MEDIA ISSUES
RED BULL ADVERTISEMENT: ANTI CHRIST?
According to Chris Moerdyk(coloumnist) Jesus is saving not selling
Chris Moerdyk
Advertising rule #1: Jesus saves not sell
"I have been watching with a mixture of amusement and frustration, public and advertising industry reaction to the Red Bull "Jesus Ad " saga. It's always the same thing - those who have little interest in religion tell Christians to get a life and not take things so seriously. Christians respond with a lot of huffing and puffing."(http://www.news24.com/Columnists/ChrisMoerdyk/Advertising-rule-1-Jesus-saves-not-sells-20120319#.T4gO_CFUsuM.facebook)
Lets then look at The 5 steps of a Good Advertisement
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| red bull advertisement Jesus |
According to Chris Moerdyk(coloumnist) Jesus is saving not selling
Chris MoerdykAdvertising rule #1: Jesus saves not sell
"I have been watching with a mixture of amusement and frustration, public and advertising industry reaction to the Red Bull "Jesus Ad " saga. It's always the same thing - those who have little interest in religion tell Christians to get a life and not take things so seriously. Christians respond with a lot of huffing and puffing."(http://www.news24.com/Columnists/ChrisMoerdyk/Advertising-rule-1-Jesus-saves-not-sells-20120319#.T4gO_CFUsuM.facebook)
Lets then look at The 5 steps of a Good Advertisement
Each step plays a specific role. As a marketer, you must always remember that you are the uninvited guest. People are busy, and don’t spend their time looking for advertisements
The first step is getting attention. This is the job of the headline. A good headline will cause your target audience to stop and examine the rest of the ad. Think about old western movies with the snake-oil salesman, claiming a miracle tonic that can cure anything. These days people are looking for much more specific goods and services. Thus, the headline must be specific as well as attention-grabbing.
Second, a good ad shows the reader who has graciously allowed you a few moments of their precious time just how they will benefit from the product or service you are peddling. Note that I say show them the benefit, not the features. That comes later. Again, these benefits need to be geared specifically for your target audience.
Third, your ad must prove that these benefits must result from use of your product or service. This would be the time to introduce some key features, and explain how they will allow the user to realize the benefits you claimed possible. When it comes to this section, people like specifics. For example, don’t say “Realize gains of up to 50%!” do not use round “nice” numbers. Go with “Realize gains of up to 49.3%!”
Fourth, reinforce the benefits, and perhaps add some more. Give examples of what they could do with all the money you’re trying to save them, or all the time they’ll save by buying your widget or service.
Fifth, and finally, call for action. This is where your “Call Now" statement goes. Try to add a sense of urgency: “This deal only lasts til noon Friday!”
All good advertisements incorporate these 5 principles in some form or another, and any bad ad is usually bad because it has neglected some part of this pattern.(http://milleronmarketing.com/32/the-5-principles-of-a-good-advertisement/)
The first step is getting attention. This is the job of the headline. A good headline will cause your target audience to stop and examine the rest of the ad. Think about old western movies with the snake-oil salesman, claiming a miracle tonic that can cure anything. These days people are looking for much more specific goods and services. Thus, the headline must be specific as well as attention-grabbing.
Second, a good ad shows the reader who has graciously allowed you a few moments of their precious time just how they will benefit from the product or service you are peddling. Note that I say show them the benefit, not the features. That comes later. Again, these benefits need to be geared specifically for your target audience.
Third, your ad must prove that these benefits must result from use of your product or service. This would be the time to introduce some key features, and explain how they will allow the user to realize the benefits you claimed possible. When it comes to this section, people like specifics. For example, don’t say “Realize gains of up to 50%!” do not use round “nice” numbers. Go with “Realize gains of up to 49.3%!”
Fourth, reinforce the benefits, and perhaps add some more. Give examples of what they could do with all the money you’re trying to save them, or all the time they’ll save by buying your widget or service.
Fifth, and finally, call for action. This is where your “Call Now" statement goes. Try to add a sense of urgency: “This deal only lasts til noon Friday!”
All good advertisements incorporate these 5 principles in some form or another, and any bad ad is usually bad because it has neglected some part of this pattern.(http://milleronmarketing.com/32/the-5-principles-of-a-good-advertisement/)
Advertising agencies are more concerned about taking sales to higher levels while not taking into account who they may offend. According to me yes this ad is out of line as am not pursuaded because they have used Jesus's image.
ReplyDeletelooking at ads, we need to do the so called imc(intergrated marketin communication), not traditionaly so, lets just not focus on money, but also research about what the enviromrnt is saying(views) about our products
DeleteIndeed if you want good and positive response, you have to follow the principles and your ad will be well promoted.
ReplyDeletewell said lady and thank you for voicing out
DeleteI agree with Moimane, ad agencies are only interested in making money and so it does not matter to them which way they move, as long as it brings them the 'big bucks', then it works for them.
ReplyDeletewe need to do the so called imc(intergrated marketin communication), not traditionaly so, lets just not focus on money, but also research about what the enviromrnt is saying(views) about our products
DeleteWell I agree too,all that metters is money and they making it in a way that it is not glorifying God but rather their god(s),and with every opportunity they get they use it,its disturbing watching suchadds
ReplyDeleteHow is it disturbing? I mean you need to say what exactly is disturbing.
DeleteThe advert was offensive to us christens, jesus is not something that u can joke about, we believe in jesus as our saver and the advert was out of line
ReplyDeleteAds are not meant to joke so the point is getting a message to the target audiences
DeleteAs an advertiser it is your job to make the advertisment get people to be interested in your product,If the majority likes the advert and other are saying they don't like the advert,As an advertiser you have to go with the majority,those steps of advetisement are very important and they will make you good advertiser.
ReplyDeleteThank you Mr Mothobiba for ponting out that As an advertiser it is your job to make the advertisment get people to be interested in your product
DeleteRed Bull should have handled this in a much better way. I guess they just didn't think Christians would not find their joke funny. This just goes to show that PRPs, we need to look into our messages carefully before they go public!
ReplyDeleteGreat one Mr Mmako as PRPs, we need to look into our messages carefully before they go public
DeleteI must say that I am very disappointed with the way this advert was designed, but who can I say I blame, of coz the agency designed it. Advertisements should be non-personal communication designed with purposes of selling the brand not to upset people neither degrading their religious beliefs, especially not with what most people value.I think that this advert needs to be reviewed by the SAARF
ReplyDeleteso what is SAARF?
DeleteSAARF® is the name by which the South African Audience Research Foundation is familiarly known. SAARF's main objective is to direct and publish media audience and product/brand research for the benefit of its stake-holders, thereby providing data for target marketing and a common currency for the buying and selling of media space and time. SAARF has thus the responsibility to measure the audiences of all traditional media such as newspapers, magazines, radio, television, cinema and out of home media. This is done by ensuring that the necessary joint industry research surveys are conducted every year to provide updated audience information for all traditional media
Deleteadvertisement i meant to persuade not arise question and how will they think christians we feel
ReplyDeleteNot only focusing on persuation but also informing your costomers about your product.
Delete