Assignment Help on Ad Analysis
Identification and Discussion of advertisement Limitations:
Dry July is an organization In Australia that motivates people to go sober in July and raise funds for patients suffering from cancer (Leukemia Foundation, 2018). This was founded by three students in 2008, this organization was initiated through the deed that these students didn’t consume any alcoholic beverage and instead raised the money to get a television for a family member who had cancer (F&P, 2018). The campaign by Dry July in 2018 had the aim to motivate Australian citizens to raise money for cancer patients so they showed a cancer patient telling his friend that he wants to join Dry July campaign. The advertisement was for a good cause that they want more people to join this campaign and they were attracting the customer by showing a cancer patient who is suffering from cancer himself. However, anyone who watches the advertisement won’t understand what they want to portray as the period of the advertisement is short which is 30 seconds and they haven’t communicated properly such as, they didn’t properly tell in the advertisement what is Dry July creatively. They failed to show in the advertisement what was the objective of the campaign and why was the cancer patient requesting his friend to sign him for the Dry July. The locals will understand what Dry July is but the tourists who visit Australia in July won’t be able to guess what this organization does and this can also happen with the new migrants. The Dry July advertisement upon which this report is upon is about a cancer patient who gained sympathies among the audience but they didn’t understand the concept behind it that how can being Dry July can help people who are affected by patients. The audience needs some clarity in it, people became empathetic but instead of re-watching the advertisement they researched it so that they can be clear what the advertisement is talking about (Watson, 2017 cited in Dawson, 2017). According to Alison Tilling (as cited in Dawson, 2017) states that the advertisement surprised her, it also got her thinking about the cause that the campaign was trying to portray but she was confused and was left with numerous questions in her head. She also added that the actor who is playing the cancer patient was quite young and watching the advertisement made her ‘reach the bottle’ not give it up as a young person being infected by cancer due to drinking is quite rare. Moreover, she compared this campaign with Movember and Red Nose Day which according to her are raising money for serious issues as the Dry July campaign is a month-long and most people won’t be impressed by it.
The idea behind the campaign was heartfelt and the way they broadcasted the scene where they are showing a cancer patient to attract the audience but, as mentioned above they didn’t advertise it properly. The time period was very short, they need to at least make an advertisement which is more than a minute. They did not use the right marketing technique to address the issue in a creative way that will tell the audience what is Dry July. If comparing this particular advertisement with Dry July’s other advertisements they were really innovative for example when Dry July broadcasted Erica Radio Spot in 2019 in which a voice of a women explains how to autocorrect can misinterpret conversations and create confusions so they connected this with being alcoholic often tends to affect a person’s relationship with their parents or friends. Furthermore, this advertisement motivates the audience to sponsor this campaign and to be alcohol-free for a month which will not affect the relationship with your spouse or parents. Erica Radio Spot was a smart technique to engage the audience. The directors of this campaign were also awarded Gold and Silver awards in Sydney (Shaw, 2019). This campaign used humor to engage the audience to urge them to come forward and raise funds for the organization. This 2018’s Dry July advertisement was emotional but audiences need the source on how to raise money for it that is not given, this needs to be addressed as it is broadcasted in Erica Radio Spot’s advertisement. The purpose, the cause, and the company were the same but one got millions of reviews and the other left the audience confused.
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Dawson, A 2017, ‘Campaign Review’, Mumbrella Pro, blog post, viewed on 20 September 2019, < https://mumbrella.com.au/dream-partnerships-pr-agencies-brands-can-achieve-face-mounting-pressures-455876>
F & P 2018, ‘Dry July Foundation from $3,000 to $30 Million’, blog post, 9 March, Fundraising & Philosophy, viewed on 20 September, 2019, < https://www.fpmagazine.com.au/dry-july-foundation-3000-30-million-354488/>
Leukemia Foundation 2018, ‘Dry July Foundation’, Leukemia Foundation, blog, viewed on 20 September 2019, < https://www.leukaemia.org.au/get-involved/our-events/dry-july/>
Shaw, K 2019, ‘Hear Australia’s Best Radio Campaign of The Year – Dry July By Clemenger Bbdo Sydney’, Campaign Brief Asia, blog, viewed on 20 September 2019, < https://campaignbriefasia.com/2019/05/10/clemenger-bbdo-sydneys-dry-july-ads-named-best-radio-campaign-at-the-annual-2019-siren-awards/>