Outstanding outcome of today’s ADM seminar on Subliminal Advertising
In preparation to the seminar ADM team has spread visual clues around Winchester campus: ladders, rainbows, posters with an elephant cartoon and the slogan “Come and play inside”. The clues were positioned so that they would be noticed but also not stand out from the normal campus environment. At the start of the seminar, we briefed four groups of ADM students and asked them to design a poster for a children Play Center. We gave no advice during the brainstorming process in order to not influence their creativity. Half and hour later, we asked students to present their ideas and posters. outstandingly three out of the four groups used elements from our clues! I have attached here the best outcome: it shows that 4 out of the 5 clues positioned around the campus were actually used in the poster. Notice: a ladder, clear reference to the slogan “Come and Play”, balloons and even an elephant!!!! This seminar has been great fun but also links to today’s theoretical debate on subliminal advertising and its effectiveness and my lecture on “Subliminal Advertising, Neuroscience and Sensory Advertising”. Thanks to ADM staff for collaborating to the success of this great experiment and the students for participating so enthusiastically. Watch also Julian Gee video on the seminar. Brilliant! Giulia
I think that this could not be a representative of the subliminal test. Because all the elements have a deep relationship of Kids and Playing. They become a kind of sterotype of playing centre in daily life.The ballon, elephant slide or rainbow are common symbol of kindergarten or fun.
If we are asked to design a poster for a food or car product and we still put these elements into the poster, that will be more persuasive and credible.
Some thoughts after TFM&A trade show
The main advertising trend which will be significant in the next five years, which I think, is the development of integrated data base.
Nowadays, data mean not only the online user data collected via personal computer, but also the mobile user data, which includes data from mobile phones, laptops and tables. These data can help the online ad-targeting be more accurate and consistent. When users are at home or in the office, they are more likely to use the desktop, so online advertising can make use of content targeting or behaviour targeting to track the right audience. When users are on their way home, waiting for buses or friends, they like to use the mobile phone to kill time, playing game or view the SNS sites, as is mentioned by Harrison in Digital Trends Forecast 2012. The advertising can still catch them through behaviour targeting and geo-targeting using the data from database. Thus, there will be no gap between each part of daily life.
Using collected data to target audience can also make the advertising be specific to each of the users, to create a personalized and customerized way of advertising. Instead of being passive to receive the ads, users hope to see something related to them. The data base can record the information for each user when they do search, view website or post on the SNS site, knowing their demographic, specific needs and interests, and deliver the right advertisement to them. When the user response to the advertisement, new data will be generated and saved to the data base, which helps the ad-targeting become increasingly accurate.
But a problem will emerge when collecting user data, which is the concern of user privacy.
The data collected in the data base can not be deleted by the users’ will (something to do with the footprint management), and no one can ensure that these data will not be revealed to other organizations. So advertisers should be more careful to treat these data when they decide to do advertising based on them.
The Humankind way of communication by Leo Burnett Worldwide.
How the next wave of communication is going to connect with consumers.
“In the people era, you don’t need ads, you need acts.“
Some ideas after watching the film about code of gander——
It seems that the boundary of gender becomes more and more blurred.
The sissy men or the butch women are more acceptable than ever.
In the entertainment circle, gender-neutral stars have high popularity, such as the Ukraine group KAZAKY(male), the Korea singer KIN HEE CHUL(male), the Chinese pop singer LI YUCHUN(female).Also the crossdressing in the entertainment programs gain high audience rating. People like those beautiful men and cool women.
However, the concept of gander is still firm. People like those men because when they act like women, they are very attractive, but they still know those actions are feminine. People accept a man wearing high heels, but won’t think it natural and right.
Maybe the characters of a handsome woman or a charming man would be the new elements of advertisement for the avant garde brands, such as to see a beautiful man on the make-up post or a strong women riding harley in TVC.
The playing reversed gander has already appeared in the Hema post. The beautiful male model has been the main character in this underwear advertisement to persuade audience that even men can use the bra to increase their cup size.
Oh my ladygaga = =b
