Cheers,
This time we talked about researching ads. We watched some Bond - Heineken commercials and then we looked at some storyboards and discussed neural methods of testing. Below you will find the original British Nivea ad and the Polish version cut into 6 scenes after neural testing. Enjoy!
British version
Polish version
2 komentarze:
Man... The first thing that came to my mind when I saw british version of this ad was: "why do they have to show those lesbians?".
I guess you (Ms. Grabowska) said inquiery shown that polish customers didn't notice these girls were lesbians...
Mmaybe they didn't tell about it because of "queer-loving propaganda" in media? Anyway: is it possible to measure this kind of associations with an ad? I mean, people wouldn't tell you about it, but their private opinions can still greatly affect their likelihood of buying your products... Mesuring neural activity can surely demonstrate it.. but is there any other way you can do it?
Hm...I would not be sure that people were too shy to tell you they did not like the lesbians. You'd be surprised what people say in FGIs. Yep, they surely keep to themselves when we wannna talk about their flaws or risky behavior or whatever, but to criticize others, no problem. :-)Going back to the two grils in the Nivea commercial - neural testing DID show that people liked it. It just did not show WHY. Did they like it because they felt it was touchy or did they like it because they found it titillating. And these two quite diffrent emotions. Nivea for sure would not want to have anything to do with titillating" :-)
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