Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Scooped by Joachim Scholz, PhD
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Hipsters Ruin Everything: This Denim Ad Parodies The Best Scene From 'American Psycho' (Video) | Elite Daily

Hipsters Ruin Everything: This Denim Ad Parodies The Best Scene From 'American Psycho' (Video) | Elite Daily | Marketing in Motion | Scoop.it
Only an ad agency based in Amsterdam could come up with a commercial this amazing because whoever came up with the idea to make a jeans commercial based on the infamous business card scene in "American Pyscho" had to be f*cking stoned.
Joachim Scholz, PhD's insight:

If you like American Psycho, this one is for you. And if you are interested in how brands become producers of cultural content, this is especially for you.

 

I am not sure how to call this 6 minute parody of American Psycho / hipster culture yet. Maybe "cinematographic content marketing"? It surely is content marketing, one of the finest and most entertaining examples, as it provides some valuable entertainment instead of pure information and the deepening of mindshare through repition. You could also call it branded entertainment, as this 6 minute video almost reaches short movie format. 

 

However you call it, from a creative perspective this video just strikes the totally right balance in borrowing from an iconic movie and updating it into a new era. What was the Yuppie in the 80s are the Hipsters in the 10s: Both privileged in their lifestyles and obsessed with status consumption. At first, I was irritated that Bateman's famous Phil Collins monologue was replaced by a lecture about the merits of animal-digested coffee beans, but it totally makes sense from two perspectives: First, the furthering of niche interests and cultural consumption / habitus in the hipster culture, and second as a wonderful tie in to the marketing strategy of this jeans outlet to provide a refreshing atmosphere in their stores. You will have to watch the video in order to figure out what I mean by this, because I don't want to take this away from you.

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Suggested by Kate Corcoran
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Mouse Trap Survivor Cheese Commercial

This advertisement starts off nicely with soft music playing in the background and a mouse nibbling on some cheese. We all know what’s going to happen, yet it still shocks us. The poor mouse is caught in the trap, breathing what appear to be its last breaths until it begins doing pus-ups. Odd thing for a mouse to do. This ad is great because it doesn’t tell us what it is advertising until the very end, so it keeps the viewers intrigued and wondering what this ad is all about. This ad is a roller coaster of emotions from content, to frightened, to sad, and finally humour. Viewers will remember this ad because it is witty and entertaining. It aims at the emotional appeal of consumers in order to draw them in to the advertisement.

 

Katharine Corcoran COMM 335-002, campaign, advertising, emotional appeal, brand awareness, liking

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Suggested by Orietta Mukeza
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Sexy "Housekeeping"

Even though not a single word is said in Emporio Armani’s “Housekeeping” advertising spot, the message is very clear. The full-length video advertises the Armani Jeans brand by featuring Christiano Ronaldo, an attractive Portuguese football star, walking around his hotel room. The commercial opens with a freshly showered Ronaldo wearing nothing but tight Armani briefs emerging from the washroom and slowly putting on a pair of Armani Jeans while a hotel housekeeper looks on through the corner of her eye. Once he realizes his T-Shirt is not in his room, he starts looking for it, walking half-naked from one room to the next. Enjoying the view, the housekeeper finds his shirt but decides to hide it under a sofa cushion. This advertisement is an excellent example of a brand relying on sexual appeal to catch viewers’ attention. This tactic is quite common for clothing designers who use well-known sex icons like Ronaldo as decorative models. Though the spot’s sexual theme effectively attracts the attention of both male and female audiences, it may also become an undesired distraction. Instead of remembering the Emporio Armani brand name briefly shown at the end of the scene, those who view the commercial will more likely remember the sexy storyline and Ronaldo’s eye-catching body.

 

(Orietta Mukeza, 06056792, COMM335-1, Message Design, Emotional Appeal, Sex, Decorative Model, Campaign)

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Julia Mia Raye's curator insight, May 20, 2013 12:30 PM

Excellent advert!!!

