Smart HowCommercialsWork4

Smart HowCommercialsWork4
March 26, 2013
How Commercials Work
4 Basic Principles:
1. The Stimulus Response connection.
Pavlov’s dog shows us how it works:
Pair a Stimulus with a Response S1
­> R
Pair a second Stimulus with the first StimulusS1 + S2 ­> R
Remove the first Stimulus leaving the second behind
S2 ­> R (!)
The second Stimulus now evokes the Response.
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March 26, 2013
2. Emotion not intellect: Commercials aim to manipulate us at the instinctive or emotional levels not the intellectual. In other words they don’t aim at thinking but instead go after our feelings.
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March 26, 2013
3. Create a need: Teach people they have a problem and then tell them you can fix it.
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4. Repetition, repetition, repetition.
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Commercial Appeals:
1. Sex appeal
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2. Romantic appeal
http://www.youtube.com/watch?v=IDhjpqIQS84
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3. Bandwagon appeal
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4. Snob appeal
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5. Humor appeal
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6. Celebrity appeal
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7. Plain Folks appeal
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7. Scientific appeal
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March 26, 2013
CLAIM ­ EVIDENCE ­ LOGIC
CLAIM: PETA's "Adopt, Don't Buy" campaign with Kellan Lutz is effective in making anyone think twice before buying a pet.
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March 26, 2013
CLAIM ­ EVIDENCE ­ LOGIC
PETA's "Adopt, Don't Buy" campaign with Kellan Lutz is effective in making anyone think twice before buying a pet.
EVIDENCE (& LOGIC):
* Celebrity appeal through Kellan Lutz chosen for appeal to women, Twilight fans
* Choice of dog appeals to a general audience, particularly dog lovers and anyone who loves animals
* Plain folk appeal through the use of the plaid shirt for the everyman appeal and the generic dog for the everydog appeal leads the viewer to think "anyone ­ even you ­ could save an animal"
* Emotional appeal by having Lutz look straight into the camera at the viewer
* Emotional appeal by having a cute dog that we could adopt
* Puts "adopt" as one of the focal points in big bolded white, focusing on the positive; negative idea of buying is put into secondary message "don't buy" in smaller white print; no one can overlook the "don't" and see this as an ad for buying animals due to the dominant "adopt" above the secondary message
* Puts strongly worded and provocative statement "Buying animals is killing animals" in capitalized red letters, with the capitals emphasizing the message and the red symbolizing both the importance of the message and the bloodshed being avoided by adopting animals so they are not euthanized
* The small print identifies the actor for anyone who doesn't know him (like me)
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Who is the target audience?
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See "Think About Advertising" Worksheet
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Food Ad Tricks
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What is the hidden message?
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Be stylish, hip, sophisticated by smoking Marlboros.
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Moms need to smoke Marlboros so they don't yell at their kids.
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Real men smoke.
(And don't die from it.)
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Name of Product:PETA's "Adopt, Don't Buy" ad
Appeal(s) Used:Celebrity testimonial, bandwagon
Brief Description of Commercial:This PSA for PETA shows Twilight star Kellan Lutz holding a dog with the slogan “Adopt, dont buy” underneath them. The word “adopt” is enlarged in bold white print. In the white space to the right of them is copy that states: “Buying Animals is Killing Animals” all in caps in bold red print; and underneath that in smaller, non bold, blue print is the copy: Save a homeless dog or cat always adopt, never buy.” The white space at the bottom left identifies the celebrities Kellan Lutz and Kola and the organization PETA, or People for the Ethical Treatment of Animals.
Target audience:(GENDER­AGE­ETHNICITY)Overall, this ad targets a general audience. While the choice of the celebrity from the Twilight movie series may appeal more to women aged 10­50, the message is more generic for men and women of all ages and all ethnicities.
Explain what effect the advertiser is trying to have on the consumer:The advertiser is trying to trade in on the appeal of a celebrity and the cute dog to get us to think about our pet choices. Many people end up buying animals so they become the first owner and dont have the “baggage” of an adopted pet with possibly an unknown pedigree and background. This tries to get us to think about another choice, by highlighting the word “Adopt” and equating buying animals with “killing animals.”
