Analysis of "Avon" Ad-films using the AIDA Model
Introduction
Avon
Products, Inc. has been in business since 1886, and even though television was
introduced in the United States
in 1928, it was not until 1953 when Avon
decided to use television as a communications tool to advertise its brand, and
to help build brand equity and brand essence. From
1953 to 2010, its advertisements significantly changed with its messages, but
the brand never lost sight of its target market, women. Furthermore, each era had its own persona,
and just like each era had its own persona, so did each Avon
ad-films, which can be seen throughout the different decades.
“Quality and Right
Price,” 1953:
The 1950s, also known as “The Golden Age,”
was a time of rekindled optimism in the post war era. It was the age of drive-in theatres, Elvis
Presley, “the Bop,” poodle skirts, saddle shoes, and bobbie socks. Thus, when Avon first introduced its brand on
television in 1953, the ad-film related to women of that era, this is seen in
the style of clothing worn by the spokeswoman, as well as the home furnishings
used for the set design, these qualities appealed to an older demographic of
women. There were no jingles or slogans;
over-the-top set designs, or underlying messages. The ad-film was straightforward. Furthermore, the camera (audience) acted as
the person of the house, who opened its door to the independent sales
representative, who came into the home and told them about Avon ’s
fine cosmetics and toiletries. The
representative told the audience about the variety of products, as well as the benefits
of each of those products. In addition,
the overall message focused on moderate pricing and quality. At the end of the commercial the sales
representative explained to women consumers how and where to purchase Avon products.
Analysis.
1953
“Quality and
Right Price”
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A= Attention
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An
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I= Interest
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D= Desire
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A= Action
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Table 1.0 AIDA Model
for 1953 Avon television ad-film, “Quality and
Right Price”
In the
beginning of the advert an Avon representative comes into the home of the
viewer, and begins a conversation with the audience, telling them the reason
she is in the viewer’s home is to tell them about Avon’s fine cosmetics and
toiletries. This grabs the viewer’s
attention in two ways, one, Avon wants to tell the audience a story, this draws
the viewer in, and two, the commercial’s design was an interactive approach,
which makes the commercial more personable, as though, the viewer owned the
house, and they were the ones inviting the representative in. Furthermore, interest was built by the presentation
of the Avon products by the representative,
telling the viewer about the benefits, such as its lipstick, not drying the
lip, as well as lasting for hours. Then,
the advert built desire by telling the viewers that the products are of the
finest quality and moderately priced. In
addition, the commercial closed with the Avon representative telling viewers
where to purchase Avon products (action), either
through a representative or by mail. Furthermore,
the ad-film was effective from attention to action, incorporating every element
of the AIDA model. Although the
commercial lacked personality with jingles and slogans, it made up for it in
its clear messages, as well as grabbing the viewers attention, peaking interest
and desire, and finally, telling consumers how to purchase the Avon brand. Therefore, this ad-film was very effective.
“Face of the Eighties,”
1982:
The 1980s was
an era of Reaganomics, the Iraq
war, a time of “big hair,” Michael Jackson for Pepsi, Walkmans’, and boom boxes,
as well as the MS-DOS/PC-DOS by Microsoft.
It was a time of individualism, which can be seen in the fashion trends
that defined the decade. This
individualistic attitude can also be seen in Avon’s, “Faces of the Eighties”
campaign, which wanted to step away from traditionalism of the “cookie cutter”
face of the previous decades, and step into a style that was defined by the
individual using the Avon brand. The
design of the commercial used a jingle that started out with a 1950s sound that
was the opener for the story. Thus,
girls in 1950s clothing were putting on make-up, then; the commercial switched
to the 1960s, with girls dancing like go-go dancers, and then the commercial
showed a frame of girls from the 1970s, all the while the announcer exclaiming
that the make-up in each of these eras was “cookie cutter.” Then, the 1980s frame came on and the music
changed to a 1980s sound, along with the slogan, “The Face of the Eighties is
Yours,” which reinforced what the 1980s stood for, individualism. Avon’s message was telling consumers that by
using Avon products would give them
individualism. The commercial kept
repeating the brand name in its jingle, but did not tell viewers how or where to
purchase products.
Analysis.
