UOB Bank Advertisement

UOB dolls razz -The custody dupet get it 1. 0 Introduction of the Company United Overseas Bank Limited (UOB) is a leading hope in Asia. It deliver the goodss a wide range of pecuniary run done its global ne 2rk of over 500 offices in 19 countries and territories in Asia Pacific, Western Europe and North America, including banking subsidiaries in Singapore, Malaysia, Indonesia, Thailand and importantland China.UOB (Malaysia) offers an wholly-encompassing range of commercial and person-to-person pecuniary processs by dint of its branches, subsidiaries and accessory companies commercial lending, investment banking, treasury services, trade services, cash management, home loans, trust circuit political machineds, wealth management, general insurance and life assurance. UOB also plays an active consumption in the community, counsellinging on children, education and the arts. UOB has been established the annual UOB fanf atomic number 18 Run to raise funds for chari ty.To solar day, UOB is rated among the worlds top banks by Moodys Investors Service, receiving B for financial strength, and AA1 and Prime-1 for long-term and short-term bank deposits respectively. UOB is proud to be the first to unveil the revamped UOB skirts tantalise in Malaysia. Besides sporting a new card face, the get of the concernisement shows that UOB gentlewomans Card is staying relevant to the needs of ultramodern women with new features.It is the first in the food market to develop a diligent phone industry, Ladys Soulmate dedicated to ladies, which helps card members access privileges through Google maps and a checkional guide based on AR engineering. Consumers grass download the Ladys Soulmate lotion from the Android commercializeplace to compatible mobile phones. It entrust also be progressively made available on orchard apple tree App Store, Ovi Store by Nokia and Blackberry App World. The ad clearly show that the UOB Ladys Soulmate application label a new era for the UOB Ladys Card, as it remains in bear upon with the progress of women nd technology. The advertisement does show its effectiveness as the card was already available in Singapore, Malaysia and Thailand, has a current membership of over 500,000. The advertisement expected to attract more than 500,000 new dame users. The confederation claims that the UOB Ladys Card is stoogeed to more than double by 2014, driving the continued growth of the banks card problem in the region. 2. 0 Discussion of the advertising 2. 1 Target Market The revamped UOB Ladys Card placed a strong idiom on wellness, beauty, fashion, connectivity and discovery.This put to work over of the UOB Ladys Card is well-timed(a) as a group same gender consumers seek to strengthen the brand promised to valued card members. The ad targets 2-year-old adult women, and they leave behind buy products non every last(predicate) for them but to show their financial health in their lives. We acknow ledge that todays women argon more strong-minded financially, assertive in their choices, mobile and technology savvy to stay affiliated. The evidence for the adman to choose this market member is because fe antheral teen adults may look for the requirement as stated before. 3. 0 Advertisement SourceThe ad focuses on dickens trendy ladys uplifted profile, smiling with rectify of satis evention, public may easily attract by them who emotionally aroused. The two ladies show in an appropriate way to market the companys course citation card as they are smell relax and rejoice, their face expression and body language prompt the impulse of women to obtain the credit card. It also shows that they are able to keep perpetuallylasting contact with privileges and deals via smartphone, the women looked grateful to get the cultivation from their mobiles. Technology on intercept is but one of the many benefits available to Ladys Card members.The new UOB Ladys Card proposition c entres around providing a total financial and lifestyle solution which complements the modern woman who is unceasingly on the move from connectivity, discovery, fashion and money matters. 3. 1 Visual and communicative Content Basically the kind of visual image used in ad is photographs. There is a few images show in diametrical ways. The rectangular picture with blank background is composite paste-up of several images from versatile sources used, whereas the on the whole image of two ladies adopts superimposed over from each one other. The others secondary images place near to the relate information.The roses for twain types of credit cards be to stand for women product. The corporate logos let ind in the design of credit card, the consumer already familiar with the logo. The car and branded stuffs symbolize exclusivity or luxury, visually depicted the financial strength for the group of target market they throne turn out. From the ad, we stinker see that two young wom en wearing high heels with an centerfield catching smile. The clothes and adornments they are wearing look striking as they walk in confidence, only related to self egoism. It seems like two go around friends sharing the same privileges and deals from the credit card.The image shows their legs walk unitedly depicted they shopping together, which also shows young women concern around neighborly need. Many women be suffice more financially independent and career orientated. The body language of the models in the ad seem like they dont cook financial worry. Although there are often claims of gender preconceived notion and the results have showed that women in general exit have a practically more impulsive purchase behavior than that of their male counter musical composition. Through this essential disposition it go out often hinder them from being able to ever becoming an efficient money saver.Thus, those offer deals in the ad may attract their attention. 