Here's the commercial (English version) for those who have not seen it yet.
Basically, this commercial is filmed in a food court, with 2 bottles of Allswell Waterchestnut Drink in front of a young lady. As her partner appears in the picture, he looks at the bottle with contempt and decided to order a cup of Teh-Peng (Iced Tea) instead. The lady then starts to persuade him to drink it by introducing the nutritious facts to him. When asked why he has to drink it, she promptly replied, "Because I Love You". This then convinced him to consume the beverage.
Personally, I feel that this advertisment has a certain element that managed to attract viewers to pay attention to it - an element of being realistic. As Allswell is specializing in producing traditional Asian drinks (Plum Juice, Star Fruit, and Water Chestnut and Sugar Cane Drink), the targetted audience of this commercial would inevitably be Asians, and in this case, Singaporeans. Credits should be given to the director and producer of this commercial, as it is quite obvious that much thought has been put into the creation of this commercial. The commercial lies on the basis on people showing love and concern for their loved ones. This is so because observations have been made that such drinks are usually purchased by mothers and females, who tend to be rather particular about the nutritious contents of food and beverages.
Source: http://www.allswelltrading.com.sg/Product/AllswellProduct.html
Apart from the use of verbal communication (the tagline, "Because I Love You), this commercial has also cleverly made use of sources of nonverbal communication to relate to viewers. The wise selection to use a foodcourt as the setting clearly displays the use of environmental nonverbal stimuli. Allswell is a drink that is widely sold in hawker centres and foodcourts. It would definitely be inappropriate to film this ad in a restaurant. In addition, the female lead in this ad also made use of Paralinguistics (vocal nonverbal stimuli) to emphasise on the message that she is trying to convey. Her pitch, volume, tone, and accent clearly depicts the way a typical Singaporean speaks (although i feel that she may have over done it a little bit). She used her natural voice to "act" in this commercial, instead of conscientiously trying to pronouce every word in an English accent. This tone instinctively draws the attention of viewers as they tend to be curious about the content and purpose of the commercial. I feel that this commercial perfectly made use of one of Francis Bacon's Four Idols - Idols of the Marketplace (use of language) to appeal to views.
On the other hand, viewers who found this commercial to be "cheesy" were mostly put off wby the way the female lead spoke - in an Singlish accent. Some of them felt that this ad is actually portraying a negative image of Singaporeans not speaking properly. Most importantly, not many people were convinced that a simple reason such as "Because I Love You" can actually persuade someone to relent to the other party's requests (drinking the waterchestnut drink in this case). In a nutshell, I found this commercial to be relatively creative and interesting! The fact that it managed to sparked such a huge amount of discussion (even in the papers!) proved that this commerical is indeed successful in attracting the attention of viewers. How did YOU, find this ad? Feel free to share your comments regarding this commercial (or other commercials which you find to be interesting) :)
12 comments:
Well, this is a good one! By just having “because I love you” this four simple words illustrate the meaning of “Love life, Love wellness”. Not only just to advertise but bringing out a message to the people watching it both direct and indirectly to care about our beloved and people around us.
Nevertheless, love is life’s greatest event, the one thing worth living for. Life is short, if you know that the result done by IPCC on the situation of global warming studies predicts 18% to 35% of a sample of 1,103 animal and plant species would be extinct by 2050 and by 2090-2100 80% of the human will not be able to survive in this world due to extreme weather events. So it is always best to cherish what’s around you where all you have to do is decide what to do with the time given to you.
i guess you really hit right to the point. the whole advertisement is just trying to capture viewers by portraying a scenario in a coffeeshop. something that every singaporean is familiar with. even the "accent" or the tone of the girl, makes people turn their heads to pay attention at the commercial. this is because most advertisements have people speaking in perfect, english accents. using something that is so commonly heard in our everyday lives inevitably attracts viewers. besides that, since the product is mainly bought by females, the use of love as a concept is a brilliant idea. cheesy, it may be, but i guess in the end, this advert is still able to gain attention.
