Dove's "Real Beauty" is a real popular case study in advertising circles. It was subversive in the way that, as a beauty brand, it criticised the industry which was its biggest supporter: the media. It positioned Dove as a brand who were looking after your best interests. "We love who you are, not some airbrushed monstrosity," it seemed to say, while inviting you to buy its beauty-enhancing products in the same breath. After all, you wanna look like the people in the magazines, don't you?
The new campaign, called "Patches", riffs on the same idea: you're beautiful and you should feel good about what you see in the mirror. Someone called Dr. Ann Kearney-Cooke, "a psychologist and a distinguished scholar at Columbia University," has been "conducting scientific research about women for the last 30 years." Her latest research project: give women a patch which will magically make them feel better about their bodies!
The Doc uses her witch-magic to trick these ladies into putting these mysterious patches on and gets them to track each day with a video diary. Then we get to watch as the women become more confident as the sexy chemicals make them better looking. Unsurprisingly, no such miracle patch exists; it's a placebo, and therefore works with the power of the miiiiiind. The implication being that the power to feel good about their body has been inside them this whole time.
The thing is, confidence is sexy. It's how famous people seem to fit perfectly in clothes which you look ridiculous in. Tailoring is good too, but tailoring just helps you feel confident. Trends have been started by people confidently wearing ill-fitting clothing. But often it's hard to find that confidence within yourself, which is why the patch works. It's an external force, an instigator of confidence. A placebo stops working once you know it's a placebo. You can't cure an illness by thinking, really hard, "I'm getting healthier," but if someone gives you a sugar pill and tells you it's medicine, you might. So while the video ends with all the women promising that now they know they're naturally beautiful, they'll feel confident forevermore, it seems unlikely. Their confidence was predicated on a lie.
Never mind all that, though. Just switch off and feel inspired about inner beauty or whatever, and ignore the subliminal message: BUY DOVE. DOVE LOVES YOU. BUY DOVE.
FEW things may be less comfortable to talk about with one’s parents than sex and birth control, and with that in mind, a new public service campaign hopes to offer guidance through a series of ads and online videos.
The pro bono effort, called “We Get You,” promotes Bedsider.org, a website that offers information on birth control. The campaign is aimed at African-American women 18 to 29 years old and was created in conjunction with BET Networks, the Ad Council, the advertising agency Havas Worldwide and the National Campaign to Prevent Teen and Unplanned Pregnancy, the organization that created Bedsider.org. The campaign will make its debut on Nov. 20 on the BET television network and online.
Hace unos días publicamos la primera entrada del que será un especial sobre el marketing sensorial en el que analizamos por qué las marcas utilizan técnicas de marketing relacionadas con los sentidos en su relación con los usuarios y potenciales clientes.
En esta entrada analizaremos el caso del olfato, uno de los principales componentes del marketing de los sentidos si tenemos en cuenta que algunos estudios apuntan que los humanos recordamos el 35% de lo que olemos. ¿A qué se debe esto?, ¿Cómo pueden aprovechar las marcas esta circunstancia?
Mr. Marketing: Humor has its place in marketing Pomerado Newspaper Group That's why there are no ads for laughing doctors or comedic financiers. And could you imagine ads urging “Vote for John Smith — he'll leave you hysterical!
My earlier post on humor in advertising focused on the ways in which humor can work against you and your brand. We saw some examples of this during the “Super Bowl of Advertising” — you know, that broadcast that kept ...
This article explores the role comedy has to play in advertising; looking at the process of viral marketing and how comedy/humour can play a key role in attempts to make an advertisement “go viral.”
Comedy has become one of the staples of successful advertising in the last few decades and its successes (and failures) are increasingly being scrutinised to improve marketing techniques. In this article we’re going to examine the increasing importance of viral advertising techniques and demonstrate the effectiveness of humour in this realm.
One of the best and most valuable talents a human being can have is saying, writing or producing something that makes people laugh. It’s memorable, influential, fun and inspiring. It’s a talent that ranks right up there with the ability to hit a curveball.
