Photocentric Advertising - Selling at a Glance!

Photo-Centric Advertising...
Selling at a Glance!

www.maddenadvertising.com.au

Definition of Photo-Centric
Advertising

“Advertising is paid non-personal communication
from an identified sponsor using mass media to
persuade or influence an audience.”
(Wells, Burnett & Moriarty, 2003, p. 10)

Photocentric Advertising is an informed visual strategy
to recreate life’s perceptual experiences (personal mind
games) while at the same time the viewer is able to
forego reality and associate psychologically with the
BRAND.


Make a
Capture Arouse
and hold useful
attention interest lasting
impression

Tell the market about Encourage brand
the product, and build Maintain interest and
switching & purchase;
awareness of both the awareness of a well
create a market
product and the established product,
preference for the
company and remind consumers
product as opposed
of the Brand
to competition


Effects of Advertising

• Cognitive • Affective • Cognitive
awareness / Interest purchase
recognition of consideration
the ad, brand, or • Product liking
product/service • Buying the
• Positive product
• Memory about emotional
the ad, brand, or response to ad
product/service
• Emotional

Unique Selling Proposition

A motivating idea, uniquely associated with a
particular brand, which is to be registered in the
mind of the consumer

The U.S.P.:
is about uniqueness
must sell
must make a proposition


The USP is about uniqueness

First, the U.S.P. is about a UNIQUENESS that
is inherent in the brand, or claim which is not
otherwise made in its field.
It must promise a benefit that no one else
is offering. It must position a product or
service so that its end benefits, whether
truly exclusive or not, are perceived as
unique to that brand , distinctive and
superior.


The USP must sell

Second, a U.S.P. must SELL, it must be
meaningful and important. It must relate
directly to the customer‘s wants or needs.


The USP must make a proposition

Third, every U.S.P. must make a PROPOSITION
to the customer – a clear and compelling
promise about a beneﬁt delivered by the
product which is genuinely life-enhancing,
even if only in a small way.


Unique Selling Proposition

Unique
Advertising that promises a unique benefit,
or a benefit that is perceived as distinct
and/or superior

Selling Proposition
Significant and relevant A clear, compelling
to consumers - persuasive consumer benefit that is
enough to incite action delivered by the product


USP Example: Becks

Unique
Taste. shape, colour, ﬂavours

Selling Proposition
Bottles, cans and kegs The Beck’s Experience


Brand Wheel

The Brand Wheel is a tool to help you
deﬁne your brand and product
characteristics! It works best when:

The essence synthesises the whole
of the attributes, beneﬁts, values
and personality of the brand

No more than a few items appear in
each of the four headings

You only use items that are truly
competitive and relevant and so
add genuine leverage


Brand Wheel

ATTRIBUTES: What the brand is/how it looks.
Physical/functional characteristics of the brand

BENEFITS: Rational advantage for me. What
the brand does: The results of using the brand.

VALUES: Psychological advantage of using
the brand: How the brand makes me feel about
myself/how others feel about me using the brand

PERSONALITY: If the brand were a person:
How would it be?

BRAND ESSENCE: The core of the brand.
The sum of characteristics in the wheel.


Brand Wheel example: BMW

German, Masculine, Luxury, Expensive, Engineering
quality, Performance, Roadholding, Heritage

Sports performance in luxury comfort, Best of both
worlds. Is what it does

Wise heads on young shoulders.
A passionate driver

Serious but not serious-minded, charismatic,
outgoing, joie de vivre, half german, half human.
The steel ﬁst in a velvet glove

DRIVING EXCELLENCE


A framework of psychological
meaning

Suggests that tangible attributes of the stimulus are
captured by consumers via their 5 senses. The
context also becomes a critical determinant of
psychological meaning.

These context variable can be broken into individual
variables, social variables and situational characteristics.

This is not a sequential process, but a descriptive
framework of the critical constructs involved in
meaning formation.


A framework of psychological
meaning
ATTRIBUTE BUNDLE PERCEPTUAL MODE CONTEXT

Tangible Individual
Attributes Data driven characteristics
eg. sight, touch, eg. attitudes,
e.g. size, colour, sound perceptual selectivity,
brightness, music personality

Social
Stimulus characteristics
eg.TV, Billboard, PERCEPTUAL eg. gender, social
Image ad MEANING class, marital status,
occupation

Intangible Concept Driven Situational
Attributes e.g. cognitive characteristics
e.g. modern, fun, associations / e.g. time to make
abstractions decision, no. of
exciting choices


Examples of peripheral cues

Celebrity
- perfumes, cosmetics

Attractive source
- appealing models

Expert sources
– eg dentists (for toothpaste)

Humour
- irony, unexpected developments

Erotic
- when lacking other ideas, use sex


Source
Credibility
Attractiveness
Gender


Source
Attractiveness, Gender, Credibility


Message
appeal
Pleasure


Message
appeal
Arousal
Vitality
Liveliness


Message appeal
Dominance


In July 2006, Sony promoted
the release of its new white-
cased PlayStation Portable with
an ad that played on the
dominance of white over black
cultures.

It featured an angry white
woman aggressively grabbing
a black woman's face. The
tagline was "White is
coming."

This campaign was reﬂective of
the video game trend toward
violent and racist themes.


Message appeal
Fear


Message
appeal
Fear


Message appeal
Humour


Attracting
attention
Violating reality


Attracting attention
Visual metaphor


Attracting attention
Visual parodies


Attracting
attention
Visual parodies


Attracting
attention
Direct eye gaze

Uncle Sam reaches into
the viewer’s space and
actively gets him or her
to pay attention.


Eliciting
emotion
Vertical camera angle
Power and status


Eliciting
emotion
Looking down
Nurturance
Subservience


Targeting
cultures
Linguistics

Bacardi concocted a fruity
drink with the name
"Pavian" to suggest a
"French chic"...

but "Pavian" means
"baboon" in German.


Targeting cultures
Cultural suitability: India and cows


Targeting
cultures
Explicit


Colours and cultures
Many cultures have lucky colours, (e.g. red in China) and
unlucky colours (e.g. black in Japan). Some colours have
certain signiﬁcance such as green in Islam, while other
colours have tribal associations in parts of Africa.


Targeting
cultures
Religion

Language must also be analyzed
for its cultural suitability.

For example, the slogan
employed by computer games
manufacturer EA Sports,
"Challenge Everything" raises
grumbles of disapproval in
religious or hierarchical societies
where harmonious relationships
are maintained through the values
of respect and non-confrontation.


Targeting generations
Baby Boomers


Targeting generations
Gen-X


Targeting
generations
Gen-Y


Targeting genders
Respect? Although stylish, the picture implies gang-
rape and is not surprisingly unappealing to women

Targeting genders
Individuality - Dove Pro Age campaign, as opposed to
anti-aging campaigns... proposed that every woman is
unique... And everywomen has her own beauty, regardless
of age, or appearance...


Targeting genders
Stress relief


Targeting genders
Connection


Targeting genders
Relationship


Thankyou for your time.
For further information please visit

Source: Carmen Neghina, “Advertising Psychology”

Photocentric Advertising - Selling at a Glance!

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