Appeal: Food and Happiness

Approach: Suggestion

Format: Suggestion and Symbolic

Target Market: Age 18+ anyone who enjoys eating Chinese food

Type of spot: Institutional

Cost for print ad campaign (6 ads of 4cfp): $3,201,360 (2 page

Advertisement)

The underlying social value is to make us think in slogans by spelling

out “go.” with fortune cookies.

The selling message is to make you want chicken chow fun, by going

out to it will make you happy and pay with your Visa card.

Compared to the underlying social value just makes us remember the

Visa slogan “go.”, while the selling message is suggesting it will be fun

to go out to eat at a Chinese restaurant and get chicken chow fun and

use your Visa check card to pay.

Do you believe that the advertisement is effectively representing the product? Yes

What would you differently? Nothing

Magazine Advertisement

Appeal: Belonging

Approach: Suggestion

Format: Suggestion and Symbolic

Target Market: Age 18+ women and men who enjoy going out to the

beach and relaxing

Type of spot: Institutional

The underlying social value is making us think in slogan by spelling

out “go." in bikinis, sun glasses and a beach ball. The selling message is use Visa to buy your beach gear when going to

the beach because most people who lounge on the beach use Visa.

Compared to the underlying social value helps us remember Visa by

using the “go.” slogan, while the selling message tells us that when you

are going to the beach you should use Visa to buy all your beach gear.

Cost for print advertisement campaign (6 ads of 4cfp): $1,600,680

Do you believe that the advertisement is effectively representing the

product? Yes

What would you differently? Nothing

Magazine Advertisement

inter  

Appeal: Belonging

Approach: Suggestion

Format: Suggestion and Symbolic

Target Market: Age 25+ people who enjoy gardening

Type of spot: Institutional

The underlying social value is to make us think in slogans by spelling “go.” in flowers and a

gardening hose.

The selling message is use Visa when buying flowers and plants for your garden because more

people who garden use Visa.

Compared to the underlying social value which tells us to think in slogan, the selling message tells

the person who enjoys gardening to use Visa when buying flowers and plants for their gardening.

Do you believe that the advertisement is effectively representing the product? Yes

What would you differently? Nothing

Internet Advertisement

Appeal: Happiness

Approach: Suggestion

Format: Suggestion and Symbolic

Target Market: Age 25+ People with children

Type of spot: Institutional

Television advertisement description: The commercial is about a father taking his daughter to the

aquarium on a Tuesday, the father uses his Visa card to pay for the tickets. American Idol on channel 13

Fox at 8:10pm

The underlying social value is to make viewer think in slogans, Visa does this by having a school of fish

spell out “go.” .

The selling message is go to the aquarium with your child, anytime of the week and use your visa check

card because it is faster than using check or cash.

Compared to underlying social value which just makes the viewer remember Visa for their slogan, the

selling message is telling the viewer to go to the aquarium and enjoy spending a day with your child and

pay with your Visa check card because it is faster than check or cash.

Do you believe that the advertisement is effectively representing the product? Yes

What would you differently? Nothing

 

Television Advertisement