Cadbury – Office

This advert forms part of the ‘Free the Joy’ campaign by Cadbury and celebrates the joy that can be found in everyday life. The advert depicts an office late at night, where a product manager called Keith is working overtime and his call is placed on hold. Instead of the exasperation or anger that most people would respond with, Keith turns up the music on hold (MOH) and begins lip-syncing and dancing around the office on his chair. It expresses the value of finding joy in the mundane, and how such moments can be magical. In the extended version, some lights move without being touched and the chair propels itself – implying that something more dreamlike is at work.

The MOH in question is the song ‘Yes, sir I can boogie ‘written by the Spanish vocal duo ‘Baccara’. This song reached number one in the UK charts in 1977, and numerous covers have been released since. I personally found this song very catchy – and is probably an example of an ‘earworm’. Ear-worms have been shown to last longer than normal auditory experiences, and are remembered for longer by the individual (Beanman & Williams, 2010). For some time, if you searched this song on Youtube, the Cadbury advert would play beforehand. Cadbury has clearly chosen to use this song for its addictive properties.

The advert also uses clear product placement. A chocolate bar in wrapper, receives a close up, nine seconds into advert, and product usage is clearly demonstrated. The snap of the chocolate is made especially clear, adding to the sensory experience that consumers should expect from their Cadbury consumption.

The colour purple is an especially important part of Cadbury’s visual brand identity. Colour can play a key role in ensuring differentiation in a cluttered market place (O’Connor, 2011), as it one provides the clearest noticeable differences in environmental perception (Rapoport, 1982). Cadbury has used the colour purple to build visual equity and as a communication device (Foote, 1983). The colour purple has long been associated with wealth and luxury. Cadbury began using the colour purple in 1914, and believes that a great part of their success is due consistency in their long-term use of the colour purple (O’Connor, 2011). The colour purple has become a promise to the consumer and is symbolic of a broader experience of delighting the consumer at every level. Throughout the office, purple items are seen in almost every shot. As purple is clearly linked to Cadbury, the brand gets good exposure, without being too explicit.

Cadbury has begun to focus more on the chocolate and the way it triggers joy for the consumer, and less on how it is made or delivered. This advert clearly shows consumers picking up the chocolate and embracing the little bit of joy that it gives them. Due to the music, which is a late 70s hit and the office setting, Cadbury is targeting an older demographic in this piece of marketing. However, the advert is fun and the situation relatable enough, which means it will appeal to younger audiences as well. The advert is charming and perhaps represents the brand more successfully than some previous adverts.

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References:

Beaman, C. P., & Williams, T. I. (2010). Earworms (stuck song syndrome): Towards a natural history of intrusive thoughts. British Journal of Psychology, 101(4), 637-653.

Foote, K. E. (1983). Color in public spaces [microform]: Toward a communication-based theory of the urban built environment. Dept. of Geography, University of Chicago (Chicago, Ill.).

O’Connor, Z. (2011). Logo colour and differentiation: A new application of environmental colour mapping. Color Research & Application, 36(1), 55-60.

Rapoport, A. (1982). The meaning of the built environment: A nonverbal communication approach. University of Arizona Press.

Nike: Find your greatness

 

It’s just something we made up.

Somehow we’ve come to believe that greatness is a gift

Reserved for the chosen few, for prodigies, for super stars and the rest of us can only stand by watching

You can forget that.

Greatness is not some rare DNA strand. It’s not some precious thing.

Greatness is no more unique to us than breathing. we’re all capable of it.

All of us.

Greatness.

Nike released this advert in America, during the 2012 London Olympics. Set in London, Ohio, this advert is very simple in composition. A camera moves along a rural road, with the noise of insects buzzing loudly. A figure appears in the distance. As the jogger moves closer to the camera, it is revealed to be a young and clearly overweight boy. He is drenched in sweat, his run uncomfortable and breathing laboured. All the while a voice over calmly tells the viewer that greatness is something that we are all capable of, not just for the chosen few.

