Comparative Analysis of Two Advertisements: Maped & Honda

This report provides a comparative analysis of two advertisements: Maped CrocCroc Inno sharpeners and Honda HR-V. The Maped advertisement, an audiovisual presentation, is aimed at upper and middle-class children and highlights the product's features and environmental friendliness. The report identifies potential issues such as the lack of representation of middle-class customers and the use of a fair-skinned model, which could lead to negative publicity. The Honda advertisement, which provides information about the SUV's variants, prices, and financing options, is informative but faces challenges due to currency differences and the potential perception of prioritizing the American market. The report offers recommendations for both advertisements, suggesting that Maped should showcase diverse social classes and ethnicities, and Honda should tailor advertisements to specific markets with local currency pricing. The report concludes by referencing relevant sources like YouTube and Maped's website.

Running head: TWO ADVERTISMENTS
Two Advertisements
Name of the Student:
Name of the University:
Author Note:

1
TWO ADVERTISMENTS
Types of appeal used in the two advertisements:
Advertisement 1: Maped CrocCroc Inno sharpeners
The Maped CrocCroc Inno advertisement is very brief but has a great on the viewers.
The advertisement shows a small girl drawing with colour pencils and sharpening them with
the rabbit head shaped sharpener by the French stationary brand, Maped. It is an audiovisual
advertisement which shows the child in two backgrounds, first one apparently is a field while
the second background has the house, most probably where the girl lives. The audiovisual
advertisement speaks about the attributes of Maped sharpeners and target market segment of
the brand. The CrocCroc Inno sharpener has a container where the pencil waste can collect
which shows that the products inculcates the good habit of collecting wastes and disposing
them responsibly. One can combine this inference along with the green field in the
background and point out that the Maped products are sustainable and environment friendly
(youtube.com, 2018).
The houses in the background reflect the target customer segment of the Maped
products. The houses in the background appear to be sophisticated and hence, point out that
the target customer segment of Maped products are the children of the upper class and middle
class society (in.maped.com, 2018).
Issues:
The first issue which the advertisement may face is that it mainly tries to appeal
the upper class customers and does not represent the middle class customers. As pointed
out, the houses in the background appear to belong the upper class society. Market analysts in
the emerging and poor markets may interpret this presentation as the company’s intention to
attract children from upper class society residing in the developed economies as its main

2
TWO ADVERTISMENTS
customers. This would impact the revenue generation of the company in these emerging
markets which has huge populations of middle class customer (Mindrut, Manolica & Roman,
2015).
The second issue which the advertisement may face is that the advertisement
shows a fair skinned girl which may attract ‘racist’ comments from markets like Africa
where people are not fair skinned. The issue may lead to negative publicity of the brand
which would lead to business loss to Maped.
Advertisement 2: Honda HR-V
The visual advertisement of the HR-V SUV by Honda has a positive appeal and gives
important information about the product. The advertisement gives important information like
the variants of the SUV and their prices. It unlike the Maped advertisement, gives pricing and
place information as well. The advertisement gives information about financing options,
discounts available and the also contains details about the outlets where customers can
purchase the SUV. Thus, the advertisement though not as visually appealing like Maped, is
more informative to the customers. Hence, it more appeal and capable of optimising
consumer purchase decision making process to buy the Honda SUV (Khodaparasti &
Moslehi, 2014).
Issues:
The Honda advertisement would face issues due to different in currency which is a
component of the economic factor of the macroeconomic market conditions around the
globe (PEST). The advertisement shows rates in dollar which is appropriate for the
American market but may not be appropriate for European and Asian markets. The dealers
and customers in the European and Asian markets may face problem calculating the prices of
the SUV (youtube.com, 2018).

3
TWO ADVERTISMENTS
The second issue which the advertisement might face is that its depiction of rates
in dollars may be inferred as more importance of America as its market compared to
Europe and Asia. This may repel the large number of dealers and customers in these two
latter markets which would cause immense business loss to Honda Mindrut, Manolica &
Roman, 2015).
Brief recommendations regarding issues for further development of advertisements:
Recommendations for Maped:
1. The advertisement of Maped must show children from different social classes
like upper class and middle families using its CrocCroc sharpeners. This would allow
Maped to attract both upper and middle class customers which would generate huge revenue.
2. The company in its advertisements should depict children from different
countries using Maped products. This would enable the company to promote its cultural
intelligence and attract large consumer bases from diverse markets like Europe and Asia. It
would help the company avoid racist tag and strengthen its goodwill.
Recommendation for Honda:
One can recommend considering the issue pointed out above, that Honda must
release advertisements specific to markets showing the prices in the prevailing units of
currency. For example, to advertise the product in Britain, Honda must show the rates in
GBP. This would help the company attract large number of customers both diverse markets
and earn huge revenue.

4
TWO ADVERTISMENTS
References:
2017 Maped CrocCroc Inno. (2018). YouTube. Retrieved 23 January 2018, from
https://www.youtube.com/watch?v=Xgq0xAJDHIA&feature=youtu.be
Khodaparasti, R. B., & Moslehi, S. (2014). Application of the VARMA Model for Sales
Forecast: Case of Urmia Gray Cement Factory. Timisoara Journal of Economics and
Business, 7(1), 89-101.
Mindrut, S., Manolica, A., & Roman, C. T. (2015). Building brands identity. Procedia
Economics and Finance, 20, 393-403.
World leader in school and office supplies - Maped. (2018). In.maped.com. Retrieved 23
January 2018, from https://in.maped.com/