Suggested by Brittany Cooper
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Graphic Anti-Smoking Ads motivate people to quit

The Centers for Disease Control and Prevention (CDC) launched their campaign Tips From Former Smokers in March 2012. The campaign features former smokers sharing their stories about the health effects they have experienced from smoking. The advertisements use hard-hitting graphics to display the severity of these diseases, which include cancer, stomas, paralysis, limb amputations and heart attack. The majority of the population is aware of the dangers of smoking, as anti-smoking advertisements and educational campaigns have been promoted for decades. However, this campaign provides smokers with further knowledge surrounding the immediate health damage caused by smoking. 

 

The CDC employs tactics of fueling fears to induce people to quit smoking through using shocking videos.  The campaign uses real people, not actors, which makes the message they are presenting more powerful because it is honest and truthful. Not only does this message encourage people to quit smoking, it will help prevent people from starting in the first place as they want to avoid suffering from severe illness and disability, like those who appear in the campaign. Research has shown that advertisements that illustrate the impact of tobacco use, as well as encouragement and information about how to quit, motivate people to quit smoking and save lives. These advertisements are particularly effective because they make people feel that this could happen to them, as the experiences shown are of ordinary people. This stimulates emotions such as fear, as people sympathize for those who are suffering and become afraid of this happening to them.

 

(Brittany Cooper, Comm 335-1, campaign, fueling fears, anti-smoking)

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Suggested by Maryam Pazirandeh
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Southwest Airlines Spring Campaign: Welcome Aboard

Southwest Airlines has launched a spring advertising campaign with a new approach compared to their previous campaigns. The airline is making changes in how it presents itself to its current and potential new customers.

The company has replaced their traditional approach of using humour as the emotional appeal in their ads. They are now focused on increasing awareness of the airline’s status as the biggest domestic carrier. The first spot in the series is called “Welcome Abroad” and it features a baby, a basketball player, a business women and a ballerina. The ad creates a sense of patriotism by focusing on the “American Dream” and focuses on values and themes such as ambition. The commercial ties Southwest Airlines to patriotism to create a positive image of the company among American consumers. In addition the ad focuses on consumer values such as personal accomplishment and success to further create a positive linkage with Southwest for consumers. Finally the ad taps into the evaluation of alternatives stage in the purchase decision making process by stating that Southwest is like nobody else and America’s largest domestic airline. 

 

Maryam Pazirandeh, 06334361, COMM335-1, campaign, emotional appeal, awareness, brand image

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Suggested by Josh Climans
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Mastercard baseball commercial

This commercial from MasterCard continues the company’s long running theme of commercials in which products can be purchased at a certain price, but one underlying feeling cannot be bought. In this commercial, a father takes his son to a baseball game. The father pays for things like hot dogs, popcorn, sodas, and souvenirs for his son and all of these items’ prices are shown. However, the ability to have a real conversation while spending time with your son is “priceless”. This commercial uses affective tactics of appealing to the emotion of a father’s relationship with his son, and demonstrates a common bonding experience in life in which a father spends time with his son by going to a baseball game. The commercial also does an effective job at promoting the product by saying that some things in life like a father-son relationship cannot be purchased, but for everything else, a MasterCard can be used. This indicates that whenever a person wants to purchase something with an actual price, he or she can resort to his or her MasterCard to make the purchase. Also, for encouraging awareness, the commercial says that MasterCard is accepted at baseball parks around the country. This ties in with the theme of the commercial and shows that the target audience of fathers can use a MasterCard at any baseball park. These tactics attempt to engage the customers ease of recall by associating using a MasterCard in different purchasing situations.