Although simple in composition, this advert makes fascinating viewing. The viewer is first intrigued by the slow reveal of the distant figure and later by the boy himself. The surrounding area is bleak and the soundtrack is only of the environment. There is only one focal point of the advert, this boy and his pursuit of greatness.

Through the use of this advert, Nike is targeting the spectators of the Olympics who are not athletes themselves. Research into mirror neurons suggest that when observing action, we internally simulate the observed movement using similar brain regions used to execute the movement with our own body (Grezes & Decety, 2001). Mirror motor activation is greater for ‘familiar’ than ‘unfamiliar actions’ (Buccino et al., 2004). Although we enjoy watching stuff we can’t do, the brain has a greater response for the motor tasks we can do. The way in which Nike has addressed this is by focussing on a simple activity – a slow jog. By selecting a boy that is overweight, there should be a greater response from overweight viewers who are more familiar with that manner of jogging.

There is little product exposure in the advert. None of the clothes the boy is wearing are obviously branded as Nike, although the product usage is featured highly. During the Olympics, there were high volumes of sport related adverts. By removing the branding until the end, it is not an obviously sports-related; this stops the viewer from ‘switching-off’. Instead the advert is promoting a motivational concept to get more people to engage in sport. In 2010, 37.5% of adults and 17% of children in the United States were rated as obese (CDC, 2010). Nike is targeting a growing segment to create new consumers of the brand.

What this advert does well is that it breaks the mould of traditional sport adverts, which predominantly feature skinny and attractive athletes. Nike are seeking a different demographic which has not traditionally engaged well with sports. By approaching this demographic at the entry level of activity, Nike is hoping to inspire more people to pursue their ‘greatness’ and start to exercise.

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Buccino, G., Lui, F., Canessa, N., Patteri, I., Lagravinese, G., Benuzzi, F., … & Rizzolatti, G. (2004). Neural circuits involved in the recognition of actions performed by nonconspecifics: An fMRI study. Journal of cognitive neuroscience, 16(1), 114-126.

CDC (2010). National Obesity Trends, NCHS. http://www.cdc.gov/obesity/data/adult.html

Grezes, J., & Decety, J. (2001). Functional anatomy of execution, mental simulation, observation, and verb generation of actions: a meta‐analysis. Human brain mapping, 12(1), 1-19..

Advert: British Heart Foundation – Hands Only

 

This is the new informational advert from the British Heart Foundation on the correct method for hands-only CPR (cardiopulmonary resuscitation). Research has found that in an emergency, the chance of receiving CPR from a bystander low. Varying between 14 to 45% (Swor et al., 1995; Wik et al., 1994). However, CPR is more likely to be performed if the bystander is told only to perform the chest compression aspect of the resuscitation. This is why the advert focuses only on hands-only CPR in order to get more people to help a person in need.

Known for being typecast as a violent criminal/hardman, Vinnie Jones is at the forefront of this advert. Him, two henchmen and a ‘volunteer’ demonstrate the basic procedure of hands only CPR.  Simplified instructions are given such as ‘no kissing- you only kiss your missus on the lips ’ and ‘press down, right on the sovereign’. Vinnie directly addresses the viewer making it very clear that the viewer should pay attention, as ‘he is going to teach you a lesson’. Vinnie Jones also confronts any doubts the viewer might have about taking action such as asking ‘what do you do?’ and ‘worried you’ll hurt him? Better a broken rib then him kicking the bucket?’

Implementation intentions are also used to encourage this behaviour. The lesson follows the basic logic that ‘if this happens, then do these steps’.  By phrasing the message in this manner, the bystander is more likely to take part when the ‘if criteria’ is fulfilled. Implementation intentions have shown to be an effective method of changing behaviour e.g. increasing consumption of fruit and vegetables (Chapman, 2007).

In order for the correct BPM to be the given, Bee Gees ‘staying alive’ is suggested as a rhythmic aid. Traditionally ‘Nellie the Elephant’ is suggested in CPR courses, however ‘Staying Alive’ a much more catchy and well-known tune. The song may have been selected in part to become an earworm, as an earworm experience frequently exceeds normal estimates of auditory memory capacity (Beaman & Williams, 2010). Thus, is more likely to be remembered in the long-term than standard instructions.

