INTERNATIONAL MARKETING ASSIGNMENT Name: Shehryar Abid ID: 18013005-043 Program: BBA (H) Batch: 13 Submitted To: Dr. Khalid Aesthetic Sense In Advertisement And Which Aesthetic Sense They Have? Aesthetic sense: Aesthetics is a core design principle that defines a design’s pleasing qualities. In visual terms, aesthetics includes factors such as balance, color, movement, pattern, scale, shape and visual weight. Designers use aesthetics to complement their designs’ usability, and so enhance functionality with attractive layouts. Aesthetics is a branch of philosophy dealing with the nature of art, beauty and taste, with the creation and appreciation of beauty. It is more scientifically defined as the study of sensory or sensory-emotional values, sometimes called judgements of sentiment and taste Aesthetics should be relevant to the core concept and it can be a picture, animation or any color. It is imp to prioritize the content and features of advertisement. Music: Music is a peripheral cue, capable of impacting attitude toward the advertisement and therefore the brand under different levels of involvement—both central and peripheral route processing, depending on the situation the consumer is in. More, visual components are processed faster and generate feelings. Musical structure in advertising influences emotional responses and behavioral intentions towards products. Sound: Sound is very important in television commercials. Sound makes a television programme lively; without sound, it becomes difficult to actually follow a television programme. Thus, sound adds to the beauty of a television advertisement. There is the need to make use of good and attractive sound. Colour: Colour is the sensation that is created in the eyes. Television advertising should contain colour that is attractive. The colour combination in the advertisement should be harmonious. The use of colour is very important in any production. Colour is the visual perceptual property corresponding in humans to the categories called red, blue, yellow, green and others. Because perception of colour stems from the varying spectral sensitivity of different types of cone cells in the retina to different parts of the spectrum, colours may be defined and quantified by the degree to which they stimulate these cells. Characters: The characters used should be attractive enough. The characters should be able depict exactly what the advertisement is saying. What this signifies is that the consumers who see the advertisement will assume that as soon as they use the product, they will look like those characters used to advertise the product. Aesthetic value, like everything else, does not hold beauty or truth in objects, but rather, in definitions. This means that the characters must be seen to be beautiful. The beauty of the thing is the recognition of a truth that is both universal and subjective. Dance: Dance in television advertising is a way of influencing people to purchase the product. The dance has to be well done, to capture consumers’ attention. Advertising is the communication method by which we mediate reality and meaning through life themes and life projects. Dance and its influence on consumers and their behaviors would be situated in the symbolic, experiential and embodied aspects of the consumption cycle informing the consumer‘s identity. What we will evaluate are the emotional, affective, aesthetic and hedonic dimensions of dance relative to television advertising in a consumer culture theory frame. Dance in television advertising is a visual, regardless of how the dance is being executed in the commercial. Examples of advertisement with aesthetic sense: Adidas: The major source of promotion for Adidas is marketing through television. Another major promotion method of Adidas is product placement. Product placement means where references to brands are made by featuring them in other work like movies and television programs. This is the first time that the sporting goods manufacturer has created a campaign that merges its three sub-brands: 'Sport Performance', 'Originals' and 'Sport Style'. By fusing the worlds of sport, music and fashion, it gives the most diverse glimpse into the brand to this date. Adidas uses a proper mix of Online and Offline channels for its promotion. Offline Channels: Adidas uses Television ads, Events sponsorships, OOH promotion to its best to reach out to customers. The brand also has tie-ups with leading sports personalities to promote their products. Coca-Cola: This ad shows aesthetic sense of religion. During Ramadan season, the Coca-Cola Norway decided to incorporate the Islamic crescent to commemorate the holiday. The company typically creates seasonal campaigns for Christmas. However, for 2019, they decided to be even more inclusive of their global audience. The detail that made it season appropriate was the crescent new moon shape which is often associated with the religion. This is a season of more intensive worship for the religion. It was used to boost sales and attract more religious customers. Moreover, it also fits with the cultural aesthetics. The Share a Coke campaign began in Australia in 2011, when Coca-Cola personalized each bottle with the 150 most popular names in the country. Since then, the U.S. has followed suit, printing first names across the front of its bottles and cans in Coke's branded font. You can even order custom bottles on Coke's website to request things like nicknames and college logos. Olpers Ad: This advertisement depicts many aesthetic senses but mainly it shows nature. Olpers as we know is a milk company which distinguishes itself from other milks as a safe, reliable and tested milk which is healthy for human body. The company grabs the attention of people by showing healthy environment and increase its value and number of customers. In the start of this ad, we can see nature which presents healthiness and purity. The animal (cow) is also kept in a well-maintained farmhouse and is shown happy because she is in its natural habitat i.e., nature. Focus is on pure feed and as we can see the cow is fed with natural food only which emphasis deeply on the core message of the advertisement that is the aesthetic sense of nature. The background music also adds value in the overall aesthetic sense of the advertisement which focus on a happy life with the use of Olpers milk. When we talk about culture this ad is suitable for specific regions like Pakistan, it is not suitable in India because their core value is different from Pakistan. They worship animals so it will be disastrous to have such kind of advertisement in India. Faiza beauty cream: This ad of Faiza beauty cream shows a girl is first shown having a very dark complexion. The model is depressed because of her complexion and then she enters a room and comes out having a fair and clear skin just by using the cream for the first time. This ad just uses aesthetics like a fair coloured model, lightning and other effects to make the product appealing to the consumers. This ad was quite successful in its early years in Pakistan as people are have more dark complexions here. Many women used to purchase this cream in the hopes of that their skin colour would change and that it would have a magical impact and they would become as white as snow. Faiza Beauty Cream to remove pimples, freckles and blackness of the face. Faiza Beauty Cream is used for spotless, beautiful and white colour face. Within few days of usage, you will feel the difference. Faiza beauty cream is a well-known beauty product in the cosmetics world. It’s used for remove pimples spots freckles dark circle and refines your skin. It’s a skin whitening cream have no side effects. Men and women both can use it for fair and younger looking skin.