 

Josh Climans, 05995759, COMM335-2, campaign, father-son relationship, emotion, priceless

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Suggested by Jordan McDonald
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The Power and Failure of Humor

Because of the fact that so many products are sold in markets with very little product differentiation marketing professionals view emotional advertising as the key to brand loyalty. There is no definitive answer for which emotional appeal is the best, as it will differ based on the product and also the types of consumers that the brand is targeting. However, in the case of soft drinks Pepsi has shown us that humor can be incredibly powerful. 10 months ago Pepsi released an ad that focused on happiness and utilized a fantasy to try and associate their brand with their “Live For Now” slogan. The ad was very well done, however it has only received 1.2 million views since it was launched. 6 days ago Pepsi released another video, but this one focused on humor appeal. The video features Nascar driver Jeff Gordon and films him as he plays a prank on an unsuspecting car salesmen. It has been incredibly well received as it has already generated almost 26 million views and thousands of shares on social media sites. Some would say this is successful and that the ad is already a huge hit for Pepsi. I on the other hand question its real effectiveness. I feel like the humor overpowers the message and people are not going to remember the brand. Pepsi does not do a great job of connecting the humor to the product or its benefits. It does not tie in the products attributes, the product benefits, or the personal value that is obtained from consuming their beverage. The brand or product is barely present during the advertisement and (in my eyes) is poorly linked at the end.

 

The Pepsi ad does a great job at cutting through the clutter. Its also hilarious, there’s no denying that. Both of these things are great in theory and most would think they are key indicators of a successful marketing message. But as we have seen, this is not always the case. Like many humorous ads from the past, “hilarious” does not always indicate success.

 

Only time will tell how effective the video really is. But in the mean time, how do you think it will do?

 

Jordan McDonald I 06004114 I COMM335-1 I #emotionalappeal, #humorappeal, #pepsi, #messagedesign, #marketingcommunication

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Suggested by Sean Connacher
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Old Spice’s Wild Collection Introduces New Scents

Old Spice’s Wild Collection Introduces New Scents | Marketing in Motion | Scoop.it

Communicating more than just a scent, Old Spice’s Wild Collection markets the man! P&G’s advertising campaign for their new line of Old Spice scents aims to show men that not only will the Wild Collection make you smell great, but also invoke immeasurable confidence, offering success and sex appeal. The available TV advertisements utilize a “Fantasy” executional framework to lift consumers out of the real world and appeal to ones emotions. The advertisements show men winning poker matches through intimidation or confidently whisking a woman off her feet at a gala. Using a peripheral route to persuasion, the campaign plays heavily on the sex appeal ones deodorant offers and is specifically targeted at men ages 18 to 24. Moreover, unlike other deodorant brands, Old Spice wants to inspire confidence among an age group that is now trying to figure out life, not just girls, as they progress through college and into their careers. The ultimate objective though is to effect preference and conviction among their target audience to influence their evaluation of alternatives and purchase decision. Deodorant consumers have such an array of options that brands must differentiate themselves and fill unmet needs both within their own lineup of scents, but in comparison to other brands as well. Despite this challenge, The Wild Collection campaign is on its way towards effectively meeting the needs of consumers who have previously been unable to find a scent that met their needs and did not remind them of their grandfathers or their pre-pubescent selves. 

 

Sean Connacher | 0599-5347 | COMM 335-2 | Article, Advertising, Old Spice, Emotion, Fantasy 

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Radhika's curator insight, March 16, 2:13 AM

Old spice effectively tries taking on central routes of persuasion as they approach the needs of their consumers, appealing to their insecurities and trying to connect with their feelings offering a mature solution.  

Suggested by Thuy Anh Nguyen
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The closet: a cock-and-bull story

Canal Plus is a French premium pay television channel. This commercial called “The closet” is showing a half-naked man justifying his presence in the closet of his mistress by telling an incredible story, being an author for Canal +.

 

Canal+ wanted to emphasize their specificity which differentiates them from the other channels: they are more than just a simple buyer of TV programs, they are a creative channel. This explains the idea of featuring people who have a unique know-how to create programs and imagination, to tell great stories.

This commercial illustrates very well some technics described in the message design process, the emotional appeals being the ones which are importantly used here. The beginning of the video creates a lot of astonishment at first because the viewer might not realize right away that he is watching a commercial; then it generates curiosity, suspense and interrogation. Canal+ creative team also used feelings like fear and worry, which at the end help in providing a humoristic punch line. It can be even funnier to the French audience as “The closet” is inspired from a classic of the French vaudeville: the lover in the closet.

