Values in Advertising How do Brands Communicate with Different Kinds of People ?
Transcript of Values in Advertising How do Brands Communicate with Different Kinds of People ?
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How do Brands Communicate with Different Kinds of People ?
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Brands can Talk to Different People – If they Understand Values
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Y&R 4Cs
Cross-Cultural Consumer Characterisation
Val
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ing • Seven ways of thinking, feeling and responding
• Seven ways to choose
• Seven targets that connect to meaning and
insight
enlightenment
survival
escape
security
status
control
discovery
enlightenment
4Cs Values
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succeeder
aspirer
explorer
resigned
mainstream
struggler
CharacterisationImage4Cs Values
enlightenment
survival
escape
security
status
control
discovery
enlightenment
Val
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the kinds of brands they are attracted to
• and the kinds of communication they will respond to
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Tone of voice, use of space, colour, words, moods ……
Communication Style
meaningproperties
livespriorities
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SECURITY
Mainstream
Security
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chauvinism national past
value for money popular -
no fear of disapproval
kind,helpful,obliging
honest, straight-forward
brands carry large emotional charge oftrust and reliance
emotional investment gives added value
healthy
simple
caring calm
NOT daring or dynamic
NOT 'different'(but unique)
NOT distant orarrogant
NOT stylish glamorousupper-class
NOT charming
or fun
SECURITY: BRAND
strong
light
wholesome stylish
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SECURITY: TARGET
sacrifice pleasure -small treats
homebase
routineorderorganisation
careful withmoney
pleasing the family
blend-in -just like everybody else
put others first
conformingconventional
passiveacceptingreceptive
price conscious
religion
family roles
obey rules
avoidrisk
avoid confrontation
security freedom
satisfied
lacking
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no puzzles
conventional
NOT social
situation
clean & cleareg primary colours
familiar - consistent style
familiar - the past
neat and tidy
delineated spaces
unambiguous
humanwarmth
NOT reason
or logicreassuring
considerate
sensitive
easy-going
quietchat
simpleinstructions
sentimentemotions
personal
impersonal
safe complex
SECURITY - COMMUNICATION STYLE
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Brand – nice strong cup of tea the answer to life’s problemsTarget – mirror to UK family lifeStyle – human warmth, simple, familiar
SECURITY
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Brand – financial securityTarget – universal value for securityStyle – anthemic, pulls the heartstrings
SECURITY
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Aspirer
Status
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Charisma …sparkle and
shine
projects 'special ' persona
fashion
highclass
ORIGINAL .. unique
trendy
fun and friendly
DYNAMIC
straight-forward
simple
NOT
healthy
EXTRINSICS - STATUS: BRAND
strong
light
wholesome stylish
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UNFULFILLEDDESIRE
I MUST HAVE
IT !
want respect
envyacquisition
money measure
irresistible impulse
home and family
careful with money
NOT
security
satisfied
lacking
attention and
admiration freedom
EXTRINSICS - STATUS: TARGET
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SOCIALSITUATIONS
Attractive and intriguing fantasy persona -
imaginative, abstract, ambiguous, complex
unsure of taste -seek advice
unsure what to saywant formula framework
intimate
sensitive
easygoingNOT?
?
