The advertisement above clearly shows the functions of the media of surveillance, correlation, cultural transmission, and entertainment.
- Surveillance: The advertisement has the purpose of informing the audience regarding Tiger Beer.
- Correlation: It helps the audience to understand that value of Tiger Beer that it is so good that is worth playing for.
- Cultural transmission: Though the advertisement, it has also revealed that the lady gets the last beer, hence showing what society’s norms and standards are regarding how a guy sees a lady and also treats one.
- Entertainment: The advertisement also proofs to be entertaining as audiences it is an interesting portrayal of the beer’s worth and audience gets a good laugh out of it.
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It also shows the characteristics of the mass media of being from an institutional source, has invisible receivers, uses interposed channels and being non-exclusive and temporal in nature.
- Institutional source: It is from Tiger Beer company with the purpose of consumerism and selling their Tiger Beer products.
- Invisible receives: Being broadcasted on Television, views have the choice of watching or not watching the advertisement. They can choose to switch the channel upon the commercial break and hence not watching the advertisement.
- Interposed channels: As mentioned before, it is broadcasted on the Television, and hence producers require special equipments to film and make the advertisement. Similarly for audience, they would require a Television set at home to have access to this advertisement.
- Non-exclusive and Temporal: This advertisement is meant to reach a wide range of people and not just exclusively to one and also over time, the effect of this advertisement would be lost and people will forget about it unless Tiger Beer produces new advertisements. Nevertheless, the effect of this particular advertisement would still be lost and hence is temporal.
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This advertisement follows the Moderate effects Model in the media communication theory where the advertisement is able to capture and create a lasting impression on its audience. People who watched it would be sure to remember this innovative and humorous advertisement. However, whether they subscribe to its message is another issue. Not all audience who watches this advertisement would choose Tiger Beer over other beers as audiences have a mind of their own and can choose which beers they like. However for those who have never heard of or tried Tiger Beer, this advertisement has effectively informed them of this product.
Personally I feel that the advertisement was successful in capturing one’s attention which the humorous message that Tiger Beer is so good you need to play for it, and also that the lady always gets what she wants. However, I do not like the taste of beer and despite it being able to capture my attention, sadly I will not be a consumer of this product.
How bout you? Care for a Tiger?
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♥ junying
Like what you said, I agree that this advertisement has indeed captured one’s attention because of its humour. One would be amused when watching this ‘Tiger Beer’ advertisement. It’s a rather innovative and interesting way to advertise the beer. However, I felt that the way the message was put across was a little weird. It didn’t really bring out the idea of the ad. Only after watching the last scene where the phrase, “The Last Tiger, Worth Playing For” was stated, then I had gotten the message. Nonetheless, I think this ad should be given some credit for its humour.
Konnichiwa!
I agree with you that the entertainment value is certainly there for this advertisement. People will constantly look forward to see how the men will outsmart each other with every outer layer they pull off.
While the advertisment tells us Tiger Beer is really good it is worth playing for, it does not tell audiences why and how Tiger Beer is that good. Perhaps that is not necessary?
I also agree with how advertisments like this are temporal especially when audiences repeatedly see this over time. They might get bored and even react negatively to the commercial, hence the effect will be lost – backfiring Tiger Beer’s main purpose of a commercial in the first place.
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I think the advert doesn’t really need to tell us why Tiger Beer is that good. All it needs to do is attract its audience to try the beer. Especially for those who haven’t never tried it (like myself). Like all other beer commercials (which they all seem to be competing with each other with creativity), their main objective is just to attract the attention of the audience and so that their beer would be remember when one wants a bottle.
I really love this ad, I found it really cute the first time I saw it. At the very least, this ad helps to captivate the attention of the audience as it did for me the first time where I was really intrigued to know where this was going. Unlike other beer ads like Heinekein, where you might generally get the gist of the idea of how it’s a “global” beverage that connects everyone, this ad is more interesting to watch and it shows how they savour the taste so much that they need to go through such “lengths” for the last bottle. By the unzipping of suits, the 2 parties takes on the form of another role, this also shows how Tiger is universally being liked and having to “compete for”, even primates are involved in the picture. Hence killing 2 stones with 1 bird.
To be honest, at the end of the day, it doesn’t matter how persuasive the commercial is. Taste still makes the most difference. And I prefer Heinekein ^^
I agree that eventually at the end of the day it is really the quality of the product that matters. Likewise with other products such as shampoo, facial wash, or any other food. However, I believe a commercial is necessary attract potential customers. Especially those who have not tried the product yet. With such innovative commercials, a consumer is more inclined to try the product before making a decision whether they like it or not.
Hey! I agree with Rachel that the advertisement does not explain to the audience why and how Tiger Beer is a cut above the rest. Perhaps the director or producer of this ad decided to employ a different form of persuasion method to convince viewers, which he/she thought would be more effective in reaching out to TELEVISION viewers. In other situations, on the other hand, Tiger may use a different form of persuasion in order to reach out to that group of consumers. For example, if Tiger were to use a print ad, I believe they would make greater use of words and engaging pictures to bring forth their message, instead of relying on the same method used for their TV ad.
hi!