The final words which complete the punch-line scene are “Lucas G. Screenwriter for Canal+” when all his subterfuge finally makes sense to the viewer.

 

Thuy Anh Nguyen, 10081293, COMM335-002, The Closet, funny commercial, fear, humor, creative

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Suggested by Jake Housdon
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DollarShaveClub.com - Our Blades Are F***ing Great

http://youtu.be/ZUG9qYTJMsI

 

DollarShaveClub.com is the online razor retailer, for the practical man. As their compelling video points out, the service helps save you a great deal of money on shave technology you simply don’t need, as well as eliminates the hassle of having to frequently go shop for razors.

 

Instead, Mike, founder of DollarShaveClub, urges you to join the club, and get a great shave for only couple of bucks a month. Customers can choose one of three razor models, ranging in quality, to be shipped right to their door every month.


This video advertisement has been wildly successful, having received over 9.6 million views on YouTube. The ad is targeted to work on multiple different areas of the purchase decision-making process we discussed in class, simultaneously.

 

Since many people have never heard of the service, it serves to make you aware of its existence, uses humour exceptionally well to become likable, and provides reasoning as to why you may prefer DollarShaveClub to traditional means of purchasing razors—all in a mere minute and 33 seconds.

Through this campaign, DollarShaveClub has conjured an emotional appeal, which aims to influence the ‘ought self’ of the ‘manly man’, who is practical, and not frivolous, when it comes to personal grooming. However, the key insight here truly lies in the remarkable use of humour, which enabled this video to get across so much information, so effectively, in such a short amount of time.

It is worth mentioning that the video segment appears to be shot and edited on a very low budget, and in terms of impact per dollar, is an exceptional example of how to execute a video advertisement as a small business.

(Jake Housdon, Comm335-2, creative, advertising, brand personality, campaign)

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Suggested by Lauren Archibald
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Heart and Stroke Foundation/Fond. maladies du cœur et AVC

Heart and Stroke Foundation/Fond. maladies du cœur et AVC | Marketing in Motion | Scoop.it

This advertisement for the Canadian Heart and Stroke Foundation contrasts the lifestyle for an old couple who is healthy and active vs. being sick and immobile. Its use of bold images and emotional attraction sends a very powerful message. At the end of the ad however, I am left feeling unsure about how I feel because it did such a good job at pulling on both happy and sad emotions. What I do know for sure is that I want to be in the situation on the left-hand side in my old age.  It makes you think about your grandparents or other elderly people you know, putting it into a personal perspective. The strong images with grandchildren and hospital nurses make it difficult not to pay attention.  What I think the ad is missing is an action or request they want from their viewers after seeing the commercial. It created the awareness and gained viewer’s attention but does not stimulate an immediate response from the audience.

 

Lauren Archibald, 06008113, Comm335-1, campaign, emotion, message design, demonstration

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Suggested by Chelsea Kerr
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Shreddies finds Canadian goodness for new campaign | Marketing Magazine

This article contains the video for the recently launched Shreddies brand television campaign featuring the true story of a customer named Greg, an ‘everyday Canadian hero.’ Greg voluntarily maintains the local outdoor rink, relying on Shreddies for breakfast each morning he floods the ice. The ‘genuine goodness’ Greg embodies is related to the goodness of whole wheat in each bowl of Shreddies cereal. This advertisement uses an emotional appeal to create emotional resonance between the brand and the consumer, moving beyond the rational appeal of the cereal's nutritional value. Shreddies is able to develop this emotional connection by showcasing a genuine individual that many Canadians can associate with, while also including hockey, a source of Canadian pride. Although Greg does not physically speak, his positive experiences with the product can easily be inferred, delivering the effect of a testimonial. By using this executional framework and affective tactics, Shreddies is able to enhance the likability of its brand, effectively building a connection with Canadian consumers.

