Saudi Arabian Airlines Analyzing and Evaluating an Advertisement http://www.youtube.com/watch?v=lr1HEyx4dwE Saudi Arabian Airlines Commercial

Outline Background of the Ad The Advertisement Persuasion Tactics Effectiveness Summary

Background of the Ad Customers Demographics The plot Customers Add Time: 1:32 min The service advertised is air transport Customers Demographics Local & international travelers The plot A man walking in the desert, that symbolizes travel. Customers Several welcome and hospitality scenes inserted Families, individuals and corporate Food, wide space, feeing home are also used. Together, the idea is about

The Advertisement http://www.youtube.com/watch?v=lr1HEyx4dwE A young Saudi man walking in the desert, then receives warm Saudi hospitality. Then he goes thru several other scenes that show: Saudi culture, happy children Comments in the back ground linking the general scenes to the air travel service of the company

Persuasion Tactics More than one persuasion tactics are used and they are based on customer’s emotions: Linking the service with the local culture and also with religion. Exaggeration the service by comparing the scenes to what is in the airplane Showing something, while commenting on other things.

Effectiveness My Suggestion On my opinion, the ad is ineffective for the following reasons: It focus on the local customers, while the international customers are almost as many. No English version of the ad, and this limits the message. My Suggestion I would make it shorter, and address the international customers. I would use more airplane scenes because they impresses customers more.

Summary It is a Saudi Arabian Airlines ad, of 1:34 min length The plot of the ad is traditional with no fresh idea The ad’s persuasion tactics are all based on appeal to emotion Generally, I don’t think the ad is effective in reaching wider customers base, neither in impressing local customers.

Thank you… Q & A