Blog#3: Meiji Sport Milk (Shoko Yokota)

Hi, this is Shoko. I chose Meiji Sport Milk which is one of products of Meiji Holdings Corporation and the CM is shown below.

In the daytime, a woman runs around town and after she goes back to her house, she drinks Meiji sport milk.

We have an idea that milk is for children because milk is rich in nutrient so that helps child's growth. However the targets are not only children but also adults. Since adults have more options of drinks, they have less chance to drink milk but this product has a way to approach them. That is sport. Recently, adults have more concern with their health and we see many people are running and doing sports. Meiji suggests to drink Meiji Sport Milk after doing spot. Selling point is healthy milk with rich in protein, and low fat and that is also on its package too.

The actress appeared on the CM is 江角マキコ. She has cool, smart, and sporty images and is admired by men and women of all ages too. Although the character of this product is a bit boring, the choice of the actress is great.

It is actually a short CM-it has only 15 seconds, the message is really simple and easy to understand: if drink this milk after doing sports, you will be more healthy. It accelerates your metabolism and recovers muscle wasting.

Nobody thinks that drinking milk after doing sport is effective. Despite the length of the time, it works really well to tell its sells point and attractiveness.

Above all, it can be said that this CM succeeds to advertise this product.

Blog #3: NTT Flet's Hikari & the new type of discount “思いっきり割”(Minori Nagata)

I'm going to introduce the TV commercial of Flet's Hikari. Flet's Hikari has started a new survice of "a drastic discount". The homepage is here. And the commercial is below.

The whole story: There is a vampire who came from the past waking up in the beginning of the ad and he is informed of a drastic increase in rent by the granddaughter of a maneger. This event happens in a sharehouse of monsters. The grand daughter notifies a wolf and a frankenstein as well. But they ignore or resist the sudden increase. So Flet's Hikari proposes the drastic discount in an electric wave on the contrary.
  The TV commercial uses the three famous acters in Japan, Eita, Ryunosuke Kamiki, and Shinichi Tsutumi. They are so popular that the audiences pay attention to the ad. Moreover, the commercial only seeks humor so there is no meaning but it is humorous.
Therefore, the Flet's Hikari emphasizes only the drastic discount using humor and handsome acters.
  The sellpoint of the ad is the surprising cheapness. By applying for the Flet's Hikari, we get a great benefit in the price. As is shown in the homepage, the Flet's Hikari uses the phrase of “２年間最大で２７９７２円割引”. This means that the FLet's Hikari gives the customers the discount of 27972 yen in the largest. So the audiences feel like to begin the suevice as soon as possible.
  In my opinion, it will be successful because the new survice is very cheap. The Flet's Hikari is good at advertising the product because of the story making.

Blog #3: PARM Icecream - Meiji Nyugyo (Marino Mori)

Hi, this is Marino. I chose an ad that shows an ice cream named 'PARM' produced by Morinaga sweets factory. The ad is here A man and a woman is acting in the scene, and the actor is a quite famous person, ' Susumu Terajima'. In the ad, the woman stops by and talked to the man that his cars are nice. As the man got excited by the woman's positive impression about the cars, he gives an ice cream. While he is talking about the cars, the woman says ' It's good!' by herself. Even though the woman has disappeared, the man is keep talking without notice. Finally, when the man finds out that woman has gone, the narrator says that 'Kodawari no oishisa-PARM' which means that PARM ice cream can enjoy a selected taste.

  I thought this ad was interesting because the ad makes a link between the man's special interest on cars and the taste of the ice cream. When the audience see that the man is having a strong preferences on cars, it is easier to understand that this company is also focusing on strong preferences of taste of ice cream. This links are not obvious, but by hearing the narrator talk in the end, i can know the importance of the scene is that the man is sticking to their hobbies just as the Meiji company sticking to the taste of the ice cream.
  In the very end of the ad, it also shows different types of the PARM series ice cream. The last scene shows that PARM ice cream has variety of flavors.
Moreover, the color of the car was red, which is the same color of the ice cream package. I think the CM producer also intended to use the car in red to associate with the PARM ice cream. I consider that the target of this ice cream is not only for young kids who usually likes ice cream, but also for adults, since the main actor is quite middle-aged person. Therefore, the company may target the wide age group to boost their benefits.
  I think this advertisement is effective because the actual product is seen in the commercial, and it makes me want to eat them. The CG image of ice cream being dipped in the chocolate sauce also attracts the audience. It also shows the clear message that the company has focused on the taste of the ice cream, just as the man has being absorbed in the car. Thus, if the audience sees this commercial, I am sure that many sweet lovers get interested in the ice cream.

Blog#3 NISSIN CHICKEN RAMEN (KAZU)

Hi, I am Kazu.

I chose a TV commercial advertising chicken ramen from NISSIN. Here's the commercial I found from youtube. 

        This commercial is played by a famous actress named Yui Aragaki. It begins with Yui Aragaki singing original chicken ramen song along with the rhythm of the nursery song "むすんでひらいて", and it ends with Yui telling her friends to dip the ramen into an egg to eat like a "つけめん". The image of the commercial is really bright and colorful showing chicken ramen's image of being loved by wide range of people. The words being said seems real catchy because we all know the "むすんでひらいて" song since we are young. The selling point of this advertisement is that chicken ramen can be made really quick, and introducing a new way to eat the long beloved chicken ramen, which tempts people to try it. 

        I think this commercial is really effective in making the audience interested in the product. Since chicken ramen is being sold for a long time, it tends to get bored of the taste. However, this commercial introduces a new way of enjoying chicken ramen, as well as still advertising its original excellence; quickness. 

Blog #3: SUNTORY Whisky, “HAKUSHU” (Ryuko)

Suntory Holdings Limited has various kinds of products, for example, foods, beer, wine, liquor, supplements, cosmetics and flowers. In this blog, I would like to introduce whisky brand “HAKUSHU” and the CM shows the environment of distillery.

http://www.suntory.co.jp/enjoy/movie/d/217135128002.html?fromid=movt_hot

The narrator, Jun Oguri, a famous Japanese actor, asks a question, “Why HAKUSHU is prepared there?”The background music is “Memory” composed by Michael Thompson. Jun is overlooking the mountains from the airplane in order to show us the grate nature. HAKUSHU distillery is located in the Southern Alps foothills near Mt. Kai-Komagatake in Yamanashi prefecture.
  Water of valuable material is the fresh groundwater that is running over granitic rocks. In the air and environment located in 700 meters above sea level, the single malt whisky HAKUSHU ripens naturally. It is the craftsmanship which is extremely reached the highest level of development among the nature power of the forest. The barrel is crafted in the forest and the whisky has been laid in the barrel. After the time of ripening, it changes to amber. The image of the whisky are reflected in three keywords of the ad: the best groundwater, ripening and craftsmanship (名水、熟成、匠の技).
Enjoying the therapeutic effect of the trees, you will soon arrive at the distillery. As a whole this ad makes us the majestic feeling and relaxing to drink a glass of HAKUSHU.
I used to go there and have a plant tour. It was very interesting for me to see the process of distillation through the glass wall with the guidance of a beautiful woman. On the way it smelled malt aroma. After the course of the tour, they gave me a mini sample bottle of whisky. You may drink it with something to eat at the coffee terrace, unless you drive a car. Anyway, the nature of neighboring area is great. The tour reservation is needed.
http://www.suntory.co.jp/factory/hakushu/?fromid=hakushubrandsite_banner