 

Chelsea Kerr, 0630-2911, COMM 335-001, Campaign, Message Design, Emotional Appeals, Affective Tactics

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Suggested by alexandra marinelli
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Dodge Ram Trucks Super Bowl Commercial Farmer - God Made A Farmer

The above commercial played during the 2013 Superbowl is a two-minute commercial that discusses why God placed farmers on the earth. Until the very last seconds of this commercial, the viewer is not aware of what brand is being advertised. Viewers eventually find out that this commerical is for the Dodge Ram. Dodge did an excellent job on brand positioning. They created a perception in the consumer’s mind regarding the nature of the company and its products relative to competitors. Throughout the commercial, a narrative coupled with a series of pictures explains all the attributes and tasks a farmer completes in a lifetime; wakes up at 4am to farm, someone who is strong enough to cut down trees and move bales of hay.  This evidently shows how Dodge used a product user positioning strategy by clearly specifying who might use the Dodge Ram.  In addition to this, Dodge did an excellent job at allowing customers to feel a bond with the brand through using an emotional appeal. Any person who has done the slightest bit of farming can relate to the commercial that Dodge has presented. 

 

Alexandra Marinelli, 06143978, COMM 335- 001- campaign, branding, positioning, emotional appeal,  product user positioning strategy, Dodge Ram

Joachim Scholz, PhD's insight:

A really nice demonstration of an emotional appeal. Also, the tag line in the end "for the farmer in all of us" points to the fact that this is not a demographic (occupation) targeting approach here as in maybe the 1950s - for this there aren't enough farmers left - but a maybe more psychographic targeting approach that identifies people who work hard (or see themselves as hard worker) as the target audience. Not only famers, but all kinds of blue collar workers and people who don't mind to do hard and sometimes dirty work.

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Scooped by Joachim Scholz, PhD
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A look into the past of communications: Commander Riker stars in a loooooong commercial

What the hell? The Enterprise Solution eh? Sounds like you're pitching a load of Number 2 there, Number One.
Joachim Scholz, PhD's insight:

Sometimes it is good to look back how communications used to be done. In this long commercial Number 1 is hijacking the Enterprise's bridge to explain poor fellows on Earth who are experiencing a computer information system meltdown how they could have avoided this - with the right software solution. I wonder where this thing screened back in the days?

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Suggested by Paulo H. Pedrão
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Heineken - The Switch

I’ve always been fond of beers campaigns since their focus is usually the humour. This on the other hand attracted me by another reason. In a very creative way, the campaign demonstrates how much the Heineken beer can change basically everything that you have been experiencing so far.

 

In the beginning the friends arrive in this awful bar, simply looking for a beer to share together. After the bartender starts to serve them everything changes: the environment turns from ruins to a party/fancy place; the bartender and all the people there becomes more attractive; the music makes the environment “more happy”.

 

Either because those are the values that the company cheer or because that’s how you feel after a couple of drinks the campaign is very precise in using the emotional appeal in a very convincing way. Just take a look at the guys at the end of the video.

 

Paulo Henrique Pedrão, 10083167, COMM 335 001; #EmotionalAppeal #FitIn #Campaign 

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Suggested by Paulo H. Pedrão
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Megan Fox Super Bowl Ad For Motorola 2013 [HD]

For the past couple of years Motorola has been losing space in the market of cell phones to brands such as Apple and Sony, for instance. With the goal of changing that situation they came up with this campaign towards its new product which was very creative by mixing rational appeal and humour.

 

The campaign shows different situations after Megan Fox demonstrates how it works: from teenagers in puberty, gay couples facing sexual orientation doubts maybe, a wife angry at the husband’s attitude, workers damaging public and social property, friends forgetting about their friends and all because of what?

 

No, not because Megan Fox is beautiful and desired by many people (she is though and had a huge influence on what happened) but because the Motorola cell phone is so good, with such new devices with good quality and power that your data can be spread through the internet and social media in a blink. For those who like to be connected almost every time it may be a good choice. The target audience involves all different types of people which make the campaign even funnier.

