GOOD AND BAD AD OF ACER

The good ad and the bad ad that I saw were produced for the same brand and the same product.

The product is Acer tablet.

GOOD AD

http://www.youtube.com/watch?v=m2EhJXx7Tp4

The good ad that attracted me was a 2-min narrative ad. The ad depicted a westerner traveling in the dense forest in Taiwan. He accidentally met a beautiful Taiwan indigenous girl and followed her to her tribe. In there he was warmly welcomed and he enjoyed the traditional festival of the tribe. He basically used his tablet to find his ways in the forest and draw pictures of the mountains and a little kid. The ad is poetic and pacific, thus it makes me focus on the story line and tablet usage in the ads. Though I'm not convinced to purchase a tablet, I am inclined to link tablet with a mysterious and soothing travel experience and at the same time have a better understanding of the portability and versatility of Acer tablet.

It is important for me that the ad does not blatantly claim the functions of the product but integrate the functions into emotional resonance. It seems obvious that confident statements about the advertised products have been observed too much on every media that they have nothing but annoying effect on me. Also, since people's mind is deeply metaphorical, a story that embraces important aspects (e.g. selling points) of the product and wrap them into plural stimuli which are temporally and spatially connected can actually maximize people's attention to the ad, hence to the product, through a well-integrated and smoothly flowing metaphor.

BAD AD

http://www.youtube.com/watch?v=aDIyRkMmXTk

Two anonymous cross-talk comedians talked about why they wanted to buy an Acer tablet. The ad is noisy with quizzical, painstakingly manipulated voice. The comedians try hard to make themselves funny in a boring selling context. The artificial humor, which activates nothing but my memory of a peddler or charlatan's style, certainly has a strong reverse effect on my perception of the ad, hence the product. The other fatal fault of this ad is its desperate eagerness to show the advantages of the product. Final comment should be: be very careful to use cross talk as a form of advertisement. Reason is that it is humorous only when it is meant to. As a traditional Chinese art form, it is both too blatant and sarcastic for both informational and persuasive purpose. Though it has a wide range of audiences, it is easily annoying and disturbing when aimed to transfer an artificial claim far from natural art.