Friday, 26 April 2013
EMPATHY is a word that means that someone is able to share or understand the emotions and feelings of another person. Someone may need to have a certain amount of empathy before they are able to feel compassion. In advertising, empathy is the selling in term of 'transfer of emotion'. Advertiser must be able to capture the minds, the hearts, and convince the potential customer that "we feel for you" that their brand are truly cares about them. Empathy mostly can be found in public services announcement in any part of country in the world.
Empathy in local ad:
National Cancer Society Malaysia
maternal health, cancer, breastfeeding, smoking is dangerous to babies
The advertisement above use/portrays the unknown female breastfeeding her baby. the use of indigo colour to show that it is a poison
Negative - Unforgiving, Irresponsible, Unconcerned.
Maternal health refers to the health of women during pregnancy or childbirth. Smoking in pregnancy results in serious risks for both the woman and the foetus Cigarette smoking by pregnant girls and women has been shown to increase risks of complications in pregnancy and to cause serious adverse fatal outcomes.
Empathy in International Ad:
human rights, manipulation, victims
The advertisement above use/portrays the workers were sitting in the toolbox.
Negative - Manipulated, Frightened, Victimized
It must have the reason why they choose to put workers in the toolbox. Clearly the pictures says the workers resembles the tools of the toolbox. It is because workers are just like other human being. They also cannot be treated as a tool.
Sunday, 24 March 2013
LOCAL TVC : WALL'S ICE CREAM FOR CHINESE NEW YEAR
IDEA : Family, Chinese New Year Celebration, Happiness,
CONCEPT : For the concept, the TVC showing nothing but the important elements in family which is to share the happiness. In addition, the child as the narrator itself, tells that with Wall's ice-cream making his Chinese New Year with his family, extra special.
INTERNATIONAL TVC : SRI LANKA EYE DONATION
IDEA : Donation, Sympathy, Disabled.
CONCEPT : The TVC showing a scene of the conversation between a man and a blinded child. From the scene, I can say that there are so many unlucky people out there that needs help. "Pass it on when you're done with it" tells that when someone already passed away, the organ which is the eyes can be useful to the people who need it. I believe that everyone who watch this TVC would be so touched.