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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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 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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