I think that this advertisement will appeal to many as it is interesting and able to capture the attention of many. However, the frequency that it is being shown on tv inevitably makes one grow bored very easily. In addition, it does not really convince consumers to buy the beer as the advertisement is unable to prove that Tiger Beer is better than other brands of beer. Thus, i feel that the advertisers should not just rely on the mass media to promote their products.
i guess i am the first guy to comment on this. personally i don like tiger beer. it tastes like s***. anyway what i feel is that to actually to rise up amongst other brands of beers, beer companies have to employ different tactics to attract customers. we see lots of beer ads around like the parachute (carlsberg), the wardrobe (heineken), and not forgetting the ad where people over the world toasted to each other (guiness stout). all of them have different ideas to promote their products. another method is that these ads use ladies often. sex sells isnt it?
anyway what i think is that we should give credit for the people who thought of the ideas. i mean its really hard to keep thinking of fresh ideas while maintaining the brands’ ideas.
and i think you should try beer
LOL. I tried beer before, that’s why I know I don’t like it!
hi 5! i don’t like beer too!
But i thought this advertisement is kinda of interesting when you think about it. haha!
It really captures the audiences’ attention and leave an impression on them too.
That’s the purpose of advertisement right? To leave impression and to convince them that their products are good.
I believed that the females who watch it will just find it amusing and funny. Maybe some guys will be offended?
I agree with you that those who have not consumed tiger beer would want to try it after this advertisement. It managed to catch their attention and arouse their interest in the tiger brand so that they will be able to verify the goodness themselves.
I’m definitely not their target audience.
=)
I also think it appeals more to the guys since they chose to use two male characters as the lead of this commercial. Actually I don’t think the guys will be offended because they do know that what happens is true. Don’t believe, you can ask Justin. HAHA!
Hi Junying!
I thought that this advertisement was intended definitely for a high context culture. There were subtle message of the quality of the beer, with it’s slogan, “Tiger Beer that it is so good that is worth playing for.” But to be honest, I left that the message was too indirect, I had difficultly fully understanding the reason why they chose to have the players strip off their suits, and eventually the girl wins. What was the true underlining message? Was it because I was not the intended audience? So I have to disagree that this commercial used Correlation. I also disagree that the commercial was non-exclusive and temporal, this is because, I believe that the commercial was aimed at men instead of women.
Correction: I think agree that the commercial was non-exclusive and temporal (:
Advertisements once again. How long will it be before the media destroys itself? Compared to thirty years ago, people nowadays are not as susceptible to advertisements. In fact, the influence of advertisements and its message to consume their products are close to zero. The big brands have surfaced, and they will continue to thrive simply due to their inexhuastible resources to win over the others. Really few companies can hope to enter an ‘old field’ with all the veteran players around. Instead, the world should move towards creativity, and exploring new fields. As for advertisements, I await their doom.
I personally only enjoy television commercials when they are both entertaining and informative. It may not be a logical TVC but I will still enjoy it as long as it has the two qualities I stated above.
I think the Tiger Beer one is really entertaining. However, I feel that it seems to be wanting to tell the audience the advantages of drinking Tiger Beer. I feel strongly that beer advertisements should not be allowed to be extremely prevalent on television. Look at how serious drink driving has become a problem and not to mention, the bad health effects overdrinking has on the body.
Two TVCs which I’ve enjoyed quite a lot would be the Funeral one where the wife talks about the bad habits and such of her husband. Little things that make a difference.
Another one would be the Channel 8 TVC, promoting Channel 8. That one showed a girl who talked to inanimate objects instead of humans. Later on, a boy of her age believed in her and told her she’s unique. After that, she successfully got through the audition.
I felt that these two TVCs brought much emotion to me and left a lasting impression on me.
=)Kai Ting
JUNYING !
Hey my favourite advertisement hahaha. I think it’s super funny.
I agree with you on how it is Moderate Effects Theory in the workings. I don’t drink beer, and neither will I start drinking it just because I like this advertisement. However, one might ot be so sure as to how this commercial will be received by Tiger Beer fans. I really wonder if they’ll start drinking more OR start recommending it to friends? Would the intended message of brand-promoting work to full effectiveness? (Everyone knows how unhealthy alcohol can be).
Just a thought! (:
haha this was one of the most interesting advertisements i’ve seen so far this yr. i realised one thing though, the advertisers stereotyped the way men perceive women as sexy, voluptuous specimens and associate women with beer. This comes across as men being portrayed as superficial creatures who are willing to sacrifice anything, including a bottle of beer, just for the sake of a ‘hot’ lady. As amusing as this commercial is, it has many underlying issues that typify the way society views men.
This advertisement has definitely captured my attention and it’s an advertisement that when I watch, I’ll know it’s Tiger Beer. So I definitely agree that this advertisement has served its purpose and brought out the message it wants to bring.
I agree about how girls are portrayed as winning something in the end. But I don’t think it’s true because men still bullies me haha!
Anyway, even though this advert is quite frequent, it still doesn’t make me want to drink Tiger Beer so badly. I love beer, but I still prefer Hoegaarden. So, sorry Tiger!