The ad shows what looks like to be a little girl dragging a Christmas tree across the snow. Below the three, is the product Glade is trying to advertise, their new winter collection candles, which is made to look like a pot for the tree. Next to the candle the words "Inspired by the best feelings of the season" are printed, and on the tree itself, the word "Anticipation" is printed.
We see the word anticipation and the tree, and instantly, we can't wait for Christmas to come again since many of us have good memories about Christmas. Then, we see the candle which is supposed to reproduce the same, great smell of a real Christmas tree. Glade wants to us believe that even if we don't have a real Christmas tree in our houses, we can still get that authentic, unique smell if we buy a Glade candle, we can also be transported back to some of our greatest memories. This is the transfer/association advertising technique at use, and the value of the product is increased because of this.
The technique of plain folks also may have been used in this ad. It's a normal sense that some family may actually go through to get a Christmas tree. It's easy to see how some families may relate to this picture, especially if it snows where they live. The girl is dressed in normal clothes, and she is pulling the the tree by herself with no special help.
Although I use it too in this blog, what exactly are the best feelings of the season? Is it the feeling of happiness or the feeling of being with family? It's a bit vague since many people can have different interpretations of what that means, but I guess that's what Glade wants. By doing that, Glade can reach a greater amount of people because it's not limited to one feeling. People may get offended that their feeling isn't considered one of the best feelings of the season and won't buy the product.
The target market for this product would be a family who enjoys the feelings of the holidays. There would be at least one kid in the family since a little girl is pulling the tree. They value the value of family since you're supposed to spend the holidays with family and also because the company, SC Johnson, says that it's a family company.
Overall, I thought this ad was effective because the picture is relateable and brings out many pleasant emotions in people. I'll admit that I started to smile and feel the happiness start to form inside me when I saw this ad. I love Christmas and love the smell of Christmas trees. I could already start to imagine the smell of trees and the memories of Christmas, and I wanted it to be Christmas. It's a great idea to capitalize on such a great holiday, and I'm sure Glade will make a lot of money from this product.
No comments:
Post a Comment