Archive for Advertising
Barefoot Wine. Socially responsible advertising, One Beach at a time.
Posted by: | CommentsIn an effort to promote the importance of keeping our nation’s beaches clean and trash-free, Barefoot wine decided to do something a little unexpected when it comes to advertising.
They have long been a part of promoting beaches that are “barefoot” friendly and free of litter, and along with sponsoring the “One Beach” video about keeping our beaches trash-free, as well as their 2011 Beach Rescue Project, they have opted for a nontraditional ad: a 14×10 foot outdoor poster created entirely of 18,000 pieces of beach trash and mounted in the busy, touristy city of Venice Beach, California.
From their many beach rescue events, to their extensive promotion of doing your part, and their partnerships with Surfrider Foundation, they have found their niche in the world of social responsibility and are definitely trying to get people thinking about the effects of their actions.
As you can see, the outdoor advertisement stands out from any other ordinary poster or billboard and truly sets the agenda that littering, especially along our coastline, is not okay. Barefoot Wine realizes something needs to be done about this issue in order to turn the problem around and promote cleaner beach environments that are safer for wildlife and tourists alike.
The outdoor advertisement, which promotes their movie while also promoting their brand, influences individuals in a creative way by showing them just how dirty some of our nation’s beaches are. Barefoot Wine’s ad was created to draw people to the ad and capture attention, creating buzz about the topic along the way.
Although the advertisement definitely looks cool, most people who stumble upon this ad while at the beach will have a relatively low level of motivation to process its message. However, the fact that the ad stands apart from other traditional outdoor billboards and posters, takes the peripheral route when it comes to processing information. Consumers form positive attitudes about the advertisement’s message once they realize what the ad is made out of and true intent of the ad’s meaning. Those who are motivated enough by the ad’s message will actually take it a step further and watch the complete 30 minute “One Beach” video on YouTube, which details the extent of the issue.
It is pretty rare to see shock advertising done in a way that actually gets people thinking about a socially responsible topic, such as recycling and reducing waste, but the local California company definitely created an ad that is getting people talking. After commenting on Barefoot Wine’s facebook page, they even sent me a message with more information on the stories behind their One Beach film and campaign, which feature even more amazing details about the people in the video and the steps they are taking towards helping our environment and beaches than I had originally thought.
All in all, the interesting and socially responsible ad by Barefoot Wine really does a great job at persuading consumers of the need for a solution to this problem. Although they are indirectly promoting their wine brand, they are creating buzz about a topic that many people do care about, leading to positive emotions and feelings about the brand in the end. The fact that they truly do care about this initiative is very evident when looking not only at their advertisements, but also at their website and social media pages. The hope is that people passing this particular ad, while walking down the boardwalk, will form a positive attitude towards the brand’s message and advertisement, eventually increasing their liking towards the company as a whole.
Barefoot Wine: Beach Rescue Project
Barefoot Wine Dive Deeper: Stories Behind One Beach
Chipotle is Going Back to the Start: Marketing with Integrity
Posted by: | CommentsIn a day and age where fast food is made up of ingredients many of us are oblivious to, it is refreshing to see a company stand out from the rest and base their entire marketing mantra on a concept unfamiliar to many people in this fast paced, “I want it now” society we live in. The idea of “Going Back to the Start” is the face of Chipotle’s new viral marketing campaign aimed at informing consumers that there is such a thing as “food with integrity,” which is simply natural, family-grown or raised, and ultimately socially responsible.
An article by the Chicago Tribune discusses Chipotle’s recently released video featuring Willie Nelson’s rendition of Coldplay’s popular song, “The Scientist,” which depicts a small town farmer shifting away from his traditional farming roots and adopting an industrialized and unnatural method of cultivating his livestock. Eventually, the farmer realizes his original way of farming was far superior and decides to do the environmentally responsibly thing and “go back to the start.” Chipotle does an excellent job in getting people to think about the serious issue, while promoting its brand in the meantime.
