Skip to main content

Advertising Pitch Reflection

Abel, Ricardo, and I worked in a group (Plus Advertising) assigned to create an advertising pitch for In-tents Camping's Glamping Trip in Oregon, USA. After some brainstorming, we decided that the focus of the ad shouldn't be on getting people to like going outdoors, but rather on proving that glamping is better than camping. Since most adults who go camping tend to be more 'outdoorsy' people, they would mostly likely not prefer glamping over camping (because they don't mind the discomforts that can come with camping). In our opinion, the target audience that we'd be most successful in was adults with families, as the children of the families would want the comfort that comes with glamping over camping. We felt that our main job was not to get people to be more outdoorsy and go for glamping, but rather prove that glamping is better than camping, and poach some of the regular camping market to add to the glamping market.This led to our choice of appeals.

We went for the nurture appeal, as no parent wants to see their child unhappy (which also fits into the fear appeal). We appealed to this in the script, via the children's complaints about regular camping, and their joy at the comforts and appeals of glamping. This utilized pathos, as it plays into peoples emotions (as mentioned earlier). We used association quite a bit, in the script, associating glamping with joy and convenience, and regular camping with inconvenience/annoyance and complaints. The idea was that customers would associate glamping with positive traits and camping with negative traits. Plain folk appeal was also used in our pitch, due to our target audience being more 'average' people, with families. By not having celebrities, the ad becomes more relatable to our target audience, and lets them see themselves in the ad. The 'plain folk' bring a sort of credible 'relatedness' (ethos) to the ad, by looking similar to the target audience, e.g. "Oh wow, that tent has 4 beds, perfect for my family! Oh yeah, that's so true, tents are so annoying to set up. I can't imagine what that'd be like with the whole family. This glamping thing sure looks good."

Our awareness of the audience made us focus more on pathos and ethos, as these are adults with families, who just want to have a good time with their family, not necessarily the cheapest holiday (camping is cheaper). We used family happiness for appealing to pathos, as for people with families, this is probably very important to them. The ethos aspect is less important than pathos in this advert, but the 'plain folk' appeal, as mentioned earlier, gives credibility to why glamping is better for families than camping by showing people alike to them. We also tried to put in some economic related appeals, with our "Because memories are priceless line", as families are also courted by holiday trips such as Disney Land or Six Flags. The idea was that we'd be more economical than those two (plus staying in a hotel), however, I don't think it really would hit the audience that strongly, which puts its effectiveness into doubt.

As for the presentation, I think we could have done better (such as mentioning the target audience, which we forgot to do), by being more organised (practicing and delegating tasks better) and giving our presentation more 'flash' (putting more images and effects in it). Overall, I think we did a good job with the concept, but were only okay with the presentation.

Script, for reference:
Family struggles to set up tent. Children complain about mosquito bites. In frustration, parent kicks over tent. Tent then turns into glamping tent. Family walks in, the awe they feel evident in their body language and facial expressions. A stove, a pile of toys, and actual beds appear. The children become happy and play with the pile of toys, while the parents cook hamburgers, smiling in joy. The slogan “Oregon Glamping. Because memories are priceless”, appears under the logo of your company “In-tents Camping”.

Comments

Post a Comment

Popular posts from this blog

Ibo Background Assessment

Note: Written from a non-Ibo person perspective, however the person has knowledge of what the Ibo culture is and what their achievements are and is speaking on behalf of it at the Royal Colonial Institute’s annual dinner. Set in the Late Victorian era, as the assignment suggests. Words in-between this: [ ], are explanations of phrases, and would not be said in the actual speech.             Greetings, Ladies and Gentlemen of the Royal Colonial Institute. As you all know, this is a time of great change in this world. In the span of 100 years we’ve gone from walking on foot and horseback, to being able to get to Edinburgh from London in only 8½ hours whilst sitting, in relative comfort. Despite losing America a century ago, the British Empire has grown immensely since then, acquiring massive territories in Africa. Truly, the Sun never sets on the British Empire. But despite your dominance and hegemony over the world, the human cost of the colonies that form your overseas empire has be
3 comments
Read more

This is Water and Alice Munro Short Stories

Alice Munro’s short stories are usually about women and families from a suburban and or rural setting. She discusses topics such as gender roles and interpersonal relationships, usually from a woman’s perspective. What David Foster Wallace’s theory on education can do with this, is that it allows us, the reader, to adjust our perspective, to be sympathetic to the characters. Although I personally am not a girl growing up in a post-WWII Canadian small town, I can still relate to or at least empathise with the characters and their emotions that Munro has created. In Munro’s stories, her characters tend to have personal flaws or defy the tradition character ideals, for example the narrator in “Boys and Girls”, despite her desire to keep her role helping her father and dislike of the role women are designated for in her family, she ends up subconsciously transforming, until she starts to fit the mould of what her family and society says a woman should be. While we, the audience, may expec
4 comments
Read more

Said Mahran Characterisation Blog Post

Passage: First stream-of-consciousness in chapter 4            This passage shows the reader what Said Mahran now thinks of his old mentor figure, Rauf Ilwan. In the previous chapter, Rauf, though cordial in his demeanor to Mahran, rejects his wish to work as a journalist at his newspaper – due to Mahran’s lack of qualifications, but gives him some money, and states that “No job is menial, as long as it is honest”.            In the passage, Said concludes that Rauf as evolved into someone else and has abandoned and/or betrayed his ideals. As characteristic of stream of consciousness, this passage operates non-chronologically, beginning with Mahran’s thoughts on the ‘new Rauf’, and going through his thought process that brings him to remember how he was betrayed by Ilish, and ranks them similarly in terms of how he feels they have betrayed him. The hatred expressed by Said in lines such as “I don’t know which of you is the most treacherous”, characterises the fixation on the p
2 comments
Read more