How Effective are the Ads you’re Watching?
Ads are always short, their about 30 seconds to a minute. It’s hard to believe that somehow these short clips can hold a story within them right? Well believe it or not, they do. In an ad for Dorito’s it shows two young brothers playing in their front yard. The older brother is sitting in a lawn chair playing with his Gameboy while the younger brother is sporting a cowboy outfit and watching his older brother play. Their mother comes home from grocery shopping and asks if the boys could help bring in groceries. Then the older brother makes a snotty remark and turning down the offer. The mother then goes on to say, “I guess you don’t want Dorito’s” at that point it becomes a mad dash to get the bag of chips and the younger cowboy brother successfully beats out snotty older brother. The ad is geared towards families, moms and dads and they show this in a pretty comical way. This is ad is interesting because it doesn’t just reveal that the ad is for Dorito’s right off the bat. We only discover that it’s Dorito’s once mom comments that they don’t want Dorito’s then moves into the house. Then comes the money shot of a perfectly placed bag of Dorito’s. The ad is very short however there is a story told with an exposition, this being the kids playing in the front yard, a rising action, this being the mom asking for help, a climax, this being the shot of Dorito’s when the two boys see what mom brought home, a falling action, this being the two boys going to bat for the bag of chips, and a resolution, when the young cowboy finds victory and has the bag in hand.
Another example would be the Budweiser commercial. This commercial is about making friends through Budweiser. And not just short term friends but friends that become your buds. The target audience for this ad would be really any man over the age of 21 even though this ad pulls more at the heartstrings. This ad is a little different because Budweiser isn’t introduced until later on in the ad. If the viewer was paying enough attention, the viewer would be able to see that the man in this ad was sporting a Budweiser hat. Other than that, we don’t see the big Budweiser truck until 30 seconds into the ad. This ad too, has a story line as well. the exposition is the farmer taking care of the horse as a baby. The rising action is when we see the farmer and the horse playing together and bonding together. Then comes the climax, the horse is shipped off and sent to wherever the horse is going via Budweiser truck, farmer is sad he just lost a best friend. The falling action is when we see the farmer going to an event in which the horse is apart of; farmer sees the horse and horse doesn’t pay farmer much attention. The resolution is when we see the horse running after the farmer and the two friends meet again and everyone live happily ever after.
The two ads are very different, ones funny and the others sentimental. I think Budweiser has a stronger narrative, people like emotional stories, people like happily ever after stories. The Budweiser commercial also does a better job at keeping my attention. I want to know what happens in the end, I just yearn for it to end well so badly. According to neurosciencemarketing.com, emotional ads did twice as well as rational ads. On top of that, I believe that people are more likely to share the Budweiser commercial due to the fact that it’s a little bit out of the ordinary for that brand. People don’t think of a sob story when we hear the brand “Budweiser”. Budweiser just has a better story.