Improvement On Message Delivery

Since mooncake is an important food of Chinese tradition during the mid-autumn festival, many cakeshops and Chinese restaurants sell mooncake and make a lot of advertisements. Some of them are good designs, while others still have room for improvement.

Arome's advertisement was bad a few weeks ago. The size of the mooncake was so small that the audience's focus will be attracted by the beauty, hair style of Kiki Chow rather than the mooncakes. She is not even holding it.

Recently, a new advertisement appears. It is much better than the former one. Kiki is holding the mooncake with a pleasant and enjoyable emotion. Although the size of the mooncakes are still not large enough and the color of them are not attractive, the focus goes back to the mooncake.

The Taipan mooncake is a good example. The cake shop is the first one selling snowskin mooncakes and the sales of it is number one for many years. Some of its success comes from its successful promotion and marketing techniques. This advertising series use a lot of "fashionable words" and idoms which cannot be found in the dictionary but is understood by most local people. Young people often use these new and informal phrases in communication. By putting them in the poster, it gives the mooncakes a fashionable and trendy feeling. This encourages young people to buy more mooncakes.

The Maxim's mooncake invites Kelly Chan, a famous Hong Kong singer to be its spokeperson. This is already an attractive selling point. Besides, she is holding the mooncake with a heart shaped hand, this not only reflects the "heart" of the meaning of the company name in Chinese, but at the same time giving a intention to share our happiness and regards to our friends and relatives, which matches with the origin of the festival.

Wing Wah's advertisement is quite good. The woman is eating the mooncake with an enjoyable feeling and gesture.