In this horizon by night video, I present to you the gimmick or advertising jingle.
- 1 Reminder: marketing, discipline that aims to give desire to consume
- 2 The emotion most important to induce the purchase of a product is that you will manage to give birth.
- 3 The pub jingle
- 4 The jingle is a real way to retain the consumer and to buy associated a positive emotion with a brand.
- 5 The technology accurate to associate a positive emotion with a brand.
- 6 How the guard of this?
- 7 Sources:
Reminder: marketing, discipline that aims to give desire to consume
Marketing was created to sell products. Over the years, marketers have developed many techniques. For example to create a positive emotion with a trademark allows to increase the desire to purchase from the consumer.
The emotion most important to induce the purchase of a product is that you will manage to give birth.
All the leading specialists of marketing know: emotion with all its aspects raises well often want to buy.
The most effective advertising manage to hit us before make us think, playing on fear, love, desire, guilt, pride or even the feeling of exclusivity.
The introduction of scientific methods in advertising comes directly from the market research and opinion polls. An agency to which one entrusts the advertising of a product to the advertiser some questions simple, even naive, type: what are you selling? To whom? Where to? When? How much? Against whom? By whom? How?…
To be know the product, increase brand awareness, to request documentation, invite the housewife nearest point-of-sale, encourage consumers to try the product… There are many ways to be useful and effective for an advertising campaign.
Some ads are hawkers of myths, drive images, great symbols that beyond or in deca (as reference) of the true and the false, evil and good, the beautiful and the ugly speak to the heart of the crowds of the twentieth century or often fascinating images of the sirens and the legendary characters and tricks to associate symbols to elicit emotion.
Advertising presents itself as a form of communication. It seeks to attract the attention of a predefined target.
Its purpose is clearly incentive and aims to adopt a desired behavior, for example, the purchase of a product or service, as it is here. For the company, therefore of all commercial or industrial activities to publicize public its products and/or services and to promote the sale.
Its goal is to influence the consumer to push it to the Act of purchase.
The need remains at the origin of the majority of acts of purchases. The procurement process for the need committed some degree of rationality. But for objects style iphone that are not really (replaceable by a phone of another brand) needs?
Advertising often mission is to "create subjective differences", there where there is no objective difference and, in this context, the creativity, the ability to imagine situations and original formulas seems much more valuable than the intellectual understanding of the consumer. Indeed, the sound effect and music in the commercials play 2 roles: mnemonic and injunctive (store brand and raise deed of purchase if you prefer).
Consumers thus buy products canvassed by advertising while they do not necessarily need. Advertising holds the art to buy consumers…
Consumers who will buy a product or service is however not necessarily express need to it at the base. One of the roles of advertising is to create the need. People who would not necessarily need a product or service at the outset are thus brought to have the impression that they still need.
Advertising creates a sense of need by envy. Giving the consumer want advertising brought home a feeling of need. It's there that will, in some cases, emerge in this consumer to purchase.
In terms of communication, advertising is designed to deliver a message constructed in a specific way.
This message must be clear, synthetic and reasoned in order to convince the public to which it is addressed. Above all, it is essential that this message be intelligible, that is, it is understandable that it would be understood by a maximum of people or at least the target.
The advertising is aimed a psychological action to generate a favorable economic action on the part of the audience, represented here by a procurement action.
Regarding the visual aspect as it is the case for trademarks logos, seen many times, they are much more easily recognizable for the target audience. More logo shows original, more will be likely to be most identified quickly, retained, and thus contributes to the approximation with the consumer. It's a bit like that for music.
The pub jingle
A jingle is a music generally, short which is repeated and associate with a brand, it's a little musical version logo. The simplicity of this music makes it a true weapon of cerebral intrusion.
In marketing so-called slogan, logo, design sonore, audible call signal.
In another registry we can say to ear.
The sound design is the art of dress images or media by music and tailor-made sounds. It is the equivalent of the graphic logo and supports the communication of a company brand, product or event.
It is like the sirens of Mythology:
- It attracts
- aid to memorization
- builds loyalty
The jingle is a real way to retain the consumer and to buy associated a positive emotion with a brand.
The jingle must be associated with a brand.
The music of the jingle repeated in the presence of the mark will thus trigger a positive emotion Recalling the brand and ultimately creating a need to purchase.
