EFCCE

16 May 2009

Introduction

‘Non- ambiguity is the shaping force of reality’

- Joseph Pierce

Ambiguity in Advertising

Nothing new

Rhetoric, the pun, the metaphor, Innuendo, Nuance

Incongruity

Incongruous polysemy

‘Accidental’ Ambiguity

Marlboro Man

America: pioneering, individuality, carefree

Europe: breaking boundaries, independent spirit

Africa: wealth, social status, prosperity

Methodology

Depth Interviews UK – April 2009 South Africa – May 2009 Stimulus material (advertisements) Print ads embedded No premeditated questions; no

hypotheses

Respondent Profiles

Male Female 19-25 26-35

UK 6 3 6 3

South Africa

3 2 4 1

Stella TV Ad

‘Smoothness’ French –retro, sex appeal, sophisticated Aimed at improving Stella’s image in UK

(UK) Sexuality – comfortable in any situation Red high heel shoes leaves you wondering Story has cheeky twists Like a bisexual James Bond (SA)

Persil (OMO) TV Ad

It’s about discovery and adventure (learning)

Targeted at mothers – let kids grow and learn

Children are not robots Slightly ‘creepy’ Concrete message

A & F TV Ad

Very American (Jocks) Respectful / supportive versus Loving /

Appreciative ‘Spartan’ The ‘battle’ with friends Camaraderie versus competitiveness Strong gay undertones Images and verbal almost incongruous

Ambiguity Scales - TV

A & F: 4.3

Stella: 3.1

Persil: 1.2

0=singular message (concrete)5=multiplicity of messages (ambiguous)

AEG Print Ad

Perfect combo Like the song – they go together All about brand extension It’s a relationship, but the colours are

strange Colours very masculine for an

appliance ad Aimed at gay market – 2 men’s shirts

Absolut Print ad

‘Party Time’! Colours very feminine (targets women) Celebration and colour 2 people sharing their joy and commitment Brand is great – wedding cake like steps up

to it Same sex marriage – 2 similar bottles Bottles are phallic, but all silhouettes are

similar

Diesel Print ad

Diesel gives the man strength and virility

Like a bull – gets what he wants Power and position (SA) Gives respect and position (SA) Very sexual Will have the women (girls) at his feet

Ambiguity Scales – Print Ads AEG: 3.2

Diesel: 3.6

Absolut: 3.3

0= singular message (concrete)5=multiplicity of messages (ambiguous)

Respondent Decoding

Editorial context ‘Rorchach Ink Blot Test’ Seek the unexpected Ambiguity – incongruity between the

visual and the verbal and/or the visuals

Print: semiotics; TV: key frame

Implications

Strategic potential in ‘controlled’ conditions

Greater efficiencies (parallel segmentation)

Relationship between ambiguity and elaboration (‘reward’)

Highly resonant in individualistic cultures / sub-cultures

References

Stathakopoulos, V.(et al). (2008). Visual & verbal rhetoric in Advertising

Callow, M., Schiffma, L. (2002). Implicit Meaning in Advertising

Walle, A.H. (1997). Global Behaviour; unique response

Lawes, R. (2002). Demystifying Semiotics