In the 21st century, the world of advertising has become a very dynamic, creative and challenging world which tells us the story of product, evolution and its endless possibilities in the world in which we live. Ads are powerful states of human communication. Advertising is paid non personal communication from an identified sponsor using mass media to persuade or influence audience. It is a public pronouncement.
“Advertising is unique, as it is a powerful tool of communicating ideas, information integrating writing, mixed and remixed images, layout, sound, gesture, speech and 3D objects”
- AXE DEODORANT COMMERCIALS
Axe deodorant commercials are aired with the aim of sensationalism. The advertising agency and product’s company clearly knows that sensationalism sells really well. Almost all the Axe commercials is overtly sexual, to cite one example, the one in which a bhabhi meets her bro-in-law and drops her mangalsutra because she is so much attracted his smell (obviously created by the Axe deo). The title given to the ad ‘Even angels will fall’ gives an assurance to men that the woman which he desires will come to him without much effort from his part. Axe commercials stand as the best example for the indecent and improper portrayal of women.
“The ads brim with messages aimed at tickling libidinous male instincts. Indecent, vulgar and suggestive by subtly sending a message that the products arouse women’s sexuality”.
-India’s Information Ministry
MetLife Insurance advertisement shows a father-daughter story that evokes in the viewers all sorts of sentiments, digs deeper, and packs even more of an emotional wallop.
The ad begins with a smiling, smartly-dressed dad collecting his young daughter from school. Against a cheesy, upbeat soundtrack, he reads a prize-winning essay that she has written about him:
“Daddy is the sweetest daddy in the world. Daddy is the most handsome. The smartest. The most clever. The kindest. He is my Superman. Daddy is just great, but…
And then things take a surprisingly dark turn.
“He lies about having a job. He lies about having money,” the girl says. And we see short clips of her father performing various menial jobs as he tries to scrape together money to fund her education.
“He lies that he’s not tired. He lies that he’s not hungry. He lies that we have everything. He lies about his happiness. He lies because of me.”
As he reaches the end of the essay , father and daughter dissolve into floods of tears.
The video is a part of MetLife Hong Kong’s “Dream for My Child”, a campaign intended to help parents save for their children’s education in a city where, according to news site Asian Correspondent, “the cost of sending a toddler to school [can be] more expensive than sending a teenager to the university.
.”You can’t change your destiny, but you can create your own,” says the brand. “MetLife values the dream of every parent to give their children a good education to pursue a better life. We understand every sacrifice you make for your children’s future.”
The ad is capable of or aims at influencing all the parents who are concerned about their children. It is indeed thought provoking and it definitely makes the viewers think for a while. The method that it adopts to convey the story is quite interesting and it has definitely helped in the high rating of the ad. The story is told from the perspective of a small child. It’s a tear-jerking reminder of the lengths parents go for their children, and just how much we owe the people who raised us. The ad became a huge success because of the emotional play that it has bought into it.