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EO Question S

This document discusses a billboard advertisement by Executive Optical (EO) that some found offensive. It provides 4 questions about the ad: [1] What message is the ad sending and possible interpretations; [2] Whether the ad execution is agreed with and its positive/negative aspects; [3] If any laws are being violated; [4] A requirement to propose new print ad executions for EO that maintain some original ad elements but allow tweaking the story. The document emphasizes raising the level of knowledge, logic and creativity in answers, applying integrated marketing communication practices, and not being wordy in presentations.

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Andrea Ricacho
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605 views

EO Question S

This document discusses a billboard advertisement by Executive Optical (EO) that some found offensive. It provides 4 questions about the ad: [1] What message is the ad sending and possible interpretations; [2] Whether the ad execution is agreed with and its positive/negative aspects; [3] If any laws are being violated; [4] A requirement to propose new print ad executions for EO that maintain some original ad elements but allow tweaking the story. The document emphasizes raising the level of knowledge, logic and creativity in answers, applying integrated marketing communication practices, and not being wordy in presentations.

Uploaded by

Andrea Ricacho
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Please read the questions thoroughly before answering.

It is highly advisable that


you do your own research, as well as the existing laws in advertising.

Questions

1) What is the communication message being sent by this billboard creative ad


execution? What are the possible interpretations that the audiences may receive
when they see this billboard?

their tagline is trying to say that those people who have poor
eyesight are considered losers.
“It’s a presentation of a real-life situation. The two suitors have contrasting personalities.
Both are Filipinos. It’s not about color. The ad is simply about poor eyesight,

Implication (Possible Effects) If this ad will still continue to be displayed in social


media, the possibility may increase the racism in the society; it appears to be
discriminating someone who got darker skin. Likely, it articulates that you’re a loser
if you got this kind of skin. It may cause low self-esteem of someone. Many people
will treat them as a second class citizen; it will even affect more on children
causing emotional problems. It may be funny, but still people will find the ad racist.
It is illegal to practice racism anywhere around the world. So this kind of
advertisement should be removed, to lessen the racism in the society.

the concept has other image that some people find it offensive.
2) Do you agree with this kind of billboard creative ad execution? Why? What are
the positive/negative points done by this billboard ad?

As a human being that believes in equality, it is good to be always


sure that all the viewers will not feel offended by the ads. Why
should we have to consider the black ones as the opposite of a
fine human being? Making fun of its once race is not a joke.
Racism is still racism.

Double meaning in the ad weakens their image.


3) Are there any laws violated? Do you think EO made a good decision in coming
up with this kind of creative ad execution?

ccording to the ASC Code of Ethics, "Advertisements shall not


directly or indirectly disparage, ridicule, criticize or attack any natural or
juridical person, groups of persons or any sector of society, especially on
the basis of gender, social or economic class, religion, ethnicity, race or
nationality."

The ad has been screened by the ASC. Even the ASC has seen and approved the ad.
All Executive Optical ads including the ‘Cauliflower’ ad are pre-tested before they
are implemented in media,

Preventing the double or triple meaning of the ad to others,


maybe they should have wear also the woman some glasses to
confirm that she chooses the right man and in that manner she
will not be a loser then either the darker skin man.

4) Requirement: Create a creative print ad proposal for EO, design 3


print ad executions for billboard (1 for print preview format - colored, 1
landscape format – colored and 1 black and white format – print
preview).

Reminder:
*PLEASE RAISE THE LEVEL OF YOUR KNOWLEDGE AND LOGIC IN
ANSWERING THE CASE;

*THIS TIME, YOU MAY TWEAK THE STORY OF YOUR PROPOSED


CREATIVE AD FOR EO, AND YOU MAY DO DIFFERENT EXECUTIONS FOR
EACH AD REQUIREMENT. ALWAYS REMEMBER TO APPLY THE IMC
PRACTICE;

*BUT YOU HAVE TO WORK ON AND MAINTAIN THE ORIGINAL ELEMENTS


OF THE AD SUCH AS: THE CHARACTERS, THEIR ROLES AND
PERSONALITIES, AND THE SETTING…
*BE CREATIVE!!!! I WILL NOT TOLERATE ANYMORE UNPREPARED AND
LOUSY WAY OF REPORTING, LIKE READING WHAT IS WRITTEN IN THE
PPT!!!! DO NOT BE WORDY IN YOUR PPT PRESENTATIONS!!!!

*MY BASIS OF GRADING IS STILL THE SAME: "IMPRESS ME!"

Good luck and Godspeed everyone!

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