I watched recently the Lebanon Mine Action TVC (http://www.youtube.com/watch?v=677ALNqYVC4) .
I perfectly understand the intention behind such execution in an attempt to grab the attention (and am sure it is delivering on that, and many viewers are liking the commercial), but why take the risk and go till the end of the commercial with the same misleading tone of voice and using terms such as “toy”, “very special” and “limited quantity” given that the primary target audience are villagers and kids! The call for action, which is the objective behind the commercial, came very weak where possibly many viewers might have missed it. I think it could have been much more effective simply by creating a mixed mood of both confidence and uneasiness at the same time through the script plus having a powerful call for action at the end.
So my question is: does it resonate with the primary target audience?
i agree with you that the tone used to describe the mine as a toy is actually so tempting and inviting to approach and possess the mine instead of being aware of it.
ReplyDeleteAnd to answer your question,yes the ad does not resonate within the primary target But not because they are naive or won't understand the terms used or the get confused bt the tone, but because the "villagers and their kids" are the most people actualy aware of the mines, their dangers, different shapes,the safety measures and the merciless harm it causes, given the educating, straight forward advertising messages that were run in the south since the end of 2006 war till now,in addition to the workshops conducted by the Unifil and moreover the fact that each of the villagers and kids would have someone in their family or neighbourhood who has been attacked by a mine.
my feeling from the beginning till the end of the ad is that it understimates its primary target audience. and i'm sure they feel the same way too.
Actually very valid point.
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