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AN AD-CITING WEEK
StarMag, May 21, 2006
TO get an idea of which ads grab the average reader’s attention, StarMag interviewed a family living in the Klang Valley: IT professional Wiley Chin, his wife Dr Christina Chea, and their 10-year-old daughter, Li-Ann.
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Wiley Chin, his wife Dr Christina Chea and their daughter Li-Ann. |
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Wiley Chin, 41
– Rainbow’s “Cleaning shouldn’t be hazardous to your health” ad (April 26, Homes Star Special, pg 5): “There is a picture of a family armed with brooms and mops and everyone seems to be sneezing or blowing their nose. This got my attention because I have allergy problems and that’s what really happens if I get in a dusty environment. It’s a funny ad.”
– Standard Chartered’s “Charge and Get” ad (April 27, pg 9): “The girl’s facial expression got my attention.”
– Maxis’ “Unconditional love. For football” ad (April 25, Pg 5): “It is a funny ad because of the haircuts of the man and the boy. I actually spent time looking at their heads wondering if it really was their haircut or if the photo was edited.”
– Taisho Kampo’s ad (April 27, pg 22): “Different foods are moulded into the shape of a human stomach with a skewer going through it. I like it. It’s an intelligent ad. You do get the idea that the food is all just stuck in your stomach.”
– Fujitsu’s IT security ad (April 29, BizWeek, pg 9): “There is a picture of an ancient-looking large door with a chain and one old-fashioned padlock. I like the ad because it reminds me of a lot of IT companies which use very old ways of implementing IT security. This is a smart ad.”
Dr Christina Chea, 39
– Transport Ministry’s “Fasten Your Helmet” ad (April 24, StarTwo, pg 20): “The picture of the cracked skull is attention-grabbing. It is good because it should get the attention of the motorists and motorcyclists especially those who take their children on the bike without wearing a helmet.”
– Bumiputra Commerce BCB “Dream Deposits” ad (April 25, pg 21): “There’s a photo of a little boy in the driver’s seat of a Mercedes Benz and the tagline, Just about anyone can win. The idea got me – anyone can win, even a little boy.”
– Estee Lauder’s “Gifts to make her day” ad (April 28, StarTwo, pg 5): “It touched my heart because it has two photos of mothers with their daughters. The ad also got my attention because it is about mothers and as a mother it appeals to me. It is a very sweet ad because of the colours. The gift packages are also very appealing.”
– Zin Liang Jewellery ad (April 28, Mother’s Day Star Special, pg 24): “I liked the significance of the old hand over the young hand. It is also a good reminder that mothers are like jewels.”
– Janine home furnishings ad (April 28, Metro, pg 44): “The butterflies outside the bird cage got my attention. The way the ad projects the things that the shop sells is different. There is also an antique feel to the picture.”
Li-Ann, 10
– EnfaMama ad (April 23, pg 17): “I don’t know how the pregnant lady in the picture can do yoga.”
– Wyeth’s Caltrate 600 Plus ad (April 25, pg 22): “The ad says it has no preservatives, sugar, salt or lactose. Is that all true?”
– Hotlink ringtones ad (April 23, pg 9): “The people in the picture have funny hair.”
– Nespray’s “Answer the Additions” ad (April 27, StarTwo, pg 5): “I like it because it’s funny. It says three plus two glasses of milk equals to ‘wee wee’.”
– Focus Point’s “Hot Grabs!” ad (April 24, pg 3): “The cartoon of people was interesting because their bodies were so long and the girls’ skirts so short.
Conclusion
Chin seems to prefer amusing, intelligent and more thought-provoking ads, while his wife, Dr Chea, prefers ads that appeal to her on an emotional level as well as ads that she can relate to. Their daughter, Li-Ann, seems to be at an age where she questions everything. This explains her curiosity over pictures and statements in ads.
Copyright Star Publications (M) Bhd
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