I. Advertisement: Boss Film - The Smartphone Network
Advertiser: Airtel India
Model Used: Hiebert, Urgurait and Bohn (HUB) Model
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| Courtesy: www.fuzionproductions.com |
This advertisement portrays a female boss who commands her subordinates to work late, and the viewer later discovers that one of her subordinates is her husband for whom she cooks at home and asks him come fast.
The HUB Model perceives communication as a set of concentric circles much like the waves formed when a pebble is thrown in a pool. The communication content of the ad, which was to show how fast a smartphone network can make any relationship feel "special", causes ripples that widens until they reach the audience and comes back through feedback. The intention through which the ad was released was received in a very negative sense by the audience. Many questioned the need for the for the boss/wife to come home and cook an elaborate meal, which only re-iterates the patriarchal stereotypes. The feedback received from the audience prove that the purpose of the ad, which was to portray a progressive urban couple was defeated.
II. Advertisement: Son's Birthday
Advertiser: For Fortune Oil By Ogilvy
Model Used: Aristotelian Model of Communication
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| Courtesy: www.campaignindia.in |
The advertisement shows a mother cooking for her son who is a navy officer and can't make ot home for his birthday. She decides to surprise him by cooking his favourite dishes and taking it to his workplace.
The Aristotelian model follows a system of:
SPEAKER -----> SPEECH------>AUDIENCE
The speaker of the advertisement becomes the advertiser (Fortune Oil), the speech is the advertisement which aims to convey that the oil is as pure as a mother's love. It reaches the third element which is the target- audience. Aristotle also stresses upon ethos, logos and pathos. Ethos is the ethics or principles which must be followed. The ad uses purity as the main selling point and that becomes the logical reasoning (logos) as to why one must buy that product. The ad is very sentimental as it uses the idea of mother's love and hits the right chord among the main consumers. The element of "pathos" or feelings and emotion is high. For Aristotle, the right combination of pathos, logos and ethos was necessary for effective communication, which is conveyed well by the advertisement.
