Assignment 4 | Advertisement Analysis

 Vicks Generations of Care #TouchofCare


The Target Audience
The entire idea behind the brand is "it is for everyone". This ad is an institutional ad that aims to pay tribute to the existing users and also shows that Vicks is inclusive.


The Key Selling Message
Trans issues and trans rights are the main focus of this ad, especially adoption by trans people which is still frowned upon in our country.


Other Allied Messages
The ad also shows that care knows no gender, and Vicks doesn't discriminate because a mother's love can come from anywhere.


The Tone Of The Ad
Serious, emotional and touching.


The Appeals Used In The Ad
Emotional appeal


Emotions Used In The Ad
The ad works on several emotions like love, sorrow, respect and happiness. It could also invoke anger towards society in some people, but it is entirely subjective.


Ad Production
If you want something to move people, it has to be told like a story. And this ad does that very effectively. They build up to the story just like in short films.


Product Placement
Product placement is very subtle. The Vicks bottle comes only in one shot and that too, it's out of focus. The product might go unnoticed initially, which is good, in a way, and is done intentionally because the advertisers are not promoting the product alone, but instead, the idea of Vicks being a second mother, a caregiver.


Branding
Vicks is a household name. Our grandparents have used it, our parents have used it, and we also use it every time we have a runny nose or a congested chest. The teal and deep blue cylindrical bottle is imprinted in our minds, and we've always seen Vicks as being a comfort during sickness.
For ages, the advertisements for Vicks have showcased a "conventional" mother taking care of her sick child and/or her husband. This ad just took a different take on the concept of mother.
A mother need not be a cisgender woman or biological. A mother can be anyone who loves you unconditionally and cares for you.


Cultural Significance Of The Ad
The ad first aired in 2017, which was also the time when there were severe protests in India for LQBTQA+ rights (Article 377). This ad was released in support of these protests and also for trans rights by sharing the real-life story of Shreegauri Sawant (Trans Rights Activist).


What Works and What Doesn't
I've watched this ad several times, and it's one of my favourites. I don't feel that there is anything to change as it is very beautifully taken. 

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