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Meaningful Advertising Pervasive Advertising in the Experience

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					Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




                                                                                               The era of not to persuade,
                                                                                                             has just begun




  Meaningful Advertising:
  Pervasive Advertising
  in the Experience Economy
  Workshop Pervasive Advertising
  Informatik 2009, Lübeck, Germany
  Peter van Waart, Rotterdam University of Applied Sciences
  Ingrid Mulder, TU Delft
no escape from advertising?



nobody wants to escape from
   meaningful advertising!



  meaningful advertising?
experience


human values


meaning

brands,
advertising
      Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




                                    Experience



gonzalovalenzuela@flickr.com
      Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




What is Experience?


            Experience = Erlebnis
 Meaningful Experience = Erfahrung




gonzalovalenzuela@flickr.com
       Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




       The Experience Economy




Pine & Gilmore, The Experience Economy, 2000.
Illustration: niculina@flickr.com
        Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




        Experience duration
        The experience of a hotel stay is more than just sleeping at night. Also the phases
        before and after are part of the experience.

        During the experience, you interact with the product, service or brand through
        touchpoints.

        What you will remember is your emotional experience.




Shedroff et.al., Making Meaning, 2006.
illustration: Anita Wheeler, Designing Brand Identity, 2006.
       Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




                       Human values



electron@flickr.com
     Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




 Human values drive behaviour (lifestyle)

     Lifestyles
          – Play a crucial role in people’s
             daily life.
          – People present themselves in
             social interactions through
             consumption of specific
             products (fashion, music,
             furniture, etc.).
          – Members of the same lifestle
             group share preferences,
             norms and values.




Bourdieu, Distinction, 1984.
      Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




 Value-based segmentation in brand strategy




The German SIGMA Milieus®
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




 Find your soulmate through matching brans
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




                                          Meaning
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




    Meaning is in the mind of the beholder
•     Human beings act toward things on the basis of the meanings that the
      things have for them
•     These meanings are a product of social interaction in society.
•     These meanings are modified through a process of interpretation, which
      each individual deploys when dealing with the things that s/he encounters.




George H. Mead.
Mind, Self and Society (1934).
The Philosophy of the Act (1938).
 Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




Meaningful when adapted to human values
   ‘the felt tendency toward anything intuitively appraised as good (benificial) or away from                                               gf       ul
   anything intuitively appraised as bad (harmful)’(Arnold, 1960, in: Desmet, 2002)
                                                                                                                                    m eanin




                                                                                             appraisal:
                                                                                             non-intellectual, automatic evaluation of the significance
                                                                                             of a stimulus for one’s personal well-being




              Needs                                                                                                          Products
              Goals                                                                                                          Agents (organisations,
              Motives                                                                                                               groups, brands)
                                                                                                                             Events
              Human values




                                                                                                    P. Desmet. Model of product emotions. 2002. TU Delft.
      Meaningful brands,
     meaningful advertising



Collected by Martien Heijmink
 Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




Advertising in the era of TV
                                                                                                                                           ive
                                                                                                                                  per suas
                                            TV industrial complex                                                                            ing
                                                                                                                                   ad vertis


                                                                          buy adds




                                      make profit                                                      distribute
                                                                                                       products




                                                                      sell more
                                                                      products


                                                                                                    S. Godin. Purple Cow. 2005.
 Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




Advertising in the era of Experience Economy
                                                                                                                                         l
                                                                                                                                  ingfu
                                                                                                                             mean
                                                                                                                                       ing
                                                                                                                             ad vertis


                                                                      meaning




                                            human
                                            values                                                  brands
 Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




Remember…meaning is in the mind of the beholder
                                                                                  • We cannot design an experience, but
                                                                                    we can design for an experience
                                                                                  • Experiences evolve from the
                                                                                    interaction between current stimuli
                                                                                    and personal history and set of
                                                                                    values
  Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




Meaningful pervasive systems


Those pervasive systems and applications that enhance social capital
as collective goods involving shared goals and values and social
norms of reciprocity, are most usable to be of meaning over time
Carroll, J.M. & Mentis, in: Schifferstein et al., 2008
        Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




    Orchestrating touchpoint interactions

      Powerful media constitute experiences
      by addressing people’s:

          • intellect

          • emotions

          • physical experiences




Highland & Yu. Communicating Inner Experience with Video Game Technology. 2008.
Illustration: Sylvia Delissen. How to plug the gap between promise and proof. Graduation project, 2009.
 Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




Orchestrating touchpoint interactions

Powerful media constitute experiences
by addressing people’s:

   • intellect
                                                                                                          emotions

   • emotions

   • physical experiences
                                                              intellect                                                       physical
                                                           (human values)                                                    experience
 Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




Example: intellectual interaction
Being creative, distinct from masses
    Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.



Example: emotional interaction
Gust bowl
Maarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 2003.




                                                                           Mothers and sons emotional connection
    Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.


Example: physical interaction
Gestural interfaces empowering brand experience
Lemmy-Boy Hoogendoorn, graduation project at IN10, 2009
 Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.



Nike+ and iPod as meaningful brand technology
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




                        Meaningful advertising

    • be of meaning for people with your brand

    • orchestrate touchpoints for
      interaction with and between people

    • let touchpoints address people at an
      intellectual, emotional and physical level
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Workshop Pervasive Advertising, Informatik 2009.




                                           Peter van Waart
                                           Rotterdam University of Applied Sciences
                                           School of Communication, Media and Information Technologie
                                           p.van.waart@hro.nl




                                           Ingrid Mulder
                                           Delft University of Technology
                                           ID-StudioLab, Faculty of Industrial Design Engineering
                                           i.j.mulder@tudelft.nl

				
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