Explain whether the commercial is effective.While the choice of celebrities has no effect on me personally (I had to do some research to find out who he was), it may make fans of the Twilight series take notice. Im curious whether research into pet­buyers/adopters would reveal that women in the target audience would be the more likely to buy or adopt a pet. The choice of celebrities aside, I think the emphasis on the word adopt and the phrase “Buying Animals is Killing Animals” would make me think about adopting when making a choice for a new dog or cat. I certainly dont want to “kill animals” and while I may or may not agree with the statement from PETA, it certainly would be something to consider in the decision making process.
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Write a Commercial Analysis Report
TASK: Your boss has given you an ad to review and report back to him on whether it's worthwhile to invest millions of dollars using this particular ad. Does it have an effective appeal? Does it meet our target audience? Does it get the reaction we want? Is it effective?
The structure of the report should be as follows: * In the 1st paragraph, you should name the product or cause, describe the ad, name the specific appeal(s) being used in the commercial, and give a solid working definition of the appeal(s) used. * In the 2nd paragraph describe the commercial in detail emphasizing the specific parts of the commercial which illustrate the appeal(s) being used. * In the final paragraph you should restate your argument and argue whether the commercial is effective.
Use your Commercial Analysis Worksheets as notes. AutoSave
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To: Mr. Moneybags
From: (insert your name here)
Re: PETA "Adopt, Don't Buy" ad
Dear Sir,
Per your request, I reviewed the recent ad for PETA's "Adopt, Don't Buy" campaign. The ad features Twilight star Kellan Lutz holding a dog with the slogan “Adopt, don’t buy” underneath them. The word “adopt” is enlarged in bold white print. In the white space to the right of them is copy that states: “Buying Animals is Killing Animals” all in caps in bold red print; and underneath that in smaller, non bold, blue print is the copy: Save a homeless dog or cat – always adopt, never buy.” The white space at the bottom left identifies the celebrities Kellan Lutz and Kola and the organization PETA, or People for the Ethical Treatment of Animals. Lutz is wearing a red plaid shirt and holding the dog almost in a protective hug. This ad has a clear celebrity testimonial appeal and bandwagon appeal. A celebrity testimonial matches a known star with a product, in this case Twilight star Kellan Lutz. The presence of the red shirt also makes him an everyman, as opposed to the normal Hollywood dress code, which will appeal to plain folks. Bandwagon appeal tries to make people join a cause because everyone else is. The choice of star might also bring in a slight sexual appeal because of the featured star.
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Smart HowCommercialsWork4
March 26, 2013
Overall, this ad targets a general audience, with no specific age, gender or ethnic demographic. It will probably appeal most to dog lovers and pet lovers, and most importantly anyone thinking of buying a pet. The choice of Lutz as the star also puts its appeal at a female target audience, specifically in the 10­50 age group.The ad is trying to trade in on the appeal of a celebrity – and the cute dog – to get us to think about our pet choices. Many people end up buying animals so they become the first owner and don’t have the “baggage” of an adopted pet with possibly an unknown pedigree and background. This tries to get us to think about another choice, by highlighting the word “Adopt” and equating buying animals with “killing animals.” It also works on our emotions by having Lutz hold the dog in a protective hug, behind the "shield" that borders the campaign's "Adopt, don't buy" slogan, giving us the hidden message that we should protect these dogs by adopting them.
While the choice of celebrities has no effect on me personally (I had to do some research to find out who he was), it may make fans of the popular Twilight series take notice. I’m curious whether research into pet­buyers/adopters would reveal that women in the target audience would be the more likely to buy or adopt a pet. The choice of celebrities aside, I think the emphasis on the word adopt and the phrase “Buying Animals is Killing Animals” would make me think about adopting when making a choice for a new dog or cat. I certainly don’t want to “kill animals” and while I may or may not agree with the statement from PETA, it certainly would be something to consider in the decision making process. I would consider this ad effective, and well worth investing money to publicize it.
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March 26, 2013
Which ad works best? Why?
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