Perfection is Important: Evolution of MarineLand Advertisements (Entry 6)

1993 MarineLand advertisement: https://www.youtube.com/watch?v=t_BlzQiK4j4 
(Cmmia62, 2012)

2015 MarineLand advertisement: https://www.youtube.com/watch?v=2xZ9_cynq-U
(The Justin Poy Agency, 2014)

Since 1993, MarineLand has changed its approach in their advertisements, as the amusement park originally began creating collages of the park to having testimonials. Amusement park advertisements are concerned with selling their audience excitement, fun, and laughter. With these advertisements, MarineLand developed their message by utilizing the emotional appeal technique, which is concerned with arousing the feelings of the audience because this amusement park understands that their viewers want to acknowledge a fulfilling experience.

When observing the 1990’s MarineLand advertisements, I saw some flaws to the collage technique as some of the footage I believe is unacceptable. This 1993 advertisement has shown two children engaging with two different amusement park’s animals without any parental or park attendant supervision (Cmmia62, 2012). These particular scenes oppose clause 10 of the ASC where unsafe practices are shown as these children were left alone with wild animals without any adult supervision in the advertisement . It is not safe to show children alone with wild animals because these children do not know the proper approach to engaging with these animals and that adult supervision is necessary to ensuring their safety. Even though this advertisement does exemplify fun and excitement, but it lacks the demonstration of safety.

After evaluating the 1990’s advertisements, I have found that MarineLand has changed their overall focus and design of their advertisements to therefore not fail in fulfilling the clauses of the ASC. The 2015 MarineLand advertisement has proven to be more effective and appropriate than that of their original advertisements (The Justin Poy Agency, 2014). As the amusement park has accurately promoted a fun and entertaining experience, MarineLand has also demonstrated their understanding of clause 7 that is concerned with testimonials (Advertising Standards Canada, n.d). The 2015 MarineLand advertisement has executed testimonial advertisements properly as this amusement park’s subject has promoted the park’s attractions and content in a positive manner. Most importantly, this MarineLand advertisement has passed clause 12, which is concerned with advertising to children, as the amusement park has promoted a safe and fun environment that will attract children in a positive manner (Advertising Standards Canada, n.d).