final post

My marketing observatory will be soon finished and i have to say that i learnt about it. In fact, when you look close to the everyday marketing you see that it 's using most of the humans feeling (envy, love, sex appeal, etc.). Knowing that you look the ad with a new eye a critical one to make the difference between your actual needs and what the marketing want you to buy. The worst it could happen it’s when a brand sell you something which is known to be not healthy.
The most difficult about this blog was to find sources with extract of ad campaign, but in the same time publicity is everywhere so you have examples all around you to test what I am saying here.
This project was a mean of expression for me, because in a school management you can’t keep saying that marketing is a manipulating thing.

coktail to make up envious

We saw that any field of life is use in advertising, in fact your emotion : fear, surprise, exitation is caused to make you think you need that so wonderful product you've never heard about.
Mister Pimont, a former student of the school management try to explain that the marketing strategy is "sell!"; sell even if you don't have the need : this manager (general chairman of the firm Celio) took the exemple of people like us students of high school saying we all have enough clothes to wear for at least 10 years but the purposes of the marketing consultant is to create your feeling of lake to make you buy the season/fashion clothes.
Here we are, even if several professors in this cursus deny that marketing manipulate a bit facts are here and chinese textile is the illustration : too much clothes are produced and the market is not able to absorb the global production. Very often stocks are unsold and onthe other hand the rythm of fashion make the collection changing every year.
Finally the clothes market is also dependant on the seasons, the weather but also the marketing campaign.

connexions

hi everybody!! (i hope so!)
To continue with sex and advertising we can remember the revolutionary pear with hot chocolate on which was really suggesting sex appeal!! Nowadays the connexion could be very funny , i mean that there are so many naked bodies everywhere (on the bus, in the station, the underground, in the cityand so on) that you can talk about sex and show it with certain rules.
INdeed you are allowed to show naked people in condition that they are not offensed in any way.
But personaly i tend to think that intense campaign about underwear or anything is ok except the fact that we have none idea of the impact that kind of image (creating a mental image) can produce in every mind (envious,jealous, admiration,frustration).
To be more serious let's have fun with the campaign of Cegetel and the speed (ADSL)
football, racing are parodied in a very cynical way it worth it and it's efficient for business as well as the campaign in France where Jean Yves Lafesse is playing for "the meat of beef", among cb news it is the more efficient commercial because people have fun and well identify the product.
C U

humour and sex

these two sphear can be linked the matter is to know how to make it to attract potentiel clientele but at the same time you have to care about perception ofevery kind of people (elder generation, young generation)
because a negative impact could be felt over the brand.
Recepe, mixture, in advertising the key is the dose of the different ingredients...
Therefore we can speak about music: this element is the one crucial to be well chosen against your target (orange use David Bowie, evian Queen,...)
we will speak more about it in the next post
c u

the next theme...

you can see on this posters how sex appeal is used to attract cusumers first the eyes and just after an emotionnal feeling making you waiting for something unexpective

clm4

clm4
Originally uploaded by milou02.

Advertising and humour

Humour is using to make the advertisement efficient that is to say that the potential consumer will remember of the product and overall of the brand thanks to a joke or a play on word.
The televisual commercials are more and more efficient giving the high rate of equipment of the households: around 80% of the industrialised countries households have at least one television set. Therefore, a tv commercial will be combined with others tools of the advertisement (posters, publications in targeted magasines, spot on radio, and so on...).
To fing international funny ad youy can refer to the french broadcast called "Culture Pub", which use to be on M6. Its generic is making of parodies of logos, which are sometimes dificult to recognised even if if it sounds...
http://www.toutsurlacom.com/index.php?op=modload&file=culturepub&cat=21
To give and example of what impact an ad can have on our capacities of reminding slogan or funny sentences in tv ad
http://grosbillfree.free.fr/Koreus/images/record/milka.gif
Humour makes the product sympathic in the consumer eyes
http://www.h2o.net/magazine/decouvertes/culture/pub/evian/images/bebes.jpg
but advertising can be manipulating, so be critical and satisfy your needs!!