JOURNALISM 220: FOUNDATIONS OF ADVERTISING
HOMEWORK #2: AD ANALYSIS
Creative Brief: Clorox – “ Bleachable Contest/Distance” https://www.youtube.com/watch?v=q_g7s2oBzCw Objective: The main objective in this commercial is to persuade. They do this by showing that Clorox is the best choice to use when cleaning the bathroom and even include a hashtag at the end of the commercial that states, “#Bleachitaway.” Essentially they are persuading consumers that Clorox’s bleach will clean it all away.
Target Audience:
• Females
• 30-45 age range
• Mothers
• Middle-income home owners
The target audience for this commercial seems to be targeted to mothers living in the suburbs, who have children that are boys between the ages of 10-12.
Message Theme: …show more content…
This is a humor appeal because it features two boys around the age of 10-12 who are seen laying down strips of tape to measure their distance from the toilet bowl for a “distance contest.” When the mother asks them what they are doing they basically explained that they are doing a contest of who can pee the farthest away from the toilet, but still actually make it in the bowl. What makes this humorous is the truth behind the message, that mostly like a lot of boys have attempted to try this “distance contest” and the mothers who have young boys that have probably dealt with similar situations to this.
Discuss the message strategy. Is it cognitive, affective, or conative? Which specific message type under the strategy is used? The message strategy this commercial implements is a cognitive strategy, specifically, a preemptive strategy. I believe this is the strategy that Clorox’s commercial is using because the advertisement is directly promoting the products attributes without making a claim of superiority. For instance, when using the hashtag “#Bleachitaway” they are claiming superiority that their bleach is the only bleach that will be able to clean any germs or messes away.
Discuss the executional framework that was used and whether or not you think it was
HOMEWORK #2: AD ANALYSIS
Creative Brief: Clorox – “ Bleachable Contest/Distance” https://www.youtube.com/watch?v=q_g7s2oBzCw Objective: The main objective in this commercial is to persuade. They do this by showing that Clorox is the best choice to use when cleaning the bathroom and even include a hashtag at the end of the commercial that states, “#Bleachitaway.” Essentially they are persuading consumers that Clorox’s bleach will clean it all away.
Target Audience:
• Females
• 30-45 age range
• Mothers
• Middle-income home owners
The target audience for this commercial seems to be targeted to mothers living in the suburbs, who have children that are boys between the ages of 10-12.
Message Theme: …show more content…
This is a humor appeal because it features two boys around the age of 10-12 who are seen laying down strips of tape to measure their distance from the toilet bowl for a “distance contest.” When the mother asks them what they are doing they basically explained that they are doing a contest of who can pee the farthest away from the toilet, but still actually make it in the bowl. What makes this humorous is the truth behind the message, that mostly like a lot of boys have attempted to try this “distance contest” and the mothers who have young boys that have probably dealt with similar situations to this.
Discuss the message strategy. Is it cognitive, affective, or conative? Which specific message type under the strategy is used? The message strategy this commercial implements is a cognitive strategy, specifically, a preemptive strategy. I believe this is the strategy that Clorox’s commercial is using because the advertisement is directly promoting the products attributes without making a claim of superiority. For instance, when using the hashtag “#Bleachitaway” they are claiming superiority that their bleach is the only bleach that will be able to clean any germs or messes away.
Discuss the executional framework that was used and whether or not you think it was