Exercise of Advertisment Language
March 30th, 2011 • Related • Filed Under
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by 2mays_vigui@student.gunadarma.ac.id
4 SA 01, dumay linda, 10607034
by 2mays_vigui@student.gunadarma.ac.id
4 SA 01, dumay linda, 10607034
http://www.slideshare.net/mcmrbt/advertising-theory-299204
Advertising Theory – Presentation Transcript
1. Advertising in Theory
2. Deficiency Needs • The first four layers of needs are called deficiency needs. • Individuals don’t really feel anything if they are met, but feel anxious if they are not met.
3. Physiological • These are the basic animal needs for food, warmth, shelter etc. • Physiological needs take priority when they are not being met. • They can control thoughts/behaviours and can cause sickness, pain, discomfort.
4. Safety • When our physical needs are met, we yearn for a predictable, orderly world. • We try to protect ourselves from unpredictable events and from injustice. • We develop systems of security and insurance.
5. Love and Belonging • These are social needs. • We seek friendship, intimacy, and a supportive family environment. • Humans need to feel a sense of belonging and acceptance – a connection to others.
6. Love and Belonging • Can you think of ways in which people might seek to meet these needs through use of the media? • More importantly, does the media actually work in meeting these needs?
7. Esteem Needs • People need to be respected, to have self- esteem, self-respect, and to respect others. • Seeking recognition, setting goals and achieving results, making a contribution: all are ways of trying to meet these needs. • We also seek role models, heroes and mentors
8. Esteem Needs • Can you think of ways in which people might seek to meet these needs through use of the media? • How successful is the media in meeting esteem needs?
9. Self-actualisation • This is the need for humans to make the most of their abilities and to strive to be the best they can. • Self actualising people: • embrace the facts & realities of the world (including themselves) rather than denying or avoiding them. • are spontaneous in their ideas and actions. • are creative • are interested in solving problems; this often includes the problems of others. Solving these problems is often a key focus in their lives.
10. Self-actualisation • Continued… • Self actualising people: • feel a closeness to other people, and generally appreciate life. • have a system of morality that is fully internalised & independent of external authority. • have discernment and are able to view all things in an objective manner.
11. Self-actualisation • There are a variety of ways in which the media might work to meet self- actualisation needs. • More importantly, how might new media technologies impact these needs? • For example, to what extent does new/ digital media enable people to “do things their own way”?
12. Translation into Advertising *adapted from a slideshow provided by 4cs.yr.com
13. Post-War Period • Immediately after World War II, gender and social stereotyping was prevalent. • People viewed themselves in terms of class, role, and life stage
14. Supermarkets • Started to appear in the late 1960s • In the queue, you could have a nose at what other people were buying. • A researcher came up with the idea of brand families…
15. Lifestyle • What kind of life did these brand families fit into?
16. Values • Underneath the brand choice and lifestyle were values. • Advertising researchers started to refer to Values and Lifestyles (VALS)
17. Young and Rubicam • This New York Cross advertising agency were the first to start planning Cultural advertising using VALS Consumer • They came up with an international values Characterisation segmentation: 4Cs.
18. 7 Seven Values Self Expression Individuality Control • There are seven 4Cs values, all derived from Status accepted theories, including Maslow’s Security Hierarchy of Needs Escape Survival
19. Individuals Self-Expression (enlightenment) Individuality (discovery) Groups based on these theoretical Control 4Cs values represent Status individuals whose characteristics can be Security instinctively grasped. Escape Survival
20. 4Cs Values enlightenment discovery • Seven ways of thinking, control feeling, and responding status • Seven ways to choose security • Seven targets connecting to meaning and insight escape survival
21. Values Characterisation enlightenment reformer discovery explorer control succeeder status aspirer security mainstream escape struggler survival resigned
22. Values, Influence • People are attracted to different brands, depending on their values • Their values also influence the types of advertising to which they will respond
23. Brand People meaning lives properties priorities Communication Style Tone of voice, use of space colour, diction, moods
24. Mainstream Security
25. security: brand strong brands carry large emotional NOT stylish, charge of popular – glamorous, upper- trust and no fear of disapproval class reliance kind, r healthy T dis tant o helpful, NO t simple ar rogan obliging wholesome stylish cha cha value rm NOT nat uvini ing NOT daring for ion sm or al p fun or dynamic money ast car NOT different (but ing hone calm st, unique) straig ht- emotional forward investment gives added value light
26. carefu l with satisfied security: target mone y price routine conscious order AVOID organisation pleasing the sacrifice confrontation – family p leasure home base sma ll treats D risk A VOI security freedom confo fam rmin conve g obe ily ntion yr al ule ro nea s les t& tidy passive, religion accepting, blend recpetive in family roles lacking
27. security: communication personal style quiet chat human easy-going NOT a social warmth , situation simple s ensitive instructions considerate i guous conventional u namb safe complex clean se and nt clear no pu im (prim zzl en ary es colour t s) ssuring NOT nea rea t& reason or tidy the logic familiar, past consistent impersonal
28. Brand: nice hot cup of tea – the answer to life’s problems Target: mirror to UK family life Style: human warmth, simple, familiar
29. Brand: financial security Target: universal value for security Style: anthemic, pulling the heartstrings
30. Aspirer Status
31. Status: brand strong High class NOT straig htforw Projects ard ‘sp ecial’ fashion a healthy p erson simple wholesome stylish tre nd y DYNAMIC ORIGINAL … unique CHARISMA sparkle & shine fun &f light rie nd ly
32. Status: target satisfied Attention NOT & carefu l admiration mone with y spect home & money w ant re family measure security freedom acq UNFULFILLED uis DESIRE itio n irresistible envy impulse IM US TH AV EI lacking T!
