What Really Is In An Advertisement?

On Friday (26 June, 2009), Daniel, Damian, Jane and I went for the Leo Burnett + Arc Cannes Predictions 2009 Event at Sunway Lagoon Surf Beach. During the event, they aired a compilation of 51 advertisements from around the globe and we as participants were required to vote for 20 potential award winning advertisements. The video above was my favorite advertisement among the 51.

What is the purpose of advertisements? In my opinion, I would say that it is a tool used to persuade the public to buy or use a certain product or service. Advertisements fall under the category of mass communication, where messages are conveyed via printed or electronic media to the public. Having said this, there are also advertisements that "communicate" with the public differently, such as imparting knowledge or creating awareness.

After watching the "Cannes Prediction Reel", beside persuading the public, most of the advertisements had an underlying message. A good example would be this video which was also one of the advertisements shown during the event. Besides promoting their service, the company also hopes to create awareness amongst the public regarding the importance of family and that life is fragile. This advertisement touches the heart and is a wake up call to all of us to appreciate our loved ones.

Another example of advertisements that create awareness instead of promoting products is the "You Can Make A Difference" advertisement produced by the Malaysian government. This advertisement recreates real life accidents to alert the public about the importance of driving safely.

You could also gain knowledge just by watching advertisements. Take a classic shampoo advertisement for example. Other than just being promised soft and silky hair, most shampoo advertisements offer some information on its ingredients, educating us to some small extent.

The next time you watch and advertisement, see what emotions it evokes in you - you may feel more than they intended, and that indeed is a successful advertisement.


Written by,
Hooi Kit Wei