Vitasoy!!!

This commercial is advertising Vitasoy, a milk product that is manufactured in Hong Kong. The advertisement starts with showing bottled Vitasoy and a girl singing how Vitasoy has accompanied her through thick and thins. The song emphasizes on how Vitasoy has stood by her by repeating stand by me. This is due to the quality of frequency, a fact that it appeared several times. From the video, the bottled Vitasoy represents its history and how it has evolved to now the packet form and how it has accompanied many of them until they have graduated. It is also a form of saying how their friendship is like vitasoy, so everlasting. As stated in the communication interaction, the frequency of it appearing would suggest that we would probably take note of the message that is repeatedly exposed to us. This is a part of the advertising campaigns of many companies, to have their slogans deeply etched in the public’s minds.

The advertisement also uses the appeal of logos that is to appeal with reason to attract consumers to buy their goods. The advertisement featured young people of different ages and roles, from students to teammates to friends and band mates. It is apparent that they are trying to attract the younger consumers, as it is a potential market for the company to venture into for more avenues.

As mentioned above, the young people featured are organised into different categories. According to the cognitive schemata, we tend to perceive people differently and form impressions of others. In the case of this advertisement, viewers will classify these people in the advertisement according to the role construct, that is the various roles that they play in the commercial. They will then link it to how Vitasoy has been an indispensable part of the youth’s life, then establishing the coolness of their product as it is being accepted by the youths.

In this case however, the language used was Cantonese, which is a dialect which only in use in Hong Kong and in some parts of China. Problems will occur if this advertisement was shown in other countries other than Hong Kong. Hence, the advertisers decided to use the lingua franca, the language that is used for trade and commerce in Hong Kong, English, to convey the message that Vitasoy will stand by me. Although foreigners in Hong Kong might not understand the content of the song, they could still understand the main notion of the advertisement, that is, Vitasoy will accompany you through good and bad times., The message will be clearly received by the viewers, unless the foreigner does not understand English. However, it will be good that english subtitles were to accompany the song so that foreigners and non-Cantonese speakers can understand the song better.

In conclusion, the advertising will most probably be successful due to its catchy tune. People will immediately associate it with vitasoy once they hear it; hence it leaves a deep impression in the consumers. It is also a unique advertisement that does not get famous artiste to endorse its products.

I personally love to drink Vitasoy even though I am not living in Hong Kong. This goes to show how popular the drink is even in Asian countries. Do feel free to comment on what I written!