(Continued)
"Cinderella"
At crocked secretary at the end of the day forbidding handsome boss dump more work (in the words of a person shows that sleep in the office she does not want to). From under the glasses - look disappointed lovers eyes. Suddenly, at a nearby table with the promise of fairy "You will be beautiful!" And a gift - a set of cosmetic Lacme.
At the ball, which comes our Cinderella - sensation! Unapproachable boss Prince loses the gift of speech. Well, who do not want to become a brilliant minute beauty, queen of men's hearts? "Buying Lacme, you are buying success!" - Behold the true meaning of this video. Believe in fairy tales, girls!
Image of Cinderella is clearly visible in spots Cosmetics Loreal, deodorants Fa, means caring for body and hair "Black Pearl", safety razor Gillette ...
"Life is a success"
It is beautifully complex, excellent looks and feels great. Even the morning before our eyes, he took advantage of deodorant Gillette, giving him confidence. Day was great. All succeeded. The evening with flowers, he mchitsya to visit the beloved. She enjoys its smell, the smell of his favorite deodorant. "Want to have you all been as good as me? Buy my deodorant ". And you are just trouble at work and discord on a personal front. Well, beauty, confidence, success, love, luck, happiness at last! Not bad for the money! Why not try, but to surrender - mom flowers.
Under this scheme, advertised appliances Philips, the means to care for body and face of Nivea, safe Shaver Braun, hair care Pantine pro-V ...
"For me, like a stone wall"
Before the counter a woman in deep thought, what is toothpaste to buy, to please every household. To help her is not clear from which fell a dentist offering to buy the pasta, which successfully combines in itself all the necessary requirements. Of course, this Blend-a-med! The problem is solved! All smile healthy white teeth. In the eyes of the characters shines grateful slogan "Thanks mom caring for our healthy teeth!".
"Children's attachment" traded in their skates disinfectants Domestos, Fairy, funds for childcare Johnson & Johnson, soap Safeguard, drugs Lorane, Vitamins Vitrum, animal feed Pedigreepal ...
"The most daring imagination"
Sultry afternoon. Luxury woman gracefully rises from the bed, coming to a fridge, getting a bottle of "7 Up" ... drink ... juicy drop falls and lazily glides on hot body. Is not difficult to guess what men think buying the bottle. And for women "7 Up" could be a signal for the experiment - an attempt to move closer to the TV perfection.
Strong sexual tones are felt in spots Pepsi, coffee company Nestle, chocolate, ice cream Dove ...
So, for a television evening we tried to sell a quiet and family happiness, and the rapid success with the opposite sex, and the noisy company of interesting friends, and a narrow circle of loving home. It does not matter that it was all done in chocolate wrappers or bottles with a means for cleaning the toilet. It is important that the buyer was well aware of what it takes in reality.
The intention, the value is much easier to sell than the product. Because in most cases the product itself is not needed, it is necessary that it represents for man. A man buys a steep car, because it means for him the convenience, comfort, or freedom, but the woman norkovuyu shubu, because it means respect, attention and recognition. Norkovaya coat warms likely not much more powerful than the Chinese puhovika, but it has great symbolic importance.
For people all over the world - is a set of characters. And if you convince them that you suggested, and the thing is, ... This becomes particularly important when the majority of products differ very little from the same consumer qualities. What TV "Sony" is fundamentally different from the "Daewoo"? Maybe he has a picture and better, but normal people with our quality of television is simply not seen. But "Sony" was cool, so prestigious, it is respected. It is you, and sell ... Now the reputation of the company is more expensive (the recent estimate of the west - about 85% of the cost) of all its movable and immovable assets, technological innovation and advancement of the ideology.
Anchors.
Another quite powerful way to cause the desired reaction - it is an anchor. Shows a man something that he is a good emotion, and then all that anchor at the desired product. (You can do the opposite - is the most repulsive emotions and put on what we have "any NOE Handbook." The best of anchors: what causes positive emotions do not necessarily have to somehow relates to the proposed product.
Beautiful girl in a mini skirt (bathing suits, bare (in the allowed censorship) runs beautifully (sits, stands, lies, lizhet lips and showing the bust), the picture is changing, and a bank of beer (toothbrush, electric razor, car, domestic bond loan or Head of the bank).
The girl in this electric shaver does not have any relationship, it is just a way to trigger the desired emotional response.
And sometimes it is very funny: you can see that the men did. For any kind of paint for the hair, and on-screen emotion is rare sterva, which wants to be like just a small portion of the female audience (the majority of women simply as a wax), but reacts Men. It is possible that the movie should have been pleased by the representative of the company ...
Even better, if you can show that instinctively causes tender emotion: kids, cats, dogs, birds ... Sometimes it is entirely merit operator - stunning views, beautiful scenery, kind of electric shaver to one side and the top ... Or start a hit song (especially since it is already an anchor, and anchor it is not necessary).
After this case technology. On television, use two basic methods of integration anchors. The most simple - combine the two images (or image of the product and the music behind the scenes). This may be a simultaneous presence in the frame (the beautiful girl sitting next to the machine), or the imposition of frames (one frame through the transmission of another).
Another method relates to the different speeds of systems - the visual perception is much faster kinestetiki. If the first call the appropriate emotional response, and then dramatically change the picture on the advertised product, the feeling superimposed.
(continued).
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