3. 2 Semiotic An alysis It has bold print stating If we had our way, it would be Wednesday everyday and smaller print that promotes the offers of the credit card and targets women to leverage the related product and service e exceptionally on Wednesday. The ad is implying that women in club now sight employ care of their financial, yet still targets them to purchase more by employ the credit card. At the core of the UOB Ladys Card popularity is the endearing philosophy of this female- totally product, The Men Dont Get It. More than effective a signature tagline, it is an acknowledgement of the financial strength and independence of women, and the freedom of choice that is available to them. Now, underpinned by technology and refreshed with a host of new privileges, the company seemed like assured that the Ladys Card will continue to be preferred, extending their lead in the female space, I would find this advertisement particularly enkindle because it is promoting friendship, financial solid ity, health and beauty standards in our society, womens components as consumers which afford to chip in and the graphics of the ad focuses on.It is promoting credit card that only for female, which have antecedently been viewed as womens products and it will also influences women to buy these products on mens behalf. The two models are wearing striking outfits and dearly-won adornments. This influence perpetuates the sociological role of women in society as financial takers, as well as encouraging them being active in caring about their behavior and their need to use health and beauty products. This ad clearly promotes the credit card which peculiar(a) designed only for female, thats why the enounce stated there the men dont get it.The roses symbolized that the only attention of the company focus on the particular needs of women. They have taken a 360-degree approach in the Ladys Card unsexover, leveraging our insights into women over the years and research around the region . 3. 3 Layout and Design The headline shows in an appropriate way to has one-third-quarters up the page or advertisement space. The advertizer position headline statement where it can be seen quickest, this can arrive at sure the proof reader generally know what is all about.They avoid set headlines at the very top of the space because the readers eye is naturally drawn to between two-thirds and three-quarters up the page or space, which is where the main benefit statement needs to be. The advertisement involves the reader in paternity style of using the second and third person-you and she. Refer to the reader as you and she in the description of the ad does for the customer to get them visualizing their own personal involvement. The adman describes the service as it affects them in a way that they will easily relate to it.This advertising can be defined as using cool tones. It is often referred to as a Black Art, because it is orphic but cheerful. 4. 0 Publication The adver tiser has chosen the two almost common print media are newspapers and magazines. Print media is important because it can go along such a mountainous audience, and the great number of peculiar(prenominal)ized publications enables businesses to focus in on a target audience with a specific set of characteristics. The advertiser picks the objurgate time as the Malaysia Mega Sales runner from July until September 2010. The consumers can use their Ladys Card for undivided privileges.NEWSPAPERS When deciding upon a newspaper in which to advertise, there are three physical criteria to exact distribution, size, and audience. Newspapers are either daily or weekly, come in a standard or tabloid size, and reach to the highest degree all of the reading public, which is estimated to be around 85-90 percent of the population. Because of the broad demographic reach of most newspapers it is difficult to target a specific audience however, newspapers are effective in increasing awareness o f a business products and services in a specific geographical area.Types of ads placed in newspapers include display ads, classified ads, public notes, and preprinted inserts. Newspaper ads have some tractableness in their size. For instance, the UOB ad only takes up half portion of a page, while others might span one or two full pages. Regardless of this flexibility, newspaper ads can only use limited special effects, such as font size and color. These limitations lead to advertising pickle in newspapers because all the ads look very similar. Therefore, advertisers must use accredited copy and headings to differentiate their ads from their competitors.This is why the advertiser show theirl exclusive shopping, dine and beauty privileges, and the current technology, a mobile phone application called Ladys Soulmate. MAGAZINES With magazines an advertiser can focus in on a specific target audience. Audiences can be reached by placing ads in magazines which have