The advertisement of Nissin Cup Noodle is one of my favorite advertisements. After learning about Yale Model of persuasive Communication, I wanted to apply this model to the advertisement to see the strengths and weakness of it.
General speaking, this advertisement is really creative. It has a topic of “survival” and it talked about Japanese office workers struggle competitively under globalization, because learning English becomes important for international communications nowadays, but their English is not that good. This advertisement is involved with self-deprecation, and I think it struck responsive chord with many Asians.
Now let’s analysis this advertisement form the Message Learning Approach. There are 6 steps that make up the chain of persuasion: exposure, attention, comprehension, acceptance, retention and action. For exposure, we not only present the messages to the audience, but also hope audience can get familiar with the advertisement and raise awareness of it. The advertisement of Nissin Cup Noodle, is really fun and not that long generally, therefore it can stand out from other common and boring advertisements, and audience will not feel weary about this advertisement.
The next step is attention. One important target of advertisement is how to catch audience’ attention. Since most people had a negative effect of advertisement, for interrupting them from seeing a show, and most of the advertisements are boring. In order to catch audience’s attention, some advertisements use background music, louder sound, celebrities, etc. to make people take notice of their advertisement. In Nissin’s advertisement, first, the color of it is unusual, neither colorful nor black and white, but more like a vintage style, making people feel a sense of “survival” back to old time. Moreover, the setting of the advertisement is like 20th century, which stands out from other advertisement. Finally, it is not only a funny advertisement but also reflects realistic problems, so that it made people think about it even after ending.
The third step is comprehension, which means audience should understand what the advertisement is trying to say. I think this advertisement did not that good on this part. Though it talked about an easy-understanding story, but it is hard for audience to relate the story with the Nissin Cup Noodle.
The forth step is acceptance. This advertisement actually describes the concerns of almost all the businessman in Japan, therefore I think Japanese people or even all Asian people will accept their concept. One surprise of this advertisement is that when the Japanese “soldiers” were asked “How are you?” They replied “Fine, thank you. And youuuuuu.” all together. This is because both English textbooks in China and Japan had such dialogue and people all believe that it should be the right way to reply to “How are you” question. It was not until I came here then realized that “Fine, thank you. And you” sounds like a weird answer.
Next step is retention, which means advertisement need to be reminder to the audience. This advertisement does a good job on this, because everyday when the businessmen go to work and use their English, they will come up with this advertisement, consciously or subconsciously. And as for me, this advertisement left a deep impression on me, so once I learned about the Yale Model of persuasive Communication, this advertisement came up to my mind.
The final step is action. Actually Nissin cup noodle is already a famous brand all over the world, so many people would like to buy it. However, this advertisement still help on Nissin’s selling, as my perspective of view. Because after watching their advertisement, as long as I want to buy cup noodles, the first brand comes up to mind is Nissin.
As a successful case of good advertisement, I think if other advertisement we watch everyday can be as good as this one, maybe one day the audience will be more interested in those advertisement instead of the TV show!