Advertising is seduction.
Its primary role is to attract our attention. To make us look at the visual.
Yesterday, in a Metro station, I saw a beautiful advertisement for Kirin Beer.
Its effect was immediate. I wanted to get a bottle.
A while later, I saw an advertisement for Kweichow Moutai.
Apart from telling me that Moutai is produced from sorghum, it did not trigger in me a desire to want to drink it.
The advertisement was not seductive nor suggestive.
Moutai, in the first place, has a lot of problems to overcome in order to win over new converts.
In the first place, it is consumed in little, doll-like porcelain cups. How, one wonders, would that look like in a advertising visual?
The image of Moutai consumption is a bunch of men knocking or kan-pei-ing it back as if they were in a beer-drinking competition.
While those participants may consider their behaviour as macho or cool, to people who don’t drink Moutai, it appears as if they hate the taste so much they do not wish to detain and savour the flavours as long as possible. They look as if they want to get it over with as quickly as yesterday.
These are the new consumers the advertisement in the Paris Metro are trying to attract.
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Article by CH’NG Poh Tiong