Group Members:

- Unzila Atiq

- Sadaf Tanzeem Khan

- Roubaisha Zahid

Class: BBA 4-B

Course: Elective I (Advertising)

Submitted to: Sir Sherbaz

 Assignment 01

1. Emotional Advertisement
Dastak Banaspati Cooking Oil (https://youtu.be/WBBUNgWzLKc)
On World Food Day, the timely campaign “Split the Plate” by Dastak Cooking Oil gathered
attention from many Pakistanis because of its heartwarming message. The initiative by Dastak
Cooking Oil is an effective technique to create awareness about importance of food and the
significance of feeding the needy. The concept of the advertisement is simple and the plot is
simpler but the influence is greater than anyone could expect.

 Focal Element
The focal element is the core of advertising interest. Focal point is what gets your attention first,
and, the most essential part of the article.

Dastak Cooking Oil introduced a heartwarming advert. The focal element in this advertisement is
to “Split the plat” because approximately 40% of food is being wasted on parties, offices, homes
and weddings in Pakistan, or about 815 million people around the world are suffering from
hunger. This represents a wealthy guy employed in an office leaving food on his plate which is
taken away by a clerk every day. Next day, this wealthy employee sees that his clerk left a spoon
while gathering the tray as well as makes the decision to go out and return that spoon back to
him so, he notices him eating the food from his plate which he left behind when he enters the
room where the clerk is. He feels sad and bad, and then the next day he gets the proper food in
that plate made for that clerk in his office.
  Background
The background of this ad is equality and health or the environment is very graceful and caring
on this office. People should be grateful to God and he is privileged us with his blessings. He has
given us enough food, we should not be ungrateful him for any food because we don’t know
what we can have easily is being considered as biggest blessing by any poor.

 Premise
The premise of this advertisement is that, anyone who has food in the house to eat and a house to
live are genuinely grateful but lack of kindness seems to be something in our young people.
They don't give importance or any close attention to the suffering of others when they believe we
're either struggling or facing demons, so we also fail to remember that other people have it
worse than those who can't even put food on their table and also have children to feed. It is
indeed a sad situation but mainstream press is a powerful tool and that kind of television makes
everyone think about what really matters. We should try to save food or stop leaving anything
behind on the plate because so much food goes to waste on trips, weddings, parties and offices
that certain less privileged people can easily have filled their stomach.

 Residual Elements
We think it's a great idea for a country like this one where a millions of individuals go to bed
without food and don't get food three times a day. It's really essential for us as a society to
recognize the importance of sharing and distributing food and be a bit more sympathetic to each
other.
 2. Humorous Advertisement

Ufone Advertisement (https://youtu.be/VeFgKwdvjUE)

In 2010, Ufone came up with a humorous advertisement “Teri Meherbani” which was one of the
most popular and funny advertisement among all the Ufone’s ads till date. The company also
won the best advertising campaign award 2010-2011 by Pakistan Advertising society (PSA) for
this advertisement.

 Focal element
Focal points are the areas of attention or prominence in an advertisement that capture and hold
the viewer’s attention. The focal point of this advertisement is the girl. The advertisement has
shown that a very beautiful girl had a heavy voice which makes her unattractive for the boy. The
ad focuses that no matter how good-looking a person is, their voice also matters to make them
look more attractive.

 Background
The background of the advertisement was a beautiful restaurant setting with a very melodious
song playing in a background. The boy was sitting in his car and the girl crossed the road and sit
on a table and was talking on phone. The background portrays that everything was beautiful and
the music was also soothing to ears. But as soon as the girl speaks in a heavy voice, the
surrounding became unpleasant for the boy showing that a clear voice has a lot of importance
too.

 Premise
At the end of the advertisement the voiceover describes the premise if the ad that no matter what
you say, a clear voice matter and the vast network of Ufone provides better signals which helps
in communicating in a clear voice without any disruptions.
  Plot
The plot of the ad is that there is an extremely beautiful girl. She crosses the road while talking
on a phone and sit on a table set outside the coffee shop. The boy sees a girl and was attracted to
her looks. The girl afterwards leaves the table but leaves her mobile on the table intentionally so
the boy can have a chance to talk to her. The boy went to her table and picks up her cellphone
and walks towards her to return her mobile. The boy come in front of the girl and return her
cellphone and as soon as she speaks to thank the boy, the boy gets extremely shocked by the
girl’s unpleasant heavy voice. Then the boy turns around and walks away from there. The whole
plot of the advertisement shows that clear voice matters and emphasize that Ufone provides fast
network with the clearest voice.

 Residual elements
The residual elements of the advertisement was the fastest network that Ufone provides with
better signals which helps people to communicate in a clear voice.
 3. Irritating Advertisement

Shan Advertisement (https://youtu.be/5mO2kQn8gq8)

In 2018, Shan made a TVC with a tagline “Sacha Zaiqa” which had mix reviews from the
viewers. Though the message of the ad was good but the execution of the advertisement had
many potholes.

 Focal Elements
The Focal point of TVC of Shan is the boy who is judge by the brothers of his future wife and
they will going to pass him by judging his physical health as he seen thin boy and they evaluate
him by that but after he cooked biryani like his soon to be mother in-law used to cooked their
attitudes were changed for the boys

 Background
In this ad they show a very rich Punjabi family who were living in a mansion. There were seven
brothers with their uncle living together and having only one sister so they were very concern
about her so they evaluated the boy whom she want to marry

 Premise
In this ad they convey that when blindfold are on the eyes the tongue will judge the real taste.
The premise of the ad is contradict with the setup of the ad and it’s quite illogical and irritating
that the boy personality is being evaluated by their cooking skills.
  Plot
The ad started with showing a rich Punjabi family living in a mansion and are waiting for boy
whom their sister choose to marry with. The boy is come to their door whom they were
expecting will be of Punjabi muscular boy with strong physique which her sister choose to marry
with and it’s turn out to be non-Punjabi normal physique boy. They introduce him with seven
brothers of girl and they will evaluate his physique at the meeting point further they show him
the photo of her late mother holding biryani in his which she used to cooked and they tell him
after their mother was pass away they left eating biryani then further they show the boy riding
horse and were fell down from it and they said that he will not fit in their family suddenly one of
their servant come and tell them their cook run way then the boy think to impress them by
making biryani for them. He went to kitchen to and cooked biryani for them after they eat biryani
and it will resemble with biryani their mother used to cooked after eating it they will passed him
and welcome him to their family.

 Residual Element
In this ad the residual elements was the taste that they were offering is resemble with their
culture and with their traditional values.