Advertisements are a form of communication that is used to persuade consumers to purchase a product. Advertisements form part of every marketing plan of a product or service and takes on different forms as technology increases. The costs vary and while some may be expensive, companies invest a lot of energy and monies in getting them right the first time. Most large businesses do not develop advertisements on their own but contract agencies to perform that aspect of the job. We cannot deny the immense power advertisements have on a potential market and will not underestimate the powers they may have over a particular group of people.
As marketers, we have to be very careful with the messages we send with an advert. In that, when you create an advertisement you have to ensure that are not violating rights and also not discriminating against any group among others while at the same time accomplish other objectives. Advertising executives with their creative teams must ensure that these advertisements do not offend a group and that to me is the most important factor to be considered when creating advertisements.
The Jamaican market is not an educated one and that is no excuse to produce adverts that are not fashionable, full of taste and ones that are refined. Recently, over a year there have been advertising campaigns promoting energy drinks. Of course in a sexualized country like Jamaica, sex doesn’t only sell it is embedded in everything we hear and see. This is not to say that this does not exist in other markets and are with other products or services but it exist in a raunchy way.
In this post I have decided to analyze two advertisements that promote a similar product. Both are energy drinks but the company has decided to highlight the feature where it assumes to help someone’s sexual drive. Nothing is wrong with that, some people need the help and are grateful for such but it shouldn’t be done in a distasteful way that offends groups especially when the ad is booked to be seen by children.
The first video below is the product called Magnum. They released this video maybe over a year ago and had the tag line “a mus di magnum inna him” which translates in English to mean “It’s the magnum in him”. The advertisement depicts a couple in a bedroom. The woman slips in the bathroom to take a break apparently from the hot sexual experience. Overall the advertisement although sexy is tame to some extent not giving much away, leaving much to your imagination. Watch below.
The other product called Mandingo is another energy drink which promises to assist you with your sexual abilities in the bedroom. On the streets Jamaicans combine this product with beers to make a stronger drink which even heightens your ability in the bedroom – so they say! This advert however, is very trashy, offending and is distasteful in every way. This advertisement should not have been approved with the extreme and over the top sexiness. This advertisement is shown when families sit to watch television on any given evening. In posting the videos I have decided to post the first Mandingo commercial.
I am not amazed with the production of some advertisements in Jamaica. I know people who create advertisements for major international companies here and they have no experience in marketing only a connection and network. It is sad because they give others in the field a bad name because of their poor reputation. My favourite video above is the first one – I must say. The female talent in the advertisement is very convincing, and she does a great job by not being over the top – just safe. However, the female talent in the second video who is a popular porn star is very raunchy, sick and unappealing. The second Mandingo commercial is so in your face and it makes it blah. Nothing to aspire to be or anything left to the viewer’s imagination. Anyway, that’s Jamaica advertising for you. Don’t get me wrong we have great ads too.
We couldn’t end on a bad note, so I decided to post an advertisement from Japan. It is an energy drink and just watch how sexual abilities doesn’t play a role in the advert. We know Japanese to be hardworking and ambitious people-they accomplished just that in the advertisement.