After viewing the Honda commercial, discuss the MECCAS model elements and then decide what the most important elements (message elements, consumer benefits, leverage point and driving force) are, as if you are on the creative team who will market this ad. Complete the MECCAS model below.
The MECCAS model is a framework used for analyzing advertising and stands for Message elements, Emotional characteristics, Consumer Benefits, Competitive Advantages, Attention Factors, and Selling Suggestions. Here is an analysis of the Honda commercial using the MECCAS model:
Message elements: The message of the commercial is that Honda strives for innovation and to create new experiences. The commercial showcases Honda’s futuristic and innovative car designs, while also emphasizing Honda’s commitment to sustainability and environmentally friendly technology.
Emotional characteristics: The commercial creates an emotional connection with the audience by emphasizing Honda’s focus on innovation and new experiences. The commercial evokes a sense of excitement and wonder by showcasing futuristic and imaginative designs, and also appeals to the viewer’s sense of responsibility by highlighting Honda’s commitment to sustainability.
Consumer Benefits: The commercial emphasizes the benefits of Honda’s innovative and sustainable technology. The commercial highlights the fuel efficiency and low emissions of Honda’s cars, which can save consumers money on gas and reduce their environmental impact.
Competitive Advantages: The commercial emphasizes Honda’s commitment to sustainability and innovative technology as a competitive advantage. The commercial positions Honda as a leader in the industry, with a focus on futuristic designs and environmentally friendly technology.
Attention Factors: The commercial uses futuristic and imaginative visuals to capture the viewer’s attention. The use of music and sound effects also adds to the immersive experience.
Selling Suggestions: The commercial suggests that Honda’s innovative and sustainable technology is the future of the automotive industry. The commercial implies that by choosing Honda, the consumer is choosing to be a part of that future.
(click below to reveal the “expert analysis”)
- As a member of the creative team, I would say that the most important elements of the MECCAS model in this commercial are the emotional characteristics and consumer benefits. The emotional connection created by the commercial is powerful, as it appeals to the viewer’s sense of wonder and responsibility, which can lead to a positive brand association. The emphasis on Honda’s sustainable and innovative technology also highlights the tangible benefits that Honda can offer to consumers. By showcasing Honda’s competitive advantages in the automotive industry, the commercial can help to differentiate the brand from competitors and position Honda as a leader in the market
- It missed leverage point and driving force, and it didn’t go into enough detail on the communication and values. Granted, I could not actually give it the model template.
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