The advertisement, which is intended to create somewhat of an emotional reaction to people viewing the harmful effects that industrialized farming brings with it, creates a sense of sadness and empathy for the farmer. It really gets people thinking about the differences between Chipotle as a fast food chain, as opposed to say, your typical McDonalds ad.
Sustainable farming, which Chipotle bases their entire positioning off of, “uses techniques such as crop rotation, soil conservation, natural fertilization and polyculture planting. In livestock production, they use pasture-based systems, feed animals what their bodies are designed to digest, and treat their animals humanely. Sustainable farms produce foods that are tastier and more nutritious than foods produced on factory farms, while also preserving the long-term health of our environment.”
Simply said, this is responsibility at its finest, despite the negative stereotypes that many fast food restaurants must battle. Chipotle seizes that opportunity in the marketplace to finally provide a fast food experience that defies the typical processed and unnatural methods of creating food and opts for an experience that provides healthy, fresh, locally grown, and socially responsible options. By raising awareness about what responsible farming is, they are fostering a need for healthy and naturally raised food that many people were unaware they had.
As many people are trying to do their part in going green and helping the environment in any little way, Chipotle has made the responsible choice. The powerful “Going Back to the Start” video sets the agenda that people should be concerned about where their food comes from originally. But, while many people may view this as just a healthy food option, when going to the roots of what Chipotle is really doing, they are keeping small family farmers in business and helping the economy along the way.
Many people may think, however, why haven’t I seen these advertisements? Chipotle is again set apart from the rest, they choose not to engage in heavy television or radio advertising, but instead to stick to simple movie-theater ad placements, word of mouth, and public event sponsoring to raise awareness of their brand’s positioning as an environmentally responsible company. These ads create a positive impact on those who view them, while informing and motivating consumers to learn more. Chipotle also discusses their farming methods and responsibility in using sustainable farming techniques all over their website in order to raise awareness about the importance of such a trend.
This popular concept of going-green, being environmentally responsible, and incorporating organically grown food helps Chipotle to solidify their standing as a company that truly cares about the implications of their actions. Their growing popularity and extreme success in the business world teaches other companies in the fast food industry that caring about the long-term effects of your business’ actions will carry with it many positive benefits.
In the case of Chipotle, this is truly marketing with integrity.
Chicago Tribune Original Article
Chipotle’s Webpage: Food With Integrity
Sustainable Table: The Daunting Techniques of Factory Farming
Honda: Good Reasons
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This week, Honda launched a new campaign entitled “Good Reasons.” According to the company website, “the Honda ‘Good Reasons’ campaign highlights core Honda values as well as Honda’s long-standing leadership and tradition of earning top industry accolades.” Featuring actor and comedian Patrick Warburton, the campaign includes print, television, and digital media spots. The Honda website (http://goodreasons.shophonda.com) serves as the most comprehensive source for the campaign, and includes a very interactive Patrick Warburton cracking jokes while viewers surf the site.
View Video 01 – Honda: Good Reasons
After recently suffering major industry setbacks due to the Japanese Earthquake, Honda launched the campaign as an attempt to regain its presence in the American market. The campaign covers it all – from fuel efficiency, to quality, innovation, value, dependability, safety, reliability, and resale value of Honda vehicles. In fact, the campaign title seems to be an understatement; Honda doesn’t just highlight “Good Reasons,” but rather appeals to almost every recognized western-culture value.
RPA, the agency responsible for the advertisements, made sure that the campaign had a strong voice in the digital media landscape. By launching a Twitter account, Facebook contest, YouTube sponsorship, and an extremely interactive website, Honda is greatly expanding their target audience. Furthermore, the short pieces showcased on the website play on the versatility of today’s typical technology user. Each spot features Warburton using blogs, YouTube videos, Google maps, and other web content for commentary, making the ads relatable to today’s Internet-savvy, socially-minded consumer.
