Meaningful Advertising

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Presented at the 2nd Pervasive Advertising workshop, October 2nd, 2009, Luebeck, Germany

Transcript of Meaningful Advertising

  • 1. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.The era of not to persuade,has just begun Meaningful Advertising: Pervasive Advertising in the Experience Economy Workshop Pervasive Advertising Informatik 2009, Lbeck, Germany Peter van Waart, Rotterdam University of Applied Sciences Ingrid Mulder, TU Delft

2. no escape from advertising?nobody wants to escape from meaningful advertising!meaningful advertising? 3. experience human values meaningbrands, advertising 4. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Experiencegonzalovalenzuela@ickr.com 5. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. What is Experience? Experience = ErlebnisMeaningful Experience = Erfahrung gonzalovalenzuela@ickr.com 6. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.The Experience Economy Pine & Gilmore, The Experience Economy, 2000. Illustration: niculina@ickr.com 7. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Experience duration The experience of a hotel stay is more than just sleeping at night. Also the phases before and after are part of the experience.During the experience, you interact with the product, service or brand through touchpoints.What you will remember is your emotional experience. Shedroff et.al., Making Meaning, 2006. illustration: Anita Wheeler, Designing Brand Identity, 2006. 8. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.Human valueselectron@flickr.com 9. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.Human values drive behaviour (lifestyle) Lifestyles Play a crucial role in peoplesdaily life. People present themselves insocial interactions throughconsumption of specificproducts (fashion, music,furniture, etc.). Members of the same lifestlegroup share preferences,norms and values. Bourdieu, Distinction, 1984. 10. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.Value-based segmentation in brand strategy The German SIGMA Milieus 11. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.Find your soulmate through matching brans 12. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaning 13. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaning is in the mind of the beholder Human beings act toward things on the basis of the meanings that the things have for them These meanings are a product of social interaction in society. These meanings are modified through a process of interpretation, which each individual deploys when dealing with the things that s/he encounters. George H. Mead. Mind, Self and Society (1934). The Philosophy of the Act (1938). 14. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaningful when adapted to human valuesthe felt tendency toward anything intuitively appraised as good (benificial) or away fromgfulanything intuitively appraised as bad (harmful)(Arnold, 1960, in: Desmet, 2002) m e a n inappraisal:non-intellectual, automatic evaluation of the significanceof a stimulus for ones personal well-being NeedsProducts GoalsAgents (organisations, Motives groups, brands)Events Human values P. Desmet. Model of product emotions. 2002. TU Delft. 15. Meaningful brands,meaningful advertisingCollected by Martien Heijmink 16. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Advertising in the era of TV iv e pe rs u a s TV industrial complexad v e r tis in gbuy adds make profitdistributeproducts sell more products S. Godin. Purple Cow. 2005. 17. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Advertising in the era of Experience Economyulm ea n in g f in gad v e r tis meaning human valuesbrands 18. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Remembermeaning is in the mind of the beholder We cannot design an experience, but we can design for an experience Experiences evolve from the interaction between current stimuli and personal history and set of values 19. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaningful pervasive systems Those pervasive systems and applications that enhance social capital as collective goods involving shared goals and values and social norms of reciprocity, are most usable to be of meaning over time Carroll, J.M. & Mentis, in: Schifferstein et al., 2008 20. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Orchestrating touchpoint interactionsPowerful media constitute experiences by addressing peoples: intellect emotions physical experiences Highland & Yu. Communicating Inner Experience with Video Game Technology. 2008. Illustration: Sylvia Delissen. How to plug the gap between promise and proof. Graduation project, 2009. 21. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Orchestrating touchpoint interactionsPowerful media constitute experiences by addressing peoples: intellect emotions emotions physical experiences intellect physical(human values)experience 22. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Example: intellectual interaction Being creative, distinct from masses 23. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.Example: emotional interaction Gust bowl Maarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 2003.Mothers and sons emotional connection 24. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Example: physical interaction Gestural interfaces empowering brand experience Lemmy-Boy Hoogendoorn, graduation project at IN10, 2009 25. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.Nike+ and iPod as meaningful brand technology 26. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaningful advertising be of meaning for people with your brand orchestrate touchpoints for interaction with and between people let touchpoints address people at an intellectual, emotional and physical level 27. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.Peter van WaartRotterdam University of Applied SciencesSchool of Communication, Media and Information Technologiep.van.waart@hro.nlIngrid MulderDelft University of TechnologyID-StudioLab, Faculty of Industrial Design Engineeringi.j.mulder@tudelft.nl