Implementation Jonathan B. Lim Fall 2020 Objectives — Appeal ✓ Solved

Implementation Jonathan B. Lim Fall 2020 Objectives — Appeal

This assignment requires you to apply what you’ve learned from the second part of the course to a Super Bowl advertisement from 2020. Companies pay significant amounts for Super Bowl ads, prompting us to assess their effectiveness. Choose one advertisement from Super Bowl 2020 and analyze it based on the following questions:

1. Planning and Development.

A. Which of the two major selling ideas is utilized? Explain.

2. Implementation.

A. What kind of appeal is being used? Explain.

B. Does the appeal align with the major selling idea? Explain.

C. What kind of execution technique is used? Explain.

D. Does the execution technique align with the appeal? Explain.

3. Overall Thoughts.

A. Would you have changed anything about this ad in order to give it a stronger overall message? Explain.

Your write-up should be 3-5 pages, double-spaced, with 1-inch margins, using 12-point Times New Roman font. Writing should be clear, articulate, and concise.

Paper For Above Instructions

The Super Bowl is a cultural phenomenon in the United States that draws millions of viewers. Advertisements aired during this event have become equally significant, serving as a barometer for creativity and consumer engagement. One standout ad from Super Bowl 2020 was Google’s “Loretta.” This poignant and emotional commercial effectively demonstrated the power of nostalgia and memory, drawing viewers into the intimate world of an aging man who is trying to remember his late wife. The ad's major selling idea is its emotional appeal, illustrating the utility of Google Assistant in helping the man retrieve rich memories associated with his wife.

1. Planning and Development

The major selling idea utilized in Google’s “Loretta” advertisement is emotional appeal. This ad transcends mere product showcasing to tap into deeper human emotions, connecting the viewer with themes of love, loss, and the memories that we cherish. By doing so, Google positions its Assistant not just as a technological tool but as an emotional companion, assisting users in preserving their personal histories. This approach aligns well with the intrinsic human need for connection and remembrance, serving both as a marketing strategy and a relatable narrative.

2. Implementation

A. Type of Appeal

The primary appeal in the “Loretta” ad is emotional. The advertisement focuses on the social and psychological need for connection, evoking feelings associated with personal memories and relationships. Throughout the ad, viewers are presented with various touching moments that highlight the significance of shared experiences, which resonate deeply with the audience.

B. Alignment with Major Selling Idea

The emotional appeal aligns well with the major selling idea as it effectively showcases Google Assistant’s functionality through a highly relatable and touching narrative. By focusing on the personal experience of a man remembering his wife, the ad illustrates how Google Assistant can facilitate important moments in people’s lives, reinforcing the idea that Google is synonymous with not just technology, but with personal enhancement and remembrance.

C. Execution Technique

The execution technique employed in this advertisement is a narrative style, where the story unfolds gradually, revealing the man’s interactions with Google Assistant as he recounts memories of his wife. The use of a storytelling format allows viewers to emotionally connect with the characters, pulling them into the narrative arc of love and loss. Additionally, the technical execution is complemented by soft, emotive music that enhances the viewing experience.

D. Alignment of Execution Technique with Appeal

The narrative execution technique aligns harmoniously with the emotional appeal of the ad. The storytelling approach not only illustrates the capabilities of Google Assistant but also strategically evokes empathy and compassion in the viewers. The gradual unfolding of the story, paired with emotional music, amplifies the overall impact, ensuring that the audience feels a deeper connection to the message being communicated.

3. Overall Thoughts

Reflecting on the “Loretta” advertisement, it stands out as one of the strongest ads of the Super Bowl 2020 lineup due to its profound emotional resonance. However, if I were to suggest any changes, I would advocate for a more explicit mention of the product features in the context of the narrative. While the emotional journey was compelling, including visual references to specific functionalities of Google Assistant might have showcased its practical applications more clearly. For instance, demonstrating the Assistant’s ability to set reminders or retrieve specific information could have enhanced the viewer's understanding of its utility in the same breath as sharing memories.

In conclusion, Google’s “Loretta” ad is a masterclass in blending emotional storytelling with branding. By invoking personal narratives and human experiences, the advertisement not only promotes Google Assistant but also reflects the brand's values of connection and support. The effectiveness of the ad lies in its ability to resonate emotionally with viewers, making it a memorable entry in the canon of Super Bowl advertisements. This strategic blend of emotional and functional elements captures the essence of effective advertising in today’s marketplace, where consumers seek brands that understand and engage with their emotional landscapes.

References

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