Criteriul de judecare a reclamelor? – Subiectivitatea
De cand scriu pe acest blog am postat si analizat (sau propus spre analiza) unele reclame.
Am precizat mai demult ca in analiza unei reclame ar trebui sa se tina cont de publicul careia i se adreseaza si de tipul de reclama. Am spus de asemenea si ca reclamele mai sunt apreciate si din punct de vedere al eficientei (cel mai adesea vazuta in cresterea vanzarilor).
Ma uitam saptamana aceasta intr-o dimineata la emisiunea lui Andi Moisescu – ApropoTV de pe ProTV. La una dintre sectiuni erau invitati Bogdan Naumovici si un fost coleg de facultate Catalin Rusu (de la Cohn & Jansen). Reclamele analizate? Cele la vopselurile utilizate de zugravi – seria Zertifikat si vopseaua Oskar de la Dufa Deutek – adica reclamele de mai jos.
Oskar – Dufa-Deutek
Zertifikat – teaser
Zertifikat – reclama 1
Zertifikat – reclama 2
Avand in vedere ca la Zertifikat e vorba chiar despre o serie – e clar ca au fost mai multe comentarii.
O reclama este buna sau mai putin reusita in functie de persoana care o analizeaza. Pentru cei ce s-au uitat la emisiune a fost probabil amuzant sa vada unul dintre analisti spunand ca reclama nu este adaptata, ca replicile sunt fortate si ca nu s-a facut niciun fel de documentare, ca are impresia ca replicile au fost scrise de o femeie – iar la fiecare parere sa se vada, in oglinda, celalalt personaj chemat pentru analiza cum accentua faptul ca “personajele au <carne>, sunt veridice”, la fel ca si replicile lor. E drept ca si montajul a ajutat mult la crearea acestui efect.
Pentru cei din afara domeniului a putut fi insa o situatie confuzanta. Cine are dreptate? Sunt reclamele pana la urma reusite sau nu? – iata intrebari la care nu s-a oferit un raspuns clar.
Nu exista asadar o grila de analiza universal valabila – nici macar atunci cand cei ce analizeaza sunt specialisti. Totul depinde de persoana, de compania la care lucreaza si de viziunea acesteia. Nu pot fi emise judecati de valoare universal-valabile. Conteaza daca iti place sau nu. Poti ridica in slavi o reclama si modul in care ea prezinta un produs sau serviciu in acelasi timp in care altii o critica. Evident ca parerile impartite si disputele duc la notorietatea (atat de mult cautata deseori cu reclamele) – nu se stie insa daca exista si impactul clar in vanzari (sau unde se dorea de catre client).
Si daca ar mai fi nevoie de inca o demonstrare a celor spuse mai sus, adaug ca mi-aduc aminte de un proiect in facultate. Tot asa un produs inventat caruia trebuia sa ii facem o reclama (eram impartiti pe grupe de 2-3 persoane). Am avut surpriza de a fi nevoiti sa prezentam aceeasi reclama la 2 seminarii – unul tinut cu profesorul titular si altul cu asistentul. Sa mai spun (sau e de asteptat) ca unul a apreciat (profesorul) si altul a criticat? Sa adaug ca lucrurile pe care le critica profesorul, asistentului i se pareau “foarte tari”? Ar trebui sa spun totusi ca profesorul si asistentul nu erau de la aceeasi agentie de publicitate.
I rest my case.
Criteriul suprem de judecare a reclamelor? – Subiectivitatea!
Si daca tot ne dam cu parerea… voua cum vi se par reclamele – Oskar si Zertifikat? Personal, reclama la Dufa mi se pare cam exagerata – inteleg ideea… dar modul in care a fost pusa in practica lasa din al meu punct de vedere de dorit. La Zertifikat reclamele par a fi mai veridice – cu toate acestea lipsesc mancarea si bautura pe care oamenii le au, hainele mai cu vopsea – daca tot au vopsit jumatate de camera (si ar mai fi cateva lucruri care nu imi plac).
Insemnari similare
se poate si mai bine, dar ideea de baza se transmite ok
Eu ma gandesc asa: reclamele nu fac parte dintre legile fizicii, deci nu sunt fixe si in afara controlului nostru, nu?
Atunci, cum ar putea oare sa fie evaluate dupa o grila precisa si neschimbata?
Reclamele, ca si marketingul sau economia, sunt inventate de oameni… si tot ce fac oamenii este modificat treptat de alti oameni.
Asa ca mie mi se pare firesc ca si felul in care sunt evaluate 1) nu este vazut la fel de toti oamenii si 2) se mai si schimba din cand in cand.
In prezent folosim pentru evaluare indicatori precum cresterea vanzarilor. Banuiesc ca intr-o zi se va evalua si mai precis impactul asupra brandului sau alte chestii si mai fine si complicate, care acum sunt mai mult speculate decat masurate “pe bune”… iar atunci (probabil voi spune banalitati, ca sunt novice in domeniu…) s-ar putea ca la reclame sa fie considerat inca si mai valoroase elemente precum “noutatea”, “elementul-surpriza” (sau ce alte elemente contribuie clar la “memorabilitatea” unui mesaj).
Dar, din nou -amuzant- asemenea lucruri de ordin psihologic sunt mult mai greu de masurat precis si complet cu metode matematice… asa ca banuiesc ca va mai fi folosita multe zeci de ani tehnica “imi place, simt ca e reusita, chiar daca este criticabila in mai multe puncte”.
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