33. Status: communication style unsur personal e of ta seek a ste – dvice NOT easyg ? Social oing situations sensitive intimate safe complex attractive & intriguing fantasy persona – imaginative, abstract, un ambiguous, complex sur wa nt e wh ? for at t mu o s la f ay – ram ew impersonal ork
34. Brand: hair spray Target: mirror ideal: Friends TV star Style: fantasy, abstract, ambiguous … shine, sparkle, charisma, gold
35. Brand: perfume Target: attention, admiration Style: desirable fantasy persona, bright lights, shine, sparkle, gold, reckless waste
36. Brand: fashion, classy, trendy Target: respect, recognition Style: assured, casual fantasy persona
37. Succeeder Control
38. Control: brand strong ‘worth’ reliab le, trustw qu alit Pro gress, o rship down rthy, y leade -to-ea straig rth, performance htforw ard -class Craftsmanship e , high few p restig or the only f wholesome traditional, stylish OUTDOORS authentic the lastest thing NO stress relief too T gla cares calm we mo ak ur and or c dep har l ours – end m – (seri ous co roon ent e, ma .) light d ark blu etc
39. Control: target satisfied high self-esteem sat organ isfi isatio ed al-oriented plann n, go ing careful with establishment e new futu re – th identification money s personal calculated soci al skillconfidence security risk freedom dress to impress NO Tl ow sel f-w ort h lacking
40. Control: communication personal style extrovert good NE ations with p exciti W social situ eople ng controlling orga nising ambiguity reality co mplex personal experience orga niser safe practical thorough complex logical can-do science time & money problem ana control fac lytic solving ts a al nd fig ure s impersonal
41. Brand: business travel – expected high service Target: decision maker Style: man to man, assumes high status
42. Explorer Discovery
43. discovery: brand strong progressive NOT trad innovative itiona l NOT hone intelligent trustw st & orthy class style wholesome stylish NOT calm & healthy trendy DARING energy differecnt ha rm ing care-free light
44. discovery: target satisfied frie confident change NOT rou nd s NOT tine new & unusual organ isati eclectic on unconventional NOT personal home -bodie s difference SHOCK security impulse freedom NOT e xpe rim certainty risk hedonism ent ANTI- sensation censorship adventure adrenalin exp eri ANTI- enc ANTI- break the rules e authority sex-roles lacking
45. Discovery: communication personal style people im agi nat people p ion eople colour new, exciting, contrast, clash futuristic puzzles sensation explosion surreal, hyper-real safe cle ver complex NOT boxes witty crazy logic BREAK RULES NOT rigid, NOT analy conventional tical familiar impersonal
46. Brand: travel … experience Target: mirror ideal cool guy Style: wild, witty, extreme, fast
47. Brand: wild & dangerous, reality risk Target: shock, adrenalin, irony, hip-cynicism Style: surreal, strange, puzzle
48. Reformer Enlightenment
49. Enlightenment: brand strong strong personality per for innovative ms straightforward up-to-date intelligent dyn unpretentious expressive am wholesome ic authentic distinctive stylish friend ship light
50. Enlightenment: target satisfied freedom in per son every way intrinsic values al c nothing tight on fid or restricted enc personal growth e less impressed by ind pleasure principle – status or wealth fre ividu aesthetics less concerned with edo al ms security impressing others social freedom no cer conscience the right to tainti not co es ncern disobey with ed respe prefe ctability r sligh disor t der lacking
51. Enlightenment: personal communication style un u un sual free, open challenge safe exp , ect ed space assumptions high culture imagination – the sen future aesthetics abs col sua tra ou l abstract ideas ct, com des r & ple ign – fantasy des x ign safe fluid train of thought in-dep complex th dis cussio science n r ation layers al arg of – inform umen comp ation t lexity indep enden for decis t ion impersonal
52. Brand: innovative, intelligent, strong, friendly Target: desire for information, intrinsic values Style: free-floating, discussion, unexpected
