Monday, February 11, 2008
Formative Research
Ever since Tuesday's class on formative research, I am looking at advertisements with an entirely different perspective. The video was very interesting as it revealed the many steps involved in making a commercial. I have found myself analyzing advertisements and thinking about the research involved and who the message is aimed towards. I picture the focus groups, like the ones portrayed in the video, as the companies desperately try to understand their target audience. For example, who is telling Carl's Jr. that messy, ketchup dripping, gigantic hamburgers are appealing? I don't know if it's just me, but the sloppy hamburger campaign has gone on for way too long in my opinion. I know I am biased as I am a health advocate, but I think that campaign has the potential to backfire in the objective to reinforce views, as the ad has worn out it's welcome. But that's just me... On a more positive note, I remember an ad campaign promoting health by Kaiser Permanente that had nice music and catchy phrases aimed to encourage people to get out and exercise more. We learned in class that the three main objectives for a campaign are to either create a point of view, change an existing view, or reinforce one. I think ads have a great potential in succeeding in one of these objectives if they take the time and energy to do their formative research.
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1 comment:
I agree with you on the Carl's Jr. advertising. It is a bit over the top. However, if you look at who they are really advertising towards it is not us. It is aimed towards guys in their teens and twenties. Therefor they let "guys be guys", messy, checking out chicks while your girlfriend sits next to you, who gives a crap what I eat, kind of guys. That is why the Paris Hilton commercial was a success...
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