This new commercial from TalkTalk, the British broadband company, takes a wonderfully strategic and creative approach to remind us we still need to "reach out."
Copyright © 2011 by John Eighmey. All Rights Reserved.
Tuesday, June 14, 2011
Hello There
Electronic media reach across time and place to bring more people closer together than ever before.
This new commercial from TalkTalk, the British broadband company, takes a wonderfully strategic and creative approach to remind us we still need to "reach out."
This new commercial from TalkTalk, the British broadband company, takes a wonderfully strategic and creative approach to remind us we still need to "reach out."
Friday, May 13, 2011
Viral Involvement
MTV Brazil is bursting balloons to celebrate its 21st year.
MTV always strives to be on the right-hand side of the Wundt Curve. This is a conceptual basis for calibrating human response to creativity to identify the realm of pleasing realization.
In this day and age no organization can be what it was yesterday. Now you have to burst a lot of balloons to stay ahead of the game.
MTV always strives to be on the right-hand side of the Wundt Curve. This is a conceptual basis for calibrating human response to creativity to identify the realm of pleasing realization.
In this day and age no organization can be what it was yesterday. Now you have to burst a lot of balloons to stay ahead of the game.
Copyright © 2011 by John Eighmey. All Rights Reserved.
Tuesday, April 19, 2011
Thoughts, Feeling and Action
Good advertising invites people to think. It is even better when the invitation to think evokes corresponding emotion.
From childhood onward, we learn to associate situations with specific physiological responses. These felt physiological responses are given labels. We call them emotions.
When we feel certain emotions, specific action tendencies may also arise. We may be attracted, or pushed away. That is the basis for employing the Cognitive Theory of Emotion in connection with persuasion.
This 1986 commercial is an effective demonstration of The Cognitive Theory of Emotion. We observe, we think, we feel, we are surprised, and we think again.
As a public service, this commercial places the brand, the Norwegian Red Cross, on the high plain of thought leadership when it comes to caring, altruistic behavior. It enhances its position as the kind of organization people want to support.
This commercial also reminds us of Edward Scripture's original condensation of the field of Psychology as "Thinking, Feeling, and Doing." Scripture's title for one of the original Psychology textbooks (1895) might serve as well for the field of Advertising. Better advertising should invite the audience to think and to feel.
This perspective is worth remembering as we move from the age of the "telephone" to a new frontier of communication capabilities.
From childhood onward, we learn to associate situations with specific physiological responses. These felt physiological responses are given labels. We call them emotions.
When we feel certain emotions, specific action tendencies may also arise. We may be attracted, or pushed away. That is the basis for employing the Cognitive Theory of Emotion in connection with persuasion.
As a public service, this commercial places the brand, the Norwegian Red Cross, on the high plain of thought leadership when it comes to caring, altruistic behavior. It enhances its position as the kind of organization people want to support.
This commercial also reminds us of Edward Scripture's original condensation of the field of Psychology as "Thinking, Feeling, and Doing." Scripture's title for one of the original Psychology textbooks (1895) might serve as well for the field of Advertising. Better advertising should invite the audience to think and to feel.
This perspective is worth remembering as we move from the age of the "telephone" to a new frontier of communication capabilities.
Copyright © 2011 by John Eighmey. All Rights Reserved.
Friday, March 11, 2011
Advertising and Polydactyl Cats
Polydactyl cats have a genetic mutation that gives them more than the usual number of toes on their paws.
What if the extra toes became opposable thumbs?
Would these cats turn pages of books and begin to read?
And, would they begin opening milk bottles for themselves?
In the past week, this commercial for Cravendale Milk has garnered over 1 million YouTube viewers.
It directs viewers to become followers and learn more at The Milk Matters website.
What if the extra toes became opposable thumbs?
Would these cats turn pages of books and begin to read?
And, would they begin opening milk bottles for themselves?
In the past week, this commercial for Cravendale Milk has garnered over 1 million YouTube viewers.
It directs viewers to become followers and learn more at The Milk Matters website.
Copyright © 2011 by John Eighmey. All Rights Reserved.
Tuesday, March 1, 2011
Creating Creativity
Easter is just around the corner, four weeks away. This means we will be seeing Cadbury's annual delightful mixed metaphor advertising of rabbits, eggs, and chocolate.
It all started, once upon a time, in the magical creative department of Young & Rubicam, New York.
This early 1980s commercial was the first of the "clucking bunnies."
It demonstrates a fundamental principle of creativity. You can't have a new idea, if you only have one idea. It is the collision of metaphors that gives this work its enduring charm and meaning.
It all started, once upon a time, in the magical creative department of Young & Rubicam, New York.
This early 1980s commercial was the first of the "clucking bunnies."
It demonstrates a fundamental principle of creativity. You can't have a new idea, if you only have one idea. It is the collision of metaphors that gives this work its enduring charm and meaning.
Copyright © 2011 by John Eighmey. All Rights Reserved.
Wednesday, February 23, 2011
Mood, Memory and Advertising Effects
Psychological studies have shown that mood states at the time of learning associate themselves with the material being learned. Positive mood states are more likely than negative to promote learning and recall of material congruent with mood.
Studies also show that people in positive mood states tend to do a better job of integrating new information into their beliefs.
This highly symbolic and positive affect producing commercial for the World Wildlife Fund was created in Mexico City, Mexico.
Studies also show that people in positive mood states tend to do a better job of integrating new information into their beliefs.
This highly symbolic and positive affect producing commercial for the World Wildlife Fund was created in Mexico City, Mexico.
Copyright © 2011 by John Eighmey. All Rights Reserved.
Wednesday, February 16, 2011
What Advertising Can Be
This 1952 Chevrolet commercial is instructive about what advertising can be.
On one level it is a statement for the brand, seemingly just an entertaining commercial celebrating the latest features of a new car. On another level, this commercial goes far beyond the brand to define what a better life can be for the entire economy and society.
In this way this Chevrolet commercial acted to define the entire outlook of an era and a nation building its future. Interstate highways were constructed and national television networks linked the nation. People looked to progress and the prospect of new experiences and fuller lives.
On one level it is a statement for the brand, seemingly just an entertaining commercial celebrating the latest features of a new car. On another level, this commercial goes far beyond the brand to define what a better life can be for the entire economy and society.
In this way this Chevrolet commercial acted to define the entire outlook of an era and a nation building its future. Interstate highways were constructed and national television networks linked the nation. People looked to progress and the prospect of new experiences and fuller lives.
The recent two-minute Chrysler commercial “Imported From Detroit” is of a similar genre. However, this commercial speaks of the car and the people who made the car. The connection to the economy and society is less evident.
Looking back to the Chevrolet commercial, we see how advertising can more clearly participate in the economy and society helping define a productive path to a nation's future.
This is more than cheerleading, it is organizing an outlook to build a better future for everyone. So, today, when so many voices are holding us back, someone or something needs to speak clearly for the future and help take us there.
This is more than cheerleading, it is organizing an outlook to build a better future for everyone. So, today, when so many voices are holding us back, someone or something needs to speak clearly for the future and help take us there.
Copyright © 2011 by John Eighmey. All Rights Reserved.
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