1982
“Face
of the Eighties”
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A= Attention
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The announcer grabs audience
attention by telling them the “cookie cutter” story
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I= Interest
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Announcer
tells audience that the 1980s is the end of the cookie cutter face
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D= Desire
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Jingle tells audience they can
do anything they want to do with
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A= Action
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The brand name was repeated
several times in the commercial, but did not tell viewers where to purchase
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The commercial grabs your
attention by the opening story that the announcer starts telling about the
1950s through the 1970s make-up only having one look (cookie cutter). In addition, the set design was colorful and
the music was fun, thus, grabbing the attention of the audience even more. Interest for Avon
products began with the announcer telling the audience that the end of the
cookie cutter face begins with the 1980s.
The desire for Avon products stemmed from the jingle telling the
audience that they can do anything they want to do with Avon
products because the look of the 80s was theirs. The jingle also repeated the Avon brand name several times, but did not tell the
audience where to purchase its products (action). Therefore, if one were not familiar with Avon
products or its direct selling mode they would not know where to purchase the
products, and would have a very difficult time finding Avon
products. Thus, the advertisement was effective,
with the exception of the action element, which was lacking, and needed more
information for the viewers.
“Outspoken,” 2010:
The first decade of 2000, which
was the beginning of the 21st century and the third millennium, was
a turbulent time, marked by al-Qaeda and the 9/11 attacks, the Iraq War and the
fall of Saddam Hussein, as well as the invasion in Afghanistan ,
by United States and United Kingdom armed
forces. Furthermore, the era ushered in the
worse economic crisis since the Great Depression, and the swine flu and SARS
epidemic claimed thousands of lives.
Although, the decade was turbulent, it did bring in tremendous change in
the United States ,
such as the first African American president, the iPhone by Apple hit retail
stores, and the human genome was decoded.
Furthermore, during this decade, celebrities set
the trends that people would follow in fashion.
This concept of trend setting by celebrities can be seen in Avon ’s “Outspoken” television advert, which is a
fragrance brand by Fergie, an American recording artist, who is known for her
confidence and sensuality, which is depicted throughout the commercial. The opening frame of the commercial allures
the viewer in as though they are under a spell, with a seductive music beat,
and Fergie dancing provocatively. The overall message of the commercial states,
“There’s only one way to be heard, say it like you mean it,” a message that
relates who the Avon brand is in the 21st century, a brand that
empowers women, not only with confidence, but finding their own sensuality with
its products. Finally, the commercial
ended by telling the audience to call their representative to purchase the
product, as well as providing the Avon phone
number and website.
Analysis.
2010
“Outspoken”
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A= Attention
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Grabs audience by Fergie’s
confidence and sensuality, as well as a seductive music beat
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I= Interest
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Fergie
exclaims, “There’s always more than one way to be heard,” while revealing the
product
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D= Desire
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Then, Fergie says, “Say it
like you mean it!”
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A= Action
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The announcer tells
audience that the perfume was
sold
exclusively through
purchase the product through a
representative. Moreover, a
phone number and website
address
provided
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Table 1.2 AIDA Model
for 2010 Avon television ad-film, “Outspoken”
The “Outspoken,” commercial grabs
the audience attention with its seductive music beat, and Fergie dancing
provocatively. This pulls the audience
in. Then, interest is created when
Fergie exclaims, “There’s always more than one way to be heard,” while
revealing the product. As though to say,
the perfume can speak for you. Then, the
desire for the product came when Fergie says, “Say it like you mean it!” This
makes the audience want to purchase the fragrance because when one cannot speak
up for their self, then the perfume will do it for them. In turn, giving them confidence. At the end of the commercial, the announcer
tells the viewers that the fragrance is only sold exclusively by Avon, as well
as to call an Avon representative to purchase the product, or to check out
Avon’s website or call the Avon phone number
(action). Moreover, this ad-film was effective
from attention to action because it embodied every element of the AIDA model,
as well as grabbing one’s attention from start to finish, and creating interest
and desire, all of these elements was compelling, and the message was clear, in
addition, information on how the consumer could purchase the Avon brand was not
ambiguous.
Conclusion
Just as each
era had its own uniqueness, style, innovations, and aurora, so did Avon ’s commercials in each era, which never swayed from
its target market, women. Looking into
yesteryear one can see how far Avon has come
in their pursuit of fulfilling the needs of its target market, which can be
seen in its adverts throughout time.
From telling them about the products quality and benefits, with its
first television ad-film, to relaying messages of individualism, to its current
messages of empowerment, hence, instilling confidence and sensuality in women
around the world with its brand. In
return, building brand essence and brand equity, which has made the brand very
successful throughout the years.
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