View Video 02 – Honda: Good Reasons
In an age where typical advertising for cars consists of treks through rugged tundra and high-speed pursuits, it’s very refreshing to see a different approach. Targeting consumer values rather than tangible product benefits is an extremely effective way to appeal to a large market. Keeping the campaign rooted in traditional American beliefs is a successful way to reach many potential customers, regardless of social class, ethnicity, or demographics. Additionally, consumers are much more likely to buy products that are in line with their personal values, and that represent the type of culture they aspire to be a part of. Honda’s campaign puts a positive spin on many of the values that are relevant in today’s society, including individualism, family, work and play, authenticity, the environment, and technology. Some may argue that though the ads are uplifting, Honda is just continuing to play into another major value in American society: materialism. However, as Honda reenters the transportation scene in the United States, concentrating on value-driven advertising seems like the most appropriate strategy for earning its way back into the heart of the American consumer.
Subaru Sponsors NBC’s Green Week
Posted by: | CommentsFor most all consumers, the process of choosing among the numerous car brands and models and ultimately purchasing a car is a long one, which entails lots of information search, due to the high financial risk inherent in spending thousands on a car. Thus, although single car commercials are regarded as relatively weak in changing consumers’ attitudes, the collective force of all the commercials created for each brand is moderately powerful in helping to shape the brand image in consumers’ minds. The average consumer usually uses both cognitive and affective decision making when purchasing a car, with cognitive ultimately playing a more dominant role. Therefore, the attributes that advertisers highlight in commercials for cars can influence how consumers categorize different brands in their memories, which can then play a role in their decision-making process when the time comes for them to purchase a car. Acknowledging that car commercials do affect consumers’ consumption, be it in the near or distant future, the sponsorship of NBC’s Green Week by car manufacturer Subaru has major implications for viewers of NBC prime time, as well as NBCU-owned cable networks CNBC, MSNBC, NBC News, NBC Sports, SciFi Channel, Sundance Channel, Bravo, USA, Syfy. Part of its “Green is Universal program”, NBC’s Green Week is a two-week initiative which airs twice a year, during which green topics are integrated into the network’s shows. Though critics may call it a grand marketing scheme, Green Week does in fact do a lot of good. The integration of “green” storylines and topics into most all of the network’s programs – which represent a substantial group when all of the cable networks NBC owns are taken into account – at the very least raise awareness among TV viewers of “green” issues. As consumer behavior tells us, the first step to changing attitudes is to have the information be perceived, paid attention to, to then have consumers be motivated, able to, and have the opportunity to change their attitudes.
The sponsorship of Green Week by Subaru (as outlined in an article on Adweek.com), costing the car manufacturer a rumored $10 million, raises concern for future sponsorships of Green Week, or similar social issue initiatives, due to the effectiveness of the commercials as seen by the direct increase of likelihood of exposure. NBCU created the commercials for Subaru, which feature environmentally conscious Subaru owners, and seamlessly integrate the commercials into the beginning or end of the commercial breaks by somehow connecting the copy or dialogue used by the Subaru owners to the given NBC-owned network on which the commercial aired. Consumer behavior tells us that such a tactic can increase consumer’s exposure to a commercial for consumers will be more likely to watch a commercial at the beginning or end of the commercial break, as well as thinking the commercial is part of the show if the network’s logo is incorporated into the visuals. Subaru also benefits by being one of the few car manufacturers sponsoring Green Week, not allowing consumers to compare similarly environmentally-friendly car models manufactured by competing brands. In these Green Week commercials, Subaru frames its brand of cars as “environmentally-friendly,” specifically around the goal-derived category held by a growing number of consumers of decreasing their ecological footprint. By priming the “green” attributes of its cars in these commercials, which are so ingeniously integrated into a number of NBC’s extensive line-up of shows, Subaru frames its brand as being superior in that frame of mind (environmentally-friendly). Though the Toyota Prius has developed such a strong brand image as an environmentally friendly car, as well as the Smart Car, Subaru clearly foresees a stronger brand image and ultimately increases in sales – legitimate ends to justify the means of spending millions on this sponsorship. Subaru’s sponsorship of Green Week is an incredibly genius move by all those involved in its brand development and media planning. As media planners are constantly being forced to craft new ways of reaching consumers through ever-evolving mediums, this sponsorship is genius in both the increase in likelihood of exposure of consumers to Subaru’s Green Week commercials, as well as creation of a strong brand image in alignment with this green initiative. Consumers are lazy and do not pay attention to details, so merely seeing the Subaru logo as they fast-forward through the commercials of a program during Green Week can create the association between Subaru and their goal-derived category of “environmentally-friendly”.
