Stage 2 - Brand Advertising

Brand advertising can be defined as an emphasis of a brand logo or company/product name in media vehicles in order to build a strong, long-term consumer attitude towards it, for example loyalty.

Advertisement 1: Apple - Designed by Apple in California

About the ad

The objective of the advertisement is to promote the corporate philosophy of Apple as a brand, explaining its motives and the general quality of Apple products. We see couples, singles, families, performers, and schoolchildren interacting with Apple products and experiencing joy.

Opinion

Despite the ad being very emotional and effective. It lacks the excitement usually found in Apple advertisements involving a new product. This ad involves nothing of the sort, just a soft ad with many cultures interacting with Apple products. The emotion of a product doesn't appeal to me personally, therefore possibly better affecting others. Independent Apple user websites have rated this ad the weakest of Apples modern advertising.

Advertisement 2: Coca-Cola - Open Happiness

About the ad

This ad for Coca-Cola was aired on TV during the summer of 2009/2010. The video, made specifically for Australia, was comprised of youthful people on the beach, jumping into the water and swimming toward a large coke bottle which is essentially a vertical wind tunnel, where the people can hop into and be shot out the top. 

Opinion

The advertisement is very memorable, as many Australian youths enjoy the beach and having fun. The advertisement is centred around a summer day and looking very enjoyable, appealing to the target audience very successfully. The most impressive part of the advertisement is that the nature of the advertisement didn't cast a shadow on the brand, as the centre of the advertisement is a large Coke bottle. People may think of the add and how much fun it is, and still be reminded that it is a Coke advertisement. 

Journal Article

(2002) Ehernberg A, Barnard N, Kennedy R, & Bloom H, 'Brand advertising as creative publicity', Journal of Advertising Research, Vol. 42, Page 7-12. 

About the article

The article emphasises how creative publicity can be brand advertising, a technique that both adverts mentioned above have incorporated, one however more successfully than the other.