http://www.adweek.com/aw/content_display/creative/new-campaigns/e3i81c348259fac112e045541bae1aaf637
Post your answers by Wednesday, April 29th at noon (12pm).
1. Does the partnering of Tiger Woods and Gatorade to promote the new sport drink "Focus" cross an ethical line with its use of cartoon-like/Disney-like creative?
2. Apart from children, who else is targeted with this ad?
3. Does the use of Tiger Woods' iconic image, mislead or send mixed messages to the target audience?
1. There is an ethical dilemma when it comes to using cartoon like creative in commercials. This is immersive advertising for children. children already don't understand advertising as basic as for children's cereal. this commercial used an entire 60sec spot to create a high quality mini cartoon. The commercial was hardly about Gatorade at all. The whole commercial was about the Tiger character and his improvement in performance. This commercial was designed to get kids hooked and long enough for them to watch it over and over. This Disney quality cartoon creative ensures the youngest ones will look forward to this commercial.
ReplyDelete2. The ad also targets the parents who will ultimately make the purchase. The more persuasive the commercial is for kids, the more they will try to persuade their parents. this commercial is definitely attractive enough to kids to motivate them to ask their parents more than once.
ReplyDelete3. The simple use of Tiger Woods is not what sends the mixed message. The icon of Tiger alone has a valid relationship to the concept of a sports drink. It is the message and the delivery that is confusing for children. The message that a drink can enhance athletic performance that much is very misleading. The fact that they are being sold something that is not a necessity, with a cartoon mini episode is also misleading.
ReplyDelete1. This does cross an ethical line because the endorsement of a sports drink + the animated advertising does not link together. Even though this type of advertising does exist, its attracting audiences outside its target market which are mature athletic people.
ReplyDeleteThe story line is suppose to be embracing on Tiger Woods success, but who is going to fall more inspired by a cartoon? children or athletic people?
2. People who look up to tiger woods. Sports oriented people, parents, coaches and overall people who are fans of gatorade.
3. the message isn't misleading. it is a proven fact that we do lose salts and other things our body expels when we have a vigorous work out or task in our lives. Its just another brand of Gatorade that people might be interseted in "inspired" by Tiger Woods focusing abilities. However, another sports related celebrity can do the same thing because all sports require patients, focus, and practice. Tiger Woods is just well known and people like him.
the only mixed message i see is the drink making a person remain focus when its actually being hydrated and concentrating through practicing that will produce the focus outcome. the sports drink is just an added plus