So this week we were suppose to showcase our experiments in front of the class in order to show how people's perception of certain products is effected by what they are lead to believe. Unfortunately our experiment never quite went ahead because of a particularly prominant case of Freshers flu which I have to say does sound rather nasty and surprisingly contageous even though i am yet to come down with the virus myself. As other members of my group were suppose to provide plastic cups our experiment wouldn't have worked. I don't think me pouring cola into people's mouth's would have been appropriate do you? I guess i'll have to carry two very large and very heavy bottles of Cola back to the halls of residence where i shall give it out for free. Something tells me that a full two litre bottle of 17p cola will not go down as well as the trusted brand of Coca Cola but it's free and all students like free stuff don't they? Well if not you can always just add Vodka - trust me it works every time.
Now onto the boring bit; that's theory of course. Today we were informed about the intergeral theory when it comes to packaging which every ad man or woman knows they have to complete to gain a sale. This is the Perceptual Process, this put simply is Sensation followed by Attention and finally Interpretation. Now in my previous posts i have mentioned the constant barrage of advertisements that are thrust upon us on a daily basis. I can now confirm that there are in fact roughly 5000 forms of media vying for our attention every day. This is just crazy and impossible to compute every single one surely. No wonder headaches are part and parcel of everyday life, that really is a lot to take in. Well in fact we only take in 10% of this as on average 500 of that 5000 we see everyday are actually noticed by us. This is where the second stage of the process comes in as our attention has been caught by the adverts that we've seen. This however doesnt mean that it will stay in our minds, i mean i get told my till pin number in work at the start of my shift every week and yes i may remember it for that four hours but as soon as i leave those doors and enter back into the world of sanity do i remember it for next week? Of course not! It's exactly the same with adverts, the things you particularly care or that strike a chord with you are the ones that your going to actually remember whereas the things that you see that are ok but nothing special are going to fly out of your head as soon as you look away from the poster and start thinking about what your going to put with those chips for tea. This is why many adverts now use Stimulus Ambiguity as this will catch the consumers attention which already gets them to second base. Now they've just got to make a strong enough impression for the consumer to take action. The NHS for example have to make sure that the picture of a smoking baby grabs the readers attention so much that when they get off of the tube escalators they will start interpreting this information and looking at it in their own personal lives and how by them smoking their children are also. If this happens they are more likely to quit and hey presto the advert has reached the holy grail and has been successful.
So don't worry too much guys it's not that much of a big deal really, 10 Ad's a day - Bring it on!
Friday 22 October 2010
Wednesday 20 October 2010
Have you seen that advert?
Our senses are a fundamental part of the way we interpret things and they have a detrimental effect on how we go about our lives and what decisions we make. When i think about it brands are being barraged towards us every day and to keep battering them away time after time is exhausting. Unfortunately for us consumers out there companies know this. They know that whilst we might be able to turn a blind eye to a fat bloke singing opera about a comparison website once the second and third time we simply cannot and whilst our backs are turned we are penetrated with the advert and before you know it all you can think about is Go Compare. It's a bloody nightmare!
When you think Fosters you think young larger lout, now this may be a stereotypical view however judging by the advert to the left that may actually be the demographic that Fosters are aiming at. The brand seems to focus their advertising on the outsiders view of Australia and it's people which is a typically laid back and blaze approach to all things life. If you've ever seen a Fosters advert you will definitely know that it is an Australian brand as they never seem to fail to mention it. This type of attitude is a popular one amongst the younger generation, it has been proven that anxiety tends to effect people more when they get older and i guess that's where the saying young and care free comes from because generally when people are young they don't care about many things and tend to possess a take it as it comes attitude. The particular example that i have chosen shows a twenty/thirty something immersed in a what seems like a summer bbq with people all around suddenly taking a sip of his Fosters, he then looks up and see's a stunning blonde beauty staring back at him. Now lets face it that is every straight red blooded guys dream, Chilled beer in one hand and hot girl on another. This would engage their target market brilliantly as they would be instantly interested in this. Fosters then add an unexpected twist of humour which again young men would typically find funny as the male lead uses the girl's hieght as a shade as he takes yet another sip of his beer. Whilst watching this you would be imagining the taste of that beer as he takes the sips. I personally think that the added humour at the end is a brilliant way of making the advert stick in peoples minds as your average joe would have a ball telling his mates down at his local boozer how 'the guy in the advert uses the woman for shade'. I'm sure they would all be falling about laughing right before they all ask for a pint of Fosters.