 

Paulo Henrique Pedrão, COMM 335 001; #RationalAppeal #Funny #SexAppeal #Motorola #Campaign 

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Suggested by Elin Hessling
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"Every fifth child in Sweden has its childhood marked by alcohol"

"Every fifth child in Sweden has its childhood marked by alcohol" | Marketing in Motion | Scoop.it

This print ad is made by the Swedish Trygga barnen Foundation, a charity organization working for protection and safety for children in families with alcohol abuse. The ad is aimed at encourage people to donate money to the organization. The picture shows a young boy with red marks on his back. The marks come from a bottle of red wine, even though at the first sight it looks like bruises. It intends to illustrate the invisible marks that alcohol abuse in the family leaves on a child. I found this as a good example of a powerful advertisement with a highly emotional appeal. I would also say that it is quite controversial since it uses vulnerable children to reach the audience´s attention. I would say that the main purpose with this ad is to raise awareness and knowledge about the organization. According to the ad, every fifth child in Sweden has its childhood marked by alcohol, so most of the residents in Sweden probably know someone who is affected in some way. This group would be the main target audience for the advertisement. They are highly involved and emotional about the issue, which makes the affective appeal convenient for reaching them.  

(Elin Hessling, COMM 335-001, emotional appeal, advertising)

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Suggested by Kelly MacFierceson
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Google Chrome: Dear Sophie

What I love so much about this Google Chrome Digital Marketing Campaign is that the medium is in fact the message. Digital marketing is the digital version of traditional communication, and this advertisement illustrates just that. Google Chrome has very much replaced traditional forms of communication with email, much like the father in the advertisment uses Google Chrome and the internet to share/document his daughter's growing story much like a traditional photo album or a babybook would. The slogan 'the web is what you make of it,' highlights this shift towards digital tools as the norm for communication in the modern era.

 

Using a Youtube Channel video to connect with its target audience, Google Chrome has employed this advertisement on the internet; (medium of the actual product it is promoting) using persuasion techniques such as associating Chrome with the intimacy of a family to touch viewers and make it go viral (8 839 000 views). Through this advertising campaign, Google has established itself as an extension of human touch and communion. 

 

 

Kelly MacPherson, 0632 2923, COMM 335-1, #campaign #advertising #digitalmarketing #googlechrome #viralvideo

 

 

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Suggested by Sharon Zhang
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Target's mascot wants to be your neighbour in Canadian ad debut

Target's mascot wants to be your neighbour in Canadian ad debut | Marketing in Motion | Scoop.it

Target, an iconic American retailer, launches its first Canadian advertisement during the Oscar telecast February 24th, 2013. The company plans to expand to Canada, with ambitions of opening up to 200 new stores in 2013. The ad featured the Target's mascot, the bull terrier Bullseye, riding in a motorcycle sidecar in a neighborhood setting, passing through notable Canadian landmarks such as a lighthouse, hockey players, and totem poles. Featured in the ad is also a rendition of Mister Rogers’ song “Neighborhood,” covered by the Canadian band Dragonette. Target seems to be targeting the emotions of its Canadian consumers by playing on the neighbor-aspect of the ad, and showing Canadians, who might feel uneasy about an American corporation coming on Canadian soils, that they have recognized the Canadian identity and are inviting to it. Target is getting to know their Canadian consumers and trying to build a relationship with them through emotional engagement, but also showing Canadians what sort of a company they are and how they differentiate themselves compared to other retailers. 

 

(Sharon Zhang, 06240962, Comm335-2, branding, emotions, identity, article)

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Suggested by Rille Markgren
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Honda is trying to reach a broader segment

This advertisement for the new Honda Civic tries to use two different perspective about value of a car. Some people buys a car because they need it for their family, so the car need to be roomy, safe and should also have a high grade of comfort. Others want their car to have the latest performance features, with high technology and great power. Honda claims that their new Civic has both, and this shows in their advertising by using a 180 degree turn to show the car advantages from both of these perspectives. In order to strengthen this argument the voiceover says "Power or practical? Agile or efficient? Why does it have to be one or the other? Why can’t you just have both?”. In advertising, they also want to point out that the car is modern in that it is fuel efficient and in this way the company shows that they think about the environment. Many competitors in the car industry wants to have a specific niche of their products, but Honda tries to view for the audience that you can buy Honda Civic both if you want the latest technology or if you want a safe car for your family.

