the nonhuman objects with human-like
characteristics, intentions, and behavior.

The anthropomorphic demonstration can create ease, and in turn the ease encouraged
positive perceptions to product efficacy.

The likelihood of conversion of customers getting attached to these animated characters into
loyal customers toward specific brands owing to strong emotional connect and therefore
developing strong brand associations is high

Brand communication can be made more impactful by using animated anthropomorphized

Characters. Usually the characters used would be the mascot of the brand and the same
character is repeated in advertisements to create a lasting impact

One of the biggest reasons anthropomorphism works in television advertising is because of

the strong historical attachment between animals and humans. Generally, dogs are mostly
used in these kinds of advertisements as they have strong
Connect with humans and they represent loyalty
 ANTHROPOMORPHISM
BRAND BRAND
NAME CATEGORY CENTRAL THEMES UNIQUE FEATURES

Amul Food and Bevarage Emphasis on features Use of animation, song tuned like a
like Taste and strength rhyme, dream with a colorful
world
Indigo paints Chemicals and paints Strength & Durability Animation, Humor, Featuring of
AMUL INDIGO PAINTS
of the paint Mascot and Celebrity in the Ad

Pilsbury Food and Beverages Durability of food Featuring of Mascot, relatable

made with pilsbury characters, story telling
aata
CarTrade.com Automobiles To portray that used Featuring dogs as humans, music PILSBURY CARTRADE.COM
cars are abundant and and story telling
are cheap

Michelin tyres Tyres Use of these tyres Featuring of the mascot and
leads to low fuel pleasant music and humour
consumption
MICHELIN TYRES
 HUMOR, FUN AND LEISURE

Fun and humour encourage people to join in as a part of the brand club to experience
something new and exciting.

Often it’s the humour that is remembered more than the product! Done right, making an
audience laugh can lead to huge sales

Humour is often used in advertising. Appealing to the comic sense in people can build brands
– sometimes overnight. The challenge with humour however is to keep the brand in the
humour – so your market associates the humour with your brand.
 HUMOR, FUN AND LEISURE APPEAL

BRAND BRAND
CENTRAL THEMES UNIQUE FEATURES
NAME CATEGORY
Coca-Cola(Sprite Food and beverages Best refresher in the Inspires youth to have the clarity to cut
Doubt Hatao summers. through others’ stereotyping and
Sprite Uthao- Cute judgements show stereotypes &
Ladka) judgements that society throws at today’s
youth tend to
distract them from what really matters
to them RAJASTHAN HARLEY
SPRITE
TOURISM DAVIDSON
Rajasthan Tourism Visiting Rajasthan and Shows beauty of Rajasthan through eyes
Tourism’s ‘Jaane witness beauty with your of visitors, highlights some lesser known
Kya Dikh Jaaye’ Own Eyes facts about Rajasthan culture, shows
warm people, amazing landscapes,
stunning sunsets and diversity of culture
at every
step
Samsung India VODAFONE
Breathe - Harley- Automobile Thriller and luxury Shows the thrill of riding HD, promotes
Davidson experience every person being alive while on the bike, Speed is the
wishes way of living. Freedom of expressing joy
riding and happiness, bring smile and calm
mentally
Vodafone-Home Telecom Service at your door step, Shows customer satisfaction is top most
delivery of new customer convenience priority. Delivering fast and reliable service
SIM. anywhere where customer wishes
Cadbury- Go Food and beverages Core message best Shows ways of making your flavor of
make your own chocolate bar at every Cadbury bar at home, promotes cooking
Cadbury on opportunity together with family bring bonding among
Madbury.in family, friends and relatives
 EMOTIONAL & NOSTALGIC APPEAL
It’s a soft-sell appeal wherein human emotions are emphasized to induce an affective feeling from the viewer
via some indirect mechanism.
Brand name and package play an important part, but the product is given special qualities by means of a
symbolic relationship that it has to some more abstract and less pragmatic domain of significance than mere
utility
Emotional (Affective) advertising has been shown to affect customers’ reactions to advertisements, to enhance
their attention and to affect brand attitudes.
• They provide a motivation for purchase without getting into the complex information processing and
rational/logical cognitive argument

Customer acquisition through emotional route also helps in reducing post-purchase dissonance
Eg: In case of commodity products, Emotional appeals can help in lifting the commodity from its level of
sameness and position them differently in customer’s mind – Brand association and recall through pure
emotional association and bondage

Brand marketers use various affective comparatives to highlight the emotional value of the brand.
In the case of Apple campaign, one sees how the brand associates itself with all change agents

