tag:blogger.com,1999:blog-4169807398234019196.post7958716979486597685..comments2023-09-16T12:49:54.607+01:00Comments on The Sell! Sell! Blog: Will It Be Emotional Chips Or Rational Spuds?Sell! Sell!http://www.blogger.com/profile/10702354938890218799noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-4169807398234019196.post-57506186842389914802014-10-01T11:26:46.090+01:002014-10-01T11:26:46.090+01:00Well, perhaps the problem is that rational message...Well, perhaps the problem is that rational messages are mostly executed very badly.<br /><br />To be fair, in the report they single out M&S as an advert that got talked about, and don't specifically say there is no rational content in it. I also wonder whether they have taken advertisers' claims about their advertising at face value, rather than determining for themselves how much rational or emotional messaging there was. Note that they say "authors are asked how the campaign in question was intended to influence consumers". So that could be a potential data collection flaw.Martin Headonhttp://www.wearemolly.co.uknoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-80208419971333303422014-10-01T10:50:27.138+01:002014-10-01T10:50:27.138+01:00Hi Martin
I agree with some of your points. I am ...Hi Martin<br /><br />I agree with some of your points. I am not sure if Field and Binet would. They make a very clear point - " The more emotions dominate over rational messaging the bigger the business effect. The most effective advertising of all is those with little or no rational content."<br /><br />Or maybe you are right and I am reading to much into their statements. It just seems strange to me for them to be so crystal clear in some of their writing and yet some people think they are saying something else. And secondly they highlight an ad like M&S that to my mind is far from lacking rational content. Isn't it more the 'truth well told'?<br /><br /><br /><br />Jim Powellhttp://www.teeming.co.uknoreply@blogger.comtag:blogger.com,1999:blog-4169807398234019196.post-35687833692029647902014-10-01T09:15:30.578+01:002014-10-01T09:15:30.578+01:00Well you can use rational points to create an emot...Well you can use rational points to create an emotional reaction. Or you can use an emotional ad to illustrate a rational point. Or you can just create an emotional ad with no rational points, or a rational ad with no emotional element.<br /><br />Assuming that "being entertained" counts as an emotional reaction, then the first two are the ideal, the third works fine in a category where little to no rational thinking goes into consumer choice (chocolate bars, beer, washing powder, fashion, etc), and the fourth should be avoided at all costs.<br /><br />I suspect that what Binet and Field are discussing is the ads that fall into the fourth category, that make a rational point but elicit no emotional reaction from the viewer.Martin Headonhttp://www.wearemolly.co.uknoreply@blogger.com