53. fundamental human values CONTROL ENLIGHTENMENT Succeeder Reformer Goal orientation, self determination: stability, lasting, enduring – Freedom from restriction, thorough, organising, intrinsic meaning, intrinsic delegating, problem- identity, independent solving, simplifying judgement, social complexity, prestige, conscience, aesthetics, hierarchy personal growth
54. fundamental human values SECURITY DISCOVERY Mainstream Explorer Avoid risk, human Adventure, exploration, warmth, seeking, finding – who am comfort, sentiment, I? What is out there? How belonging, order, far can I go? What happens familiarity, acceptance, if I do this? Adrenaline, blending in, avoid hedonism, speed, danger, confrontation risk, Instant gratification
55. fundamental human values STATUS ESCAPE Aspirer Struggler Attention, admiration, Alienation, low self-esteem, image, persona, extrinsics, repressed desire, materialism, acquisition, disorganised, physical, affiliation, charisma agression, anarchy SURVIVAL Resigned Rigidity, discipline, limitation, imperative, tradition, safety, authority, duty, roles, rules, chauvinism, avoid complexity
56. Hierarchy of Needs Reformer ENLIGHTENMENT Explorer DISCOVERY Succeeder CONTROL Aspirer STATUS Mainstream SECURITY Struggler ESCAPE Resigned SURVIVAL
57. Model of Adoption Reformer ENLIGHTENMENT INNOVATIVE Explorer DISCOVERY Succeeder CONTROL EARLY ADOPTER Aspirer STATUS Mainstream SECURITY MIDDLE MAJORITY Struggler ESCAPE Resigned LAGGARDS SURVIVAL
2. Deficiency Needs • The first four layers of needs are called deficiency needs. • Individuals don’t really feel anything if they are met, but feel anxious if they are not met.
3. Physiological • These are the basic animal needs for food, warmth, shelter etc. • Physiological needs take priority when they are not being met. • They can control thoughts/behaviours and can cause sickness, pain, discomfort.
4. Safety • When our physical needs are met, we yearn for a predictable, orderly world. • We try to protect ourselves from unpredictable events and from injustice. • We develop systems of security and insurance.
5. Love and Belonging • These are social needs. • We seek friendship, intimacy, and a supportive family environment. • Humans need to feel a sense of belonging and acceptance – a connection to others.
6. Love and Belonging • Can you think of ways in which people might seek to meet these needs through use of the media? • More importantly, does the media actually work in meeting these needs?
7. Esteem Needs • People need to be respected, to have self- esteem, self-respect, and to respect others. • Seeking recognition, setting goals and achieving results, making a contribution: all are ways of trying to meet these needs. • We also seek role models, heroes and mentors
8. Esteem Needs • Can you think of ways in which people might seek to meet these needs through use of the media? • How successful is the media in meeting esteem needs?
9. Self-actualisation • This is the need for humans to make the most of their abilities and to strive to be the best they can. • Self actualising people: • embrace the facts & realities of the world (including themselves) rather than denying or avoiding them. • are spontaneous in their ideas and actions. • are creative • are interested in solving problems; this often includes the problems of others. Solving these problems is often a key focus in their lives.
10. Self-actualisation • Continued… • Self actualising people: • feel a closeness to other people, and generally appreciate life. • have a system of morality that is fully internalised & independent of external authority. • have discernment and are able to view all things in an objective manner.
11. Self-actualisation • There are a variety of ways in which the media might work to meet self- actualisation needs. • More importantly, how might new media technologies impact these needs? • For example, to what extent does new/ digital media enable people to “do things their own way”?
