My Perception on Kris Aquino’s commercial of Ariel Detergent Powder for Year 2017 and the relevant theory ( Communication Arts Subject)

 

The 2017 TV and print media ad of Kris Aquino’s commercial of Ariel Detergent Powder attracts users of laundry cleaning agents to use its products for its cleaning ability with the current commercial theme “ Deeper cleaning for better freshness and set to be the Ariel’s best bango ever or Ariel’s best fragrance impact to laundry items’. Kris Aquino wears a green dress while showcasing her best elaboration of the goodness of the current power of Ariel powder which highlights the main color of the product packaging. I believe it makes impact to easily recognize that as she wears the green dress, she could be more recalled as the one making wise judgment for Ariel Powder. Kris Aquino in this commercial is very passionate at her statements and could be classified as an effective endorser making great execution of her words and her emphasis of Ariel Detergent Powder’s functionality especially eliminating bad odor of sweat even in extreme actions of the one using the clothes laundered with the said powder. If you are the one with the urgent need to surpass the issues of stains and heavy duties for laundry satisfaction, once you watch the commercial, you would get influenced as Kris is so clear to inform users that Ariel cleanses with high quality results while also rendering the power of fragrance on the clothings. Then Kris Aquino through also her fame becomes effective to inculcate to the minds of users that current Ariel Detergent Powder could be one effective for stain removal compared to the use of 2 times powder of other brands of the leading cotton fabric laundry detergent.

With all that I said above, I connect the way Kris Aquino handled the communication of the functionality of the Ariel Detergent Powder which also has been mentioned in the ad as Ariel Sakto pack for 7 pesos each that can be used for removing 100 stains and as being the one as the latest commercial  also as a form of TV ad that is under the application of the Elaboration Likelihood Model Theory of Communication. I consider the said advertisement as an active one to undertake formation of attitudes and possible changes of them of the viewers or audiences as they consider how Kris Aquino expresses her satisfaction of how Ariel Powder makes her laundry an excellent one while having the freshness that is better even the user suddenly sweat while doing their jobs or activities.  In Elaboration Likelihood Model Theory, I recalled that there are two routes  of persuasion and this theory of communication is the one expounding how the subject or person could be looked at how at the formation of their attitudes or how these attitudes can be changed. For me the possible situation of that is because when seeing the famous person like Kris Aquino on TV ad, the product she has been endorsing would be depicted with high credibility and people may shift to use Ariel Powder to also aim to get the delight of easy way to remove stains and also get the same quality of experiences as shown in the commercial and find how Kris also become so happy of the laundry outcome. In this Elaboration Likelihood Model Theory, I learned that the focused or central thought process is the modification or changing or altering of consumer or audience attitudes via logical thought process that may ought or require more attention. The outcome can be a big shift to a better logical idea. Like how Kris Aquino mentioned that Ariel Powder becomes so highly performing in stains removal 100 stains functionality and freshness with fragrance compared to rival products one would consider that logical process of trying the product and purchase it and make more patronization. I also see from the Elaboration Likelihood Model Theory that Kris Aquino being a known person who never makes secrets of her life and always makes big hit of news because she always say the truth of herself even some annoyance exist from other audiences as a star known by all, people might think her credibility is that she is like that she would say always the truth and would always endorse only products that could really perform in high quality. Her name is also from a family of an influential honoured Aquino clan or family so her credibility to speak for the ad is well-respected or well-accepted by viewers. In the Elaboration Likelihood Theory, the speaker’s credibility is significant for the idea of peripheral route for making persuasion. Kris Aquino has been effective at making the persuasion during the ads with all her confidence and total self-satisfaction of using the product and total advertisement impact and projections. I understand that Kris Aquino as she says something while endorsing the product would always make the product to be judged basically as one with brand that caters better quality among the rest. From this, my perception is that Kris Aquino is good to speak for the product and her total packaging or outfit and overall acting also manifests her power to influence and persuade buyers. I think for those who don’t terribly consider price would go for Ariel Powder with also focus on how stains could be better removed and freshness to be an ever bango.  The name of Kris Aquino is a household name so her endorsement is always a successful one and besides her being tactless I think makes her a queen of all media. She is never fearful to say her feelings, opinions and ideas on national TV.  I think from this, the products gets better reach and consumer patronage.  For the reference of the specific commercial I analysed here, the next pages show some of the parts of the TV ad  or commercial aired in current time .  

In conclusion, Kris Aquino’s TV commercial of Ariel powder ads impact to the brand and consumer recall. Probably, it will increase high patronage and purchases, thus making higher sales of that sakto pack or other variants of Ariel brand. No doubt, the commercial is very easy to remember and with possibility of high system to convince the most frustrated laundry users. Good job for the directors and writers of the said ad. The use of the credibility of Kris Aquino is I think  very effective. Elaboration Likelihood Theory will always connect how persuasion is important in endorsing products through TV ad.