Portfolio project: Consumer behavior advertising

Résumé du document

Often, sport professionals are chosen to promote sport products such as clothes or shoes, or just a brand in general. This is based on the fact that in this market, consumers need some icons to imitate, especially the younger generation, who seek a role model to shape their attitudes. This strategy thus tackles one of the characteristics of the market. The use of a robot for the body of the French football player Djibril Cissé tries to create a restricted conditioning of the person. Given the fact that the human eye usually goes from the top left hand corner to the bottom right hand corner, one first sees the head of Djibril Cissé, the robot, which is an icon of technology and eventually the shoes.

Extraits

[...] Another good strategy could have been to promote not only the use of the butter and not only its lightness. People usually fear to get fat if they eat too much butter, but if this fear is undermined, it does not automatically result in an increase of the use of butter. People have to see other using butter to convert what they saw into action. Consumers' self-concept The ideal self This advertisement, found in http://www.adsoftheworld.com (accessed on 8th November), promote a car, the Acura TSX. [...]

[...] The car is shown on the second part of the advertisement, driven fast in a western CBD at night. It recalls again to the success of the would-be driver of this car. I think the advertisement has a very classical approach to the concept of ideal self. It is a very efficient means of marketing but it may also suffer from interference. Many advertisements about car try to address yuppie's ideal self, given that a lot a lot of men would like to be seen as active men, as yuppie. [...]

[...] The shape of absolute's bottle is very typical and one can easily discover it in this advertisement. I think that this advertisement perfectly uses the figure-ground principle with the bottle of Absolute. The figure ground principle with the parisian metro entrance makes it very chic and the simplicity of the text “Absolut Paris” matches the idea of perfection. Absolut's target is young people between 20 and 35 year old who often go out and are important drinker of alcoholic beverage. [...]

[...] However, we all know the sponsoring business in sports is very lucrative and that sport professionals are especially attracted by the money and not the quality of the product of the brand. Maybe using children naturally playing football with this boots and using vicarious learning instead could an interesting strategy for Adidas. Perceptual Gestalt Principles The figure-ground principle This advertisement, found on the website htt://www.adsoftheworld.com (accessed on 8th November), promotes the Swedish vodka brand, Absolute. The advertisement is very simple. The background is composed of a tube entrance of the Parisian The entrance is enlightened contrary to the rest of the picture, a public park which is in the dark. [...]

[...] Vicarious learning, or observational learning “occurs when people watch the action of other and note the reinforcement they receive for their behaviors”, from Consumer Behavior: A European Perspective. Here we cannot watch the action but the consequence of not fastening one's seatbelt in town, at low speed. Furthermore, the conditions for an efficient vicarious learning are met in this advertisement: The attention of the viewer is directed to the skull of the person which is presented in a very strange way. It looks like the coach building of a damaged car. This very high attention helps to increase the recall of this advertisement. [...]