The Allswell drink commercial has been having its fair share of fame, or should I say shame, recently, with the attention it is getting from Singaporean audiences.
'In a nutshell, the ad features the woman persuading her man to drink some Allswell beverage because it is healthy. After some haggling, she convinces him by saying "Because I love you". Basically the advertisement attempts to persuade viewers to consume the product through the depiction of interpersonal relationship, hoping to appeal and convince in terms of pathos and ethos.
The use of interpersonal relationship to appeal to emotions usually works wonders when in comes to persuasion, however in the case of the Allswell commercial this concept seemed to have gone horribly wrong and failed miserably. 'The overall feedback is that the the advertisement is a cheap production with bad dialogue, acting and a cheesy script to boot.' Wow, my thoughts exactly.
The concept of the advertisement is said to be based upon the idea of love and concern for one's family members, and targeted only at the local market. Perhaps it was trying to breed a sense of familiarity with the casting of ordinary local looking actors and their usage of singlish, but the effect was less than satisfactory in relating to us local audiences. In fact the first time I actually caught the advertisement on tv mobile (I think), I was in UTTER shock and disbelief at how an advertisement this lame can be approved for production by the company.
However regardless of the overwhelming negative comments, the company still managed to see a jump in sales of up to 10 percent since the airing of the advertisement. The power of media influence in perception - bad publicity = criticisms = exposure = attention. I say bad publicity is better than no publicity at all huh? The wonders of reversed psychology.
In my opinion, the weak and illogical concept of the ad not only does little in promoting the product to consumers, it brings embarrassment to the company, as well as the image of us locals; what with the couple's weird and senseless dialogue in the ad. ('uncle don nid don nid' ?!)
Allswell should seriously understand that it is just a fine line when it comes to laughing with them and laughing at them.
Persuaded by the ad? What say you? Comment and share, ehhhhh because I love you? :D
6 comments:
i agree with that article too! i think there should be a limit to psychologically convincing consumers to buy a certain product/brand. There should at be certain facts supporting the advertisements or even if there isn't, that should be because the quality or functions of that particular brand is highly unquestionable. The brand has to have certain reputation for its good before it can use psychological advertisement. eg; Nike's "I dream" ad was leaning towards image and emotions, but nike is a brand that is well known and well-trusted, hence the ad was still successful. on top of that, the ad was supported by famous stars, who will not settle for low quality goods because they can afford to obtain better brands.
Bottom line, that advertisement is lame:/
mumtaz!!!! i love youuu hahaha. oops disclosed your name.
yes yes this ad is the ultimate lame thing and i think you raised a good point on how brands that do not have a well-known reputation ought to promote their brand even more through the use of familiar famous faces or at the v least a good sensible story plot that will manage to capture audiences attention and emotions. first impression DOES prevails after all
i guess what allswell did was to totally flush their image down the toilet and close two eyes when deciding that the commercial should be filmed. (*snorts)
saw it in e theatres the first time and after the ad ended, the cinemas was left with an air of disgust and embarrassment for the poor talents having to say those corny lines, and for the poor dubbing and subtitling - ENGLISH subs for spoken ENGLISH.
well i think all allswell can do is to learn to love criticisms and seek solace in its 10% profit in sales.
:) i bet they're hoping we cut them some slack 'because we love allswell..."
I wanna start off by saying that this advert is probably the WORST i've seen in my lifetime...
it's is so bad that if there're Oscars for such adverts this one will win
1) WORST ADVERT OF THE YEAR
2) WORST ADVERT OF THE DECADE
3) WORST ADVERT OF THE CENTURY
YES IT IS THAT BAD...
I seriously wonder who came up with the script, and why the actors in the ad would want to take up that role...
I am very sure that their friends would be poking fun at the actors, by holding a bottle and saying :"because I love you." ugh.
In any case, perhaps what Allswell wanted was to stir an uproar. If that was that aim, I would say kudos to them because THEY HAVE SUCCEEDED!
But I am not too sure about people wanting to drink it, and this ad doesn't mean that the drink will become popular. People remember ads, not really the brand, and we'll be seeing spoofs on youtube soon.
There're definitely better ads elsewhere,
and We All Know One
I don't think I've been more disgusted by an advert than I have been by this one. I believe the concept to be decent enough (if they can't afford proper talent then scriptwriters are obviously out of the question), but the bad acting and cringe inducing accent just ruins it completely.
If you want a sample of a heart-warming emotion ad, take a look at the Petronas ads for racial harmony (or something like that)
http://au.youtube.com/watch?v=rJvJgvXcoMQ
thanks mia, nic and latimerism for agreeing w me how wonderfully horrible this ad is.
to latimerism: i thot the ad was adorable!! definitely ethos at its best. sweet and meaningful msg being conveyed thru such a sincere and non pretentious ad love it (: thanks for e recommendation!
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