THE PERFECT SPECIMEN

A war has existed for a long time between marketers and female consumers in the United States -- a war over the objectification of women and the distortion of body image. Advertisements have traditionally targeted women by telling them that they are not good enough: hips are not narrow enough, breasts not perky enough, pores not small enough, eyelashes not long enough, teeth not white enough... and the list goes on and on. Advertisements create these insecurities in women so that they will go out and buy products to correct their supposed shortcomings. The cynical way to look at marketing is that it's all about profit generation.

So how do marketers communicate to women about the fact that they are vulgar, fat, ugly, and need help? Why with supermodels and a little help from Photoshop, of course. When women look at glossy magazines full of perfect human specimens, it is aspirational. As Clotaire Rapaille mentions in his book, The Culture Code, beauty is the American code for salvation! It is hard to attain, but when you get there, the angels will sing and a shaft of heavenly light will break through the clouds and shine on you. But no human being is really perfect, so Photoshop has to do the bulk of the work.

Recently, I saw this youtube video attempting to dispel the myths behind perfect magazine models:

It is a very entertaining clip, but I think in this tech-savvy age, everyone pretty much knows that Photoshop is often involved in creating images of perfection and beauty. But does knowing prevent poor self-esteem and negative body image? To me it seem like knowing the truth doesn't matter because people will always be after the idea of perfection, whether or not it exists in real life. Humans are social animals that will always seek approval. This drive for societal acceptance and need for praise may continue to feed the exploits of marketing.

THE BEST MOM AWARD GOES TO...

Since January of last year, two parenting books have been published and flying off the shelf: Battle Hymn of the Tiger Mother and Bringing Up Bebe.

In both books, authors Amy Chua and Pamela Druckerman compare and contrast the differences between how American mothers raise their children and how mothers in other cultures (Chinese & French) do so. It seems that the overwhelming conclusion is that American moms get a big fat "FAIL" -- they are too lenient with their children, cater to their children's every whim, and are too afraid to impose (or stick to) rules. The result is that American children have no manners, throw temper tantrums, produce average performance, and take criticism poorly. With these accusations, it's a wonder that the United States still function as a nation!

Though I don't disagree with a lot of what the authors speak of (yes, I think that American mothers can often be too soft), I do believe they are extreme in their criticism. This is especially true in Battle Hymn of the Tiger Mother. Despite the harsh accusations and the emergence of mommy communities in opposition, these books have become best sellers.

I hypothesize that this has a lot to do with what David Brooks speaks of in his book, The Paradise Suite, which breaks down what being American is all about. Brooks observes that Americans are always on the quest for perfection. In fact, the American magazine industry was created for such a purpose. If American mothers have room to improve, then they will seek out all the self-help materials to ensure that it happens! Throughout all of their history, Americans have been driven by the "American dream" to create a better, faster, more efficient future. Chua and Druckerman's books have been successful precisely because they feed into this deeper emotional and ideological consumer need.

By tapping into the American psyche, marketers can strike the right cord with consumers.

For moms who would like to explore another child-raising strategy that is not so extreme and is more patriotic, New York Times writers Sandra Aamodt and Sam Wang have written an article titled, Building Self-Control, the American Way in response to Chua and Druckerman.

THAT'S TRICKY

The ad says "scratch-n-sniff," and so I did.
And I smelled... nothing...
Weird. I must have scratched the wrong part of the paper... Nope, pretty sure I was in the dotted box. What kind of scent is it supposed to be anyway?

Unscented.

That made me mad for a second, then I started chuckling to myself. I couldn't hold a grudge for being duped because this is actually a pretty clever ad, designed to bring attention to what is NOT there!

This particular tactic of reverse-psychology is novel to me and therefor, pretty effective. I am also amused by the fact that, as a consumer, I did exactly what the ad asked me to do (scratch-n-sniff) without questioning. The dotted box intrigued me and I just wanted to satisfy my curiosity. I wanted a resolution to my pondering.

A trend in marketing is the use of scents to positively influence the emotions of consumers. Here, the consumer performs a task -- expecting to be transformed by a pleasant fragrance that will take them to a far off land of exotic flowers and tropical waterfalls -- only to be let down... but in a good way, because it proves a point!

"M" IS FOR MAGIC

Flipping through a magazine yesterday, I noticed these two back-to-back ads:

In these "sensuous" ads, the pictures literally speak for themselves! No copy exists anywhere except for the iconic "m's" that stand for M&M's. This is quite amazing because M&M's have become so engrained in the American (if not global) culture that without being told, the audience can understand where these ads came from -- M&M's have reached Starbucks status!... or perhaps it was at Starbucks status before Starbucks had a status?

