Summary Of Royal Mail Advertising

Decent Essays
This report analyzed an advertisement from the Royal Mail. “Heist – Don’t let your identity fall into the wrong hands” campaign for the ID Fraud Centre. The CIA and HOE framework are used to evaluate the divergent and costumers’ response. In conclusion, divergent in this commercial is moderate. The use of metaphor, dialogue and the acting of characters build up the tension attracts viewers’ attention and cause a reasonable brand awareness. Although the lack of humour is mentioned, the aim of the advertisement contradicts with the nature of humorous, it is considered as a minor weakness.

To improve this advertisement, two recommendations are suggested. Firstly, to enhance Brand Liking, the brand and the service could be mentioned earlier to
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