An Analysis Of The Energizer Bunny Commercial Sequence

An Analysis Of The Energizer Bunny Commercial Sequence -...

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1295 Energizer batteries have been equated with long-lasting energy in your Walkman or other battery-operated appliance. "That damned Energizer bunny" is the cause; he's so aggravating. It seems like that pink bunny rabbit is running across the television screen every other second, it's so annoying. The advertising campaign has been so effective that not only did the company (finally) surpass Duracell in sales, but the advertising company was awarded an Obie (the advertising equivalent of the "Oscar") as best commercial of the year. This essay shall attempt to analyze the series of "Energizer bunny" advertisements. There is a current trend in modern television advertising for a series of commercials for the same product. An excellent example is the ad sequence for "Taster's Choice" coffee brand, where a man and a woman share (cups of) coffee amid alluring looks and sexual innuendos. But I digress. The Energizer camp decided to run a series, but the ingenuity in the Energizer series is that in every commercial in the series, not one begins or ends with suggestions or hints that there was, or will be, another ad before or after it. A brief explanation of the plots of these advertisements is warranted. The first in
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This note was uploaded on 10/06/2010 for the course MKT MKT501 taught by Professor Lin during the Spring '10 term at University of Management and Technology.

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An Analysis Of The Energizer Bunny Commercial Sequence -...

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