Instant Iwas-Trouble
10:38 PM
Even
though EO’s products have a limited target market, their advertisements have
made marks in the minds of a lot of people, including those who do not have eyesight
problems. This brand is known for creating billboards and TVCs that are witty
and funny and are able to effectively make the people believe that they can get
to the needs of those who have poor eyesight. People are fond of advertisements
that are catchy and humorous so I guess that’s what made their ads “patok.”
In
terms of the ads’ stories: If you haven’t noticed, EO has made up some kind of a
single concept in some of their advertisements. Even though they don’t actually
tell the whole story, it can be observed that that each commercial or print ad
has a connection with each other. Just try starting the story by looking at this
particular print ad which features two guys and a girl. One guy gives the lady cauliflower
while the other one gave a pretty bouquet of yellow flowers. Obviously, the guy
with flowers won the girl’s heart. The next ad’s concept is a wedding wherein
the lady kisses the priest instead of her groom, followed by another ad that has
the story leveled up by featuring a family (see, now they have a baby!) wherein
the mom puts the baby bottle into the dad’s mouth instead of their child’s. I personally
think the ad concept that Executive Optical did was awesome because it showed
progress and more importantly, consistence. (The layout is also consistent!)
Last Tuesday, we just learned about the different types of
advertising and the techniques used in them so, now, I’d like to try applying
those lessons by showing some of EO’s print ads and analyzing the approach done
in each. Please bear with me, haha!
“Rudy or Ruby?”
You wouldn’t want to make mistakes in names, especially not in tattoos! If you
don’t want to get beat up by this muscle man, “Better have your eyes checked!” This advertisement implies that poor eyesight leads to poor performance. It makes use of (1)
the humorous appeal, because the tattoo artist mistook the letter “b” for “d,” which
was a total blunder. The second technique used is the (2) hidden fear technique.
It implies that if you don’t want to make mistakes of the same sort, you better
get your eyes checked at EO. Lastly, the ad made use of (3) the logical appeal,
by implying that because you don’t want to mess up, you should do what’s right
and smart by, again, getting your eyes checked. The target audience of this ad is
everyone who have eye problems, duh. But I guess you could specifically say,
artists, right?
That print ad was supplemented by a TV Commercial, too. The
story went on with the tattoo artist getting an eye check-up and eyeglasses at
Executive Optical. Then, he immediately corrected his mistake after by making the letter “d” to a
capital “b”. Instant iwas trouble!
“Don’t be a loser.” “More women have eye damage than men.” The first print ad probably belongs to those that use facts and figures even
though it didn’t have numbers and such. Some would say that both of these also
made use of the humorous appeal but then, some would contradict, saying, “It’s
not funny. It’s racism.” Let me quote a blogger’s words from fliquemedia.wordpress.com:
The first ad I cited
in the link tells the consumers that fairly skinned guys or mestizos should be
preferred over dark skinned guys. It even referred to the girl as being a
loser. Does the preference of not so good looking guy to a guys who has the
looks of a matinee idol constitute to being a loser? Isn´t basing a person´s
worth on one´s looks more of a loser´s attitude?
The second ad is quite
the same except that there was no mestizo guy involved. In the TV ad, after the
getting her eyes checked, the girl left the poor guy. The premise of that ad is that more women
have more eye damage than men, but what their ads proclaim seem to be that
women are more damaged not with their sight but with their outlook and with the value in their hearts.
Executive Optical has
their values crisscrossed. They proclaim that poor eyesight leads to poor
performance but what they have shown is that poor value system, leads to poor
choices. They did not exercise good discernment in coming out with these ads.
They have been branded as racists but I believe it’s not just about racism but
poor value judgment which is prevalent in the media and advertising world
today.
I would rather have a
poor eyesight than have a poor heart. And we all have to get our hearts not
just our eyes checked. Let us remember
what the fox said to the Little Prince, “It is with the heart that one sees
rightly, what is essential is invisible to the eye.” (Antoine de Saint
Exupery.)
Well, he/she has a very strong point. This is just a
reminder that we, as advertisers, have to be very careful when developing
advertising concepts. Remember that one reason why we do pre-tests as part of the
marketing process is to find out if the material is acceptable, if it has no
offensive contents. This also shows that not all advertisements are “good.”
That’s why, as early as today, we are being taught about what should and should
not be placed in advertisements, which is also some kind of iwas trouble. ‘Di nga lang instant kasi kailangan ng years of study and practice para
ma-master. :)
I hope you learned something today. Next entry will be about
Instant Palusot!
Photos grabbed from Google
Check this link out for more EO ads ---> http://www.eo-executiveoptical.com/advertisements
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