Pokemon's Advertisement Analysis Essay

At the 50th Super Bowl, Pokemon celebrates its 20th anniversary with a new advertisement. The new ad motivates its audience to exert a greater endeavour to achieve their goal; it is highlighted in six continuous segment of the video. Each of these sections possess a consumer’s psychological appeal such as the need to achieve, the need for aesthetic sensation, and the need for attention, in order to be effective in transmitting its message to its viewers. For instance, the need to achieve is characterized in the ads by a character’s willingness to accomplish a task, which is evident in the first and second segments of the video. In the first segment, the audiences is introduced to a noisy suburban neighbourhood, in which a child is mesmerized by the amazing performance of a flame specialist. Upon witnessing the specialist’s talent, the child was determined to outperform
himself. Hence, the boy says, “ I can do that.” As a result of his effort, he was rebroadcasted in a television news report titled: “Training for Greatness”. In other words, his achievements and effort was rewarded by the attention of the general public. As such, it allows the audience to imagine to the consequence of accomplishing a goal, and the advertisement could be interpret as an inspirational artwork. Likewise, in the second segment, the protagonist is motivated by the news reports and she say, “ I can do that ”. It is illustrated that she is currently determined to accomplish her goal, which is to become the greatest chess player. Following her decision, the camera instantly shifts to her playing against multiple chess players simultaneity. In other words, Nintendo reinforces the concept that an individual could perform impossible task if the person was sufficiently hearten. In the case of the need for aesthetic sensation, it is defined by the careful disposition of eaters eggs referencing to the Pokemon television series.
For example, the third segment of the video features an African American male who watches the previous girl performance on his smartphone. The camera momentarily focus him as a football captain who inspired his teammate to a game. He and his teammates scream “ We can do this” and they left the locker room while taping on a red printed sentence: “ Like no one ever was ”. The red printed sentence refers to the original Pokemon theme song of the television series. The protagonist of the segment has the number 20 Jersey, which hints the Pokemon 20th anniversary. Additionally, their football team’s jersey is jet-black, in contrast to their player’s number and the team’s logo that are red. The composition of the jersey is a reference to the Team Rocket’s uniform, which worn by the antagonist of the series. In other word, it foreshadows that the next segment will be a Pokemon battle between him as the vilain, against the next segment main
character. Subsequently, in the fourth segment of the video, the Black athlete was features on TV projector “ Can he Be defeated ? ”. A Japanese adolescent took the message as a challenge, and he says to the audiences “ I can do that ” in his native language. It is imperative to notice that in the entirety of the video, he is the only character who did not spoke English. Hence, it highlights the Pokemon franchise originated from Japan. The need for attention is accentuated as the fame rewarded to a character at the end of his struggle to overcome his personal challenge. For instance, in the fifth segment of the video, it transitions to the Japanese protagonist against the Black athlete in a stadium. The crowd cheer as the main character throws the Pokemon ball, to call out his pet. In other words, the dedication in the fourth segment served as the foundation to fuel his battle against his opponent, whereas the crowd’s cheer illustrated that he has achieved his goals. As such, he is now able to enjoy the sensation of being the center of the public fascination. The advertisement concludes with a broadcast of the stadium’s match onto a family television; the father smiles and say to the child “ You can do that ”. The boy’s eyes start to shine, and a message appears onto the screen: “ Train on ”. The commercial ended with a logo of Pikachu, “ Celebrating 20 years. ” In sum, the component presented in the advertisement draw the attention of the audience to commemorate the meaning and the image that the Pokemon brand stand for all these years. Therefore, it is imperative that the advertisement is features at the Super Bowl, in which it had a large venue.