personal
impersonal
safe complex
EXTRINSICS - STATUS: COMMUNICATION STYLE
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Brand – hair sprayTarget – mirror ideal: “Friends” TV starStyle – fantasy, abstract, ambiguous … shine, sparkle, charisma, gold
STATUS
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perfume
Targetattention, admiration
Style desirable fantasy personabright lights, shine, sparkle, goldreckless waste
STATUS
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fashion – classy, trendy
Styleassured, casual fantasy persona
Target respect, recognition
STATUS
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Succeeder
Control
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prestige, high class- only for the few
‘worth’
progress,leadership
stress relief: cares calm
authentic outdoorsy
the latest thing
traditional, authentic
reliable,trustworthy,
down-to-earth straightforward
craftsmanship
quality
performance
solidity, stability,
things that last
or mature
NOT glamour or charm - too weak and dependent
( serious coloursdark blue, maroon etc)
CONTROL: BRAND
strong
light
wholesomestylish
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CONTROL: TARGET
NOTLowSelf
Worth
establishment identification
stability
goal oriented
dress to impress
organisionplanning
personalconfidence
high self-esteem
future - the new
satisfied
careful with money calculated
risk
socialskills
security freedom
satisfied
lacking
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personal
impersonal
organising complex reality
controlling ambiguity
analytical
facts &figures
can-do problem solving
time &money control
personal experience
logical
thoroughscience
practical
new excitingsocial
situations
extrovert
organiser
'goodwithpeople'
CONTROL: COMMUNICATION STYLE
safe complex
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Brand – Business travel, expected high serviceTarget – decision makerStyle – man to man, assumes high status
CONTROL
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A complete line of apparel inspired by the man they call the Shark. HOME | INSPIRATION | APPAREL | WHERE TO BUY | ABOUT US
Copyright © 2000 Reebok International Ltd. All Rights Reserved.Site by Greg Norman Interactive, powered by Shark.com
Brand - winner“the man they call the shark”
Target mirrors strong self image
Style confident, masculine
CONTROL
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Explorer
Discovery
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NOT calm and healthy
NOT honestand trustworthy
NOTtraditional
style
DARING
charmingdifferent
trendy
carefree
innovative, intelligent
energy
class
progressive
DISCOVERY: BRAND
strong
light
wholesome stylish
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ANTI: authorityANTI: sex-roles
NOT routine
ANTI: censorship
NOT home-bodies
NOT certainty
NOT organisation
DISCOVERY: TARGET
new and unusual
friends
impulse
changing
eclectic
risk
unconventional
confident
shock
adrenalin
break the rules
adventure
sensation
personal difference
experience
hedonismexperiment
security freedom
satisfied
lacking
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sensation/explosionpuzzlescleverwitty
crazy logic
surrealhyper-real
new, exciting
peoplepeoplepeople
futuristic
ambiguous
imagination
colour contrast clash
BREAK RULES
NOT analytical
NOT rigidconventionalfamiliar
NOT boxes
personal
impersonal
safe complex
DISCOVERY: COMMUNICATION STYLE
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Target – mirror ideal cool guyBrand – travel … experienceStyle – wild, witty, extreme, fast
DISCOVERY
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Brand wild and dangerous, reality risk
Style surreal, strange, puzzle
Targetshock adrenilin irony hip-cynicism
DISCOVERY
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Reformer
Enlightenment
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straightforward unpretentious
friendship
intelligent
strong personality
performs
authentic
up-to-date
expressive
innovative
distinctive
dynamic
ENLIGHTENMENT - BRAND
strong
light
wholesome stylish
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personalgrowth
pleasure principle - aesthetic awareness
less impressed by status or wealth
freedom in every way ...
freedom to be yourself
less concerned with impressing
others
prefer slight disordereg eclectic mix
individual freedoms
personal confidence
not concerned with respectability
the right to disobey
social conscienceno certainties -not one right answer
intrinsic values can change self
nothingtight or
restricted… clothes,
rooms,ideas
ENLIGHTENMENT: TARGET
security freedom
satisfied
lacking
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fluid train of thoughtin-depth
discussion
rationalargument
information forindependent
decision
layers ofcomplexity
challengesafe assumptions
unusualunexpectedimagination -
the future
abstract ideas - fantasy
free, open space
abstract/complexdesign
high cultureaestheticssensual
colour and design
science
ENLIGHTENMENT: COMMUNICATION STYLE
personal
impersonal
safe complex
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ENLIGHTENMENT
The Copy:It isn’t easy to be gentle and protective at the same time. But it’s worth it. Volvo introduces dual-mode airbags that adapt automatically to the severity of the collision. Do you know that airbags that are supposed to protect people can actually injure them? An airbag which inflates to the full size instantly is like a hard punch of a boxer. Volvo was the first in the world to introduce the dual mode airbags, which measure the intensity of the collision, and inflate either to the maximum in a severe collision, or moderately in a less severe collision. These two levels of inflation rates enable the airbags to provide more gentle protection. Volvo has been introducing several kinds of world - leading airbags, such as SIPS bags (side airbags) in‘94 and inflatable Curtains ( IC) which protect the heads of front and rear seat passengers in ’98. Under the philosophy of “Protect Life” (protecting humans and the environment), Volvo is increasing your safety and sense of security even more.