Introducing ‘desirable difficulties’ are an effective way to improve post-training performance, as the introduction of additional cognitive engagement leads to deeper processing and better recall (Craik & Tulving, 1975). Spacing material is an effective way of improving learning (Glenburg, 1992). By presenting the material repeatedly over intervals, it gives the learner more opportunities to retrieve the information. By converting this lesson on CPR to an advert. The lesson in naturally spaced out in the television schedule. Therefore, the retention of this information should be higher than a single lesson alone.

The use of humour helps the viewer engage with the advert. Vinnie Jones is clearly parodying his bad guy roles. More subtle details such as Vinnie Jones having the words ‘hard’ and ‘fast’ tattooed on his hands, or the henchmen dancing on the background give the advert good replay value.

Several other versions have been created to increase the prevalence of the message. A parody created entirely out of Lego was created and used ahead of the Lego Movie. A kid version was also created, giving modified instructions to younger people.

The advert is funny and engaging. Also, steps have been taken to ensure the message is recalled by viewers for as long as possible.  So far, 15 people have been saved due to bystanders recalling this advert in an emergency (Telegraph, 2012). Due to the advert educating and targeting those who would have been uncertain how to proceed in an emergency, more people are willing to assist.  As a result I think this is a successful advert, that has had positive outcomes.

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Beaman, C. P., & Williams, T. I. (2010). Earworms (stuck song syndrome): Towards a natural history of intrusive thoughts. British Journal of Psychology, 101(4), 637-653.

Chapman, J., Armitage, C. J., & Norman, P. (2009). Comparing implementation intention interventions in relation to young adults’ intake of fruit and vegetables. Psychology and Health, 24(3), 317-332.

Craik, F. I., & Tulving, E. (1975). Depth of processing and the retention of words in episodic memory. Journal of experimental Psychology: general, 104(3), 268.

Swor, R. A., Jackson, R. E., Cynar, M., Sadler, E., Basse, E., Rivera-Rivera, E. J., … & Dalbec, D. L. (1995). Bystander CPR, ventricular fibrillation, and survival in witnessed, unmonitored out-of-hospital cardiac arrest. Annals of emergency medicine, 25(6), 780-784.

Wik, L., Andreas Steen, P., & Bircher, N. G. (1994). Quality of bystander cardiopulmonary resuscitation influences outcome after prehospital cardiac arrest. Resuscitation, 28(3), 195-203.

http://www.telegraph.co.uk/health/healthnews/9196159/Vinnie-Jones-Staying-Alive-advert-is-safe.html

Advert: PG Tips – It’s the taste

This advert from PG Tips features the duo of Johnny Vegas and Monkey. Monkey was previously used in alternative campaigns (ITV Digital) and is one of the few mascots to be extended beyond their original product. The inclusion of Monkey in PG Tips adverts is a nod to the use of chimps in earlier PG Tips adverts. Although these were popular at the time, their use has now been deemed unethical. Monkey provides a woollier and more ethical alternative.

The advert shows Al (Johnny Vegas) and Monkey, enjoying a mug of tea in a kitchen, before deciding that they would like another. ‘Stripper’ music then starts as Al and Monkey begin their tea-making routine. This involves dancing round the kitchen, perfect shots with the tea bags, fresh milk from a cow and the morning newspaper.

This routine is paying homage to the Morecambe and Wise ‘Breakfast’ sketch. The use of physical comedy and timing to the music is a reference to the original. Some parts of the routine are new, for example, the singing cow. Other aspects, such as the opening and closing of the cupboard doors are taken directly from the original. In this way, the advert targets the older audience who will recognise the origins of the sketch. It simultaneously targets younger audiences who will appreciate the humour of the song and dance. A middle aged man and his companion monkey dancing around the kitchen, is amusing for all ages.

