Bing, Bang, Bing – melodii care au prins: Mentos si Sprite
Sunt melodii ce au un carlig audio extrem de puternic: un fragment ce retine si care, repetat, duce poate chiar la obsesie – il canti fara sa iti dai seama. (e drept o sa prefer de acum incolo ca de pe telefoane in loc de manele sa se auda Bing Bang sau cea de-a doua melodie despre care vorbim azi.)
Mentos
O noua reclama mentos: se merge pe ideea de prospetime, racoare. Situatii comice imbinate – totul sustinut de o melodie inspirat aleasa (din pacate nu stiu cui ii apartine cantecul). Reclama a prin in randul celor carora li se adreseaza, dar prin fundalul sonor ales a atras atentia multora.
Sprite isi continua campania cu “Spune pe bune!”. Dupa baietii aflati la pubertate care se tradeaza in goana lor dupa domnisoare, acum Sprite te sustine dar nu te salveaza. Sustinerea este cumva amuzanta: suport moral oferit in cadrul unei linii telefonice, suport ce ia forma unui cantecel intr-un fel de imbarbatare. Reclama si promovarea intensa duc probabil si la impact in vanzari.
Si asa remarcam ca in aceste zile sunt difuzate la noi reclame cu bing, bing sau bing bang – intre reclamele despre Pupacila si Bucurita de la Coca-Cola si a lor Fabrica de fericire.
Difuzarea intensa a reclamelor duce insa doar la efecte pozitive? – sau un cantec difuzat excesiv duce chiar la enervare la auzirea lui dupa o anumita perioada? Voua inca va mai place sau a inceput sa va deranjeze – ori va treziti gandindu-va sau fredonandu-l?
Insemnari similare
La mine se vede ca nu prea ma mai uit la televizor, pentru ca n-am apucat sa ma enervez sau sa ma plictisesc de spoturile astea. Cel de la Sprite mi se pare simpatic rau de tot. Bing, bang…
Prima data am auzit spotul Sprite la radio…si a avut efectul scontat, mi-a atras atentie si mi-l amintesc usor. A 2-a oara aici pe blog…la TV inca nu. 😛 Mai noua nici eu nu prea ma uit…
Doua produse, care din fericire si intelepciune (cred eu) nu le consum, au reclame bine gandite, fabricate de profesionisti (clar) si de la care iti raman in minte pentru cateva minute sau o zi intreaga … melodiile. Pentru ca au un impact puternic asupra cortexului nostru si asta e studiata tot de profesionistii reclamelor pentru a ajunge sa le cumperi, bineinteles.
Spunea, la un curs la care am participat acum cativa ani, un domn de la Graffiti BBDO ca imaginea si suntetul unei reclame poate crea o anume dependenta, foarte diferita de la om la om … efectele putand fii negative, pozitive sau indiferente …
Asocierea dintre sunete si imagini cu unele produse se cheama ancorare si este o tehnica utilizata in NLP, programare ce tinde sa determine publicul sa se ataseze inconstient de un anumit brand/articol. Cum spunea si Liana, sunt tehnici si detalii atent studiate si folosite care au un singur scop: manipularea consumatorilor. Si astea sunt doar cateva exemple, tehnicile sunt fff variate si complexe. Se spune, de exemplu, ca o persoana activa este “bombardata” zilnic cu peste 4000 de astfel de mesaje. Interesant, nu?
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Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.
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