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”.
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”.
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