 

The decision-making process for cars contains both emotional and rational components. You can use a rational appeal in all the levels in the Hierarchy of effects model: Awareness, knowledge, liking, preference, conviction and purchase. (Clow, K. et. al. 2013.) In this commercial for Honda Civic they use a rational element on the knowledge level. In the commercial the consumers get knowledge about the product (the car) both through pictures and by the voice-over. The voice-over also try to give the audience preferences about the product and in this way convict the audience that Honda Civic is a good alternative for purchase. The way that they show all the great features the car has is something that Clow et. al. (2013) call Performance appeals.

 

The commercial has also an emotional appeal. The commercial is trying to build up a trust that the car has a good security for the people who will travel in it. The commercial also shows a person driving the car who looks happy with his car, and this is a good way to get the audience to get good feelings about the brand.

 

Rickard Markgren, 10083119, COMM 335-1, Campaign, Rational appeal, Emotional appeal, Hierachy of effects.

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Suggested by Yvonne Chung
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2013 Budweiser Super Bowl Ad — The Clydesdales: "Brotherhood"

Budweiser tugged the heartstrings of millions with a poignant Super Bowl 2013 commercial featuring a horse breeder raising a baby Clydesdale horse and then reuniting with him many years later, under the soft lullaby of Fleetwood Mac’s Landslide. It is ranked the No. 3 most shared Super Bowl ad of all time and has immediately garnered 1.5 million shares the next day (Monday morning).

 

Although in the entirety of the ad, it does not feature the product at all (informative executional framework), and barely had any brand name placement until the end, the message design was brilliantly executed.  It heavily used an emotional appeal, creating a strong bond that resonates powerfully between the customer and the brand. Anyone who watches this ad can reflect back to the milestones in their own life when they had to leave their comfort zone for better things, or experience a loved one depart from them. Budweiser had cleverly spun a real tear-jerker story, evoking heartwarming and positive emotions (love, loyalty, etc) that will definitely transfer towards the brand when the viewer purchases their next beer, developing a liking and preference for the brand. They used an affective > cognition > conative approach to persuade the customer.

 

Budweiser further engaged the viewer in a contest by asking its viewers to name “help name the baby Clydesdale seen in this commercial” by tweeting a name using the #Clydesdale hashtag. It leveraged the exposure of traditional advertising towards the digital platform, changing its message delivery with one campaign. This expanded its buzz and success online, further sparking engagement with the Clydesdale campaign, driving its virality. 

 

(Yuen Kuk Chung (Yvonne) , 06303534, COMM335-1, article, message design, message delivery, affective, emotion, liking)

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Sharrock's comment, October 14, 12:54 PM
Yvonne, what do you mean by this, "They used an affective > cognition > conative approach to persuade the customer."? Is the conative domain explicitly explored in some marketing programs? You seem to be the first person to connect ethos with conation when it comes to rhetorical persuasion: logos, pathos, ethos.
Sharrock's comment, October 14, 12:55 PM
I thought I was one of the few who saw this connection, but maybe many future marketers are already being trained regarding conation and the conative domain.
Suggested by Sharon Obuobi
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Molson Canadian - The Canadians

Molson Canadian’s recent video advertisement entitled, “ The Canadians”, has caught the attention of marketers for its new approach in celebrating nationalism. The TV commercial features people in Germany, South Africa, Australia, and Japan sharing crazy stories about the Canadian travellers they’ve met. These travellers are described as partiers who dance on tables, wear moose antlers for fun, and have no inhibitions at parties. 

 

Molson Canadian has designed its message to fit in the liking and preference stages of the decision making process. The message is designed to cause viewers to like Molson Canadian through its humorous, fun, portrayal of the Canadian experience. If the advertisement has resonated with viewers and they are truly convinced that Molson’s beer is the best choice, a purchase of Molson beer will then occur. The emotional appeal is particularly important due to the little differentiation of products offered in the beer market. 

