Tuesday, September 7, 2010
Effectiveness
The advertisement works effectively in selling the product because it is short and to the point. People just see Imperioli for a few seconds and the impression they get is the tequila is great because it pours itself and its for "macho men." Imperioli uses the hard, dark appeal of a mafia member to give the tequila a cool and more masculine appeal. On the surface the advertisement only seems like a harmless ad that is using a "mafioso" to help sell the drink with his hardcore attitude and persuasion. Now because people only see the surface because the ad is so short they buy into it and therefore, Imperioli is effective in selling the tequila. However, because no one takes the time to analyze the ad they never see the negative portrayal of Italian people in it and proceed to buy the drink. If people would delve deeper into it the ad would probably not be as effective.
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I agree that the shortness and frankness helps sell the product. The marketing team for Imperioli went in the direction of selling it to men, enhancing the aspect that "if you drink this, you too could be sexy/handsome/strong/manly". In a way they can tap into insecurities and use that to their marketing ideas.
ReplyDeleteSince the commercial is short and to the point, people knows exactly what the product is and have no questions. I believe this is a good strategy for ad campaigns but personally I wouldn't want to buy tequila if a mafia member thinks it is cool. I agree if that if people analyze the ad any deeper that it would not be as effective.
ReplyDeleteThe strategy of having a short and sweet commercial is definitely successful. In the short commercial, it persuades the reader that it is classier, more convenient as well as a better product.
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