Critique Challenge (1) TV Advertisement

TV Advertisment : ‘Filial Piety Father and Son’.

First of all, I want to tell about the meaning of emotivism, Emotivism is the theory that all “should” statements are simply the assertions of preferences or emotions Emotivism also a particular view of moral language, grounded in the philosophy of Logical Positivism. Since moral judgement are exclamations they can’t be true or false. We can reason that moral issues if we assume a system of norms.

                The chosen TV advertisement for this aesthetic is ‘Filial Piety Father and Son’.

There is a few criterion has been set based on Emotivism, that I can explain here. Upon viewing this TV advertisement, audience able to experience value of love that is so strong to their parents, every time their see this advertisement. Inside this TV advertisement, there are many scene that really touch our feeling that make us experience how enormity value of love to our parent who produce us to this world and care us since birth.

                Beside that, from this advertisement, audience could reminisce beautiful moment nostalgia with their parents when they small, every time they see flashback part that exist in this advertisement. Such as which found inside this advertisement, a mother hurry carrying her kid to hospital when found that her kid had fever. However until in hospital, the mother show patience when forced to wait for turn to be examined.


                Next is, based on Emotivism. Audience should begin to forming value and attitude that is good to their children, which is attitude with feelings loving parents deeply, reach our parent’s life until the end. Love our parents actually necessary we plant since from we small. Love on parents should thicken in ourselves,their merit that unlimited necessary to we value.

                Lastly, for my criterion upon viewing this TV advertisement, audience really driven and touched on message delivered through this advertisement. When witnessing this advertisement from the beginning until end of this advertisement. ‘How one generation loves, the next generation learns’.  message that so deep, and cause audience thinking on it reach anytime.

Now, when we talk about factors that make for a better television commercial, the objective of a television commercial is to communicate a message about your product, services or to the potential consumer in the space of a less than a minute in most cases. However, one of the difficulties with this form of promotion is that, because it is being aired between programmed segments, when the viewer is inclined to take a bathroom or refreshment break, there is very little time during which the viewer might be actually seeing the onscreen visual message. However, the communication process for television commercials can be improved to take account of this problem. Correlative with video that I study. Advertisement like this suitable in play during 'prime time',at that moment, all members of the family gathered with. So message that attempted to be sent through this advertisement, can be witnessed with by them.

One of the best ways to make an effective television commercial is to include the message in three formats. Visually, the message can portray the image that you want associated with your product. For example, if you want your product to become synonymous with leisure, a peaceful family scene by or on a river might produce the desired effect. The second message vehicle can be achieved through a musical connection. Thirdly, the message can be delivered in the format of written or spoken words. The advantage of music and spoken word are twofold. Firstly, these will be heard by the viewer, even if they are not paying attention to what is happening on the screen, for instance, having moved to an adjoining room like the kitchen, which will entice them to return to watch the advert. Therefore, combining music and words will help to implant the message within the consumer's subconscious memory and will serve to help them associate the product with a pleasant experience when they see it in the shops. The ending massage of this advertisement ‘How one generation loves, the next generation learns’.  I think it would be better if they do a spoken word on it, as duration beginning for the advertisement longish, and audience wondering on what that wish to be said through the advertisement. I believe by using technique 'spoken word' audience that do not stay in front of television also can hear and know what has happened through the moment of this advertisement shown.

A second way to improve a television commercial is to include humour within the message content. Making people laugh and smile will always be remembered and thus associated with the product. From the firm’s viewpoint, this resulted in a consumer attachment to this product that remains strong today. But it depends on situation, If you wanna make such a touching advertisement like the advertisement that we people study, I believe its make me and all of us remember the moment of this advertisement for a long time, so for me, this is how to make a better advertisement.

So, for my conclusion is, television commercials have to deliver the product message to the viewer or listener. They also have to engage the potential consumer in the attractive qualities of the product or service. They will only achieve these goals if they contain the right balance and mix of the marketing methods explained above.