Brandinnovative & intelligent strong and friendly personality
Target: value for intrinsics, desire for information
Style floating in free space discussion unexpected
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BrandIntelligent – wittyLife is Vurrukkulluk(onomatopoeic pun on verrukkellijk - which means excellent)
Target: freedom from restrictionfreedom of ideasfreedom of movementfreedom of situation
Style relaxed lifestyle mirrorunexpected (clip in sky)
The ideal position is where your back is at a 90% angle to your upper legs
ENLIGHTENMENT
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Resigned
Survival
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rigid,strict
MUSTwoman’s place in the home
dutydiscipline authorityroles ‘n rules
censorship
left out, no future – but justified
national chauvinism
resist change – past orientation
SURVIVAL - TARGET
security freedom
satisfied
lacking
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not friendly carefree fun
not strong tough rugged
brand on a pedestal –arrogant, unnapproachable,glamourous, charming
trust
healthy simple
SURVIVAL - BRAND
strong
light
wholesome stylish
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reassuranceexpert authority
testimonial
safe colours ... brown, cream
habit the pastthe safe choice
enclosed boxes
avoid surprises
only one right opinion
avoid complexity
SURVIVAL - COMMUNICATION
personal
impersonal
safe complex
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Struggler
Escape
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impoverishedexperience
resentment
frustratedmaterialdesire
loner
problems
sensationimpotentto effectchange
depression
low self-esteem
lack disciplineorganisationstructuredirection
ESCAPE - TARGET
security freedom
satisfied
lacking
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solid citizen unnattractive intelligence
not appreciated
intrinsic worth not the issue
high performance not expected
ruggedstylishglamour
untouchable
lovable rogue
something held back
surfaceappeal
ESCAPE - BRAND
strong
light
wholesome stylish
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anarchy
hard to express feelingsor relate to others
fantasy
ESCAPE - COMMUNICATION
personal
impersonal
safe complex
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Strugglers
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Y&R 4Cs – fundamental human values
ReformerENLIGHTENMENT
Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience, aesthetics, personal growth
Avoid risk, human warmth, comfort, sentiment, belonging, order, familiarity, acceptance, blending in, avoid confrontation
MainstreamSECURITY
Succeeder
CONTROL
Goal orientation, self determination: stability, lasting, enduring – thorough, organising, delegating, problem-solving, simplifying complexity, prestige, hierarchy DISCOVERY
Explorer
Adventure, exploration, seeking, finding – who am I ? What is out there ? How far can I go ? What happens if I do this ? Adrenilin, hedonism, speed, danger, risk, Instant gratification
ResignedSURVIVAL
Rigidity, discipline, limitation, imperative, tradition, safety, authority, duty, roles, rules, chauvinism, avoid complexity
AspirerSTATUS
Attention, admiration, image, persona, extrinsics, materialism, acquisition, affiliation, charisma
Alienation, low self-esteem, repressed desire, disorganised, physical, agression, anarchy
StrugglerESCAPE
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A Hierarchy of Needs
ReformerENLIGHTENMENT
SucceederCONTROL
AspirerSTATUS
ExplorerDISCOVERY
ResignedSURVIVAL
MainstreamSECURITY
StrugglerESCAPE
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A Model of Adoption
ReformerENLIGHTENMENT
SucceederCONTROL
AspirerSTATUS
ExplorerDISCOVERY
ResignedSURVIVAL
MainstreamSECURITY
StrugglerESCAPE
INNOVATIVE
EARLY ADOPTER
MIDDLE MAJORITY
LAGGARDS
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Comment based on analysis of combined samples of Wave2 BAV France, Italy, Germany, Spain, Netherlands, Switzerland, UK (13081 respondents)