well-defined geograp hic, demographic, or lifestyle focus. The advertiser has placing the ad in the localized edition of a democracyal magazine. In addition to the above factors, it is also important to consider the nature of the magazine ad copy.Magazines allow elaborate graphics and colors, which accord advertisers more creative options than do newspapers. Also, recent surveys have indicated that informative ads are the most persuasive. Therefore, it is important to include copy and art work that is direct and presents important product information to the consumer, such as how the product works, how it benefits the consumer, and where it can be purchased. Besides The Star, it also can be found in female magazine such as New Tide, July 2010.Those magazines are targeted towards young adult women interested in beauty, fashion and relationships. This advertisement is promoting both UOB Ladys Classic and UOB Ladys Platinum cards for women. 5. 0 Hierarchy Model Response The AIDA Model Attention The featur e followed by ad agencies is AIDA, which acronym stands for Attention, Interest, Desire and Action. The first A equals getting the attention of the readers. The ad in the form of a headline-Wednesday every day has grab the attention as it perks the curiosity of readers.The images of the credit cards with the symbol pertain to the company introductory paragraph. The advertiser gets the attention of consumer immediately by using the Wednesday special offer deals therefore readers will read the rest of the articles. The advertiser is generating an emotion, women go in confidence with big smile and setting up a situation. UOB (Malaysia) became the first foreign bank to recognize the confluent female segment in Malaysia when it launched the UOB Ladys Card. The ad plays with fear and greed for a moment.These two emotions unite as a key because almost every women would be arouse and has a certain amount of greed (possess everything that they want) and also has fear (questioning what if they at sea the chance to get all the great offer deals). The advertiser didnt use the headline to play the biggest benefit. They choose to appear that not only true but also in an exclusive way. The ad plays on emotions in their headline the two models address happiness and satisf operation, pump up their egos or show the luxury and branded items. The advertiser chooses the middle part to present the benefits in aspect of the credit card service.The readers may stipend more attention on the FREE word which showed in the subheading lines. Interest After the advertiser got the consumers attention, they focus on draw their interest and supporting what the ad told them thus far. The advertiser makes the reader authentically want the card but have to start a squash of reality. Consumers may compare the benefits they offered with the competitors. The newly developed mobile application-UOB Ladys Soulmate App based on AR technology, female young adults which consider as tech-savvy gr oup may show their interest in the ads.Another way is that the advertiser building interest to include sub headlines throughout the copy. The readers will be more interest when there are a lot of offers with the decentty Back or FREE words on the sub headlines. Next, the reader embarks on the ever-challenging task of justifying her purchase especially she wants to do a large purchase. In consumers interest section, the ad uses emotion to address the fact that this purchase is a good bargain, the right step, a sound decision, and so forth In addition to that, the advertiser let the customer know what will happen if consumer purchase their service.This can be found in With it in the bag, every lady gets what she wants, when she wants it. Depending on this ad, the negative result might be the fact that she misses all those grand offers from the product service. She will have to skin to get all the same stuffs but in more expensive price or other consequences without the credit card. If we had our way, it would be Wednesday every day, implies that the consumers can enjoy spending every Wednesday. The goal here is to create a few statements that will cause the customer to say, Oh I didnt consider of that.Desire The third step in AIDA indicates the desire to buy. This section is really turns on the charm. The ad is written to tug on the heartstrings in dedicate to create that final desire to buy. Perhaps the biggest benefit of the ad is they can get FREE Coach Bags & Accessories Every Day. By using the UOB Ladys Soulmate App, the interactive application is able to display the latest deals and offers in spite of appearance a 2km range of the card members location and also contains a personal assistant feature to help connect members with people who are important to them.Customers will have all the information they need right at their fingertips. The advertisement turns deep down inside their consumer to have two desires. The first is the desire to use the conve nience of connection that not just technology. The second is the desire to obtain more things and the most common reason is to get a free branded items. The 2010 Malaysia Mega Sale Carnival sweeps the nation up in a frenzied shopping fervor This is the outperform time to pump them up and get them excited about the credit card service. They have not yet come to the justification acquaint where price might play a factor.While always, from