BMI Healthcare - featuring an emotional cocktail: of attractive female image of customer saying “How do I choose the right private hospital for me?” Answered by a persuasive use of endorsement “Over 6,000 consultants choose to work with BMI” given depth through performance claims “Outstanding clinical teams, state of the art equipment … the largest private hospital group…” And clearly branded. This is a persuasive corporate ad.
Coca-Cola - mmmm powerful use of the iconic image of the branded bottle shape with unequivocal performance claims in red (brand colour reinforcement) capitol letters for emphasis “NO ADDED PRESERVATIVES. NO ARTIFICIAL FLAVOURS” reinforcing the strapline ‘The real thing’ since 1886, stakes the claim of provenance and leadership. A confident ad yet somewhat flaky – so full of sugar nothing survives (and isn’t refined sugar an added preservative?) and the flavours? Tastes pretty artificial to me. The strange thing is I bought a tub of diet Coke for the children this week… So whilst I think the ad sucks, it has affected my choice at Tesco. Bad ads can be as effective as good ones – visibility creates favourability