Post on 06-Apr-2018
transcript
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TATA SAFARI
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Tata Safari is a Sports Utility Vehicle (SUV) produced by
Tata Motors of India. It is the first SUV to be designed,
developed and manufactured "entirely" in India.
British television program "Fifth Gear" referred to the Safarias having "about as much finesse as a three-legged giraffe.
The SUV was first released in 1998 with a 1.9-litre Turbo
Diesel engine. Rivals - Toyota RAV 4, Land Rover Freelander and Honda
CRV.
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Description:
The Tata Safari Lx Commercial, popularly known asthe slap video, is the advertisement released by TataSafari in the year 2002. This video possesses an element of
humor in it. The ad describes the reaction of a person whohas seen a low cost car i.e. the Tata Safari Lx. He feelsthat he is dreaming and refuses to accept the fact that theprice of the car is so low. In order to confirm whether
what he was seeing was reality or not, he whistles at alady to get a reaction from her. The lady, who is notpleased by this behavior slaps him. This made the manrealize that he was not dreaming and that what he hadseen was real.
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Analysis:
Sensation.
Intensity.
Perceptual set.
Impression.
Learning.
Perceptual Selectivity.
Situation.
Cultural upbringing of the perceiver. Repetition.
Manner of Communication of the target(or the perceived).
Behavioristic Framework
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This advertisement depicts the speed andexcitement felt after sitting in the car of Tata Safari. Two
men sitting on a rollercoaster are so bored despite the fact
that its fast enough to make the others present on the ride
scream because of the excitement. Just after they are donewith the coaster ride, they sit in their Tata Safari EXi and
they are compelled to scream due to the jump and speed of
the car and excitement chills their spines! Even wearing a
seatbelt doesnt make them feel safe.
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PERCEPTUAL SELECTIVITY -
AMBIVALENCE : Having a different meaning due to
a different perception.HABITS : We perceive differently compared to others
according to our habits due to the situations and objects
we face daily.
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The ad depicts about the cut through competition as it isevident from the way employees of various organizationshave been shown.
It depicts about human psychology is:
How everyone has boundaries in their mind.
How everyone is shown in the ad -they are trying to showhow one person is better than the other.
It throws light on attribution theory. The figure ground principle .
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Analysis:
Some things in life you cannot change; it is your destiny.
But the way we choose to live our life depends on us.
We have the power to make our paths in life. There our different lines we need to choose from. There are
many lines, which will confuse us to a great extent but we
as individuals need to choose the right lines and take theright decisions for ourselves.
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We all have to choose different lines and move on
different paths away from our other wants and
desires its just the way we take life.
The only line that matters in life is theLINE THAT
WE MAKE.
Figure ground : how are background effects and
influences our perception.
Perceptual set: We learn from our past experiences.
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The ad depicts how different people have desires and wishes to dothings but arent able to fulfill them due to certain reasons.
The first man:
Perception: He has always wanted to quit work on a Monday
morning. Attribution: He probably didnt do so because he has a family to look
after and the job may be the only source of living for the family.
The second man:
Perception: He, who seems to be at some top position in the company,has always wanted to chase the rain.
Attribution: He may have a number of professional responsibilities
that do not allow him to accommodate that simple pleasure.
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The third man:
Perception: He seemed to be a middle, working class
man who had to take up the job to earn a living whenhis actual dream was to be there in the seas swimming
with the whales.
Attribution: He was probably forced to do this becausehe had a family to feed. Also, when he was about to
take a step ahead, the water came and washed away
his track. This shows that there mustve been thingsstopping him from fulfilling his dreams.
The lady:
Perception: She wanted to take a one year trip around the
world.
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Attribution: She probably couldnt do so because she got
married early and was having a baby.
The last man represents us, human beings, whove always
wanted to achieve certain things and dreamt about many
things. We attribute the causes of our failure to do so to ourperceived hurdles.
Perceptual Selectivity
Thus, this ad is about how we attribute our ways of life to
our perceived life circumstances, while the point is that if we
just perceived it differently our lives are our own. All we
have to attribute it to is OURSELVES.
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Description: The ad starts with a guy perched inside a tent
hanging precariously from a cliff. It is followed by
breathtaking outdoor shots of snow-capped mountains,
beaches and gushing rivers along with the following captions If you looked back on your life, what would you remember
? The corner office? The corporate powerplays? The VIP
lounge? What would you remember? The ad ends with a
shot of a guy standing besides his Tata Safari Dicor at theedge of a looming cliff as the voiceover says Tata Safari
Dicor, Reclaim your life.
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Analysis:
The changing natural environment shows the changes which people
generally want in their lives. It can also be symbolized as a step by stepgrowth.
It could be related to the social cognitive framework as every individual
is a part of the environment and through his behavior feels, perceives
and changes the environment for the people around him and himself.
Like how a human being in different phases of life has different
experiences and the way he connects to the nature.
While buying the car, we perceive it to be a status symbol and a product
which fulfills our needs and motives for a better life.
The beautiful eye catching settings induces interest in the ad and so the
psychological state is such that the brand is well positioned in the mind
of the viewer.
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External Factors affectingPerceptionProcess:
Intensity: The surroundings and the environment have
been portrayed in such a way that a viewer wishes he wasthere and also forces him to think about his life. it is very
eye catching.
Repetition: The advertisement is repeatedly screened ontelevision which creates an impact on the viewer.
Motion: People are attracted to moving objects than
stationary objects. Since this ad has a transition between
the scenes people tend to notice it.
Novelty
Contrast
Status
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Tata Safari has played a major role in upbringing SUVs
in India. All the commercials of Tata Safari have a
compelling idea and is backed by the right elements. It has a
constant theme Reclaim your life, which reinforces thenew dimension they have brought in this product category.
Such commercials are sure to induce potential customers to
step into their nearest Tata showrooms and check out how
they can go about reclaiming their life.
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JigarPJain
Karun Sondhi
Kavya Subramaniam
Kehekeshan Rizwan
Komal Mehta
Kriti Chanchani
Madhuri Bajaj
MeghaP
Megha R Merlecha
Mohamed Suhaib