ATTITUDE CHANGE WITH HUMOUR

 

Changing a persons opinion of a product can be a hard task. When someone’s mind is made up, it’s a difficult task to change their perception of that product. In other words, their attitude is everything. If they don’t like what they see or hear,  they don’t buy simple as that. But how do you influence change in someone’s attitude? Its hard, but can be done. An interesting technique is the use of humour in advertising. Were all familiar with using jokes and puns in ads, but do they really work or does the product become a joke in its self?

It is estimated that some element of humour can be found in up to 20 percent of all commercial spots (Duncan, Nelson and Frontczak, 2017). this can be associated with the rise in social media and the increase communication channels coming from new technology. But Why Humour? People give more attention to something they think will be funny. Having a higher attraction to customers, gives reasoning behind this growth of the technique.  In many ways humour attracts consumers but isn’t the selling point, but is where the customer relationship starts.

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I’m sure everyone is familiar with the phrase “Should’ve Gone to Specsavers”. A series of adverts by Specsavers, captioning  audiences attention everywhere with clever puns, and funny situations. The following advert is from Australian campaign series. The ad sees a game of volleyball being played on the beach. One rather muscleur Man, pounds a passing seagull over the net thinking it was the ball. This is then followed up with an awkward moment as the man realises no one is cheering for him. Although the ad doesn’t state what’s actually being sold or what deals are being promoted, it uses a much simpler notion

The target market audience of 17-45 years is a fairly large market and often critical segment to hold for a business. Although not everyone will find this ad funny,  the simple humour used and low involvement of the ad makes it extremely likeable through different generations. Just having the one slogan at the end of the clip, “Shouldve gone to Specsavers” indulges in the idea that Specsavers are the number 1 option for getting glasses. The campaign might not get you to run into to Specavers and buy a pair of glasses but it does start to build brand recognition. As Mark levit, a professor of marketing at New York University, stated “Consumers may be familiar with and have good feelings towards the product, but their purchasing decisions will probably not be affected”. This essentially gives the brand a solid platform to build on its consumer base and grow relationships with customers.

Building a positive relationship with consumers is the main aspect of humour in marketing. Shown in almost every beer ad every made, is a humours fun time, that’s often a bit ridiculous but gains the attention of their target market. Often Males aged 18- 50. these ads show a more bizarre form of humour. As seen below, in the Caltron Draught Flashdance advert.

The ad doesn’t really make a lot of sense but captures the audience’s attention as well as their imagination for a good time. But you wouldn’t change your opinion on Calton Draught  necessarily just because of the ad, but it might be enough to get you to keep an open mind about trying a beer that’s associated with a fun time.

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Humour provides a source for people to entertain each other. Having adverts that reflect a funny situation, and use humour give people a positive relationship with that brand. Having made a positive connection, the audience is more likely to keep an open mind and may have the ability to change their attitude if  the positive exposures continue to happen.

REFERENCE

 

Anon, (2017). [online] Available at: http://www.uky.edu/~ngrant/CJT780/readings/Day%209/WeinbergerGulas1992.pdf [Accessed 8 May 2017].

Duncan, C., Nelson, J. and Frontczak, N. (2017). The Effect of Humor on Advertising Comprehension. [online] Acrwebsite.org. Available at: http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=6290 [Accessed 8 May 2017].

Experience.com. (2017). Humor In Advertising – Experience.com. [online] Available at: https://www.experience.com/alumnus/article?channel_id=advertising_marketing_pr&source_page=editors_picks&article_id=article_1128619972620 [Accessed 8 May 2017].

 

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Opinion Leaders

EDWARD MCCLYMONT

 

From our earliest stages in life, we are influenced by what we see and by what others around us to. In this way what we are exposed to helps shapes us as individuals. But who really are these Influential people and what are they selling us?

 

Answer, A Lifestyle.

 

With the age of technology well and truly amongst us, more and more people are becoming online. This virtual area has given rise to the era of social media. Sites such as Facebook, Instagram, Twitter and YouTube have become elements in our daily lives. Exposing the average person to about 5,000 ads a day (Apple.com, 2017). That’s a lot. But how do we filter through all this to see what we want to?

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This is where an Opinion leader steps in. An opinion leader is a well-known individual that has the ability to influence others (Business Pundit, 2017). They have a heavy presence online and in terms of marketing are usually tied to a product. Having millions of followers, these people have a huge audience and are highly sorted after by company’s everywhere.

Having people we think are cool or smart and interesting, can see us try to emulate them. An example of this, was Steve Jobs. The co-founder of apple,  had a passion for innovation and creating new technology that made him become an icon around the world. The man, was most famous for presenting the world with latest range of iPhones, Ipads, iPods and mac books. But what he was really selling to us was the lifestyle, of having the latest gadget. After the realise of the first iPhone, many people starting flocking to public opinion, and were eagerly awaiting the new and improved versions ever since. With 10 million new iphone 6s being sold in the first 3 days of its launch.  

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I don’t think I know a single person who hasn’t had some connection to apple. This could be due to an awarded winning recipe, A cutting edge product, a global icon creating them and trust. People trusted that with steve jobs there, they would get the highest of quality and be looked after. Building this almost systematic  trust has built a huge amount of brand loyalty for apple.

The ability to influence people, is what marketing strives to achieve. And in this life time, it seems that anyone with a camera can do it. This is captured but a group called The Mad Hueys. What started as a group of mates doing what they love, fishing, surfing, and having a few beers on the weekend, has turned into a fast emerging company among the surf world.

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Having gained popularity through videoing their escapades, they have been able to develop a brand label. Selling a lifestyle, these boys have captured people’s attention and making money from it. They have extend a range of clothes and even produced their own beer now. When Developing their brand name, these fellas merely uploaded a few stupid videos of themselves to social media, and at one stage got kicked of Instagram to the dissatisfaction of there 10,000 followers. But what they were doing, people in the surf culture loved, and gained global attention, even having famous surfers such as Mick Flanning and Joel Parkinson, promoting there brand.

but there is such a thing as a negative influence. Depending on what side you sit on, The Mad Hueys could be considered to be a bad influence on young males. Really there just cashed up bogans, doing dump stuff but in their own way. Looking at some of their videos, especially the stunt involving a bird-cage and a tiger shark, people would say there down right stupid. And there not wrong either. but what they are doing captures their target markets attention and builds on that, which people love them for.

Overall having opinion leaders associated with a brand or a product does help influence a wider audience giving them either the information or the imagination they want to lead the lifestyle they desire.

REFERENCE

Apple.com. (2017). Apple – Press Info – First Weekend iPhone Sales Top 10 Million, Set New Record. [online] Available at: https://www.apple.com/pr/library/2014/09/22First-Weekend-iPhone-Sales-Top-10-Million-Set-New-Record.html [Accessed 8 May 2017].

Cbsnews.com. (2017). Cutting Through Advertising Clutter. [online] Available at: http://www.cbsnews.com/news/cutting-through-advertising-clutter/ [Accessed 8 May 2017].

Business Pundit. (2017). Opinion leader – Business Pundit. [online] Available at: http://www.businesspundit.com/encyclopedia/marketing-and-advertising/opinion-leader/ [Accessed 8 May 2017].

Swellnet.com. (2017). The Mad Hueys // The Good Life – video | Swellnet Dispatch | Swellnet. [online] Available at: http://www.swellnet.com/news/swellnet-dispatch/2017/03/16/mad-hueys-good-life-video [Accessed 8 May 2017].