It is a celebration of the ‘tea routine’ and the various stages in creating a perfect ‘cuppa’. This makes the advert relatable to current tea drinkers, whilst also informing novice tea drinkers about the preparation methods. Although, in a more flamboyant manner.

There is good product placement throughout the advert. The cupboards are stocked full of PG boxes, and there are several close ups of the packaging. If the box itself is not in shot, then a mug of tea certainly is. The combination of the product placement, catchy music and comedy make this a memorable advert. This begs the final question, ‘Why do Al and Monkey go to all this effort?’ Well, it’s the taste that makes them do it.

 

Advert: Dumb ways to die – Metro Trains

Metro Trains released this Public Service Announcement in 2012. The aim behind the campaign was to increase rail safety.  The video was released via newspapers, local radio, outdoor advertising and throughout the Metro Trains Network and on Tumblr.

The video features 21 characters all of which die doing dumb things, such as ‘disturbing a nest of wasps for no good reason’. The final three characters die as a result of unsafe behaviour around trains. Namely that of standing nears the edge of a station platform, driving across a level crossing and running across the tracks. The advert then proclaims that these are the dumbest ways to die, before cutting to the final message of the video ‘be safe around trains’.

The cartoon characters are cute. They are drawn in simple shapes and bright colours. This is completely at odd with the dark humour that pervades this advert. Due to this contrast, I believe the target audience are children or young adults. This generation has been desensitised to the traditional ‘shock’ safety adverts, in this way they are engaging this audience in a different manner. Rather than highlighting the danger, inconvenience or cost caused to the rail companies and fellow travellers – instead the point is made that it is a pretty dumb thing to do.

Part of the success of this video is the song that accompanies it. Again the soft vocals, acoustic guitar and piano, is at odds with the dark content of the video. It is also very catchy, easy to sing along to and is a complete earworm. The video was easy transferred to radio as a result of the song.

It is not immediately clear that the video is about rail safety. However, this many have been intentional to engage the previously ‘unreachable audiences’, that did to respond to traditional rail safety adverts. The message from Metro Trains at the end is quite brief; I believe this should have been extended for a few more seconds. However, the video makes up for this in replay value. Due to the catchy song and fun visuals, it is easy to re-watch and new things can be spotted each time.

Although, this advert quickly went viral on the Internet, in many cases the audience has split views about it. Some find the video funny and clever; others have suggested that it is encouraging various methods of suicide. The video was blocked in Russia due to this reason.  However, Metro Trains has claimed that from 2012 to 2013, there was a 30% reduction in ‘near-miss’ rail accidents as a result of this video.  Due to the apparent improvement in rail safety combined with 73 million YouTube views, I believe that this was a successful campaign.

Advert: Honda – Grrrr

 

Can hate be good? Can hate be great?

Can hate be something we don’t hate?

This is perhaps a more unusual way to introduce a new diesel engine. However, this advert is all about changing and challenging the prejudices held towards traditional diesel engines.

Diesel engines at the time were associated with pollution, black smoke and being noisy. The advert shows a flock of diesel engines being destroyed by the forces of nature. Rabbits wearing earmuffs shoots arrows, fish eat them and even the sun spits fireballs. Thus, demonstrating how the public at large regard these engines.

The animation is fun. There is lots of colour, the animals are cute and the whole advert has a psychedelic and carefree feel. The music, featuring acoustic guitars, whistling and a single male voice, accentuates this feeling. The tune is extremely catchy, easy to sing along to and will get stuck in your head for weeks.

As the advert points out, yes there are problems with the current engine. However, we have harnessed this ‘hate’ to produce a new, better product that solves the previous problems. So, we ought to love this new engine with the same energy with which the old one was hated. The surrounding environment reacts much more positively to this new engine, which then flies over a flower display of the logo and the product name ‘Diesel i-CTDi’.

This advert was released in 2004. While I could not recall the specific engine after all this time, ‘Diesel i-CTDi’ is hardly a catchy name. However, I knew it was about changing the perceptions of diesel engines. Therefore to that effect, this advert has been successful.