12. Translation into Advertising *adapted from a slideshow provided by 4cs.yr.com
13. Post-War Period • Immediately after World War II, gender and social stereotyping was prevalent. • People viewed themselves in terms of class, role, and life stage
14. Supermarkets • Started to appear in the late 1960s • In the queue, you could have a nose at what other people were buying. • A researcher came up with the idea of brand families…
15. Lifestyle • What kind of life did these brand families fit into?
16. Values • Underneath the brand choice and lifestyle were values. • Advertising researchers started to refer to Values and Lifestyles (VALS)
17. Young and Rubicam • This New York Cross advertising agency were the first to start planning Cultural advertising using VALS Consumer • They came up with an international values Characterisation segmentation: 4Cs.
18. 7 Seven Values Self Expression Individuality Control • There are seven 4Cs values, all derived from Status accepted theories, including Maslow’s Security Hierarchy of Needs Escape Survival
19. Individuals Self-Expression (enlightenment) Individuality (discovery) Groups based on these theoretical Control 4Cs values represent Status individuals whose characteristics can be Security instinctively grasped. Escape Survival
20. 4Cs Values enlightenment discovery • Seven ways of thinking, control feeling, and responding status • Seven ways to choose security • Seven targets connecting to meaning and insight escape survival
21. Values Characterisation enlightenment reformer discovery explorer control succeeder status aspirer security mainstream escape struggler survival resigned
22. Values, Influence • People are attracted to different brands, depending on their values • Their values also influence the types of advertising to which they will respond
23. Brand People meaning lives properties priorities Communication Style Tone of voice, use of space colour, diction, moods
24. Mainstream Security
25. security: brand strong brands carry large emotional NOT stylish, charge of popular – glamorous, upper- trust and no fear of disapproval class reliance kind, r healthy T dis tant o helpful, NO t simple ar rogan obliging wholesome stylish cha cha value rm NOT nat uvini ing NOT daring for ion sm or al p fun or dynamic money ast car NOT different (but ing hone calm st, unique) straig ht- emotional forward investment gives added value light
26. carefu l with satisfied security: target mone y price routine conscious order AVOID organisation pleasing the sacrifice confrontation – family p leasure home base sma ll treats D risk A VOI security freedom confo fam rmin conve g obe ily ntion yr al ule ro nea s les t& tidy passive, religion accepting, blend recpetive in family roles lacking
27. security: communication personal style quiet chat human easy-going NOT a social warmth , situation simple s ensitive instructions considerate i guous conventional u namb safe complex clean se and nt clear no pu im (prim zzl en ary es colour t s) ssuring NOT nea rea t& reason or tidy the logic familiar, past consistent impersonal
28. Brand: nice hot cup of tea – the answer to life’s problems Target: mirror to UK family life Style: human warmth, simple, familiar
29. Brand: financial security Target: universal value for security Style: anthemic, pulling the heartstrings
30. Aspirer Status
31. Status: brand strong High class NOT straig htforw Projects ard ‘sp ecial’ fashion a healthy p erson simple wholesome stylish tre nd y DYNAMIC ORIGINAL … unique CHARISMA sparkle & shine fun &f light rie nd ly
32. Status: target satisfied Attention NOT & carefu l admiration mone with y spect home & money w ant re family measure security freedom acq UNFULFILLED uis DESIRE itio n irresistible envy impulse IM US TH AV EI lacking T!