Candy is fun. But M&M's have taken marketing to the next level by personifying these inanimate objects, giving them distinct personalities and identities that consumers can relate to. Consumers understand the functional benefits (tasty, fun sized, and does not melt in your hand) and the aesthetic attributes (colorful) of M&M's. But by creating characters out of its product, the brand introduces emotional content to the game. People can now become attached to these personifications, see them as trusted friends, and fall in love with them. There is an element of magic too, attached to these "candy folk."

In fact, the explanation-less pages above remind me of perfume ads, where the selling force lies in the images' ability to awaken senses and evoke emotions (be it longing, sexiness, innocence luxuriousness, or danger).

A LITTLE INTRIGUE

I'm a fan of Nine West shoes, so I joined their mailing list a while back. But, like most people, I don't actually read a lot of what comes into my Inbox. Since I usually receive an email from Nine West everyday (which is way too often) -- and most of them look exactly the same -- anything from "Nine West" will often go into the trash without being opened.

The other day, I was in a shoe-browsing mood, so I decided to open a Nine West email. This was what I found:

Mmmmm... For my eyes only? How very intriguing...
Unlike the usual beauty shot of featured shoes and the catchy title that introduces the latest trends, this page was mysterious and exclusive-looking. This was something new.

Curious to be in-the-know, I clicked on the link.

And... YES! I get a coupon! Who doesn't love getting a deal?! Now, that was a nice reward for clicking on a promotional email.

Don't get me wrong, it's not like I've never received coupons in the email before. But this type of presentation appeals to me much more than the traditional "open up the email and see the latest sale" tactic I see all too often. A little excitement and intrigue in today's predictable and look-alike world of email marketing can go a long way.

The only dissatisfaction I had was with the fact that 20% off seemed a little low. Since the economy has been slow to recover, more and more retailers are holding frequent sales promotions. The norm for discounts seems to hover around 30% off. This is not great for retailers' margins, but people are less reluctant to part with their hard earned dollars when things are uncertain. Discounts seem to be the popular way to entice spending (especially for non-essential items) for now.

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Examples of typical email promotions:

SO FRESH & SO CLEAN

Grocery shopping trips are the best when something new and exciting catches your eye.
That happened to me the other day when I was walking down the detergent aisle (a too-crowded aisle where every option looks the same). Amidst the typical orange, yellow, and green bottles, my attention zeroed in on an unexpected black bottle.

a BLACK detergent bottle! In a space where every product is trying to sell consumers on the notion of "clean," using black is pretty risky business. What's more, right in the middle of this black is a water-drop shape created from a kaleidoscope of dazzling colors. The effect is an eye-popping boldness that is refreshing and clean. This, I consider fabulous design -- the packaging is not only beautiful and stands out from the crowd, but the graphics also effectively communicate the promise that Cheer will clean your clothes and preserve their vibrant colors. The other detergent bottles appear cluttered and too old school (80's) in comparison.

Further examination of the aisle led me to find a white version of the same design. The distinction is that the white bottles are "free and gentle" while the black ones give you a "fresh clean." My hypothesis is that the white Cheer bottles sell better than the black ones (look at how many have been taken off the shelf!) because it connotes the notion of "clean" better -- or perhaps people just prefer "free and gentle." Either way, Cheer definitely appears to be selling well thanks to its fabulous packaging design!

PS - When I got home from the grocery trip, I jumped online to check out Cheer's webpage and found it to be just as beautiful as the packaging!

BUDDY-BUDDY COMMERCIALS

The brand managers at P&G have done it again!!
This time, with a new series of commercials in which Old Spice partners up with (or rather intrudes on) other P&G products to kill two birds with one stone.

PRO: Other brands such as Bounce and Charmin can benefit from Old Spice's positive aura to receive more attention and credibility. It's also possible that the halo effect works in the opposite direction to encourage moms, who are familiar with Bounce and Charmin, to instill trust in Old Spice.

CON: Mom is the main shopper for a household, but she likely won't choose a specific deodorant for the males in her family without first consulting them on preferences. While mom maybe interested in the Bounce and Charmin portions of the commercial, she probably wouldn't be able to make a decision on Old Spice simply from watching the ad. On the other hand, males who might be interested in Old Spice may change the channel before the commercial progresses to the section that they would find relevant. People have short attention spans and tolerance for commercials these days, so marketers have to be fast to compete for eyeballs.

I think these collaboration commercials are very amusing.
It would be fascinating to track how they impact sales.

WHY SO AWKWARD?

I find this ad very disconcerting... There are several contradictory situations within the image that stirs cognitive discomfort.