I will now illustrate my point that you simply cannot escape the minefield of advertising by taking examples of companies using each one of our five main senses just to get their product somehow into our psyche.
Sight
If i was to ask the majority of people what the profile of a typical Gin drinker would be I'm sure it would come back as an older member of society. At least that's what the stereotype is. If you look closely at the advertising campaign to the left by Bombay Sapphire Gin you can see that they haven't taken a blind bit of notice of this and have created a visually majestic and thoroughly modern advertisement for their product. The visual effect it has on you is quite startling, if the typical 70 something saw this they would be forgiven if they thought it was a bubblegum flavoured soft drink advert. There is very limited text and everything is one colour. Blue is the least gender specific colour so to choose this colour and to advertise your product with it is a smart move. It is clear that Bombay Sapphire wants to appeal to a younger audience and make there product relate to the new generation. There are subtle hints that they were aiming towards the female market because of the typically more feminine lighter blue colour and if you look closely the stem of the glass is actually in the shape of a female dress. The whole idea from Bombay Sapphire's point of view is for them to get their target market to identify this modern colour and sleek design with their brand and their Gin. It will certainly stand out on the local Tesco shelf as Gin bottles are usually clear and unimaginative. Yes older drinkers may shudder at the mere thought of a blue Gin bottle but the simple fact is old people tend to die and therefore the drink Gin has to move on and find a new audience, this is a great example of this and i know personally if i saw this bright and eye catching product on the shelf amongst the same old dreary products i would certainly buy it.
Touch
Now stimulating someones vision may be easy when using TV or large posters however when Mr Marketer has to evoke other senses things get difficult. An example that i will use is the Bachelor's Cuppa Soup campaign from 2004. This is great at evoking the sense of touch as there is a huge fluffy bear like creature which hugs the lady (supposedly us consumers) when she drinks the soup. Now this campaign is very effective as it is set in a snow covered winter resort which we know can be very unforgiving and freezing cold, then the lead demurely sips away at the soup and what do you know a huge fluffy huggy monster arrives giving a warming and comforting embrace. This is definitely aimed at women because of the female lead character and because giving hugs is definitly a more female orientated activity as men are of course far too butch and assertive to want a hug, which by the way is a lie but advertising companies don't ever want to offend anyone in case it causes them to abort buying their product. You may be thinking that this is very far fetched and well to be honest it is but that is why in my opinion it is so brilliant because lets face it who doesn't want a hug every now and then? Especially in those cold winter months where money tends to be tight and a big fluffy huggy monster really would come in handy once in a while to take your troubles away and to take us out of reality. When you see the hug you imagine how that would feel. Bachelors are trying to get us consumers to buy into the 'hug in a mug' idea and when you look at the supermarket shelves instead of buying regular boring soup like Heinz you will buy a 'hug in a mug' that will make all your troubles fly away.
Taste
When you think Fosters you think young larger lout, now this may be a stereotypical view however judging by the advert to the left that may actually be the demographic that Fosters are aiming at. The brand seems to focus their advertising on the outsiders view of Australia and it's people which is a typically laid back and blaze approach to all things life. If you've ever seen a Fosters advert you will definitely know that it is an Australian brand as they never seem to fail to mention it. This type of attitude is a popular one amongst the younger generation, it has been proven that anxiety tends to effect people more when they get older and i guess that's where the saying young and care free comes from because generally when people are young they don't care about many things and tend to possess a take it as it comes attitude. The particular example that i have chosen shows a twenty/thirty something immersed in a what seems like a summer bbq with people all around suddenly taking a sip of his Fosters, he then looks up and see's a stunning blonde beauty staring back at him. Now lets face it that is every straight red blooded guys dream, Chilled beer in one hand and hot girl on another. This would engage their target market brilliantly as they would be instantly interested in this. Fosters then add an unexpected twist of humour which again young men would typically find funny as the male lead uses the girl's hieght as a shade as he takes yet another sip of his beer. Whilst watching this you would be imagining the taste of that beer as he takes the sips. I personally think that the added humour at the end is a brilliant way of making the advert stick in peoples minds as your average joe would have a ball telling his mates down at his local boozer how 'the guy in the advert uses the woman for shade'. I'm sure they would all be falling about laughing right before they all ask for a pint of Fosters.