The Jingle to so well at least 2 functions:
- Mnemonic = remember the trademark consciously or not
- Injunctive: combining positive emotion and brand, it gives a desire to eat for example by creating a conditioned need (vive conditioning style pavlov)
Conditioning of Pavlov, that is to say classic (also called respondent, packaging of type I conditioning or Pavlovian conditioning) is a concept of Behaviorism proposed by Ivan Pavlov in the early 20th century. This theory focuses on the results of learning due to the association between environmental stimuli and automatic reactions of the organism (in our case jingle and consumption).
From 1889, the physiologist, Ivan Pavlov was conducting a search on salivation of dogs for a program of research on digestion. To do this, he derived the saliva produced by the salivary gland of the animal. Then, he put the meat powder into the mouth of the dog and observed the effect. He noticed that a dog that came back into the research laboratory after several times, began to salivate even before that it feeds. The dog salivaient to simply see exhibit, the dish where there was food, the person who gave it to the or to feel the smell of the meat. The dog anticipates: it combines the present situation to the situation that will follow.
Pavlov lives in this phenomenon the basis of learning and appointed this phenomenon by the name of reflex conditional (or conditioned) or Pavlov reflex.
In his second experiment on the subject, he presented the food to another dog. This time, the food that always caused salivation of the dog. Consequently, Pavlov began to a stimulus (whenever he was preparing to serve him his meal. After a short time, he realized that the dog salivaient as soon as he heard a stimulus and, even in a case where he only brought him food. This stimulus could be whistles, metronomes, ranges would resonate, in addition to Visual stimuli.
The jingle is a bit like that. The brain loves this kind of music and tendency to consciously repeat or not (where an excellent memory, because the brain does retain only 7 seconds and the jingle is less than 7 seconds).
Total earnings for a brand, the brand will be called to mind of some notes (memory function). The jingle, by dint of repetition becomes inseparable from the mark.
Although they are not always aware of being exposed to these advertisements, consumers are more impacted, particularly compared to their consumption behaviors and choices.
So-called "implicit" advertisements have a stronger influence on consumers who are not aware to be affected and emit strong judgments. For example make a positive music known (or created for the occasion) (one) will be associated with a positive stage (or is already in the case of a known music) (two) to combine the two in the mind of the consumer. Later, in three, the mark will be affixed to associate one and three. The thing is that the music will be assimilated by the brain to completely invisibly. We call this technique a symbolic transfer.
Advertisers recycle well known music car because the positive emotion is already associated with music, thus remains to associate the brand with the music.
examples: it is cotton wool and maaf, sex bomb and bigard, 2toyoutu 118 218
If not as an example of the pure creation. Batelco,
For example in information the 118 218 appears often, formidable, and yet nothing to do with the quality of service.
When consumers see their thoughts and judgments affected by influence, and this unconsciously and therefore involuntary, we speak of "mental contamination.
For example: small notes played by the gull are that of mc donald and I am sure that you also you unconsciously think eat = a burger, too, I've therefore memorized like you these notes and associated them with the lamb without realising, I was trapped!
In other words, the consumer, the analytical capacity and reasoning can sometimes substitute by desires, intuitions, feelings. It works even better on the mind little critical and malleable, that of children.
Children, holding great influence on parental purchases, are also targeted. Advertising gains more and sees in them a target of choice by their ignorance and their vulnerability. More easily absorbing the jingle and other messages, the pub took the opportunity to educate the consumer.
An injunctive function: consume, consume!
It seems important to study the association of music and advertising at a time where communication has become the centre of all human activity. Indeed, nowadays, nothing can happen without communicating.
Through music and most often a short musical jingle at the beginning of spot, brand told the listener somehow ' here me!
It is a widely used technique in spots advertising radio of the large distribution which, beginning of message resound air that unique.
The jingle, a mnemonic function:
Marketing believes that music has a real power on the behaviour of individuals.
The latter a main result to stimulate emotions and influence the mood of consumers.
Using in addition an old air buried in the depths of our memory will help stimulate a positive affect in the individual.
The chemistry between original music or a musical standard and the advertising of a brand takes the mystery, chance, luck and flair.
The technology accurate to associate a positive emotion with a brand.
In all cases the goal is to create pleasant music or a nice air that the consumer will associate with a positive event. Once the consumer stores this small music whenever it will be played the consumer, it is telling you and me going to associate it with a good time. Just then playing this little music with a trademark to associate the brand with the music so with a positive emotion. In fact the brain will associate the mark to a positive emotion to give desire to consume through a felt positive, malignant.
How the guard of this?
In this video, it is said to find an occupation that requires concentration to break the rhythm of repetition the music or change the association of music with something useful like the periodic table.
The worst thing is to put the TV in the background.
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