1. Advertisement ~ Starbucks
2. Counter- Advertisement ~ WWF
3. Screenplay ~ HitchHiker's Guide to the Galaxy
- beginning part
4. Pastiche ~ CO2 lie (we did earlier last year, but a different article)
Dienstag, 2. Februar 2010
Bibliography ~ BUY-OLOGY
Bibliography~
Source-
- “BUY-OLOGY – How Everything We Believe About Why We Buy is Wrong” by Martin Lindstrom
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- Common facts (pgs. 11-12)
o Used a 25times larger neuromarketing study than ever attempted before
§ Revealed hidden truths behind how marketing messages and branding work on the human brain
§ Our truest selves respond to stimuli at a rank far deeper than aware thought
§ Unconscious minds are in charge of our behavior
o Study took 3 years beginning 2004
o Costs = 7 million dollar (provided by 8 multinational companies)
o People
§ Thousands of subjects
§ 200 researchers
§ 10 professors
§ 10 doctors
§ 1 Ethics team
- Experiments
o James Vicary projected 1/300 of a second advertisement every 5 seconds during movies (pg. 69)
§ “DRINK COCA-COLA” & “EAT POPCORN”
§ Results: 18.1% increase in COCA-COLA sales, and a 57.8% increase in POPCORN sales
§ Coined the word ~ subliminal advertising
- Strategies (examples)
o Guinness (beer) made losses (pg. 89)
§ Customers did not want to wait 10mins for their beer for the foam head to settle
§ Clever advertisement was used
· “Good things come to those who wait”
· “It takes 119.53 seconds to pour the perfect pint”
§ New ritual was born ~ customers waited longer
o BUY-OLOGY team helps GaJol (tables against sore-throat) in Copenhagen (pg. 137)
§ Told them to buy newspaper space
§ Tagline: “if only Pavarotti had known about GaJol”
· Was there for a visit but had a sore throat and had to cancel his performance
§ Pavarotti ~ Italian operatic tenor ~ famously known
§ It became an achievement that kept 15 years with the Danes ~ still connect Pavarotti to GaJol
o PINK example (pg. 137)
§ BANK had trouble boosting its awareness
§ Colored it pink ~ serious bank does not go together with such a bright color
· 6 months later everyone hated it
· 9 months later the shares went up and everyone noticed it
o Customers had associated the pink with the security of a childhood piggy bank
- Sex in Advertising (examples)
o One of the first ones in 1971 (pg. 177)
§ “I’m Cheryl, Fly me.”
§ “I’m going to fly you like you’ve never been flown before”
· Increase in passengers by 23% after one year
o Page 178
§ “Or the one showing a silhouette of a Volvo’s driver’s seat with its parking break extending in the air –precisely like an erect penis –over the tagline, “We’re just as excited as you are.”
· Shows how sex is used in advertising
- Beauty in Advertising
o What is used (pg. 187)
§ Extreme beauty or celebrity
o Ueber-attractive spokespeople for products are often used (pg. 187)
§ EX. George Clooney or Nicole Kidman
· However a study revealed that often the spokesperson is remembered but not the product that is being advertised
o Turn-off
§ Study at the University of Florida (pg. 187)
· Women often find ultra-attractive women as a turn-off
· Made two general categories:
o Sexy
o Wholesome
· Women reacted positive to; un-made-up, wholesome, natural models and negative to; super pretty and “fake”
· Women would buy (53%) products that allude to “love”
· Women would buy (26%) products that allude to “sex”
- The answer: the MIRROR NEURON
o Mirror neurons (pg. 190)
§ Allow us to imagine ourselves being equally attractive, cool, good-looking, and desirable &&& sex appeal
· For example, a gorgeous model in underwear will make women belief they will look gorgeous if they buy the underwear
o Male crotches on labels of underwear boxes
§ Not for gay men but ~
· About visions of one’s ideal self
§ However, around 75% of men get their underwear from females ~ also look at bulges
o Backfire mechanisms of mirror-neurons
§ Oliveriero Toscani (page 191) (photographer) made a photo of an anorexic model to show the negative sides of modeling
· Effect ~ people did not see the danger but ~
o Wanted to become skinnier
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