Introduction This report analyses a 74-second British advertisement about identity fraud and the ID Fraud Centre of Royal Mail, with the theme, “Heist – Don’t let your identity fall into the wrong hands”. The commercial aims to raise the public awareness of the safety of their personal information (Royal Mail ID Fraud Centre Royal Mail ID Fraud Centre Royal Mail Group Ltd, 2017). Royal Mail is a UK’s pre-eminent delivery company which makes a significant contribution to the country’s economy. Their postal system is one of the broadest delivery networks in Europe. Royal Mail employs 159,000 people and their services gain a high percentage of satisfaction (88 percent) from their variety of customers, including enterprises, businesses, retailers, …show more content…
An advertisement with a high degree of Originality includes extraordinary ideas which differentiate from mainstream thinking (Smith et al, 2007). It is the most effective element which heightens the creativity (Reinartz & Saffert 2013). In this advertisement, the metaphor of a bank heist as the vulnerable protection of people’s identity is the fundamental reason for the high rating. The definitions of robbery and identity fraud are similar. A criminology encyclopedia explains that robbery is a taking from another by force to threaten the target (Chanbonpin, 2014). From the same book, identity fraud is an illegitimate use of wrested personal information to deceive as another identity (Vander Ende, 2014). Both heisting and identity fraud are the act of seizing others' belongings. These ingenious connections warn the viewers out of stereotypical thinking. That personal identity is now more valuable than money and it is the target of identity …show more content…
Firstly, to enhance Brand Liking, the brand and the service could be mentioned earlier to deepen viewers’ impression of the brand. This could also resolve the ambiguity of the advertisement and increase viewers’ understanding of the campaign. Secondly, the length of the interrogation could be shortened. In the commercial, this section lasts for 30 seconds, which is nearly half of the advertisement. Since questions asked are similar, dullness may be created. Therefore, to concentrate viewers’ attention, it is advised that the interrogation could be simplified, the spared time could convert to a more detailed description of the ID Fraud Centre and its