Communication is not merely an oral process. It comprises in the essence of messages encoding and decoding transpired in almost all aspect of life. I am glad I have finally found an academic niche that I am willingly wanting to dedicate myself into it; to be part of the Communication world of researchers as well as to study in-depth about it – although it maybe a far cry from my Microbiology degree (but Social Science is my real passion!). There are many aspects of Communication incorporated in various fields of which I have learned and learning in my Master Of Corporate Communication programme in UPM :-
Communication element in “Principles of Advertising”.
- Psychology in Communication;
- Integrated Marketing Communication;
- Advanced Public Relations;
- Public Speaking for Professionals;
- Organizational Communication; etc
Evian water depicting on its brand theme which is to promote youth rejuvenation.
For this 3rd semester, I am taking the “Principles of Advertising” class. Now, you might wonder how advertisement relates with Communication? Now, advertisement happens to be one of Integrated Marketing Communication tools. It is used to convey messages from the brand manufacturers to the audience. Via advertisement, Communication elements such as brand positioning, market segmentation and targeting as well as the corporate branding (logos, taglines) are married together to create impactful and effective advertisement.
Nando’s unique punchline depicting on Malaysian scenes : 1) Malaysian political tagline; 2) Dato Lee Chong Wei’s Olympic failure but unified Malaysians.
Our lecturer, the funky and friendly Dr. Azura asked us to find any advertisements we know and we are to discuss in the class the elements that drawn us to the advertisement as well as the story board or the way how the brands are projected via the advertisement. It was exciting to see a lot of advertisement shared by my coursemates such as :-
- Poh Kong Jewellery (presented by Prem) – using adaptation of ‘Lord Of The Rings’ element;
- The Nigerian Indomee (presented by Ibrahim Oyewole) – using the localization of Nigerian dancing rituals as well as family features;
- Evian Water (presented by Vicky) – using the illusion of adults and kids to convey the brand’s message which promotes youth rejuvenation;
- MILO billboards (presented by Liyana) – using the active lifestyle as the ethos of advertisements;
- Nando’s (presented by Natalia) – using provocative punchlines depicting the reality scenarios happening in Malaysia as well the global ‘in’ things. I am really captivated with Nando’s creativity in creating the taglines!!
By drinking Pepsi Max, Beyonce symbolically declaring she is a new “Grown Woman” and “live the now moment of her life” by letting go the past.
As for me, I have chosen Beyonce Knowles’ Pepsi Max advertisement which was nicknamed as “Mirror”. It was launched in 2013. I told the class that I found the advertisement quite appealing as well as unique especially to the pop culture aficionado because it assembled all the iconic images of Beyonce’s previous video clips into one advertisement. It is to show that it was the ‘past’. And coincidentally at that time, Beyonce departed professionally from her father’s management and she has been labeling herself as a ‘newly-found, independent woman’.
The ensemble of Beyonce’s iconic images : from “Crazy In Love”, “Bootylicious”, “Single Ladies”, etc.
Now to emancipate from her ‘past’, she launched a track called “Grown Woman” which served to be the background music for the advertisement. Coincidentally as well, Pepsi Max is launching the brand’s campaign as “Live For Now”. Therefore, Beyonce was depicted drinking Pepsi Max to ‘forget the past’. The subliminal message is simple : by drinking Pepsi Max, you are living your life in the moment without forgetting your past but to embrace it as lessons in life.
“Crazy In Love” reincarnation.
“Single Ladies” reincarnation.
I also relate the celebrity endorsement idea that goes in sync with the famous TEARS model. During Question-and-Answer session, my Iranian coursemate Youssef asked the possibility of that by using a female figure to endorse the brand, could it be that female consumers are drawn back due to ‘envy’ towards the curvaceous figure of Beyonce although predictably, men would be drawn towards to her?
Mirror shatters – let go of the past.
Celebrity endorsement is a viable element in brand advertisement.
We had discussion and my point was that although there could be some quarters of female consumers drawn away from the advertisement, it is also possible that certain female consumers would be fascinated with the advertisement as they aspire to ’emulate’ the celebrity persona which could possibly transcended from their musical interest towards Beyonce. So, the advertisement was a symbiosis project for both Beyonce and Pepsi where both parties benefit from one another.
The “Live For Now” Pepsi Max campaign.
Communication is fascinating, isn’t it?! This is my passion. (,”)
The Pepsi Max advertisement, dubbed as The Mirrors by Beyonce.