An advert made by booking.com in 2014 (here) was became controversial and was the second most complained about advert in the UK that year. They substitute swearing for "booking" and aimed to increase and reinforce brand recognition.
The advert aired in cinemas as well as TV so many children saw it which is what lead to many people questioning if it was appropriate. Its not a service that's aimed toward children but their parents or other adults instead and they're just a secondary audience that would see it.
Since the service is geared more toward adults the humour is directed at them,so I think using booking to substitute swearing appeals to adults well.
I wouldn't say that the advert is offensive as its not actually swearing and is done in a fun and humourous way. I can kind of see why people can take offense if they think it encourages kids to swear, but I wouldn't personally say it does that either as its pretty light hearted.
I think the ad does work well to reinforce brand recognition as they cleverly use their own name as a substitute for swearing,so the name is easily remembered for how its used. Also since the advert was controversial it makes it stick out to people. Even if its controversial the name of the company is still spread and remembered because of it.
The advert aired in cinemas as well as TV so many children saw it which is what lead to many people questioning if it was appropriate. Its not a service that's aimed toward children but their parents or other adults instead and they're just a secondary audience that would see it.
Since the service is geared more toward adults the humour is directed at them,so I think using booking to substitute swearing appeals to adults well.
I wouldn't say that the advert is offensive as its not actually swearing and is done in a fun and humourous way. I can kind of see why people can take offense if they think it encourages kids to swear, but I wouldn't personally say it does that either as its pretty light hearted.
I think the ad does work well to reinforce brand recognition as they cleverly use their own name as a substitute for swearing,so the name is easily remembered for how its used. Also since the advert was controversial it makes it stick out to people. Even if its controversial the name of the company is still spread and remembered because of it.
Well done Alex,
ReplyDeletefantastic responses and analysis based on the four questions.
The basis was always is it appropriate and fit for purpose.
The TA again is varied.
Merit
Mrs McD-H