Blog Post #3 Advertising Theory

Applying Theories to Advertising
How they affect, shape and change the way ads are delivered to consumers

When I imagine a team sitting together and brainstorming ideas for making the next commercial or advertising campaign there is no doubt in my mind that theory would be the first or one of the first things that are brought up in discussion.  Theory is the heart of advertising.  Production is based around how they want a consumer to feel or think after seeing their advertisement.  Discussing theory is also like discussing how you are going to persuade them, through you r ad, to be loyal to your brand over others.

Why would people have this reaction?  How would theories like entertainment or the “big idea” make people feel that your product is better than every other brand out there? One of the theories that I believe is very common and successful is connecting with the consumers. 

Consumers always have “the need to feel comfort,” said Hal Riney from “Art & Copy.”  His formula for producing commercials that portray that comfort I think are genius.  A perfect example of this would be his “Moment of Truth” television commercial for Saturn. The commercial walks you through a woman’s first brand new car and it just so happens to be a Saturn.  Overwhelming and unrealistic kindness from the workers and the very soothing music convey a very comfortable and happy feeling in the stomach when watched.  Although it is not a truthful experience of purchasing a new vehicle, Riney made consumers feel like Saturn would take care of them. 

"Moment of Truth" TV commercial for Saturn
One of Hal Riney's genius ways of making you feel
warm and fuzzy inside.  

Taken from YouTube

In the textbook “Contemporary Advertising,” the section dedicated to perceptual screens explains that humans have an unconscious filter that uses five senses:

1.      Sight

2.      Hearing

3.      Touch

4.      Taste    

5.      Smell

These senses are used to interpret advertising. An excerpt of the book said, “Advertisers message is effectively screened out when the viewer can’t interpret it; perception does not occur, and the product goes unsold.”  This directly correlates with the needs of consumers and their immediate needs when they first see an ad. If the music is too loud or not complementary to the message, most people will block it out or mute it.

The textbook also describes how psychological screens are used to accept or reject symbolic ideas. 

For example, Levi Dockers had an ad that involved a man wearing their jeans and women pulling at the belt loops to get them off.  The punch line was, “you’ll get worn out before they do.”  Depending on the personality and thought process of a consumer, this could directly correlate with a person’s needs.  Levi Dockers ad could make a male feel empowered and confident, therefore, will go out and purchase a pair of their jeans.  On the flip side, this ad could disgust females, or other consumers that do not have a need to feel sexy or confidence portrayed in a sexual way.

Sexual advertising brings the entertainment theory to mind. Using sex in television commercials has been proven to be a good way to keep a consumers attention. There is a small article that I found on Adweek.com about JCPenny being in some hot water with a recent commercial they aired for older men’s clothing.  The movie clip with Pheobe Cates from “Fast Times at Ridgemont High” has raised some concern.  “As if the ad needed more ick factor, the tagline is "Everybody wins,”” Adweek wrote on October 3.  Depending on the person, this form of entertaining could be good and memorable or reverse and have the JCPenny effect.

Click here to view the article from Adweek

The JCPenny commercial that is getting a lot of attention
Aired 9/12.
Taken from YouTube

The genius billboard that George Louis used
to skyrocket Tommy Hilfiger's career.
Taken from Bing Images.

When I think of the entertainment theory I think of great commercials that show creative technique. An ad that really pops out and consumers will remember not only the commercial, but the product that it sells too.  I’d like to like entertainment to the outrageous theory that we listed in class after the documentary.  George Louis from “Art & Copy” did an amazing job making ads so creative and outrageous that consumers remembered them.  The Tommy Hilfiger billboards are a good example.  At the time it was ridiculous to compare Tommy Hilfiger to the big wigs of fashion like Calvin Klein and Ralph Lauren.  But it works because putting his name in that category got people thinking.  If people bought his clothing they would be as cool as the others that buy Calvin Klein and Ralph Lauren. This thought process came about because of a billboard.

The most creative commercial that has come from Coca-Cola
in my opinion. This is the first of a few Happiness Factory commercial series
Taken from YouTube

Theory is the base of the television commercial and billboard, which in sense is the base of our thought process that makes consumers purchase the product after internalizing the message. These theories have more power over us consumers than we give them credit.