The subtle yet important issue of responsibility herein is the agenda setting employed by Subaru of aligning itself with a green initiative to be associated with consumers’ goal-derived category of “environmentally-friendly” or similar associations in consumers’ minds. The sponsorship of Green Week has, according to an NBC analysis of Nielsen IAG data, brought Subaru increased recall of commercials by consumers, speaking to the effectiveness of the advertisements run during Green Week. Subaru therefore has a great responsibility to deliver on the brand image they are building so effectively through their Green Week sponsorship. Though one would hope that NBC conducts rigorous research in its selection of sponsors for Green Week to select those who are in fact “green,” it is possible for sponsors to be chosen due to greater financial offers to the network rather than on truly being “green.” This year’s Green Week sponsors all seem to practice what they preach in terms of employing “green” practices to be worthy of “green” images. But there lies a possibility for deception of consumers in similar initiatives by other networks or perhaps other companies outside the media world through sponsorship thereof by sponsors who do not truly deserve the “ruboff” the initiative’s image will have on their own brand image. This has major implications for consumers, who very well may make consumption decisions based on the associations they form about sponsors of initiatives like Green Week and “green.”
A link to one of the Subaru Green Week commercials posted on Facebook:
http://www.facebook.com/video/video.php?v=146365342077961
A PSA airing during Green Week:
Social platforms like Groupon are advocates for collective consumerism but are their marketing attempts socially responsible?
Groupon has been named as the fastest-growing company ever by Forbes magazine. Their company is based off the premise of collective groups partaking in discounted shopping to create higher revenues for featured businesses. It relies on the social aspect of its service. Everyday subscribers are emailed the chosen limited-time bargain in hopes that enough subscribers will purchase the deal to “tip” the offering (cause it to go into effect). The company is very much reliant upon viral pass along for its success. Like word of mouth this is one of the most effect marketing strategies. It creates the opportunity for people to choose to participate or not in a financial deal that is as easy as the click of your mouse. It is easily accessible and cost the consumer nothing if they don’t participate. Their marketing strategy is genius. Seems flawless right? But I wonder if this type of advertising plays on the vulnerability of consumer’s decision-making processes.
When making high-effort decisions consumers can be affected greatly by a promotions perceived time limits or how they are framed. Pressuring a consumer to make a decision under a time limit can lead to low-level construals. These elements are focused on the immediate. In this example the immediate is the discount the consumer is receiving. It can also be framed in high-level construals that focus on the future. These purchases may be immediate but they are for used for future purposes. Groupon plays on the perceived risk that consumers will miss out on a great deal. They also emphasize the importance of group consumerism. It is up to the subscribers to purchase enough to make sure the deal goes through. If not enough people participate then the offer is off the table for everyone. This doesn’t seem to be a problem for them considering that 95% of daily Groupons “tip.” Are these marketing strategies socially responsible? On one hand it is promoting the collect buying power of consumers. Individuals can feel part of a movement that benefits a thriving company in need of promotion and financially gain discounts for things they might already be planning to spend money on. Might is the key word. Consumers could also be feeling pressured to make purchases they might not otherwise make because of the emphasis of a GREAT deal and social activism.
