Art of Commercials

See more. Learn more. The Art of Commercial show will be on again in Dec and Jan. Check it out. I will definitely go. We may bump into each other !

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Giordano's frog

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One student asked me why Giordano re-uses its frog logo from ages ago. I said I know don't know. Really ! Giordano is a value-for-money brand. If it prints its logo onto the T-shirts and jeans, be it the frog or anything that says "Giordano", will sales increase ? Probably not. Giordano is a brand you wear but you don't want to admit. It's not a brand like Nike or LV that can uplift your image after all. So if it puts the frog back onto its product, there may be adverse effect on its sales. I haven't visited its store at the time of writing but according to its website, it hasn't added back the frog to its products. I wouldn't do that either. So what is the point of having the frog back in its print and advertising materials ? To remind us of its good old days ?
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芬達 Fanta Da咩"火羅"!

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What does it mean by Da咩"火羅" ? Da咩 is Japanese meaning No/Stop. "火羅" is Cantonese slang meaning embarrassment. So the ad is trying to say you are smart drinking Fanta and there is no more embarrassment. Yes yes yes you are clever enough to understand what Da咩"火羅" means and there is no need for me to explain. This was exactly what I had in mind when I heard the radio ad of Fanta explaining what Da咩"火羅" means ! The ad is intended to create some kind of new buzzword for the young in the hope that it will be a 潮語 among them. Yet it is feared that this new buzzword is not understood. So an radio ad is produced to explain. Who planned all these ? The adult marketers. Buzz is not created by advertising. It tells in your face. It's not quite the way of communications to the young.
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Ask yourself as a FB user or a user of any social media : under what circumstances would you share a page, a video or any news ? Either you find it useful or funny for others to enjoy. So in this case, if you don't find the HKET page useful, you just won't share it. Would such lucky draw boost the number of people sharing the page ? Some people may be attracted but I suspect most of us won't really bother. Try paying people to become a fan of your page ? You will need to pay more. LOL
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