33. Status: communication style unsur personal e of ta seek a ste – dvice NOT easyg ? Social oing situations sensitive intimate safe complex attractive & intriguing fantasy persona – imaginative, abstract, un ambiguous, complex sur wa nt e wh ? for at t mu o s la f ay – ram ew impersonal ork
34. Brand: hair spray Target: mirror ideal: Friends TV star Style: fantasy, abstract, ambiguous … shine, sparkle, charisma, gold
35. Brand: perfume Target: attention, admiration Style: desirable fantasy persona, bright lights, shine, sparkle, gold, reckless waste
36. Brand: fashion, classy, trendy Target: respect, recognition Style: assured, casual fantasy persona
37. Succeeder Control
38. Control: brand strong ‘worth’ reliab le, trustw qu alit Pro gress, o rship down rthy, y leade -to-ea straig rth, performance htforw ard -class Craftsmanship e , high few p restig or the only f wholesome traditional, stylish OUTDOORS authentic the lastest thing NO stress relief too T gla cares calm we mo ak ur and or c dep har l ours – end m – (seri ous co roon ent e, ma .) light d ark blu etc
39. Control: target satisfied high self-esteem sat organ isfi isatio ed al-oriented plann n, go ing careful with establishment e new futu re – th identification money s personal calculated soci al skillconfidence security risk freedom dress to impress NO Tl ow sel f-w ort h lacking
40. Control: communication personal style extrovert good NE ations with p exciti W social situ eople ng controlling orga nising ambiguity reality co mplex personal experience orga niser safe practical thorough complex logical can-do science time & money problem ana control fac lytic solving ts a al nd fig ure s impersonal
41. Brand: business travel – expected high service Target: decision maker Style: man to man, assumes high status
42. Explorer Discovery
43. discovery: brand strong progressive NOT trad innovative itiona l NOT hone intelligent trustw st & orthy class style wholesome stylish NOT calm & healthy trendy DARING energy differecnt ha rm ing care-free light
44. discovery: target satisfied frie confident change NOT rou nd s NOT tine new & unusual organ isati eclectic on unconventional NOT personal home -bodie s difference SHOCK security impulse freedom NOT e xpe rim certainty risk hedonism ent ANTI- sensation censorship adventure adrenalin exp eri ANTI- enc ANTI- break the rules e authority sex-roles lacking
45. Discovery: communication personal style people im agi nat people p ion eople colour new, exciting, contrast, clash futuristic puzzles sensation explosion surreal, hyper-real safe cle ver complex NOT boxes witty crazy logic BREAK RULES NOT rigid, NOT analy conventional tical familiar impersonal
46. Brand: travel … experience Target: mirror ideal cool guy Style: wild, witty, extreme, fast
47. Brand: wild & dangerous, reality risk Target: shock, adrenalin, irony, hip-cynicism Style: surreal, strange, puzzle
48. Reformer Enlightenment
49. Enlightenment: brand strong strong personality per for innovative ms straightforward up-to-date intelligent dyn unpretentious expressive am wholesome ic authentic distinctive stylish friend ship light
50. Enlightenment: target satisfied freedom in per son every way intrinsic values al c nothing tight on fid or restricted enc personal growth e less impressed by ind pleasure principle – status or wealth fre ividu aesthetics less concerned with edo al ms security impressing others social freedom no cer conscience the right to tainti not co es ncern disobey with ed respe prefe ctability r sligh disor t der lacking
51. Enlightenment: personal communication style un u un sual free, open challenge safe exp , ect ed space assumptions high culture imagination – the sen future aesthetics abs col sua tra ou l abstract ideas ct, com des r & ple ign – fantasy des x ign safe fluid train of thought in-dep complex th dis cussio science n r ation layers al arg of – inform umen comp ation t lexity indep enden for decis t ion impersonal
52. Brand: innovative, intelligent, strong, friendly Target: desire for information, intrinsic values Style: free-floating, discussion, unexpected
53. fundamental human values CONTROL ENLIGHTENMENT Succeeder Reformer Goal orientation, self determination: stability, lasting, enduring – Freedom from restriction, thorough, organising, intrinsic meaning, intrinsic delegating, problem- identity, independent solving, simplifying judgement, social complexity, prestige, conscience, aesthetics, hierarchy personal growth
54. fundamental human values SECURITY DISCOVERY Mainstream Explorer Avoid risk, human Adventure, exploration, warmth, seeking, finding – who am comfort, sentiment, I? What is out there? How belonging, order, far can I go? What happens familiarity, acceptance, if I do this? Adrenaline, blending in, avoid hedonism, speed, danger, confrontation risk, Instant gratification
55. fundamental human values STATUS ESCAPE Aspirer Struggler Attention, admiration, Alienation, low self-esteem, image, persona, extrinsics, repressed desire, materialism, acquisition, disorganised, physical, affiliation, charisma agression, anarchy SURVIVAL Resigned Rigidity, discipline, limitation, imperative, tradition, safety, authority, duty, roles, rules, chauvinism, avoid complexity
56. Hierarchy of Needs Reformer ENLIGHTENMENT Explorer DISCOVERY Succeeder CONTROL Aspirer STATUS Mainstream SECURITY Struggler ESCAPE Resigned SURVIVAL
57. Model of Adoption Reformer ENLIGHTENMENT INNOVATIVE Explorer DISCOVERY Succeeder CONTROL EARLY ADOPTER Aspirer STATUS Mainstream SECURITY MIDDLE MAJORITY Struggler ESCAPE Resigned LAGGARDS SURVIVAL
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