Groupon also creates an obstacle for the comparison type consumer. The simply formatted deal that appears in your email box every morning gives you the essential information needed for the decision. It doesn’t elaborate into this big selling ploy therefore making the decision to buy very easy. It doesn’t however led way for easy product comparison. This can help or harm the company. The consumer wont be bombarded with comparative advertising that might make them choose another option but they are also not allowed the comfort of knowing they made the right purchased based on all the factors. Consumers are given a day to take it or leave it.
Companies like Groupon are also infringing upon agency business. They have basically cut out the middleman and built marketing directly into their product. Individual consumers and companies rely on advertising agencies to sift through the clutter and present them with the best options and support of those options. If we have business that present the options for themselves there might be less of a desire to seek out more information which cant create for poor consumer decisions. The opposite is true that it could create for more product credibility because if the information is coming directly from the product the chances of perceived likelihood might be lowered. With an agency the advertiser can be blamed. With out the middleman the blame falls directly on the company potentially making for better business practices by companies.
Groupon: promoter of great social activism and collective buying power that creates unity among consumers or exploiter of the discount seeking customer?
References:
http://www.adweek.com/aw/content_display/news/digital/e3ie4f24b85cbd4c811b65148cd8af82f38
http://jordanballacm.blogspot.com/2010/10/groupon.html
Featuring Disabilities in Advertisements
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Images of women portrayed in advertisements are continually causing controversies in the industry. We frequently see images of beautiful women all of whom where a size zero and are near perfection. As viewers we are rarely exposed to image of the “average” woman in advertisements. Recently, however, advertisers have been making great changes in order to depict a more realistic female portrayal in order to form a better relationship with consumers. By establishing a positive relationship, advertisers will be able to increase consumers recall of these specific brands from memory. However, although there has been a great effort by advertisers to depict both men and women of different sizes, ages, ethnicity, etc., very rarely do we see advertisements featuring people with disabilities.
In an article published in AdWeek, titled “Freak Week: Women’s Studies,” author Tim Nudd emphasizes the stir that arose from an advertisement in Belgium which featured graphic designer, Tanja Kiewitz who is missing the lower half of her left arm. Kiewitz quickly became extremely popular after appearing in a disability-awareness advertisement for Cap 48 which is a play off of a previous Wonderbra poster. The previous advertisement featured a photo of model Eva Herzigova with the headline reading “Look me in the eyes…I said in the eyes”. The same headline was shown in the PSA advertisement made with Tanja Kiewitz. This ad, however, was not made with the intention to sell lingerie but rather to emphasize the idea that people with disabilities can be sexy, attractive, and normal human beings.
Despite the fact that Kiewitz has a disability, she is still portrayed in a very sensual manner in the advertisement which demonstrates that people with disabilities can be sexy too. Kiewitz stated to the GlobalPost that people often believe that handicapped people “don’t have a personality, that they are strange people”. Through her portrayal in the Cap 48 advertisement, Kiewitz made an effort to display that she is a beautiful, sexy, woman, and that her handicap is secondary. In her interview she also mentioned a need for more advertisements to portray people with disabilities. She makes a point to question why the advertising industry does not have more people in wheelchairs speaking on TV, or anyone with a handicap for that matter.
This advertisement brings up some interesting points regarding the portrayal of people in advertisements and leads to many implications for advertisers. The industry today has a focus on upholding responsible standards, yet there are no advertisements featuring people with disabilities. The Tanja Kiewitz advertisement has gained a vast amount of attention simply because something like this ad has never been done before. In an effort to promote more responsible advertising, the industry should create more advertisements similar to this one. In doing so, companies will receive positive attention from the public and will be able to increase the recall of their brands.
I believe that the use of advertisements similar to this one will be extremely influential in the advertising industry and will be viewed positively by the public. This gives advertisers the opportunity to reach out to more people and provides a way for them to gain consumer attention. The CAP 48 PSA advertisement quickly became a symbol of encouragment and inspiration for all. Despite Kiewitz’s handicap, she is portrayed as a powerful women who is making a statement about the need for change in the advertising industry.
