Essay title: Exploring the politics of new realities in advertising.
Introduction: 150 words
– What new realities am I referring to? (VR/AR/360)
– Why is this important in the current climate? (pandemic/ progress of technology/socia media)
– Intro to advertising and storytelling
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Paragraph 1: 300 words
Point 1: Play
Arguments:
– Gamification
– Fun Theory: fun is the easiest way to change peoples behaviour.
Counter Arguments:
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Paragraph 2: 300 words
Point 2: Ownership
Arguments:
– The Endorsement Effect (Kahneman, Knetsch + Thaler (2009): People place a disproportional value on something they build or help to create themselves.
1. Autonomy
2. Personal relevance
3. Cognitive_
– Stuart Brown ‘most neotenous animal on Earth.’ ‘We are, by physical anthropologist by many, many studies, the most flexible; the most plastic of creatives of all creatures and therefore the most playful (Brown & Vaughn 2009) Ted Talk
Counter Arguments:
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Paragraph 3: 300 words
Point 3: Utility
Arguments:
– Make things easier
– Add value to costumer
– Consumer wins
Counter Arguments:
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Paragraph 4: 300 words
Point 4: Change the world
Arguments:
– Empathy – Walk a day in someone else’s shoes
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Counter Arguments:
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Conclusion: 150 words
- Pandemic is a ‘new reality’ with limitations. Highlighting what is important.
- Technology realities allow us to keep our human needs met through brand advertising.
Questions to as myself before writing:
- What is companies and campaigns use VR & AR?
- What are the various outcomes of VR & AR?
- Why do we need AR & VR?
- Inclusivity & exclusivity elements?
Assessment Criteria
- Enquiry – active learning and reflection
- Knowledge – gathering information in a wider context
- Process – journey of learning
- Communication – telling a story
- Realisation – work created and evaluation
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Final Plan
Essay title: Exploring Consumer Psychology in Augmented Reality Advertising Applications
Intro
- AIDA Model
- AR definition
- Pandemic
p5. “Consumer demand, high quality devices and market conditions have all aligned to make VR & AR the next major advancements in the tech world.” Eden Chen – Entrepreneur
p9. Augmented Reality – enhanced reality
– Overlays graphic or video on top of real world.
– Snapchat filters
- brings utility to the world around you
p23. Digital advertising track you – VR/AR bring extra dimensions to these targeting offers.
- Mind is tricked into this ‘reality’ for greater immersion understood as ‘presence’
p24 AR will show how consumers interact with and use products.
Nielsen & Airpush VR study
p29. RYOT – VR journalism tagline “Catalysing the future of media by inviting our audience to be more than a witness.”
AR is a tool for your companies to create an even more engaging and personal buying experience for your consumers.
– 71% of shoppers would shop at a retailer more often if they were offered AR
– 40% of shoppers would be willing to pay more for a product if they could experiment it through augmented reality.
61% of shoppers prefer to shop at stored that offer AR, over ones that don’t.
Para 1 – Play
– p3. The fun Theory
Fun is the easiest way to change peoples behaviour.
– Play is a great action spur to influence behaviour.
p131. Stuart Brown ‘most neotenous animal on earth! (we like to play) ‘We are, by physical anthropologist by many, many studies the most flexible, the most plastic of creative of all creatures and therefore the most playful (Brown Vaughan 2009) Ted Talker.
– p133. Gamification
Play is an effective way to influence behaviour but only when you can control and manipulate the wider environment.
Audi App:
Why does this advert work?
- It is fun, excites consumers about the product.
- Interactive to view the car close up when scaled large
- The different climates of the road is inclusive to all areas of the world.
Why doesn’t this advert work?
- Games doesn’t apply to all demographies. This appeals to a younger consumer who associates cars with games.
- The consumer who likes games and more likely to be younger does not have the fees to buy this sort of car.
- Nothing beats the physical feel of a car. Test drives are not the same as a game.
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Para 2 – Ownership
- p5. The mere exposure effect (Zajonc 2001 We like something more because its familiar.
- p11. Lovemark (2005) ‘ a brand should create loyalty beyond reason.’