love, is indeed a very powerful thing. after i watched this advertisement, it actually made me smile at the end of it. although the way the lady spoke sounded a bit funny, the gist of the commercial made it worthful to watch. from the part where the guy dismisses the girl's persuasion to take the drink to the part where he keeps asking the coffeeshop vendor to get him his "Teh Peng". the familiarity of the surroundings and the actions makes viewers feel that it is a very realistic film. unlike another commercial which i found was abit weird, the tiger beer advert. where the male lead just has to use his "psychic" power, think hard, and there, a tiger beer bottle will appear. i feel that the realism factor plays a very big part in trying to attract people to a product. if it seems "fake", the credibility of the product might be undermined.
whether an advertisement is creative or not largely depends on the viewer. as the saying goes, "beauty is in the eye of the beholder". many times, we have differing opinions even amongst our group of friends. for me, i do not really like this advertisment because i feel that it is in one way or another, trying to portray a not so good image of our country. like most people, i feel the main reason is because of the way the female lead spoke in the commercial. we are all encouraged to speak proper english and try to kick the habit of using singlish. yet this commercial clearly shows us an example of the use of singlish (as mentioned in the newspaper article). perhaps the creator of this commercial could use a different technique and setting. since they have already found out that the drink appeals to housewives and mothers, maybe they could film it in a home and make it more family-like? just my own opinion..
okay, it's my turn to comment.
I really do find the advert rather cheesy. but i guess it's trying to target on the locals, so it's alright? from the actors/actress to the settings, the budget for this production must be really low. and the colours/lighting are not attractive enough.
the "because i love you" doesn't work on me. but somehow i'll remember it as "because i love you" drink from now.. haha. and personally, i prefer ready-made drinks in any kopitiam stalls. feel that it's much "fresher"!
anyway, you did a good communication analysis for the commercial. good job!! =D
hey! i agree with what zy said. people are generally attracted to "real" things that happen in real life. if the director were to make a caucasian lady as the female lead in promoting the allswell drink, i think it may not be as effective because people cannot link the drink with caucasians. by using an asian face, it also allows the company to promote the brand, emphasising the fact that it is a home made local product. initially when i watched the ad, i thought that it was quite cute. now that it is being broadcasted so frequently on tv, it seems a little annoying already. haha.
well, to me, i find this advertisment a little irritating. especially the choice of background music used. it is trying to capture attention, no doubt, but in a wrong way. if targeted at the older female audience, i think this advertisement is okay. but teenagers who watch this may find it cheesy, and even lame to a certain extent. different products require different marketing skills.. so i think this could be one special way to retain and attract their own customers. besides that, i think people who consume allswells products are already familiar with the products and their nutritional values. this just adds a bit of entertainment to the consumer.
despite being cheesy, this commercial has been the talk of the town for quite a while. i think advertisers should learn to identify their target audience and create commercials based on who they are targetting. sometimes, oridnary commercials like these are impactful too. i feel that we dont need to use sex to appeal to viewers all the time.
this commercial has been quite a topic of discussion. i feel that this advert is definitely cheesy but i guess the director has been very good at using cheesy lines to attract viewers to watch the commercial. product wise, i think people just remember the commercial for the singlish and humour factor and not the product.
i think this commercial ties in very well with the company's slogan. by using a love theme, it not only appeals to the emotions of viewers, it also attracts viewers tp buy the product to show their love for people whom they care about. the simple use of background setting, conversation lines and even ordinary leads makes the commercial very easy to relate to.
judging from the point that allswell is a local brandname, this commercial may have been filmed to target our local audience. this explains the use of singlish, a familiar looking coffeeshop scene with the coffeeshop uncle, as well as local female and male leads. i think the use of singlish is a very effective way in attracting viewers to take a second look at the commercial because we all know that most of the commercials we see on tv often use English that has an american/british accent. it is not common to hear Singlish on prime time tv advertisement slots. thus, i stand by the viewpoint that this commercial is creative and has a very focused target - to appeal to locals, esp women.
the "love" theme used in this commercial obviously beats everything else that was featured in the advertisement. after watching this ad, many of us remember very clearly the four words "because i love you". although the way it was presented was a tad too cheesy, the director managed to get his point across ultimately. like what some people commented, maybe the director had certain limitations (financial?) and thus he could only film his commercial in a local coffeeshop, starring 2 non-celebrity leads.
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