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Introduction
Video commercials effectively impact potential customers, while musical video clips gain millions of views on the social network. However, one cannot state that such information pieces always successfully affect recipients. According to Kovačič (2014), it is possible to use the ACTION model to analyze how effective a video is. This framework focuses on whether six specific components, including aim, connection, techniques, identity, opportunity, and numerous others, are present in a clip to stipulate that it effectually influences customers (Kovačič, 2014). The ACTION model can be used to analyze two commercials and one YouTube video.
Best Commercial Ever!!! by Loveallaroundyou (2009)
Values: mutual help, caring for others, health.
ACTION Model
Aim. This commercial’s target population is people of all ages and genders. It seems that the video demonstrates that people should take care of those who need it. However, the only measurable action that the video spot can promote is to visit a specific website (morethanmedication.ca), and this aim is perfectly met.
Connection. A good first impression allows the target audience to establish a connection with the video. In the beginning, the information piece makes viewers interested in who the boy is and what he is doing (Loveallaroundyou, 2009). Then, the connection is established when it becomes evident that the character takes care of his sick sister.
Techniques. Successful techniques are used to lock viewers’ emotional states with the advertised website. The commercial creates interest and tension and then provides spectators with the understanding that the boy took all his actions to make his sister happy.
Identity. Many people can find the given advertising relevant to their identity. The rationale behind this statement is that numerous individuals are familiar with what it takes to be ill or to take care of a sick person. That is why the target audience feels empathy for the boy and is proud of his actions when it becomes clear what he has done at night.
Opportunity. The commercial promotes trance induction because it relies on tension. It is not clear what the boy is doing until the end of the video, which keeps viewers engaged in the plot.
Numerous. It is challenging to state how widespread the advertising video is. However, it has over 7 million views on YouTube, which denotes that many people have been exposed to it (Loveallaroundyou, 2009).
The Best Beer Commercial Ever Made – Carlton Draught by The Midwest TV Guys (2014)
Values: beer, joy, friendship.
ACTION Model
Aim. The target audience is only adults who like drinking beer. This commercial demonstrates that beer is exciting and important, which motivates customers to buy this beverage.
Connection. The commercial affects the customers’ subconscious level with the thought that people cannot stop drinking Carlton Draught even when they need to escape the police (The Midwest TV Guys, 2014). Thus, individuals will enjoy every drop of this beverage when they buy one.
Techniques. One can state that the advertising successfully locks joy with the given beer kind. That is why people are likely to be happy every time when they drink Carlton Draught.
Identity. Numerous individuals can find their identity within the commercial. When ordinary people drink beer, they can be fully involved in the process, and the advertising highlights this message.
Opportunity. Trance is induced and deepened with the help of excitement and tension. Viewers are typically interested in the chase and feel interested in whether the heroes will manage to escape the policy and enjoy their beverage.
Numerous. This YouTube video does not have many views, which explains that it can still influence many consumers because the effect of surprise has not drained.
Nicki Minaj – Super Bass by Minaj (2011)
Values: sexuality, beauty, and various fetishes (muscles, money, motorbikes).
ACTION Model
Aim. The video is created for high-school teenagers who like dancing music and are fans of Nicki Minaj. It seems that the main aim was to reach viewership, and this task was successfully met.
Connection. The images of sexuality, muscles, beauty, and money essentially affect the audience. That is why people watch the video clip and believe that they have a connection to these phenomena.
Techniques. One cannot state that the video is of high quality because the entire clip takes place in a few closed settings. Nicki Minaj is the main hero, while her body and face receive the most attention.
Identity. Teenagers become attracted to the video spot because bright colors and sexual bodies are present on the screen. Young people typically want to touch a “forbidden fruit,” and the video provides them with this possibility.
Opportunity. The video conveys feelings of happiness and excitement since the main hero is depicted as promoting them.
Numerous. This video clip is the most popular among the three selected sources because it has approximately 950 million views on YouTube (Minaj, 2011). Thus, it has reached an overload point where the video does not significantly influence the target audience.
Conclusion
The analysis has demonstrated that the three videos are essentially different because they convey various messages and promote versatile feelings. Among them, the beer commercial seems the most exciting for me. I liked the plot, shared the characters’ careful attitude toward their beverages, and was interested in whether they would manage to escape the chase (The Midwest TV Guys). I think that the same video will be the most effective in Croatia. Firstly, it is not necessary to speak English to understand the advertising message. Secondly, Croatia is the ninth biggest beer-drinking nation in the world (Croatiaweek, 2021). Finally, the commercial is successful and effective, which allows for supposing that it will impact people in Croatia.
References
Croatiaweek. (2021). Croatia 9th biggest beer drinking nation in the world. Web.
Kovačič, A. (2014). The ACTION model for measuring influence in advertising. Innovative Issues and Approaches in Social Sciences, 7(3), 90-103.
Loveallaroundyou. (2009). Best commercial ever!!! [Video file]. Web.
The Midwest TV Guys. (2014). The best beer commercial ever made – Carlton Draught [Video file]. Web.
Minaj, N. (2011). Nicki Minaj – Super bass [Video file]. Web.
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