 

Advert: McVitie’s Biscuits

Cuteness and adorable animals have long been used in marketing to elicit positive feelings in the consumer. Humans are naturally drawn to large-eyed and small-featured creatures, as they resemble infants and evoke caregiving reactions. Some universities have started using young animals e.g. puppies, as a form of stress relief, such is the power of this effect.

Sometimes the positive emotion evoked by the presence of cute creatures result in ‘cute aggression’. This manifests as an urge to squeeze or pinch the object that has caused an increase in positive emotions. A more visceral depiction of these creatures, would make it much more likely that these emotions occur.

The new biscuit advert from McVitie’s makes good use of this effect. The advert shows biscuit packets that once opened contained little kittens or puppies. The amazed biscuit consumers then play with these extremely cute animals. The animals are shown running around, being fussed and making little noises. The adverts then cut back to the consumers who are eating the biscuits. The animals are shown to have never existed, but the biscuits evoked the same joy.  McVittie’s have set out to establish that these biscuits are the currency of these feelings.

There is good branding throughout the advert. Either the biscuits or the packaging is visible in most scenes. This is a new advert, so the commercial success has yet to be seen. However, I think this will be an effective advert as it elicited positive emotions in the viewer and has good brand placement.

Advert: ANAR Foundation

The advert I shall focus on this week is designed to try and aid those who are victim of child abuse. Created by the Spanish charity ‘ANAR Foundation’, this billboard advert is aimed as an appeal to these children to contact them for help. However, what makes this advert brilliant is that the billboard reveals itself differently to adults and children.

The charity recognises that young children, will be almost always accompanied by their parents or guardian. Unfortunately for these children, that person is also their abuser. So this billboard communicates directly to these children, without the adults being aware.

The billboard uses a lenticular lens, so that two images are displayed. If a person is tall, they will see a child’s face with the caption ‘Sometimes child abuse is only visible to the person suffering it’. If a person is below a certain height, they see the same face, but this time bruised and bloodied. This time the caption reads ‘If someone hurts you, call us and we’ll help you’.

It is a powerful concept and I hope that it results in positive outcomes for these children.

 

Video: Why Librarians will save the world

What have I learned?

Well, it has certainly been an interesting journey that has led me from the start of term to writing about attention in lectures, through to literacy and finally to this evaluation.

The first item I must address is the huge amounts of stress this module has caused me. Although fellow students have expressed envy due to a lack of a final exam, the workload is mammoth. Multiple weekly deadlines mean there are never more than a few days before the next piece of work is due. The reality of this is that this module has taken up the majority of my time.  The number of evenings I have spent in the library until midnight has risen exponentially as a result.

Writing five comments every week does not sound like an exceptionally hard a task. However, in reality it is a lot of work to do in order for your grade to remain the same.  The blogs my peers have written are extremely well researched and well balanced; finding chinks in their argument is near impossible. This is especially true deep into the semester, when they have become experts in their chosen topics.

Perhaps underpinning the difficulty of this module is the lack of accessible research. I might find a book-load of relevant information, but unable to access this due to various subscription services that the university has not subscribed to. As a result I have used a lot of official investigations and surveys by the government or charities – as opposed to experiments. Through this, I have learnt how to locate information from more unusual (but equally valid) locations.

As a result of an in depth look at a single topic over several weeks, I feel I have a deep knowledge of the areas surrounding literacy, but less so for other topics. Each person found a topic and made it their own. Even writing comments will not match that depth of knowledge and understanding. I have knowledge of the MUSIC model, procrastination, gamification and moral education in China; but I do not know it like the authors of those blogs.

I have enjoyed the format of a mock conference each Monday. The relaxed atmosphere and listening to my peers talk about their work has been one of the more enjoyable aspects of this module.

So far, this sounds like a very one-sided piece of writing. However, as the light at the end of tunnel is in sight, I look back at my work and I am pleased. This module has been hard, really hard. However, this work is all mine and I am proud of what I have written. I have greater confidence in my writing, public speaking and research skills as a result, and that is what I have learnt from this module.