- p115. Ownership. People place a disproportion value on something they build or help to create themselves.p116. 1. Autonomy 2. Personal relevance 3. Cognitive dissonance
Gucci App:
Why does this advert work?
- Looks real
- Real life perspective for the consumer – seems like they have them already
- Share it on social media as though you already have them
- Tailored to the individual – feels personal
Why doesn’t this advert work?
- Perspective is only from you and not how other people see you – increase insecurities
- Only birds eye view – Looking in a mirror isn’t an option but is part of the shopping experience
- People don’t feel the need to actually buy because it is so realistic and they can share on social media.
- App owns them.
- Limitations on the type of clothing for how well it works
- If you don’t know how it feels to walk in them then you don’t know if you want to buy them. They might pinch their toes.
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Para 3 – Utility
- p145. How utility work – Barden (2013) ‘The more relevant a brand is to a particular goal consumer has, then the greater the reward the consumer experts.The greater the reward they expect – the more value they perceive.’ Value = Ability to meet goal/price
- p146. The more value that can be injected into the brand, the stronger the brand becomes.
- p176. Skilling up advertising – It’s no longer good enough to make people ‘aware’ of a brand. They need to know how to use products too.’
p41. It needs to be on-brand and increase awareness and/or retention. According to Adweek, in order for a brand’s work to stand out, it has to have a reason and purpose to be there. It has to be past of the story and part of the reason why consumers are going engage with it.
Dulux App:
Why does this advert work?
- Your house already looks painted so you feel you already own the paint.
- You can share with friends on social media as though it is already done. If people love it then you would have more incentive to paint your room this specific colour.
- Hassle free – try as many colours as you want.
- Gets the complete perspective
Why doesn’t this advert work?
- RGB colour is not the same as CMYK or Pantone. Doesn’t create an accurate representation. Which is critical for the product as it is all about colour.
- Colour may come out different once painted which will be the opposite of what you thought hence less ownership over this colour.
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Para 4 – Change the World
- p32. Albert Ellis (2007) Use action to change behaviour 1. Thoughts 2. Feeling 3. Action
- p.36 Rule 3 – Action changes attitude faster than attitude changes action.
- p85. The power of emotions – Pringle & Field 2012 – Brain is able to process emotions without cognition
- p86. Our brain is more attracted to powerful emotional stimuli – Weiden & Kennedy.
p28/29 “most effective way to maximise customers value is to move beyond more customer satisfaction and connect with consumers at an emotional level – tapping into their fundamental motives and fulfilling their deep ofter unspoken emotional needs.”
In the Room App:
Why does this advert work?
- Ignites empathy/emotive AR
- It could have been anyone
- Teleports you to where this war zone is. It becomes unavoidable.
- Detail is very clever. Stains and kids drawing. Paints a real picture of what is it like.
- You have more agency, you are the one who lives there
- Environment is set for you to be present in the room
- Special effect – light/ sounds
- Wheel chair and crutches ignite empathy
- The progressively worse as years gone on. You can still see remnants of the child’s room.
Why doesn’t this advert work?
- You can never really know how it feels in this situation.
- You can see but you cant feel what it is like i.e vibrations of the bomb
- There is no human shown, so it’s based on the imagination which differs between the viewer.
- You don’t see actual people suffering. This tends to hit home with the observer. This relies on imagination.
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Conclusion
- Technology has stepped in for the lack of human connection. Fulfil the human needs like play, ownership, utility and empathy.
As the AR apps develop
- Morals technology. Not to manipulate consumers. Too much control of brands
- Cant always use the technology to replace real human connection, learning to strike a balance. Consumers shouldn’t be fully consumed by technology.
- After lockdown, we should be able to return to more traditional human needs met buy human connection.
p26. Considerations for marketers making AR & VR safe place that reflects more utopian vs dystopian vision.
– length of viewing 5-20 mins
– low volume
– prosocial
– relevant, enhances experience
- safeguards/warning
p43. Mark Szymczyk, CEO of Zugara, and AR company, says that, “AR should be used to enhance content -not replace it. The main challenge is understanding that AR is not a digital strategy but rather a digital tactic that can enhance a campaign across multiple platforms.”