Now when it comes to sound there is really only one advert that i can mention simply because i cannot turn the TV on without seeing it at the moment, it is of course the Go Compare advert. I know i mentioned it above but i'm going to have to talk about it again in more detail. It is without doubt the most annoying TV advert the world has ever seen and in my opinion should be banned for crimes against the ears, the effect however that it has had on people is brilliant from Go Compare's point of view as it gets people talking. Weather they love it or hate it really isnt the point as long as they are talking about it and have an opinion on it means that they are aware of the advert and therefore are also aware of the product or in this case service that it is advertising. The reaction to this campaign has been so strong that it was voted the most annoying advert of 2009 by The Telegraph. Now you may think well surely this should be stopped and another campaign started but this campaign has single handidly turned the fortunes of Go compare around as they reported 4 Million pound losses in 2008 and after introducing the Opera singing twit they reported a 12 Million pound profit at the end of 2009. The song which is sung is irritatingly catchy and most people will find it stuck in their heads time and time again after seeing the hideous performance on the advert. Now every time you think of a comparison website you will think of Go Compare, it's sad but true so brace yourselves for a lot more of the Pavarotti wannabe in the future. Now where are those earplugs?
Smell
The Airwick advert (follow the link above) really uses the consumers sense of smell and is without doubt aimed at women. The majority of household items are bought by women and there is a common theory among women - which i don't agree with by the way that women are better than men at well everything and this advert shows a man struggling to plug a regular electric air freshner in and then his wife comes up with a very practical solution which happens to be the new airwick cordless air freshner. This not only will make it's target market laugh but also highlights the products USP and illistrates a problem with it's competitors products and the fact that they now offer a product which solves the problem. It is a simple advert that will leave the consumer imagining how the product smells like as there is clearly an odour coming from the product which seemingly fills the room with vibrant ccolour and leaves the room smelling fresh. It is a great advert as it shows a common family with a common problem and an easy way to fix it. It really is that simple but it gives the consumer an example that the mass market can relate to and solves it with this new product. This in turn will create a desire for the product and when the weekly shop is being done the real head of the family will purchase the product as the brand has seemingly solved a problem that they would have with this new product.
So there you have it. Everywhere we turn there is a new challenge we face and a new product vying for our attention and investment, it really is a battlefield out there. OH NO you may be thinking but before you lock yourself away for eternity don't panic! The vast majority of these messages find there way into your head without you even knowing. Well they should do if the advert is clever enough!
Monday 11 October 2010
Beautiful.... or is it?
so, i find myself sitting at my computer having been asked to write about perception what exactly is it? What do other people think? what's the true definition? and what do i think? According to the Oxford Dictionary perception is defined as 'The ability to see, hear or become aware of something through the senses'. Just to clarify the traditional five senses are vision; hearing; touch; smell and taste. This put in laymans terms means anything basically and how we compute it. One of the most common perceptions that differ from person to person would be the way we look. I for example wake up some mornings after a heavy night and look in the mirror and wonder if i'm looking at a monster or in fact myself and the best thing for me to do is go back to bed, unfortunately it is always me but this is my personal perception and not necessarily a fact. Somebody else could look at the same thing and think it looks good, at least that's what i keep telling myself anyway. Just like some people will fancy Cheryl Cole from Girls Aloud and their friend might fancy the ginger one. This is their own perception of what looks good and is personal to them.
As we are on the subject of the way people look i will show you a video that i found whilst researching this, it has been put together by 'Dove' who have been very active in their efforts to change the public's perception of beauty and boast about the fact that they use 'everyday' people in their marketing rather than the perceived idea that the majority of people have that beauty means 'perfect' just like the celebrities commonly seen in the weekly glossy's.
The link below will direct you to the video
http://www.youtube.com/watch?v=_v_azJv50KQ&feature=related
The video highlight's the fact that the current perception of beauty is artificial as in order for someone to look as good as the model does she has to be edited and poked and prodded using various technology before the photo is released. This is the way that the majority of people percieve beauty because they have seen adapted posters like the one shown in the video and because of this it is no wonder that this is how they view beauty.
