1. Saudi Arabian Airlines
Analyzing and Evaluating an Advertisement
Saudi Arabian Airlines
Commercial

2. Outline Background of the Ad The Advertisement Persuasion Tactics
Effectiveness
Summary

3. 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

4. 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

5. 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.

6. 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.

7. 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.

8. Thank you…
Q & A