Strauss (2006) Strategies used in advertisement
Use of Jingles
(1)Subaru Vivio (automobile)[JAPAN]
| female voices singing: A B C D Vivio ni ABCD (car name) to |
jingle: A B C D on the Vivio |
|
| male narrator: eya baku to shi di pureya air bag and CD player |
male narrator: Air Bags and CD player |
|
female voices singing: |
jingle: come [as standard equipment] |
|
male narrator: |
male narrator: ABCD Vivio is really popular. |
(2)Miru Miruyogurt drink [JAPAN]
((female voice sings the entire commercial))
onaka o miru miru.kirei ni miru miru.
stomach (prod name) cleanly (prod name)
mainichi miru miru.tsuzukete miru miru.
everyday (prod name)continue (prod name)
kenkou miru miru.kurabete miru miru.
health (prod name)compare (prod name)
shikkari miru miru.
firmly (prod name)
sugoku karada ni ii
very body for good
miru miru to miru miru E.
(prod name) and (prod. name) E
ENGLISH TRANSLATION:
miru miru stomach (.) miru miru clean
everyday miru miru (.) continue miru miru
health miru miru (.) compare miru miru
firmly miru miru
very good for the body
Miru Miru and Miru Miru E.
Playing on words
(3)Posomi Mega Slip (disposable diapers)[KOREA]
woman:hwŏlssin yalbajin posomi mega sŭllip.
Posomi Mega Slip, it’s become so thin.
jingle:tukke-nŭn chŏlban konggi-nŭn ssong ssong ŏngdŏngi-ga posong posomi.
With half the thickness, the air (can) penetrate and baby’s bottom is dry—Posomi.
(4)Tario (spray starch)[KOREA]
jingle:swipke swipke tarimjir-ŭn tario-wa hamkke pudŭrŏpke chwak chwak p’yŏji-ne.
(You do) ironing with Tario easily, easily wrinkled shirts become smoothed out, softly, you’ll see.
((deleted text))
female narrator:tari-l ttae-n tario.
When you iron, it’s Tario.
(5)Scalpecin (medicine for itchy, flaky scalp)[U.S.]
((man appears on the screen wearing a black jacket, white shirt and red tie)) With my itchy, flaky scalp ((scratches w/one hand)), I need two hands ((now with both hands)) for itching and two more for flaking ((two MORE hands come out and start brushing jacket off, as if he has four hands)) ((male voice)) Now all you need is new double action Scalpecin. It helps stop deep scalp itch and dandruff, too. Scalpecin is not a shampoo. It’s a clear liquid you don’t wash away. Starts working instantly to get under the dandruff with a medically proven medicine these dandruff shampoos don’t have. New double action Scalpecin. ((man on screen, folds his arms)) No more flaking. No more itch. ((male voice)) Scalpecin. Helps stop deep scalp itch and dandruff. |
Manufacturer as trustworthy guarantor
(6)Tylenol Sinus (medicine) [excerpt]
Tylenol Sinus. The strength you need from the name you trust.
(7)Buick LeSabre (automobile) [excerpt] (1996)
| As sure as the sun will rise across America. The families that travel will have one common need: to be safe. That’s why so many American families put their trust in Buick LeSabre. |
(8)Toyota Celica (automobile) [excerpt]
I think people are sold on Toyota because Toyota is thought to be the most reliable car on the road.
(9)Home Depot (building and home improvement supplies) [excerpt]
Brighten any room with Phillips light bulbs. You’ll find everything from halogen to fluorescent bulbs at a guaranteed low price—everyday at the Home Depot.
(10)Goodyear Tires[excerpt]
The new all-season Infini-tread. Its tread is guaranteed for as long as you own your car.
(11)Ssang’yong Isŭt’ana (automobile) [excerpt] [KOREA]
Benz kisullyŏg-i kŭ daero Isŭt’ana
Isuthana (made) with exactly the same technology as the (Mercedes) Benz
ŏdisŏna midŭmcikha-n saenghwar-ŭi tongbanja
a trustworthy life companion anywhere
apsŏ-n saenghwar-ŭl ikkŭr-ŏ ka-nda tŭndŭnha-n sŭnghapch’a
It leads a better life. A strong and reliable car.
Ssang’yong Isŭt’ana.
Ssang’yong Isŭt’ana
Manufacturer as benfactor and agent of care, concern, and emphathy
(12) Ch’ŏngu Sikp’um (food company)[KOREA]
nae agi nae kajog-ŭl mŏnjŏ saenggakha-mnida. We think about our baby and our family first.
in’gan-ŭl chonjungha-nŭn sikp’um hoesa A food company that respects people
Ch’ŏngu Sikp’um. Ch’ŏngu Sikp’um
(13) Kellogg’s Corn Flakes [excerpt][KOREA]
jingle:Kellogg’s choh-ŭn kŏn-man tŭry-ŏyo. Kellogg’s gives only good things to you.
(14)Pogŭm Poch’ŏnggi T’imp’anet (hearing aid)[KOREA]
sori-ŭi kwijungham-ŭl asimnikka? Do you know the value of sound?
palg-ŭn sori salm-e kippŭm-ŭl chu-nŭn sori sori-rŭl. Sound that is bright and sound that gives joy to your life.
Pogŭm Poch’ŏnggiT’imp’anet Gospel Hearing Aid, Tympannette
T’imp’anetPoch’ŏnggi-nŭn sori-ŭi kippŭm-ŭl ch’aj-a tŭri-mnida. Pogŭm Tympannette Hearing Aid will find the joy of sound for you.
Pogŭm Poch’ŏnggi. Pogŭm Hearing Aids
(15)Sobunal (throat medicine) [excerpt][KOREA]
((scene shows a corporate conference room full of people and smoke))
male announcer:((directly into camera, as if addressing viewers directly))
karae ttaemun-e kosaeng manh-ŭsijiyo? You’re suffering a lot from phlegm, aren’t you?
((scene changes to outdoors—a taxi driver is coughing, we assume, because of the visible exhaust))
male announcer:
chŏrŏn (exclamation of empathy) Oh my
male announcer:
sobunar-ŭn mog-ŭl p’yŏnanha-ge hae chu-jiyo. Sobunal makes your throat comfortable.