meaningful advertising

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

Meaningful Advertising:Pervasive Advertisingin the Experience Economy

Peter van Waart, Rotterdam University of Applied SciencesIngrid Mulder, TU Delft

Workshop Pervasive AdvertisingInformatik 2009, Lübeck, Germany

The era of not to persuade,

has just begun

no escape from advertising?

nobody wants to escape frommeaningful advertising!

meaningful advertising?

experience

human values

meaning

brands,advertising

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

gonzalovalenzuela@flickr.com

Experience

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

gonzalovalenzuela@flickr.com

Experience = ErlebnisMeaningful Experience = Erfahrung

What is Experience?

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

illustration: Anita Wheeler, Designing Brand Identity, 2006.

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

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

What you will remember is your emotional experience.

Shedroff et.al., Making Meaning, 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 throughconsumption of specificproducts (fashion, music,furniture, etc.).

– Members of the same lifestlegroup share preferences,norms and values.

Bourdieu, Distinction, 1984.

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

The German SIGMA Milieus®

Value-based segmentation in brand strategy

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.

• Human beings act toward things on the basis of the meanings that thethings 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).

Meaning is in the mind of the beholder

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

Meaningful when adapted to human values

P. Desmet. Model of product emotions. 2002. TU Delft.

NeedsGoalsMotivesHuman values

ProductsAgents (organisations,

groups, brands)Events

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

‘the felt tendency toward anything intuitively appraised as good (benificial) or away fromanything intuitively appraised as bad (harmful)’(Arnold, 1960, in: Desmet, 2002) meaningful

Meaningful brands,meaningful advertising

Collected by Martien Heijmink

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

buy adds

sell moreproducts

make profit

TV industrial complex

Advertising in the era of TV

distributeproducts

S. Godin. Purple Cow. 2005.

persuasive

advertising

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

Advertising in the era of Experience Economy

meaningful

advertising

humanvalues brands

meaning

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, butwe can design for an experience

•Experiences evolve from theinteraction between current stimuliand personal history and set ofvalues

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

Meaningful pervasive systems

Those pervasive systems and applications that enhance social capitalas collective goods involving shared goals and values and socialnorms of reciprocity, are most usable to be of meaning over timeCarroll, 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 experiencesby 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

intellect(human values)

physicalexperience

emotions

Powerful media constitute experiencesby addressing people’s:

• intellect

• emotions

• physical experiences

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

Example: intellectual interactionBeing creative, distinct from masses

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

Example: emotional interactionGust bowlMaarten 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 interactionGestural interfaces empowering brand experienceLemmy-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.

• be of meaning for people with your brand

• orchestrate touchpoints forinteraction with and between people

• let touchpoints address people at anintellectual, emotional and physical level

Meaningful advertising

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

Peter van WaartRotterdam University of Applied SciencesSchool of Communication, Media and Information Technologiep.van.waart@hro.nl

Ingrid MulderDelft University of TechnologyID-StudioLab, Faculty of Industrial Design Engineeringi.j.mulder@tudelft.nl