Help the Man who will Never See an Aston Martin DB6

Well yesterday I got some pretty good feedback on my practise analysis, so I decided to implement it and write another one today. Just one day to go until the exam!!!

Here’s todays ad:

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Image Credit: Publicis, Brussels, Belgium

Psychology of Target Consumers

The target audience has no dempgraphic particularities. Instead, it is targetted at people who believe they share the responsibility for the welfare of others and who have the intention to donate to charities. It also targets everyone in that it intends to promote the attitude that donating to charitable causes is good.

The advert from a consumer psychology perspective

The advert contains a bit of puzzle. It draws attention through the iconic Aston Martin. Reading the slogan then draws attention to the blind man walking by and the cause of the ad. When the consumer considers the meaning of the ad, they become aware that the blind man will never see the sensory pleasure of the DB6. This is meant to create feelings of guilt and compassion. The compassionate mood should ideally encourage the consumer to donate.

The ad does not use hevy branding, however it does provide cues for consumers intending to donate. The instruction, and phone number for donation presents a clear means of implementation for intending donors. The ad does not address possible competing charities, but does create compelling feelings, and a route for implementation. It would struggle to create an enduring memory trace or drive repeat business.