Since the first commercial advertisement of Bulova watch appeared on July 1, 1941 (Samuel, 1992), when is just two years after television was invented, this industry has been developing for more than 60 years. But just look back the former television commercials, it could be found that the commercial has steped into an advanced period, both from the commercial theory and practical operations. Currently speaking, there are variety kinds of elements to fulfill a classical commercial, just like the childhood element, which could always attract customers’ attention. This essay 管理assignment代写 firstly describe Persil ‘Dirt is Good’ television commercial which is designed within the childhood element inside. Following this, it 管理assignment代写 fulfill an objective thinking and detailed evaluation on this piece of case via theory analysis and comparing with other similar commercial cases. Finally, it 管理assignment代写 try to get some piece of advice or recommendation on this kind of commercial.
The description of Persil ‘Dirt is Good’ television commercial
Persil is one of the most popular household brands in world wide which belongs to the household chemicals giant Hankel (Peisila, 2009). This brand has established its own culture about their different kinds of washing product, so there commercials are classical and attractive. There is one piece of Persil’s commercials called dirt is good, which describe the children chasing and playing with dirt around the clothes and body, then the Persil’s product just appears to be the key to clean it. According to Persil’s webpage, the goal of this commercial is to give the natural part of learning to children, just let them talk with the original environment, original stuff in order to learn the knowledge and enjoy the fun. Objectively speaking, this culture spread with the vehicle of commercial just brings Persil a great piece of success.
During this short television commercial, there are key factors on designing. Firstly is the childhood, which could be agreed and reminded by most customers, every adult surely take the childhood as an important role. So this element could attract more attention from the customers as it aroused the memorable childhood. Consequently is the children, which is another different element, the roles in the commercial are all simple and lovely children, they mean the fresh hope and pure sample of the children customers infront of the television. So in some ways, it could be acknowledged by the yonth. Lastly is the fresh culture, most advertisement use the positive and brilliant elements to attract customers´ agreement, but to the opposite, Persil just used the negative element, dirt. For one thing, it is really attractive to get customers’ attention, for another thing, this selected culture element is the sympol of freedom and enjoying. So generally speaking, the key factor inside Persil’s commercial is the childhood culture. However, Persil is not the only brand to operate the commercial with this element. Besides, there are so many commercials choosing the factors of children for elements. For example, the commercial of Mcdonald’s, baby in the cradle, choose childhood culture to show the glamour of Mcdonald’s. This piece of commercial successfully won the Cannes Award in 1996 (Advertolog, 2009).
Evaluation of the factor of childhood in Persil ‘Dirt is Good’ television commercial
During 90 seconds time of this commercial, there is not too many montages, but a simple space and the child with robot appearance. However after the end of this commercial, almost everyone who watched it 管理assignment代写 be touched, for the spirit Persil insist: Every child has the right to be a child (Persilb, 2009). The following is the objective evaluation after some research on this commercial.
There are three key factors inside this commercial that is childhood, child and special culture. Considering these factors all together it could be found that childhood is the core factor. For one thing, childhood help to make the role of child attract positive interest to understand this commercial; for another thing, the childhood is the vehicle of the special culture expressed. So, during the whole time of this commercial, childhood reminds so many customers of the youth period. Under this background, more customers 管理assignment代写 agree that the spirit of this brand: Every child has the right to be a child. It really is the nature part of a simple child to acknowledge and understand the world. So, one of the key successes is that this brand effect is well known by the market with a positive impression.
The core of the spirit inside this commercial is to give back the freedom to children, just let them find their way, play without any trepidation. So both the children and the parents 管理assignment代写 realize this spirit. Then more and more freedom 管理assignment代写 come to children. That just means that children could spare their efforts to get fun, as they are told: dirt id good, they 管理assignment代写 enjoy themselves in crazy ways. So after more and more children came back with mud and dirt all around the clothes and body, more and more washing product i s needed, so the market is effectively provoked. Meanwhile at this time, they 管理assignment代写 not fell puzzled to choose the brand of washing products, because that must be Persil’s product.
For the adults, besides the feeling of the former memory, there is another function, just to enlighten them with the view of child. Child is thought as simple and pure, so the enlightening feelings improve the impression of Persil, which 管理assignment代写 indirectly increase the sales figures and reputation.
This is evaluated from the technical way on this commercial, in many ones’ eyes; the advertisement industry has been stopped for a long time without any advance. Too much money spent on it is only for the repeat and rough ideas (Singh, 1993); this appearance has made the customers boring and not comfortable. So in some ways, it can say that such commercials 管理assignment代写 not make use for a long time any more. But the feelings on Persil’s this commercial, it brings a fresh feeling to the information receiver. The childhood element inside it just attract everyone to fulfill watching it, it is a warm feeling. Just like children fight with dirt and mess in order to get knowledge and experience, and Persil just acts the role of mess fighter.
However, the negative aspect could not be neglected. As a matter of fact, this piece is not suitable for every place. The childhood element with the special culture 管理assignment代写 not achieve the goals as wished. The reason mainly is the culture difference. For example, in part of Germany, most women do not like this spirit from this commercial, they prefer the clean and white clothes, so the effectiveness in such locations can not do well.
Compared with other commercial within the factor of childhood, just like the McDonald’ commercial: baby in cradle, which won the Cannes Academy, as mentioned before, that one also takes the childhood as the most important element to express the effect of the brand. So analyze this piece of commercial with McDonald’, McDonald’ looks so simple and funny, also is attractive. Meanwhile the culture inside the commercial is well accepted by nearly everyone watching it.
After the analysis of the advantage and weakness of this commercial caused by the childhood element, here is also some added recommendation on this commercial: in order to face the tough situation in some parts, some suggestion should be followed, the native culture should be learnt and researched, usually the result just gives a proof that the commercial does not match the native culture very well. So considering all these, something with native symbols should be added into the new commercial. For example, in Germany this commercial is not popular, so just obey the native culture; the elements in this commercial could be expressed more softly, which 管理assignment代写 reduce the aversion from native customers.
In conclusion, after the objective analysis on the childhood element in the Persil’s and other commercials, it could be found that childhood is popular among the customers. For one ting this special element just reminds the customers of the memorable childhood time, which could help to strengthen the positive impression on the relative brand, for another thing, the irritation of the spirit required by Persil just make the market share bigger for the brand. When compare Persil’s commercial with McDonald’, there also give some proof of the restriction of the advertisement of Persil. Meanwhile, the negative aspect of this commercial should take some useful advice; just consider the fitness between the elements inside the commercial and the native culture.