We have seen a recent trend in advertising leaning away from the stereotypical size zero woman as typically portrayed in ads. Advertisers are now incorporating women of different sizes, ages, and race. The next step for the industry may be to include portrayals of people with disabilities similar to the Cap 48 advertisement. Based on the popularity of the Cap 48 ad, similar advertisements may encourage consumers to become more engaged in products and brands. Through the introduction of these advertisements, the industry will promote more socially responsibly advertising and in the end gain positive recognition by the public.
References:
Nudd, Tim (2010). “Freak Week: Women’s Studies.” AdWeek
http://www.adweek.com/aw/content_display/news/agency/e3ilc1499752deb3a603a094ab292fc2286
On the Road to the Emerald City
Posted by: | CommentsThe General Electric’s “Road Trip” commercial by BBDO New York is a clear and clever example of how the institution of advertising reflects society’s consumer trends and goals. Currently, there is an active movement towards eco-friendly lifestyles and therefore by design, corporate social responsibility. According to an article in AdAge by Bob Liodice, while this is vastly argued, exhibiting corporate social responsibility supports both the consumers’ agenda to do good and benefit oneself as well as the company’s agenda to profit. Liodice supports this argument with GE’s revenues for the Ecomagination program increasing over 20% in a year’s time, which is ever growing. Ecomagination was designed to build up consumer awareness of how the company works to improve the environment through renewable energy and reducing carbon emissions. This ad for GE’s Ecomagination with a tag-line of “Imagination at Work,” illustrates what GE is doing to encourage and contribute to the eco-friendly movement prominently associated by consumers with the electric-car. This coalition helps push the message presented in the ad by personifying the car’s goals and saying GE watt stations are “going to change the way we get to where we all want to go.” Even within the context of this singular statement one can infer the juxtaposed meaning of literally where we want to go as well as where we want society and the green movement’s influence to go or endure.
This ad influences consumers through various consumer behavior specific tactics in, including but not limited to: attention and motivation driven through relevancy to the audience and society. According to Hoyer and MacInnis’ text Consumer Behavior, to capture consumer attention–which is noted for being limited, divided, and very selective–this ad is relevant, pleasant, surprising, and easy to process. Relevancy to the consumer is clearly seen in the message illustrating the importance of using energy sufficient vehicles. The ad is viewed as pleasant, which can be attributed to certain aspects such as the music (“I’m Glad I Hitched My Apple Wagon to Your Star” by The Boy Least Likely To) and the portrayal of young hipster attractive people, which can be construed as a reference group depending on the target audience. The ad is also surprising by nature solely based on the innovative product being showcased and the breadth of locations with the implemented watt stations. Finally, the ad is easy to process because it is simple, has a clear message, and presents contrasting visuals between the novel product and its environment. Without having captured the consumer attention, motivation (which is critical to the message) is impossible.
General Electrics is already established as a well-known brand, which is positively associated with its programs such as Ecomagination supporting the consumer and corporate agendas. Therefore, the consumer has established a positive brand familiarity that builds credibility for the brand image, meaning, and actions. Also increasing credibility is the fact that this ad is an information based message not asking the consumer to buy something, but rather simply to get involved in addressing the needed change between the actual state (current environment) and the ideal state (healthier environment). This in itself increases the perceived consumer effectiveness, which is supported by the classical liberal tenant of quietism stating that as self-focused consumers we want a benefit (making a difference) before entering in consumption. The benefit or perceived effectiveness stimulates the viewer to actively inquire more about Ecomagination via the website call-out strategically placed at the end of the segment. This further outside research, seen in the classical liberal tenant of intellectualism meaning that the viewer is an active rational consumer, expands the message’s influence from that of solely the advertiser and brand on the consumer to the consumer on society as a whole because their intrinsic role as an newly educated consumer to spread the message and further the cause or movement.
