Ruth showed us a Galaxy television advert from the 1980s (Link below) which appeals to 4 of the 5 senses: Sight, Sound, Taste and Touch. The colours used in the ad are mainly sombre colours. The use of red also stands out and catches the eye. Additionally, the music played is slow and quite sultry. The tearing of the chocolate wrapper and the woman eating the chocolate appeals to both the taste and touch senses.
Ruth also showed us a Marks & Spencer summer advert (Again, link is below) to highlight the importance of sound and appealing to your sense of hearing. The advertisement was advertising women’s clothing and used famous female actresses and models modelling the stores clothing in a field and having a picnic. The music used here was very girly and fit in well with what was going on in the advert. Ruth then muted the video and played a completely different song over the top. This reinforced how important sound can be and if the wrong background music is chosen, the advert may not make any sense and confuse the consumer.
http://www.youtube.com/watch?v=tFVivTXlaEoWe then looked at the use of the colour blue in advertisements to appeal to our sense of sight. We first looked at the advertisement below. This uses the colour blue in a very simple and manly way as it is advertising a beauty product aimed towards men. Therefore, this use of the colour blue is likely to attract them more. This colour is apparent multiple times in the advert (on the packaging, the man’s suit, the bedding in the background with his wife/girlfriend). Overall, this advertisement is definitely appealing towards men due to the use of colour and imagery used.
Secondly, we looked at Bombay Sapphire Gin, which uses the colour blue in all of their advertisements as they package all of their products with this colour, not the usual, typical colour for advertising gin (green) so this stands out from the rest and is their USP (Unique Selling Point) as it differentiates from their competition and appeals to the eye more because it is not your average type of packaging. This kind of blue is more like an aqua colour and is classier than the previous advert. The website link is below. Their website also features music which is slow and elegant to fit in with their product range. Some of their advertising campaigns are also shown below.
The website link below defines how the use of colour is important when marketing and what it means and symbolises. It also looks at the use of the colour blue again and the advantages of using it as well as a number of other colours.
“Some colour combinations are powerfully tied to a company's image. For example, Kodak's product packaging has such a unique look with its gold, black and red colours, the company has been granted trade dress, a form of trademark granting exclusive use.” (Lichiti, “The Record”, 2006)
1. Sight
“This is the sense we use most often. We use it every single day, all day. Infact, television, magazine and internet forms of advertising are considered to be annoying by some individuals. This is why it is important for businesses to use a wide range of colour and imagery to appeal to their audiences so it will stick in their minds and not be turned away. Several surveys show that this sense is the most impressionable and responsive of all.”
2. Sound
“Sound evokes memory and emotion. Mp3 players, iPods, earphones etc. are great examples of promotional products that engage the sense of sound, while at the same time still creating an enjoyable experience for a consumer. Through this, you are able to get your message across, which is memorable to your target audience. AOL uses a voice familiar to many young Web users. For example, Britney Spears fans found that they can hear her voice not only when experiencing her music but also when launching AOL. Britney lets you know, "You've got mail." Kellogg's has also invested in the power of auditory stimulus, testing the crunching of cereals in a sound lab to upgrade their product's "sound quality."
3. Taste
“This is one of the senses that you can appeal to consumers with by using promotional products. This is a very effective method of getting your message to your target audience. For example, edible promotional products are widely used because of their effectiveness in creating a memorable experience for the end user.”
4. Smell
“Ads for perfume in magazines can be very effective as they appeal to the sense of smell. It has flaps you can lift up to smell that particular fragrance. Of all the five senses, smell is the one that creates the most powerful impression in your brain. This is a proven fact based on numerous in-depth and well known scientific studies. A particular scent can trigger memories from a long time ago. This is a huge advantage as that scent is the most powerful memory trigger.Smells creates memories and appeal directly to feelings.”
5. Touch
“Promotional products are tangible. You can hold them in your hands. You can feel them and use them. Again, you can create this by using promotional advertising. When someone writes with a pen imprinted with your logo, they are performing a useful task. It's yet another feature that separates promotional products from the rest of the pack.”
Sources:
(Lindstrom, 2002) http://www.clickz.com/clickz/column/1695460/sensory-brand-management-it-makes-five-senses
(Redmond, 2010) http://ezinearticles.com/?Promotional-Products---Appeal-to-All-Five-Senses&id=3701407
Hope to hear back from you.
Erica.
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