Here’s another pair of advertisements to compare and analyze
Two different companies
Two different parts of the world
Yet same product!! Take a look..
Hayat and Blue Waters are two companies that sell water, one is for Arab countries and the other is for the West.
You can notice in both advertisement that the brand is trying to sell a product. However, the ad that is targeting Arab countries uses a celebrity to advertise for the product. When you first see the ad you won’t understand what the ad really means, because the product is placed in the corner of the ad with the brand name under it. The celebrity took all the attention from the main message that the advertisers are trying to sell.
You can see that it is difficult for an individual to receive the intended message. The background of the ad sends mixed messages for the audience, which makes it confusing and hard to understand. The layout and the design of the ad doesn’t support the product been advertised. It is hard to notice what is the goal or the purpose of the ad.
In the second ad, Blue Water send a direct message for the audience which is to advertise for their product and sell it. The way they placed the logo of the brand and the picture of the water bottles grabs the audience attention because they are positioned in a place at the subject’s eye level.
Even the lighting and the design of the ad attracts the audience attention because the colors represents water and nature. It makes an individual thirsty when he or she first sees the ad. The motto “ join the blue crew” and the way the font is used matches the theme of the ad.
Both ad uses emotional appeals to relates the consumer’s social and psychological needs for purchasing the product. But not all the ad were successful in delivering the intended message to their target audience. I think the Arab based ad could have used more creativity and effort to push their product to be more noticable. I don't think that they always need a celebrity to promote a product, because thats when advertisers tend to make the mistake of focusing on the celebrity rather than the actual product.