Overall, as seen by the example of GE’s Ecomagination ad, corporate social responsibility can positively influence the corporate agenda to profit and maintain sustainability as well as the consumer’s agenda to fulfill needs, values, emotions, and goals for the self and one’s environment. As James Datri, president of the American Advertising Federation, said during the recent ExxonMobile Lecture Series at Southern Methodist University, “doing good is good business” for all parties directly and indirectly involved.
References:
http://adage.com/cmostrategy/article?article_id=143323
“Find Your Beach”-Beer with a Purpose
Posted by: | CommentsWhat motivates us to choose a particular beer? Is it just accepting what’s available or the brand everyone you know drinks during a football game? Do you change brands depending on where you are? Lots of people do and do so for a variety of reasons. I know people who never drink beer, who need to have Abita Strawberry when it comes out each spring. A typical college student might buy whichever brand at the bar is the cheapest, since saving money is their motivating factor. To an average beer drinker, the motivation may stem from a desire to either relax, or to have a social drink during a vacation, football game or other group activity. So how can a beer company appeal to this variety of motivating forces and entice a consumer to choose their particular brand of beer?
For a long time Corona Extra has been a favorite imported beer among U.S. beer-drinking consumers. In recent years, a typical Corona ad shows two people sitting on a beach looking out at the water with two Corona bottles between them. As a result, when the average consumer thinks of the brand Corona, a white sandy beach typically comes to mind. As a brand position, this image has created a the concept of “vacation in a bottle.”
One of Corona Extra’s new ads, “Moments”, however, puts a new spin on the brand’s traditional message. In this new commercial one sees young adult couples and groups of friends sitting in a similar position, but now in different settings—sitting beneath snow-covered mountains, in a field, on a cliff by the water or on a city rooftop—in each case with a Corona in hand or Corona in a bucket between them. The commercial then continues, ending with the well-recognized image of a couple on that classic, Corona, white sandy beach with the words “find your beach” appearing on the top center of the screen as the commercial ends.
This “find your beach” instruction offers new incentives for young beer drinkers when they look at the Corona brand. Instead of their focusing entirely on a white sandy beach and vacation-like setting, consumers are now able to expand their vision by connecting the idea of drinking Corona Extra beer with whatever “beach” they may wish to find – real or imagined. In other words, the image now suggests a relaxed state of mind, in whatever environment works best for the viewer. This new concept to “find your beach” appeals to both the needs of the consumer for pleasure, as well as to their need for an optimal level of stimulation. By drinking a Corona Extra beer, not only can the consumer enjoy the sensory pleasures that come from the drink itself, but they can also escape from the over-stimulation they may be experiencing in their daily lives, and relax on whatever “beach” they may choose to imagine. Many beer advertisements depict people out partying (reinforcing the concept of binge drinking) or watching football, but Corona’s advertisements tend to show the more responsible and socially acceptable way to drink, while still appealing to a large audience. As socially responsibility in ads becomes a growing concern in the advertising industry, Corona Extra has found at least one suitable way to depict responsible behavior, without alienating any audience members.
This simple twist on the original theme allows more people to relate to the ad since it now expands the “beach” concept to include other traditional Western values centered on work & play. In today’s recession, people are working harder but making less money. This new Corona ad allows a viewer to believe that by simply having a Corona Extra, without any additional travel-related expense, they can find themselves experiencing a more relaxed state of mind. Since the audience has can now see Corona Extra presented as that same “vacation in a bottle” to suit their individual needs, the advertisement provides them an opportunity to mold their own version of relaxation, motivating them to seek out Corona Extra over other imported beers.
While maintaining the Corona brand’s established identity, the new Corona Extra’s “find your beach” commercial gives consumers more reasons to achieve relaxation and escape merely by drinking their product. If drinking a Corona Extra beer can help you to achieve that vacation state of mind, why wouldn’t you give it a try?
Do YOUR Trust Issues Affect THEIR Bottom Line?
