Other than passing on the basics of analyzing print advertisements, one of our main goals for this blog is to compare ads based in the Gulf with ads from other parts of the world.
You may notice that advertisers change their advertisement based on the region, but they do not change the product. Let us look into some examples ...
Pepsi uses different advertisements for its target audience
The colors red, blue, and white symbolized Pepsi and represents the brand image. The layout, logo and of the ads are the same, yet the visual appearance or the model used is different depending on the region that is been targeted.
Both ad targets football fans and players, however, the geographic location is different. One is targeted for Arab countries, and the other is targeted for West countries.
It seems that Pepsi paid more on the ad of David Bekham than it did for the ad in Arabic, because Bekham is an icon of football that is known globally, and the ad could also be used to target audience globally from all regions. However, the one in Arabic uses icons from Egypt football players that might be known only in the Arab region.
Pay attention to detail!!! Notice that the Arab based one has a group of football players, since most Arabs countries are known as collectivists. The Western based one focuses only on Beckham, even though you can see bodies in the background, they are not important..and this is to support individualism.
Another point to notice is the location of the logo.. First look at the Arab based one, the logo is placed behind the group of football players, but it is still noticable. Now look at the Western based one, which has the a large sized logo beside Beckham.
Also, the Arab based ad is a temporary ad because it can only be used during the African Football Cup 2006 in Egypt, which is the overall theme. The Western based ad doesnt follow a specific theme and it is not binded by a certain period of time.
Pepsi has different ads to be advertised for different segments, and these two ads are targeting football players and fans as mentioned previously.
Pepsi doesn’t need to sell its product, so the purpose of the ad is to or what is called as an advertising appeal is to remind the audience about the brand and its image.
The same concept is applied for Coca Cola as it did for Pepsi, yet different audience is been targeted.
Coca Cola used an Arab singer as a model, and in the other ad it used two Indian actors to represent it.
The Arab ad targets the Arab region, while the other ad targets Indians mostly. There is no specific demographic segmentation used for the ad, but the geographic location was segmented. For each area or region, the models changes based on the location so that the audience in that location will recognize the brand and relate to it.
The colors red, white and yellow represents the brand image
Pay attention to detail!! Notice that the Arab based ad uses the standard logo in a medium size, whereas the Indian based ad uses a different logo which is black and a smaller size and mentions a website.
Another difference is the background. The Arab based ad uses the Coca Cola colors, whereas the Indian based ad uses plain white.
Also, the actors in the Indian based ad are dressed casually and seen happy and smiling unlike in the Arab based ad where the singer is shown wearing an evening gown with a sparkling microphone and a serious face expression.
The purpose of both ads is to remind the audience about the product as Pepsi was doing
