Meaningful Advertising

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Presented at the 2nd Pervasive Advertising workshop, October 2nd, 2009, Luebeck, Germany

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Meaningful Advertising

  1. 1. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. The era of not to persuade, has just begun Meaningful Advertising: Pervasive Advertising in the Experience Economy Workshop Pervasive Advertising Informatik 2009, Lübeck, Germany Peter van Waart, Rotterdam University of Applied Sciences Ingrid Mulder, TU Delft
  2. 2. no escape from advertising? nobody wants to escape from meaningful advertising! meaningful advertising?
  3. 3. experience human values meaning brands, advertising
  4. 4. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Experience gonzalovalenzuela@flickr.com
  5. 5. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. What is Experience? Experience = Erlebnis Meaningful Experience = Erfahrung gonzalovalenzuela@flickr.com
  6. 6. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. The Experience Economy Pine & Gilmore, The Experience Economy, 2000. Illustration: niculina@flickr.com
  7. 7. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Experience duration The experience of a hotel stay is more than just sleeping at night. Also the phases before and after are part of the experience. During the experience, you interact with the product, service or brand through touchpoints. What you will remember is your emotional experience. Shedroff et.al., Making Meaning, 2006. illustration: Anita Wheeler, Designing Brand Identity, 2006.
  8. 8. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Human values electron@flickr.com
  9. 9. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Human values drive behaviour (lifestyle) Lifestyles – Play a crucial role in people’s daily life. – People present themselves in social interactions through consumption of specific products (fashion, music, furniture, etc.). – Members of the same lifestle group share preferences, norms and values. Bourdieu, Distinction, 1984.
  10. 10. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Value-based segmentation in brand strategy The German SIGMA Milieus®
  11. 11. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Find your soulmate through matching brans
  12. 12. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaning
  13. 13. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaning is in the mind of the beholder • Human beings act toward things on the basis of the meanings that the things have for them • These meanings are a product of social interaction in society. • These meanings are modified through a process of interpretation, which each individual deploys when dealing with the things that s/he encounters. George H. Mead. Mind, Self and Society (1934). The Philosophy of the Act (1938).
  14. 14. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaningful when adapted to human values ‘the felt tendency toward anything intuitively appraised as good (benificial) or away from gf ul anything intuitively appraised as bad (harmful)’(Arnold, 1960, in: Desmet, 2002) m e a n in appraisal: non-intellectual, automatic evaluation of the significance of a stimulus for one’s personal well-being Needs Products Goals Agents (organisations, Motives groups, brands) Events Human values P. Desmet. Model of product emotions. 2002. TU Delft.
  15. 15. Meaningful brands, meaningful advertising Collected by Martien Heijmink
  16. 16. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Advertising in the era of TV iv e pe rs u a s TV industrial complex ad v e r tis in g buy adds make profit distribute products sell more products S. Godin. Purple Cow. 2005.
  17. 17. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Advertising in the era of Experience Economy ul m ea n in g f in g ad v e r tis meaning human values brands
  18. 18. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Remember…meaning is in the mind of the beholder • We cannot design an experience, but we can design for an experience • Experiences evolve from the interaction between current stimuli and personal history and set of values
  19. 19. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaningful pervasive systems Those pervasive systems and applications that enhance social capital as collective goods involving shared goals and values and social norms of reciprocity, are most usable to be of meaning over time Carroll, J.M. & Mentis, in: Schifferstein et al., 2008
  20. 20. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Orchestrating touchpoint interactions Powerful media constitute experiences by addressing people’s: • intellect • emotions • physical experiences Highland & Yu. Communicating Inner Experience with Video Game Technology. 2008. Illustration: Sylvia Delissen. How to plug the gap between promise and proof. Graduation project, 2009.
  21. 21. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Orchestrating touchpoint interactions Powerful media constitute experiences by addressing people’s: • intellect emotions • emotions • physical experiences intellect physical (human values) experience
  22. 22. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Example: intellectual interaction Being creative, distinct from masses
  23. 23. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Example: emotional interaction Gust bowl Maarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 2003. Mothers and sons emotional connection
  24. 24. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Example: physical interaction Gestural interfaces empowering brand experience Lemmy-Boy Hoogendoorn, graduation project at IN10, 2009
  25. 25. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Nike+ and iPod as meaningful brand technology
  26. 26. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Meaningful advertising • be of meaning for people with your brand • orchestrate touchpoints for interaction with and between people • let touchpoints address people at an intellectual, emotional and physical level
  27. 27. Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009. Peter van Waart Rotterdam University of Applied Sciences School of Communication, Media and Information Technologie p.van.waart@hro.nl Ingrid Mulder Delft University of Technology ID-StudioLab, Faculty of Industrial Design Engineering i.j.mulder@tudelft.nl

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