Pitfalls: Maintaining consistency in affective and cognitive message. Many brands suffer because the emotional
appeals drive the traffic in, but rationality of choice and consumption drives the traffic out in the long run
 EMOTIONAL & NOSTALGIC APPEAL
BRAND BRAND
NAME
Bajaj Auto
CATEGORY
Automobile
CENTRAL THEMES
•
ANTHROPOMORPHISM UNIQUE FEATURES
“Hamaara Bajaj”: Featuring people across religions, • Appealed to middle-class Indian families :
(1989) communities and occupations riding a Bajaj The family car on two wheels
• “Buland Bharat ki buland tasveer”: Positioning Bajaj as • The scooter meant more than just a mode of
a family brand but also tapping into an open, inclusive, transport to middle-class Indians.
collective Indian identity. - A reminder of Indianness (fruit of arduous labor and a matter of pride)
• Included humor appeal : “Jugaad” of tilting and
restarting the scooter

Star Sports • “Mauka Mauka”: Sentiment-led digital marketing • Levered on Indians’ love for cricket (positive
Sports BAJAJ AUTO STAR SPORTS
Media promoting the broadcast of 2015 ICC World Cup sentiment) and ant-Pak feelings (negative
Broadcast • Increased viewership and hence revenue for Star sentiment)
Sports • Ad series created for all participating countries
Maggi FMCG •Nostalgia: “kab wapas aayega yaar”, #WeMissYouToo • Reflects the spontaneity and affection between
•1st series(before test results) : Maggi fanboy/fangirl in the consumers and Maggi
• Minimalistic and simple : “Maggi is safe and
each of the videos, who badly missed their favorite always has been”
noodle •Ad budget increased from 5% to 7% BIRLA SUN LIFE
•2nd series (after test results): Featuring mothers MAGGI
INSURANCE

Birla Sun Insurance •“Khudi ko kar buland itna”: Features the story of a • Showed 15 years of a person’s life in three minutes
Life services father and his autistic son. centered around what you are, and not what the
Insurance •To encourage consumers to look at insurance as more brand is (brand is portrayed only as an ally)
than just a tax saving opportunity - subtle marketing • Helped the insurance segment and its target
that packs an emotional punch. audience transit from "desperation to inspiration”

Johnson’s Personal • “Choose Gentle”: Aimed at millennial parents and the • Focussed on millennial mothers, co-parenting : JOHNSON’S
Baby care transformation of baby care needs, and how the brand Emphasising the brand’s strong connect with BABY
is adapting to them.  parents and caregivers, the campaign has been
• Highlights the changes that JOHNSON’s has made to
include fewer ingredients to give even more gentle shot with 44 real families
care. • Also highlights the changing product attributes 
LEARNINGS

Selection of features for an Advertisement

This project helped us in understanding why an attribute/ feature is

specifically chosen for a product considering the target audience,
competitors strategy, Brand positioning and Points of Differentiation

Emotional Connect
You've got just 30 seconds to impress your potential customers,
and that can never be done without connecting with them at an
emotional level

Trust Building
A TV commercial should be good enough to make viewers feel that
they can trust your brand and its services.
 REFERENCES
• https://www.youtube.com/watch?v=IZC02EQqcXc&feature=emb_logo
• https://www.youtube.com/watch?v=UF7oU_YSbBQ
Storytelling • http://www.thelegomovie.com/
• https://www.youtube.com/watch?v=779KwjAYTeQ&feature=emb_logo
• https://www.youtube.com/watch?v=VgQr1_kpMvY&feature=emb_logo
• https://www.youtube.com/watch?v=gWCsdK9XTqU
• https://www.youtube.com/watch?v=PrX3Ln22voE
• https://www.youtube.com/watch?v=FDbOgc6w_I4
Anthropomorphism • https://www.youtube.com/watch?v=9lLGtYik4ns
• https://www.youtube.com/watch?v=0NON1OVg4Uc

• https://www.youtube.com/watch?v=O09i0Rcyidc
• https://www.youtube.com/watch?v=O5DT3-nn0-8&feature=emb_logo
Fun, Humour and leisure • https://www.youtube.com/watch?v=StTtseE3IE8
• https://www.youtube.com/watch?v=RrftWVessAw&feature=emb_logo
• https://www.youtube.com/watch?v=oMsQaGlZGAk
• https://www.youtube.com/watch?v=vP8pzgPvGIs
• https://www.youtube.com/watch?v=Za4qBpSQb9A
Emotional • https://www.youtube.com/watch?v=wuHkXi3xBzY
• https://www.youtube.com/watch?v=aHcEjdmM3Q4
• https://www.youtube.com/watch?v=JjmvnnFkIms
Thanks