This paper will analyze three advertisements from GoPro Hero 6: This is Moment in 4k, Wherever you go and Air Canada: #FlytheFlag in California that includes the ability to convey the leverage immaterial labour from Arvidsson's research and the codes and conventions of authenticity from Goldman and Papson(1996) reading. GoPro Hero 6: This is Moment in 4k is produced in 2017 in which it explores and tracks every living moment of people's journey around the world. A distinctive feature of GoPro ads is that the content is user-generated; it highlights the authenticity of the value of the product; this ad also conveys the express consumers their emotions, feelings. Because of that, the content has no overlap; the footage is always diverse in emotions and characters. Whenever you go, infuse endless inspirations for consumers to immerse themselves in new cultures and new experiences, and to highlight the authenticity of each consumer's journey. Moreover, the ad emphasizes the suitability of Uniqlo products for tourism and adventure regardless of different geographical areas. Air distance is nothing if you travel by plane, and Air Canada has excelled in that through Air Canada ads: #FlytheFlag in California. Air Canada: #FlytheFlag in California tells about the lives of the inspire and share consumer passion, advertising by Canadian airlines to follow careers, dreams, rhymes, everything consumers consume through all social relationships of them. Three advertisements from GoPro Hero 6: This is Moment in 4k, Whenever you go and Air Canada: #FlytheFlag in California function as the connections between the brand and the life-worlds of consumers.
About the history of GoPro, It was founded in 2002 by Nick Woodman in the US, he is an avid sports enthusiast and looking for a better way to film himself. GoPro Video Camera Company have built their content strategy with inspirational images. Don't underestimate the power of images - GoPro. The great Hero6 ad conveys images of people who love to play windsurfing, skydiving or adventure. This ad created by product users; it adds realism and authenticity to the products. They use images of users shooting ads to prove the authenticity of the personal experience. Not only is the authenticity of the experience that GoPro has the authenticity of the community, but the music is also what proves those things. The ads emphasize what the GoPro has been well-known for: the best action camera on the market. Throughout the video, there is no sense filmed without at least one object moving. The ad demonstrates that GoPro Hero 6 will go with you anywhere; from the draconic places such as dessert, profound, and snowed mountain peak to ordinary places such as beach, train station, and children playground.GoPro Hero 6 has water and weather resistance. Wherever it is, every single action of the main objects always clearly captured without any vibration. Value of the brand GoPro: producing the best stabilization camera. The description of the ad: “Live the moment. Capture the moment. Share the moment.”Every person in the ad signifies for the customers of GoPro. The company does not have celebrities to represent the brand and tell the customers that GoPro's product is right. GoPro through the real experience from an actual GoPro Hero 6 to show how good the camera is. Consumers are contributing to building experience with the breathtaking scenery, adventurous activities, and energetic soundtrack, the ad tries to pursue viewers just to pack their backpack, grab a Hero 6 and go. The ad creates the feeling of a challenge to adventure the most dangerous places, so you can experience new things, discover a new place and discover your new self. .The way consumer interacts create a specific experience or mood. The sense where a GoPro attached to the rocket represents the significant technical breakthrough of the new GoPro Hero 6 to the previous GoPro's products and all other action cameras in the market. In Arvidsson's reading (2005), publicity is the most valuable asset of a brand if it is placed in the lives of consumers. GoPro ads have successfully applied these in advertising, through GoPro HERO6: This Is the Moment in 4K we can see every activity of every character has the record of the GoPro cameras, in every activity, every moment, every one of them uses GoPro products.
The ad starts by asking all the viewers the same questions about the reason for travelling and then shows that everyone has a different reason to travel. This ad tries to remind the consumer about the value of the authenticity and the value of travel different. The Uniqlo ad push consumers to look at the world through their lens. More than that, the ad implies that everybody is unique, so why should you wear the same clothes? Uniqlo provides the diversity of style, which is indicated in the ad that no one has the same clothes yet the same style. Wherever you go ad emphasize their value and their product in the mass product century, the ad has the implication that even though Uniqlo is a mass production company, but they produce the customized product. The ad, the background voice repeatedly remain, consumers, that Uniqlo’s clothes suitable for all kind of climate, weather and activities; no matter where you go, Uniqlo will be there and make you unique. The ad creates an illusion of uniqueness through inspired speech. Based on an analysis by Arvidsson (2005), brands often try to create an interactive environment for their customers and give them emotional production to create the desired experience to meet their needs and new means of consumption.Uniqlo's ads have asked questions about authenticity in consumers' lives and answered it by creating a unique feeling, primarily through a voice like no one has travelled the same reason and kind of structural statements like that. Frank (1997) points out that today's young culture is increasingly booming and diverse, and it is difficult to measure salaries or regulations that can control the wave. Arvidsson (2005) also agreed with Frank's comments; he also pointed out that consumers today also have autonomy in choosing the good. The ad of Uniqlo implies the uniqueness, authenticity of interpersonal, hitting young consumers through the different costumes of people who appear in the ad to learn that they live differently. UNIQLO's advertising is Wherever you go; it's a series of short films about ordinary people doing travel experiences throughout Japan. Through the ad, the personal value of consumers through the statement that no one is alike. Moreover, Uniqlo also takes an approach to honour Japanese-style tours with soothing nature scenes, and the context of advertising tours are all of Southeast Asia. Moreover, advertising seems to inspire consumers to try new cultures and try new styles to enrich their lifestyles. The voice is repetitive about the uniqueness; Uniqlo is unique and uniquely Uniqlo. In addition, the ad also shows that it offers products tailored to each different terrain and geography to be able to see that being unique is not a promise but authenticity. Uniqlo recognizes consumer autonomy; it does not impose the user to do anything that only provokes and guides consumers through small questions.
