ALA102: Creative Brand Communication
Shiseido: The Secret of High School Girl
Analysis
This advertisement for a makeup brand especially with the Japanese brand is very unique. At first glance, we will see very typical Japanese high school theme for introducing the makeup but we can see the twist when the video rewind the process of the makeup slowly de- process of putting makeup not to a girl but to a guy.
The editing and shots of the video is very stylish and aesthetic visually and the background music change from soft cute and girly sound theme for the girl part into very rock, boyish sound theme to showcase the guy part.
The advertisement have an element of surprise and eccentric and great perceptive to sell makeup. The main message for this particular ad is the power of makeup.
Discussion
New Associations
‘[Advertising creativity] may be best described as the forming of a new association of words, images, meanings or events to produce an original communication intended to modify buyer behavior in some way’ (Ewing, Napoli & West, 2001, p. 161)
Unexpected but relevant
‘Creative ads make a relevant connection between the brand and its target audience and present a selling idea in an unexpected way’ (Drewniany & Jewler 2014, p.2)
Attention grabbing
‘Only when the execution of the commercial “grabs” them, whether through pathos, an unexpected laugh, or a sudden “snap”, do people pay attention to or think about advertising (West, Kover & Caruana 2008, p.42)
Reference list:
Ewing, M, Napoli, J & West, C 2001, ‘Creative Personalities, Processes, and Agency Philosophies: Implications for Global Advertisers’, Creativity Research Journal, vol. 13, no.2, pp. 161–170.
West, D, Kover, A & Caruana, A 2008, ‘Practitioner and Customer Views of Advertising Creativity: Same Concept, Different Meaning?’ Journal of Advertising, vol. 37, no. 4, pp. 35–46.
moon.wysl 