Before getting into German ad, there are several basic points about German culture(German cultural) we have to pay attetion to first: The German culture is influenced by militarism, meaning that structure and order is very important in life. Germans are conscious of time and put an emphasis on promptness and perfection. They are forward thinkers concerned with the future due to their long‐term orientation.
In terms of the German ad, we can see female Hands cupping a steaming mug of coffee at the first glance. Coffee is foamed on the top, sprinkled with either chocolate or cinnamon. It gives us the impression of softness and comfort, and alludes to a warm, comfortable environment. As Germany is a predominantly masculine country which spurs competitiveness and therefore it makes sense to use feminine hands, giving the viewer the feeling of comfort. The colors are contrasted between a sharp black background and a light, attention‐grabbing focus point. The purpose of this is to highlight the central product, which made me connect to another cultural trait of German. It is the privacy of home. Germans think that the home is a place to get away from the outside world, where they do not have to be so serious. So the feel of the central product can remind the German consumer of the calmness and comfort that they feel while in their homes, away from the stresses of work or school.
Obviously the Nescafe logo is located in the bottom right corner. The ad is written in German, using an artistic font. From the picture we can see that copy is secondary to the image, in that it is off to the side and smaller, meaning the viewer will notice the image first and then look for the copy. The copy means "Give (offer) yourself a break", emphasizing again drinking Nescafe is a way to get away from the stresses and rigors of everyday life.
Overall the ad conveys feelings of relaxation and calmness. As Germans place great emphasis on structure and routine, Nescafe’s placement of the product as being used during a specific moment during the day (the “break”) makes sense. Germans are typically busy people; therefore positioning the product as a respite from the hectic daily schedule is well done; even the simplicity of the ad adds to the feeling of tranquility and getting away from the rigors of every‐day life. The selling proposition infers that the user will be relaxed as a result of drinking Nescafe. The ad uses an emotional and psychological appeal, “those calm mom hands” that offer a sense of tranquility and relaxation. The overall ad is very clean and not very busy, in that the viewer is not overpowered by numerous stimuli.
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