Every day, businesses and organizations incorporate humor into their marketing content. Many do it effectively and reap the rewards. Many more fail and waste money.
Failure is usually the result of poor execution, but it’s also due to the fact that most people don’t understand why humor in marketing works in the first place.
Unless you dropped close to $4 million for one 30-second ad in the Super Bowl, the main goal and benefit of using humor is not to get people blathering on social media about how funny you, your business or your content is.
Actually, I think that’s a misguided approach for the Super Bowl, too – more on that later – because using humor is an effective marketing tactic for a much different reason.
In a conversation with Ogilvy Group UK vice chairman Rory Sutherland at Ad Week Europe today, comedian Jimmy Carr said British advertising was in danger of becoming boring, with clients and creatives too worried about offending audiences.
Carr worked in advertising and marketing before becoming a comedian and co-authored a book on comedy and humour with copywriter Lucy Greeves in 2006. In an entertaining conversation with Sutherland, he said that despite Britain's rich comedic heritage (in film, TV and stand up as well as advertising), there are "very few funny ads being made" today.
Both Sutherland and Carr agreed this was largely due to a fear of offending left or right wing audiences - from Guardian to Daily Mail readers - but Carr said the industry should worry less about causing a little controversy.
Criticising those who claim to be offended on behalf of others (which he dismissed as "bullshit" and "patronising"), Carr said it was OK to offend people sometimes. "The Daily Mail is f*cking brilliant at being outraged...but being offended [by something] isn't that bad. It's just a fancy way of saying ‘I don't like it', he said.
"There is no universal comedy audience - there's an audience for Frankie Boyle's humour, or for Mrs Brown's boys - they both make people laugh," he added. Likening people's sense of humour to their sexuality, he said that people have no choice over what makes them laugh: "If you tell a very edgy joke, people will laugh and then put their hand up to their mouth. The laughter is a reflex, then your brain kicks in and says, ‘what the f*ck are you doing?'"
After This Ad, You'll Fight the Urge to Sexy-Dance Across the Airport Cadbury livens up another workplace By David Kiefaber. March 20, 2014, 10:04 AM EDT. Cadbury's latest video spot for its Ritz and Lu bars features a dancing passport ...
Dentro de los diferentes elementos del marketing sensorial podemos considerar el gusto como un sentido que combina las características del resto o que puede contribuir a despertar esos otros sentidos para crear una imagen de marca. El gusto está relacionado con los estados emocionales por lo que puede contribuir a cambios de actitud y de percepción de marca.
El sentido del gusto suele ser uno de los principales reclamos del segmento de la hostelería y los alimentos. Desde restaurantes, bares o cafeterías que ofrecen alimentos con un sabor reconocible por el gran público hasta supermercados que pretenden atraer la atención de los potenciales consumidores con alimentos de prueba y otras técnicas.
El marketing de los sentidos es un tipo de marketing que utiliza todos los sentidos de las personas para atraer la atención de los consumidores hacia una marca, ayudando así a establecer una relación más personalizada y estrecha que en el caso del marketing de masas.
Estudios especializados indican que las personas recuerdan el 1% de lo que tocan, el 2% de lo que oyen, el 5% de lo que ven, el 15% de lo que prueban y el 35% de lo que huelen. Es decir, apoyándonse en los diferentes sentidos, las marcas y las empresas pueden establecer relaciones emocionales en la mente de los consumidores.
Each SuperBowl, the online stock trade company blesses us with at least one of its commercials. But eTrade doesn't have a monopoly on using babies in funny ads to sell products or services. This year, we saw a few good ...
With the Super Bowl ad blitz approaching, it seems like a good time to discuss humor in advertising.
Humor has always been a powerful communication tool. It grabs people’s attention quickly, breaks down resistance, and can make a lasting impression. It can also backfire. (One example: Taco Bell’s famous chihuahua campaign actually precipitated a six-percent drop is sales.)
There’s a saying among actors: “Dying is easy; comedy is hard.” Being funny is serious work. The folks at Printwand point out some of the pitfalls of using humor in print ads:
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