 

It can be inferred that the advertisement uses the peripheral route. Cues are used to create an emotional connection with the viewer. These cues include moose antlers, fireworks, campfires, and a party crowd. Furthermore, there is an emphasis on the individuals delivering the message who are shown as popular, fun, cool individuals belonging to close circle of friends.

 

The advertisement uses a combination of the dramatization and fantasy frameworks to narrate the story. The dramatic element is seen in how the story builds to a high intensity of excitement. The fantasy element is demonstrated in the blissful images surrounding Canadians enjoying Molson beers.

 

Submitted by Sharon Obuobi, COMM 335-1

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Suggested by Meghan Bourne
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Sexual Ads: What is the Limit?

Despite being centered on sex and cars, the above video is actually an advertisement for eyeglasses.

 

This ad is a good example of overt sexuality as described in Chapter 5 of the textbook.  In this clip, sex is used to sell eyeglasses, which are not normally sexualized products.  Although this ad is from another country with different ethical advertising standards than we have in North America, this ad is controversial in nature as it blurs the lines on what is acceptable to show in public advertising.  

 

This ad plays off of viewer’s emotional appeal by using both sex and humour to bring to light a need, in this case for corrective eyewear.  Although some may find this ad funny, there is also a risk that many viewers may find it shocking or demeaning.

 

Sexual appeal is a very effective tactic at cutting through the clutter brought on by the overexposure to advertisement in today’s society.  This ad is proof that viewers have become so used to seeing overly sexual advertising that companies have to push the limits on what is acceptable to get any attention.  In continuing to push this limit, we as marketers must also remember how much society is shaped by pop-culture and advertising and ask ourselves: are we taking it too far?

 

Meghan Bourne, 0610 6974, Comm335-001; #CreativeStrategy #MarketingCommunicationAppeals #EmotionalAppeal #SexAppeals #OvertSexuality  #EthicalStandards 

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Suggested by Madeline MacKenzie
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2014 Jeep® Grand Cherokee "Chip Away" OFFICIAL COMMERCIAL

The use of celebrity spokespeople is extremely risky, as the endorser may do something to tarnish the associated brand. This has contributed to the declining use of celebrity endorsements.

 

A recent ad for the Jeep Grand Cherokee uses an affective tactic, evoking feelings of motivation and triumph among consumers. Jeep has utilized Al Pacino’s famous speech from the film "Any Given Sunday", in which he plays a football coach. In this peripheral route to persuasion, Jeep exploited the “familiarity effect”, knowing that repetition often creates positive attitudes.

 

Using characters as pseudo-celebrity spokespeople mitigates the risk that real-life spokespeople may, in the future, act against the best interests of an associated brand. Though the source may not be considered equally credible, I would argue that, depending on the character, consumers’ emotional bonds to the spokesperson may be strong enough for them to be equally effective.

 

Madeline MacKenzie, 06046885, COMM 335- 001- campaign, message design, familiarity effect, affective tactic, spokespeople

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Suggested by Jessica Louie
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Huge Bear Surprises Crew on EcoBubble Photo Shoot in BC

Similar to the Polar bear Nissan Leaf ad we watched in class (http://www.youtube.com/watch?v=VT_3xtI2kvM), there is no doubt that Samsung has used satire in the ad to bring attention to their washing machine with eco bubble technology. After watching this ad, I had to watch other videos that further explained this innovative technology (http://www.youtube.com/watch?v=8MzLbFLuBms). Did the advertisement capture the audience in a creative manner? Absolutely. Did the advertisement capture the audience in a strategic way? I would beg to differ. I felt like the ad did not mention the bubbles as well as the energy saving capabilities as two of the key features of this washing machine. With no major changes to the exterior image of the washing machine, I felt like Samsung's creativity did not highlight the key attributes. What do you think?

 

(Jessica Louie, 06337096, Comm335-1, Advertisement, IMC, Youtube)

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