First, the couple is dressed in cocktail wear, which is often associated with a "night" out on the town. However, they are both wearing sunglasses. Why would someone wear sunglasses at night, unless he/she is trying to be ironic or creepy? Next, the couple appears to be outside, where it is snowing. However, the woman is wearing barely enough to cover herself and seems to be very happy.

This entire setup makes no sense to me.

Sometimes, marketers create uncomfortable situations in order to make their products stand out. Intentional discomfort can be a strategy for making products more appealing, emotionally striking, or attractive. Here, I think the discomfort created was not intentional, but rather due to poor concepting. The end effect is contrived, ridiculous, and turns me off from buying sunglasses.

LAYERS OF INFORMATION

I first noticed this magazine ad because of the color palette and the name, "MARC JACOBS." I am fond of Marc Jacobs because I've always enjoyed his clothing designs and fragrance creations. His style combines classic lines with a sense of whimsicality that appeals to my aesthetics.

The color palette of dusty rose is interesting because it reminds me of something pure and innocent; something like childhood or soft valour. The more I looked at the image, however, the more I became disturbed by the hidden innuendos within the ad.

1. The model is dressed as a little girl and gazes at the audience as if inviting engagement.
2. The perfume bottle, in the shape of a flower, is positioned above her private part (which, in the American culture, can also be referred to as a woman's "flower").
3. The name of the fragrance, "Oh, Lola!", somehow reminds me of the famous novel Lolita, which accounts an older man's obsessive passion for a young girl.

All of this actually screams the opposite of innocence!

While I disagree with the use of sex to sell products, I do appreciate the art of layering meaning within an image. I think it is clever to construct an ad with numerous hidden codes for the audience to decipher. This setup engages the consumers and encourages participation in the interpretation of an ad. In an overcrowded marketplace, consumer engagement is one strategy to set a brand apart.

UP & COMING

Pinterest is an interesting new social-sharing website.
I've never thought about how companies could use such a tool to conduct consumer research, but it makes a lot sense -- especially for prototype testing and trend spotting.

Click on the link blow to see the full article:
Pinterest Becomes Top Traffic Driver for Retailers [INFOGRAPHIC]

FEEL THE LOVE

This M&M's ad makes me happy. There is something about that rounded three dimensional red shape that makes me feel warm -- like I too need a hug!

I think circles are one of the best shapes in the world. It is organic, soft and gives a feeling of protection and wholeness. The fact that this ad features such a reassuring dominant shape is a nice move. I don't associate passion and romance with this ad as much as I think of indulging in a whole bag of M&M's by myself. The ad makes me look at the bag as a way to nurture and treat myself.

Of course, my goodwill towards this ad is aided by the fact that the M&M's characters are iconic and well loved. Consumers like me trust them because they are approachable and friendly (exactly what the candy is about!). Developing credible spokes figures for a brand can be tough, but M&M's has done a fabulous job.

OVERPROMISING & UNDERDELIVERING

"Companies need to forget the distinction between message and experience."

"A brand's trust level is based on the fact that there is no disconnect between the promise and the experience. When the promise is not being delivered, the contract between people and the brand is broken."

-- Marc Gobe

These are such simple statements that ring true, but are time and again forgotten by brands. Now a days, marketers try to think of crazy, complex, and outrageous ideas to promote their products/services, disregarding their actual capabilities. The messages on TV and in print ads often do not reflect reality, and can mislead consumers to expect more than they should. This ultimately leads to disappointment, distrust, and disillusionment. The danger with over exaggeration is that it can come across as disingenuous and trying-too-hard.

I believe the State Farm Magic Jingle campaign is one such example that "jokingly" over exaggerates. The produced effect is a sense of juvenile pompousness and a disconnect with what people truly want in an insurance company (hint: it's not glamor, attractive agents, or hot tubs).

"Find out what else State Farm agents can do" for me?
How about be straight forward, competent, and realistic?

GOOSE BUMPS

I love commercials with great songs! Especially ones that don't include a lot of spoken narratives. Instead, the focus is on the visual experience and the emotions evoked by the featured song.

Commercials that allow me to participate in the meaning-making / meaning-interpreting process are my favorite because I like to imagine stories beyond and deeper within what is being presented. Well chosen songs help me make connections and paint pictures.

Here are two of my favorite commercials with great songs:

The songs in these commercials are amazing because they not only set the mood for the visual messages being delivered, but their lyrics are also a part of the story being told. In both cases, film and lyrics combine to weave understanding without the use of written or verbal explanations. Genius!

When everything is in harmony within an ad, I get goose bumps :)

NOT SO MOTIVATIONAL

I’ve never been a big fan of scales – not because I fear what I might see in it, but because I've seen the effects it can have on the confidence of others.

