PERSUASIVE TECHNIQUES
~Works~
Samsung paired up with Tasty—an extremely popular video blog that shares recipes, seen on YouTube and Facebook. Samsung has a how to make Frozen Yogurt Bites. The twist is it is promoting Samsung Smart Refrigerator in the video. This ad opens with a mother looking at touchscreen that is built into a refrigerator door. She selects to view the digital calendar that reminders her of a birthday party. It continues to show a mother creating a delicious easy to follow batch of chocolate cover frozen yogurt bites for this child’s birthday party. With the aid of her smart fridge she can set the timer to let her know when it is time to move on to the next step in making the yogurt bites. Throughout this process the video gives clear important shots of the fridge—to promote its awesomeness. This add is clearly targeted to the middle and upper class busy families. When I saw the video I shared it, not because of the frozen bites—they do look amazing, but because I want a huge freaking cool smart fridge!!! The space, organization, and smart abilities would make any busy family want one. The fact that it centers around a preparation of a dish for a child’s party—were in the end of the video she serves the bites to the party attendees, shows that this is who Samsung was targeting. The fact that they teamed up the Tasty was an intelligent strategical move by their marketing team. Tasty videos are designed to be easy to follow how-to-cook recipes. I would assume anyone ever on Facebook has seen these videos in their news-feed at some point. Many I am sure are like me and watch and share them more times than I would care to admit. I would say there seems to be a touch of snob-appeal with a bandwagon effect type of persuasion going on in this ad. I say this because of the sophisticated and upscale product that is places in a large beautiful kitchen. Seeing this makes one dream of having something so fancy, while those that can afford it must have this amazing product—hints the snob-appeal. When viewing is ad in a video like this—the cooking ones that are shared thousands upon thousands of times, makes people want to get one to—in particularly when they see their friends posting comments and pictures of their smart fridge on social media. I think this was a great ad. I know it made me want to look into their product more and all those on my news-feed.
Sam's future fridge!!
~THE DUD~
I have been seeing the SAME commercial for over ten years
now! I am sure it is one that we all have seen at some point. It has been running
for over a decade. The save pets campaign that uses the Sarah McLaughlin song, “In
the Arms of an Angle” This campaign is against animal cruelty. Which is NOT the
issue. I am sure they must have had some success or they would not continue to
be using the clip between infomercials in the middle of the night. However, it
has now become an annoyance, and a laughing joke among many. “There is that
damn song and poor animals, always making me cry.” This ad has been using emotional branding to
target the already sad and lonely insomniac for way to long. Yes was is moving
and successful in the beginning, like 8 years ago. But come on already. The
over use of this same old, same old, commercial has naturally lost its
effectiveness. So please, someone come up with something better. I sure am not
going to donate, so convince me in some other way that doesn’t involve me
slipping into a depression, and causing me to eat my feelings at 3AM.
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