A quote that i personally agree with is from Schiffman and Kanuk that says "how we see the world around us". I personally agree with this and i think that everything is individual depending on the person. I also think that perception can be affected by the environment in which we live and the perceptions of people close to us. For example if your mum buys a certain brand of washing powder, when you go to University like myself you are likely to buy the same brand because you have been told by your mum that it is the best. This is not actually true however this is the perception that your mum has of a brand and therefore you are liklely to gain a similar perception and start buying 'persil' to wash your undies rather than bold.
So to conclude my personal idea of perception is the way that every person individually see's the things around them. I think they can be adapted and in some cases completely changed depending on how they are bought up and how other influences that they face effect them.
As we are on the subject of the way people look i will show you a video that i found whilst researching this, it has been put together by 'Dove' who have been very active in their efforts to change the public's perception of beauty and boast about the fact that they use 'everyday' people in their marketing rather than the perceived idea that the majority of people have that beauty means 'perfect' just like the celebrities commonly seen in the weekly glossy's.
The link below will direct you to the video
http://www.youtube.com/watch?v=_v_azJv50KQ&feature=related
The video highlight's the fact that the current perception of beauty is artificial as in order for someone to look as good as the model does she has to be edited and poked and prodded using various technology before the photo is released. This is the way that the majority of people percieve beauty because they have seen adapted posters like the one shown in the video and because of this it is no wonder that this is how they view beauty.
A quote that i personally agree with is from Schiffman and Kanuk that says "how we see the world around us". I personally agree with this and i think that everything is individual depending on the person. I also think that perception can be affected by the environment in which we live and the perceptions of people close to us. For example if your mum buys a certain brand of washing powder, when you go to University like myself you are likely to buy the same brand because you have been told by your mum that it is the best. This is not actually true however this is the perception that your mum has of a brand and therefore you are liklely to gain a similar perception and start buying 'persil' to wash your undies rather than bold.
So to conclude my personal idea of perception is the way that every person individually see's the things around them. I think they can be adapted and in some cases completely changed depending on how they are bought up and how other influences that they face effect them.
Friday 8 October 2010
Hi Wycombe Hi Crazy nice people
So, i rock up to High Wycombe on the 19th September with a mixture of nerves excitement and a whole heap of apprehenshion. This after all will be my home for the next three years and if i dont like it; well i have to like it, that is the point and thats why i had been experiencing many a sleepless night prior to my arrival. Thoughts included 'what if they all hate me' 'will i live with loonatics' and most importantly 'will my liver survive'. Once i actually got there i had the mammoth task of unloading the car which to any normal person would be rather straight forward however when you have got enough appliances to kit out Jamie Olivers kitchen and enough clothes to stage a fashion show it is not so simple. Throw in a fridge and i seriously have problems. I decide on this occasion to let my parents do the lifting and all thats left for me to do is something that i had been telling myself i had to do for weeks. Talk, and so i did everyone i saw i had a chat with and then i talked some more and well you get the point.
So now we move on about an hour and people in my flat start arriving, the parents dissapear and i am faced with a red haired geordie who i couldnt understand at all, the bubbliest girl in the world who heralds from the isle of man and a long haired rocker from Hertford. Little old me from Essex was going to have his work cut out. Over the last 2 weeks i have learnt that 1st impressions really dont always ring true and the phrase 'don't judge a book by it's cover' really is relevant here. I have now got to know my flat mates really well and they are all actually really nice and believe it or not are sort of normal. There has been some akward moments as well as deep debates but the most prominant moment so far was the toaster blowing up in the kitchen, now that i dont think i'll forget in a long time. I guess you can stock your cupboards like Jamie Oliver but you might not always be blessed with his cullenary skills.
So now we move on about an hour and people in my flat start arriving, the parents dissapear and i am faced with a red haired geordie who i couldnt understand at all, the bubbliest girl in the world who heralds from the isle of man and a long haired rocker from Hertford. Little old me from Essex was going to have his work cut out. Over the last 2 weeks i have learnt that 1st impressions really dont always ring true and the phrase 'don't judge a book by it's cover' really is relevant here. I have now got to know my flat mates really well and they are all actually really nice and believe it or not are sort of normal. There has been some akward moments as well as deep debates but the most prominant moment so far was the toaster blowing up in the kitchen, now that i dont think i'll forget in a long time. I guess you can stock your cupboards like Jamie Oliver but you might not always be blessed with his cullenary skills.
Subscribe to:
Posts (Atom)