As a national airline, Air Canada, ignite Canadian’s national pride by #FlyTheFlag movement to share Canadian culture to the world. The ad starts with a picture of Golden Gate Bridge then camera zoom into the picture to live on the time in the picture and ends with the camera zoom out of the sense of a street performer to the picture; The beginning and the ending signify for a round-trip travel when starting at one place and then come back to that place.
The ad use lots of following shots to show that Air Canada will follow you every step of your journal. The skateboarding drawing sense with the main colours of black, white and red are also the main colours of Air Canada indicate that Air Canada is the airline of innovation and imagination. The golden gate bridge, in the beginning, represents for California and the rest of Canadian culture shown later indicates the cultural connection between California and Canada. The hashtag flying the flag not only indicates flying with a National pride but also flying with Air Canada, which has the maple leaves as a logo. California (West Coast) and Ontario and Quebec (East Coast) appears in the ad represent the connection from east to west, from Canada to the United States through flights of Air Canada.
The sense of a drawing skateboarding on the roof shows that sharing imagination and culture can light up many of innovation. Because of the authenticity signified with Air Canada, such as carrying national pride and culture, make the customer feel more like Canadian. The Golden Bridge is a physical symbol of Cali, and later scenes such as growing grapes, anime showing the Canadian culture, physical symbols of the US and Canadian culture are spread by Canadian airways. California, Toronto, Quebec, is the connection between the east coast and the west coast; it implies the connection between Canada and the US. The Canadian airline has a maple leaf symbol that seems to represent Canada's national pride. When flying with a Canadian airline, it will make consumers feel Canadian. Most of the footage in the ad is used with handy cameras showing the accompanying follow-up of the development of Air Canada with the people of Canada. The signs must be unique and pure so that brands can be different from other brands. Also, based on the authenticity reading of Goldman and Papson, the more a person experiences, the more unique he will be. It clarifies the authenticity of Canadian aviation; it enables consumers to collect experiences not only in Toronto, Quebec, but also in the United States, California. The geographic location of the places that Air Canada goes to provide an authentic experience for their ads. Moreover, Canadian advertising is also transmitted at the "different" character, the three characters in the ad, three styles, three lifestyles, creating a different experience Brendan Beesley: A 3D animator from Burlington, Ontario; Christina de la Cruz: A dancer from Toronto; Patrice Breton: A winemaker from Longueuil. The sense of tram in San Francisco then transit to another tram in Ontario shows the cultural similarity between two places.
To sum up, the three ads are well-applied with branding and authenticity from Goldman and Papson’s reading (1996). The GoPro Hero 6: This is Moment in 4k ad with the great combination of astonishing footages and codes of authenticity that makes the ad feel like a real-time experience. The Wherever you go ad well lead the plot from making a general question to generating the uniqueness of individuals who represent the authenticity of Uniqlo's commodity. Air Canada: #FlytheFlag in California ad signifies Air Canada as a symbolic sign of being Canadian and national pride. Based on the reading of Arvidsson (2005), Air Canada has facilitated providing space where consumers can make and experience themselves, and Air Canada allows Air Canada to create a brand of Canadians around the world, specifically the United States. Air Canada doesn't emphasize aviation services very much, but it does emphasize the context of product consumption to achieve consumer success. Based on the above judgment, it is possible to apply an Arvidsson concept (2005) that the Canadian brand is the basis of action, the act to prove brand value in the world, the act of showing originality and Canadian national pride and maple leaf symbol.
References
Arvidsson, A. (2005). Brands: A critical perspective. Journal of Consumer Culture, 5(2), 235-258.
Goldman, Robert. Papson, Stephen. (1996). Authenticity in the Age of the Poseur. Sign Wars: The Cluttered Landscape of Advertising. (pp. 141-186). New York, NY: Guilford Press.
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