CCT356+Online+Advertising+Critique

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 * Bud light swear jar**

The Bud Light Swear Jar commercial is a beer advertisement that is set in an office place. Their design and approach to this online advertising campaign is to recompose the television series, The Office. The advertisement first catches the viewers attention by introducing the swear jar, “Every time someone swears they have to put a quarter in the swear jar which will go towards something for the office, such as a case of Bud Light.”, which forecasts the purpose within the commercial.

The woman in the commercial says “the office” as a cue point, to emphasize on the environment and connecting the commercial to the television series. The rest of the advertisement illustrates the worker’s desire for the beer through the continuous amount of swearing that occurs. This advertisement is targeted towards an audience within legal drinking age, beer consumers, people within an office working environment and even the younger demographic that are not of legal age yet. This advertising campaign appeals to the younger demographic with the whole idea of the swear jar, and relating it to adults blurs the line between the age group. People who are of age to drink can mostly relate to the swear jar or something similar.

Bud Light is attempting to convey to more consumers with the anticipation that this “office humour” will appeal to majority of the populace. I first saw this campaign online this year. The campaign uses two techniques, the "wit and humour technique" as well as the "bandwagon technique."(FTHS,2008). The concept behind the wit and humour technique is that customers are driven towards products that give people reasons to laugh and be entertained by witty visuals and language. The purpose of the swear jar is so that people don’t swear and the punishment is to pay, the witty twist is that everyone wants to pay to get Bud Light. The humour is the behaviour and language used in the office place where individuals are dressed in suits but are distinctly speaking out of their normal conduct. The bandwagon technique is used to display the desire of most people, essentially to invite the viewer to join the crowd. These are both very effective techniques as the humour and wit will catch the viewer’s attention and the bandwagon technique will create a desire to belong within the viewer ultimately creating an effective campaign. This ad has won an Emmy, never been released on television and has over 12 million views online (Steve Hall, 2011).

This advertising campaign has continued due to the "Swear Jar" success and created a similar setting and idea called "The Clothing Drive". This advertisement was released in 2010 and remains explicitly online.

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 * Michael Jordan Maybe It’s My Fault Commercial**

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The Maybe It’s My Fault clip is an advertisement to promote the Air Jordan clothing line. Within the commercial there is no verification as to what the commercial or company is promoting. The viewer is not directly told that the advertisement is about Air Jordan clothing until the end. The commercial uses visual images to construct the idea that it is about basketball and the intensity of work and time that was put in to be where the individual is today.

Through out the advertisement there is a very inspirational speech along with ambient music to enhance the inspiration with in the speech. The accumulation of Michael Jordan’s speech, the images, and the music essentially catches the viewer's attention and makes the viewer want the product. The advertisement is directed towards basketball players and meant for inspiration, even for someone who is not a basketball player, the viewer still feels inspired.

Michael Jordan’s slogan for his Air Jordan company is “Become Legendary”. This slogan appearing after the motivational speech to a basketball player will sell or create a necessity for the product. I saw the advertising campaign last year on youtube. This advertisement uses the "testimonial technique" which is when a famous person is used to endorse the product. (FTHS,2008). The "glittering generalities technique" is also used in the advertisement which is using appealing words and images to sell the product and making the viewer feel that if they buy the product they will possess the best life changing product.(FTHS,2008). Both of these techniques are used through out the commercial.

Michael Jordan is known as the best basketball player, and majority of the populace knows that. If he makes a product people automatically connect him being the best player and assume that he is also the best basketball clothing designer. The “glittering” blame that he puts on him self that it’s his fault for making it look easy and so on is derisive. At the end of the commercial he is in front of his “class” as their mentor and says “or maybe you should just stop makin’ excuses”. He takes all the things that he could be blamed for and changes the perception that it is actually “you” who is at fault and “should stop making excuses” and "Become Legendary". At this point when the “Become Legendary” slogan appears is where the viewer sees the Air Jordan logo and they juxtapose the motivational speech with the product and the slogan. Michael Jordan’s company essentially uses people’s feelings as well as his image to sell his product with out the viewers knowing. Overall, when a consumer goes to purchase an Air Jordan product, that motivational speech will make them feel “good”, “productive”, and “legendary” towards their buy, as if they have taken a step forward in life.

This advertising campaign has continued with different motivational speeches, and scenarios, but the same concepts have applied through out the advertisements.

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 * Bibliography**

"ADVERTISING TECHNIQUES." //Foothill Technology High School//. Web. 03 Feb. 2011. .

"Bud Light's 'Swear Jar' Scores 'Outstanding Commercial' Emmy." Steve Hall, 2011. //AdGabber//. Web. 03 Feb. 2011. .