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Kia Soul's 'Transformed' Ad
By: Dwayne W. Waite Jr.
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Our students are now at the point where they can analyze advertisements and give their opinion about it. This is fun for us, because we get to see how these young minds begin to interpret the messaging that is constantly in front of them.

One student brought up this Kia 2014 Soul commercial.

It is fun, consistent, and sleek. Our students had fun talking about this ad; many of them have seen it, and exclaimed how much they enjoyed it. Throughout the conversation, there were some important points that we wanted to mention here.

First, we talked about the difference between informative and noninformative ads. As advertising is an activity to inform the consumer about a product, this commercial had very limited information. The only thing we can honestly take away is that Kia is coming out with a new model, and it has new technology.

Noninformative ads appeal to emotions, which is precisely what this spot did — it made you want to cheer on the hamsters to transform and be ready for their big spot.

Which kind of ads is better? The results are mixed, because both can have positive impacts on our economy.

What are your thoughts? 

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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