the power of compliments - fh ooe
TRANSCRIPT
ADOPTING INTERDISCIPLINARY APPROACH
The Power of Compliments
A Psycho-linguistic View into Social Advertisement
By Dagmar Sieglova
What is a compliment:
paired speech act intended by the speaker
to express positive evaluations - praise, admiration, respect
to impress, please the addressee by amplifying their qualities
to manifest solidarity, understanding or accord
potential face threatening act in various contexts
varied degree of cultural imposition
varied frequency based on cultural background
Current trends in advertisement:
Is consumer behavior
in the time of globalization
converging or diverging
?
Current trends in advertisement:
- Converging technologies
- Converging media
- Disappearing income
differences
- Similar values
- Homogenous consumer
behavior, needs, and
lifestyles
CONVERGENCE
Current trends in advertisement:
DIVERGENCE
- Converging technologies
- Converging media
- Disappearing income
differences
- Stronger manifestation of
value differences
- Differentiation in consumer
behavior, needs, and
lifestyles
Current trends in advertisement:
Jesus, how far will this go?Antisanta - Creative Copyrights club
campaign , 2006
www.anti-santa.cz
Current trends in advertisement:
"I'd like to say clearly I'm not against
Santa himself. He's an American or
English tradition and I respect it. But I'd
like to ask Anglo-Saxons to be so kind as
to respect my traditions, or Czech
traditions. Santa is a little alien here."
Which out of these
products would you
choose?
Antisanta - Creative
Copyrights club campaign
2006, www.anti-santa.cz
Current trends in advertisement:
Outrage in Italy over France's 'awful' reinvention of their
treasured national dish, Pasta alla Carbonara, as a quick “one-
pot” meal. https://www.youtube.com/watch?v=ihB53eEwLbs
Carbonara is made with spaghetti, bacon, eggs, Pecorino cheese and freshly
ground pepper
Current trends in advertisement:
„On-duty against
the Eurobier“
Current trends in advertisement:
„Domestic rum: a drink that
was taken its name by the EU“
iDnes, Sept. 13, 2002
Current trends in advertisement:
Current trends in advertisement:
„Once consumers have satisfied their basic needs,
they will spend their income on what best fits their
value systems.“
„The wealthier the country, the more manifest is the
influence of culture on consumption.“
Marieke de Mooij and Geert Hofstede, 2002
Current trends in advertisement:
DIVERGENCE
https://www.youtube.com/watch?v=8rwsuXHA7RA
Apple: The Thing different campaign (1997)
Communication tactics:
“Here's to the crazy ones. The misfits. The rebels. The trouble-
makers. The round pegs in the square holes. The ones who see
things differently. They're not fond of rules, and they have no
respect for the status-quo. You can quote them, disagree with
them, glorify, or vilify them. But the only thing you can't do is
ignore them. Because they change things. They push the human
race forward. And while some may see them as the crazy ones,
we see genius. Because the people who are crazy enough to
think they can change the world, are the ones who do.”
https://www.youtube.com/watch?v=XpaOjMXyJGk
Dove: The Real Beauty campaign (2013)
Communication tactics:
„You are more beautiful than you think...“
… my mom told me I had a big jaw … when like I smile I feel my
chin kinda protrudes a little bit … I have a fat rounder face … the
older I’ve gotten the more freckles I’ve gotten…
… she was thin … her chin was a nice thin chin … scars were
describing just a normal beautiful person … she had nice eyes,
they lit up when she spoke and were very expressive … she had
blue eyes, very nice blue eyes…
… the second one is more beautiful … she looks more open and
friendly and happy … like a happy, light, much younger, much
brighter person…
https://www.youtube.com/watch?v=XjJQBjWYDTs (running)
https://www.youtube.com/watch?v=Emawq64b0DU (ragby)
Always: The #LikeAGirl campaign (2013)
Communication tactics:
“if you are still scoring, … you’re still being first, you’re doing it
right”… „keep doing it because it’s working“.
“If somebody else says that running like a girl or kicking like a girl
or shooting like a girl is something you shouldn’t be doing, it’s
their problem“
„yes, I kick like a girl, I swim like a girl and I walk like a girl and I
wake up in the morning like a girl because I am a girl and that’s
not something that I should be ashamed of“.
https://www.youtube.com/watch?v=V-SJQdREDKM
Apple: The Lemmings (1985)
Communication tactics:
“On January 23, Apple computer will announce the Macintosh
office. You can look into it, or you can go on with business as
usual“.
Why compliments in marketing:
positive feeling evocating act
consumer value oriented
altered dynamics in paired sequence
void of conversational imposition and stress
less frequently occurring, thus, rather fresh in marketing
widely accepted by consumers
“Here's to the crazy ones. The misfits. The rebels. The trouble-
makers. The round pegs in the square holes. The ones who see
things differently…“
ADOPTING INTERDISCIPLINARY APPROACH
