MARKETING COMMUNICATIONS ANDTHE KULESHOV EFFECTIs effectiveness extrinsic to the execution?

Muder Chiba

Muder Chiba

The Kuleshov Effect The Kuleshov effect is a film editing

technique that was recognised and demonstrated by Russian filmmaker Lev Kuleshov between 1910-1920 during his montage experiments. These experiments indicated the usefulness and effectiveness of editing and formed the theoretical basis of Soviet montage cinema. Films of this movement include The Battleship Potemkin.

Kuleshov's original demonstration showed an expressionless man intercut between images of a bowl of soup, a girl, and a little girl's coffin. Each time the shot of the expressionless face was exactly the same, but what the experiment showed was that audiences bring their own emotional reactions to the sequence. Source : http://boxcleverfilms.blogspot.in

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The Kuleshov Effect 2 Context adds

meaning to the images.

The consumer carries his emotions into reading meaning into the visual

Alfred’s Endorsement

In a 1964 interview for the show Telescope, Alfred Hitchcock called this technique “pure cinematics – the assembly of film.” Sir Hitchcock says that if a close-up of a man smiling is cut with a shot of a woman playing with a baby, the man is portrayed as “kindly” and “sympathetic.” By the same token, if the same shot of the smiling man is cut with a girl in a bikini, the man is portrayed as “dirty.”

Muder Chiba

Muder Chiba

Sensory Load is omnipresent

Important: Always start with your slide size set to the aspect ratio you intend to use. If you change the slide size after you’ve created some slides, your pictures and other graphics will be resized. This could potentially distort their appearance.

Advertising is surrounded by visuals and communication of all types whether it is ‘programming’ or other content, including other ads !

This is even more apparent in websites and social media

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This ‘Clutter’ creates The Kuleshov Effect?

This Clutter creates The Kuleshov Effect!

Advertising appearing at a dramatic moment during a soap episode .

A banner ad around a headline story about the home team loss.

A mobile interruption. A smiling visual just after the gory

pictures of a civilian war zone. Or the reverse!Effectiveness is, at least in part, extrinsic to the execution per se

Muder Chiba

Muder Chiba

Implications for Communications testing

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The ChoiceCurrent Practice

1.Test communication solo for effectivenessAnd/or2.Test communication in ‘clutter’ of other ads for noticeability

Now

Test communication ‘in context’ of likely content it will be juxtaposed with

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Should we ? Would it make more sense to

return to testing all communication in the context in which it will be seen?

A/B/C/D testing for contextual response to communication ?

Focus on individual response rather than aggregated ?

And-Ensure Placement of ads in context for desired response ?

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Or?

Ignore this implicit response ‘bias’ per se ? Assume that the response to the stimulus would be ‘standard’ and that the sample size would cover the range ? Continue with current practice.

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Apply Occam’s Razor ? Each individuals

exposures ,’mood’ and context impossible to manage across media and time

Recognize the Effect implicitly in creative development and in media choice!

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Epilogue

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Factor in…The Medium is the Message

Communication Noise

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MarketComplexit

y

Decisions

Information

Complexity

Probabilistic decision-making perspectives

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