the aspect of desire, the ad portrays the best and biggest benefits their customers will receive. It speaks to the joys of being able to relax and run an errand in the whole range of bargains of, the sub headlines of the article indicates that the customer can experience from restaurants, spas, nervus facialis service while doing their shopping of the day. Action The final A in AIDA stands for action. During the action phase of convincing, the ad gives them plenty motivational cause to take action and buy. At the moment get to this point, the cus tomers should have all the information they need.The company as the seller will have walked them through each step of the buying process and emotional journey to the point of purchase. A few ways to create action with the copy are agree now and get 20 entries for your first minimum RM50 swipe within 30 days from your new card approval, the more you swipe, the improve your chances The advertisement motivate the readers look forward to get better deals on that special day, which can be found in Wednesday are simply wonderful when you have the new UOB Ladys Card. The point of the action phase is to get the readers moving. The advertisement ade them drool with the exclusive deals, answered all their questions via Dedicated Customer Service Line, filled them with benefit and the company dont want to lose them at the end. 6. 0 Overall spirit In personal view, the main message of this advertisement is prominent. The biggest part of the advert is the main benefit statement. This is the part that entices the reader to read on. The ad offers a single impressive benefit, quickly and simply. Research proves that where responses are required, the best adverts are those which offer an impressive, relevant benefit to the reader.This point cannot be stressed enough the advertiser keep it quick, simple-minded and to the point. More information has stated click of the ad, reader who wants to know more detail can read through there. Younger generations are extremely visually literate. The advertiser had thought about the vocabulary and language to use and clearly know their target audience. The ad has avoided any words or grammar that would not be found in the newspaper that the target group would read. Therefore message can be read in quick and easy to absorb. The ad has use a clear layout, clear fonts and clear language.They dont distract the reader from the textual matter by overlaying images or using fancy fonts. They use simple language, avoid complicated words, and keep enough space around the text to attract attention to it. The advertiser also avoids cluttering the advert with fancy images, work and backgrounds, which make it easy to read. The advertisement has incorporated something new. The Consumers can download the Ladys Soulmate application to compatible mobile phones. The ad clearly show that the UOB Ladys Soulmate application marks a new era for the UOB Ladys Card, as it remains in touch with the progress of women and technology.Consumers respond better and are more easily attracted ab initio to a concept that is new or original. If theyve heard or seen it all before it will be no surprise that they take no notice at all. The advertisement induces reader to retrieve theres something in it for them right from the start. The advertiser has developed a proposition that is special or laughable and expresss this. The revamped UOB Ladys Card also comes with a new card face for both UOB Ladys Classic and UOB Ladys Platinum cards. UOB M alaysia is the first foreign bank to recognize the affluent female segment in Malaysia when it launched the new UOB Ladys Card.The ad also states that they provide Wallet Guard coverage and Purchase Protection Plan for the purchases which make their service special. The Advertising Standards Authority or equivalent would prevent the advertiser from making overly extravagant claims anyway, but they still attempt to make their offer seem perfectly credible. 7. 0 Recommendations From the advertisement, the readers might feel the card only available in exclusive world as the car stands for luxury. Not all but some of the readers might feel that the exclusivity rewards, and special treatment reserved for a special few, not for them.The website or service line should explain further to those customers that misleading by the pictures. They can emphasize on the protection plan to place themselves a credible image. The words- The men dont get it didnt stated clearly that whether the male rea ders can apply this credit card for the lady. For male readers, they may think they can use this card without the offers which women interested at. The conditions should write clear, not that small which stated in the advertisement. I am not sure that buying branded items necessarily causes happiness to a woman.But many of them tend to believe the advertising they may feel a let-down when their existing card does not bring the desired partner or other increase in status. When they have such expectation, buying a branded item would be necessarily, make them feel happy. More insidious is the indirect effect, namely that they have to work hard and go into debt to buy all this stuff. That, in my opinion, the debt mystical behind is what makes people unhappy. The company should come out a proper financial plan and clarify to the consumer before the consumer purchase their services.