TC BANK-DREAM RANGERS

We can apply the Affective (feeler) model of the FCB grid for this advertisement. Basically this advertisement has high user involvement for opening the account in bank and the feeling aspect. The model comprises of 3 stages. Feel: - We see in the advertisement that a bunch of friends are mourning the death of one of their friend. They remember all their old days when they used to ride their bikes and enjoy together. This is a feel stage where the end user also connects with the advertisement. Learn: - At that moment all realize that Life is short. No matter what happens, one needs to enjoy and move on in life. This is depicted when all of them prepare for their bike ride all around Taiwan in 13 days. This can be termed as the learn stage in the model. Do: - As an outcome of the learn stage, the consumers are expected to live their dreams like the old people in the advertisement do. Hence the consumers at the end of this advertisement will be willing to open their accounts with the TC bank as it supports Extraordinary dreams of Extraordinary people.

BE NICE TO SMOKERS
We can apply the Cognitive Response model for this advertisement because this is an antismoking campaign. First the recipient is exposed to the advertisement. He comes up with a support argument that one should discourage people from smoking and one way is by being nice to them like the old person in the add does to the youth who was smoking The Source oriented thoughts are acceptable to the recipient and hence we can term it as a source bolster. The Ad execution thoughts are favorable to the recipient as it is an anti-smoking campaign This favorable nature of source oriented thoughts and Ad execution leads to a favorability or positive attitude towards the advertisement that emphasizes on the fact that people who smoke live less than the ones who dont smoke. As a result of all these factors, the recipient is encouraged to discourage people from smoking by being nice to them.