They begin this ad on what looks like one of the most memorable moments of our American history: the first moon landing. In this sense they automatically bring up the advertising technique of Patriotism. By using an event that every person in the USA remembers or is aware of to start off their commercial they make it seem as if you don't buy their product then it is like not knowing the significance of this moon landing. They make it seem as if one is not American or does not love their country if they do not buy this product.
Along with this technique they also use the Testimonial technique by using Tiger Woods to endorse their newest Gatorade product. The mixing o these two techniques, Patriotism and Testimonial, the Gatorade advertising team does a great job making it seem as if this is the perfect sports drink. By using Woods in their commercial they also hint that if you drink their newest product you can become Tiger Woods, which we all know is not completely possible. It is also possible that they are just trying to say that "by drinking this drink you will become the best at whatever it is you are doing." To be honest I'm completely sure that at the time that this commercial first came out it was super successful, now probably not so much but still it is very well put together.
The need that it seems that they are most likely trying to access is the need to achieve. I mean seriously though golfing on the moon? I completely hate golf and still wouldn't mind trying to do that. It seems like a completely impossible idea and because of that the advertising team tries to get their viewers to have a little rush as they watch this ad and think about how absolutely amazing that event would be. Again I don't like golf but this commercial still gave me that feeling while watching it and so I think that the Gatorade advertisers did an excellent job in this case and really reached a new level of success.
Finally, a last thing that I noticed while looking over this commercial for their new (now old) Gatorade I couldn't help but think about how Gatorade itself is a Reification. It does not seem like anyone really drinks any other sports drink, at least that I am aware of, and so this completely makes sense. Gatorade has completely taken over the sports drink industry and is completely dominating it. Just think about it the next time you do something athletic and come back overly tired and dehydrated, other than water you'll probably want a Gatorade...I know I do.
No comments:
Post a Comment