To me, the scale judges; it is an object from which people seek approval. I imagine that most people become anxious before stepping onto a scale, much like how people become anxious before giving a presentation before a crowd. People want the scale to approve of them, tell them that they are worthy, and that they pass the test.

Since I don’t like scales, I find this ad to be distasteful. To me, the story here is that the scale has evaluated me and told me that I am now allowed to be proud of myself. The entire idea is uninspiring because pride should be something that comes from within, not something that you are allowed to feel after permission has been given (like a game of “Simon says”). The hot pink tiles in the background also turn me off. They conjure up images of wounds and hurt feelings.

From a marketing brainstorm perspective, I can see how this ad may have been considered fresh and interesting. However, decision makers should really try to discover and evaluate all possible interpretations of an image before running with it.

After seeing this ad, I would rather not “take the Special K Challenge.”

SURE LOOKS LIKE A SUPER BOWL BEVERAGE

I went shopping at the grocery store today. As I was wheeling my cart around, striking aluminum bottles with sharp design caught my eye. I thought to myself: “Oh, must be a new kind of beer.” But closer inspection revealed that they were actually Pepsi bottles – limited edition bottles for the 2012 Super Bowl. 

My immediate reaction was to think the Pepsi marketers clever; they are trying to make a soda look more like beer, which is the beverage of choice at most football game-watch gatherings. True, Mountain Dew has held similar campaigns in the past (the Green Label Art series), using aluminum packaging as a shock factor to create hype. However, Mountain Dew’s strategy involved inviting artists to create graphics and illustrations that would wrap around the bottles, giving each bottle an urban, graffiti look. In the case of Pepsi however, the limited editions appear to employ familiar visual cues to evoke the look and feel of traditional beer packaging design.

I thought this was quite smart because the social norm in America is to drink beer while watching sports. Though sports fans include women, men are the predominant consumers of sporting events and will often hold game-watch gatherings. Drinking beer is considered a manly thing to do. In order to promote increased sales during the Super Bowl season, Pepsi has disguised itself to appear more "manly."

Borrowing associations from a different category is an interesting tactic.

TIFFANY = BLUE = ENGAGEMENT

This ad first caught my eye with its display of strong geometric patterns and sharp contrasts. The more I studied the scene however, the more I was captivated by the meaning I could find behind it. To me, this image is a fantastic metaphor for marriage.

In the photograph, a well-dressed (and therefore successful & promising) couple emerges from a set of arched doorways. They are crossing through a threshold in life together and are intently focused on each other. They head up the stairs (“up” being a positive direction) to a new world that cannot yet be seen. However, this new mysterious world is big, fresh, and full of light. Their future seems full of promise, and a Tiffany’s engagement ring signifies the beginning of this journey.

Interestingly, even though I interpret this as an engagement ring ad, nowhere does it actually say the words “engagement” or “ring” on the two-page spread. For all I know, the man could be holding a mother’s day present that he will later give to his grandma. But here, my mind has subconsciously filled in the gaps and created a story based on what I know about Tiffany as a brand.

Through effective marketing, Tiffany & Co. has educated and trained consumers to automatically associate its brand with engagement rings, luxury, and romance. The brand has been relentlessly consistent with the messages it presents, the images it uses, and the color scheme it employs. Most people are able to recognize the “Tiffany blue” when they see it. To be consistent and strong in all communication touch points with consumers has allowed Tiffany & Co. to become tremendously successful in building a distinctive brand and gaining traction in the consumers’ minds.

THAT ONE'S FOR YOU

Flipping through a magazine, I was immediately attracted to this two-page spread because my first car was a Toyota. Over the years, I've grown very attached to my car, and even gave her a name -- Sophie. So, needless to say, the brand holds a special place in my heart.

But biases aside, I am impressed by this particular ad because, in its simplicity and clean layout, it communicates that there is a Prius for every personality and lifestyle. By recognizing that each consumer is unique and desires a distinctive way of representing him/herself, Toyota has unlocked an effective way to connect with consumers.

The company provides enough options to make each Prius distinctively unique, but not so many as to overwhelm and confuse potential buyers. The manner in which the four lifestyles are portrayed – with modular, lego-like pieces – further emphasizes the message of customization. Furthermore, I find the color scheme of the ad appropriate: green speaks to environmental sustainability, while different shades of blue evoke a sense of cleanliness and high technology.

According to Clotaire Rapaille, Americans derive a strong sense of identity from their cars. If this is true, then Toyota’s Prius Goes Plural campaign is definitely “on code.” The message here is that you do not have to be a “hippie” to enjoy the Prius technology. No matter your lifestyle, you can still be a part of the club. This campaign is a clever way to attract consumers who may not have been interested in the first generation Prius; it makes the Prius more approachable.