Posted by: | CommentsWhy are we as consumers continuously trying to dodge advertising? The answer is both complex and yet quite simple.
As a consumer driven culture we are inundated with ads through various types of media every second of every day. From television and magazines to Internet and buses, we are never without the influence of some form of advertisement. Even those aspiring to build a career in the advertising field do not want to see ads–thus the genius behind such technological advances as DVR and Tivo–and yet, advertising drives consumerism just as much as it depends upon it. At the heart of this infinite cycle is trust, and the ability to distinguish the responsible from the irresponsible while wading through the ad clutter.
As a consumer, we directly and indirectly live by a value system where trust is the leading act (hard to successfully get and keep). In a culture so bedecked with various media and ads, which should the consumer trust? According to Judy Shapiro, this idea of trust correlates with decreasing integrity in media as a result of too many options and undefined roles of “credible journalists, entertaining bloggers, and self-proclaimed experts.” Who is deemed credible, and how does the consumer know if the ad or advertiser is credible?
This is where advertising and its responsibility to the consumer play a part. Advertising today has evolved from simply selling a product to selling a brand, lifestyle, and most importantly, a relationship.
They always say that the key to a good and healthy relationship in life is trust, why can’t this be true for all aspects of life? Today, consumers build and break and rebuild relationships without blinking an eye. How do advertisers get to the consumer through all other competition and ignored ads? Advertisers must successfully sell the brand image and wanted lifestyle in order for the consumer to buy the relationship. In this culture, consumers buy an identity or a symbol not a product. The black hole here, however, is that the consumer must first form a relationship to a product, which begins with advertising.
Consumers do not trust advertising because it has lost its credibility due to the volume of ads consumers are exposed to daily. Not only does the amount of advertising defer us, but also by human nature we tend not to trust. This can be attributed to our cultural foundation based on classical liberal beliefs not to trust centralized government or big businesses. Again and again, this notion has been proven through such overbearing players as the once powerful tobacco industry that used ulterior motives, morally ambiguous marketing tactics, and capitol based get-out-of-jail-free cards to enhance profit. Instead, consumers listen to other consumers through word of mouth because it is based on experience and direct human interaction, not advertising.
Go ahead, blame advertising. You know you want to!
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The photos above were taken by a Korean named JeongMee Yoon for her Pink & Blue Project.
JeongMee Yoon’s current work, “The Pink and Blue Projects” explores the trends in cultural preferences and the differences in the tastes of children (and their parents) from diverse cultures, ethnic groups as well as gender socialization and identity. The work also raises other issues, such as the relationship between gender and consumerism, urbanization, the globalization of consumerism and the new capitalism. The topic seems to be well treading territory already but it’s still crazy to visualize. Some of the poses that these kids strike are interesting too.
I found those pretty photos just by accident. I actually love them from the visual point. But to be honest when putting on my “advertiser” hat, I do feel a little bit guilty when facing those colorfully photos though I know if I saw those photos just from a normal public viewpoint, I wouldn’t feel any weird. Apparently, Children & Consumerism issue is portrayed vividly in those photos. So I wonder, as advertisers, should we blame ourselves for worsening the children consumerism problem?
Also, the photos seem to me that things have changed a lot since I was a kid. There is just more fancy stuff for kids than their used to be. While starting to “envy” those lucky kids who born in such a plenty commodity market nowadays, I “admire” the overwhelming advertising power on leading the public especially our kids into an over-consumption era.
I know some may still argue that there is not anything wrong with marketers and advertisers trying to make sales and profit. However, the effects of things like mass consumption, the intense advertising, and targeting to children and its impacts over so many aspects of daily lives is of concern. Children are not only customers, but also consumers, influencers and users in the family Decision-Making Unit. From my personally opinions, I do think children’s identities shouldn’t be defined by their consumer habits; yet that is the main way they see themselves reflected in the media—as consumers, and advertisers are targeting younger and younger children with this message.
