Here's our discussion questions regarding Branded Entertainment.
1. Starcy
Please refer to the form on page 5 in Russell's article, and do you think the higher the degree of integration is, the more effective the advertainment (consider as an advertisement) would be?
If a brand you dislike
developed its own online/video/Xbox… game, and it happened to be your favorite
type of game, would you play it?
2. Sann
Do you have any
experience or think of an example of any type of advertainment (especially
branded entertainment)? If so, how does
it affect you? Do you think it is effective enough to influence your brand
awareness, brand attitude and further consumption?
3. Eric
What is the most
essential reason why people may feel advertainment is unethical?
Remembering my previous experiences with advertainment (as a consumer), in my opinion the most effective advertainment is the one that “naturally” fuses the entertainment with advertising. Independently of being a product placement, product integration or branded entertainment strategy - the best tactic is when the brand is naturally placed into the entertainment content. It looks less artificial and in general intrusive commercial messages really annoys me.
ReplyDeleteAs an example, also mentioned in the text, it seems impossible for me to look for a Wilson volleyball and don’t remember the movie Cast Away. The good feelings I have with the movie are also merged with my perception about the brand, and thus I became much more affective with Wilson’s brand.
Although I just remember having good experiences with advertainment, the ethical discussions about this theme are really relevant, especially for vulnerable audiences that may not be able to recognize the hidden nature of this strategy. In this sense, I believe that advertainment appealing to children and to the consumption of alcohol and cigarettes should be at least regulated by the government.
I took a look at the Admongo website and this is a wonderful initiative to help children: http://ftc.gov/bcp/edu/microsites/admongo/html-version.shtml
I think the the higher the degree of integration is, the advertisement would be more natural, less aggressive and easier for consumers to accept. This remind me of one of the most popular advertainment forms in China, called micro-film. A story or ploy is created concerning certain brands or products, and a few-minute micro-movie based on the story is made and spread on Micro-blog (the Chinese Twitter). Many brands and products are now using this kind of advertainment, and consumers seem to be interested in those stories that they would actively seek and watch them. This is a high-degree integration, and it certainly attracts more consumers than traditional advertisements. As for me, if a brand I really hate shoot a really awesome micro-movie and people around me all have great comments on it, I would definitely watch it and thus my attitude towards the brand would be changed at least a little bit. Take an example, I used to not like the brand Extra, as I thought its commercials in China were all extremely stupid. But since last year it releases a series of micro-movies online. I actually liked those warm love stories in the movies, and since then I began to feel better about this brand.
ReplyDeleteOne problem about advertainments is that some of them are way too artificial. People play games, watch movies and do other entertaining activities without thinking they would see advertisements in them. If the advertainment is too highlighted and obvious, people may be distracted and thus feel disturbed. Also, for kids and teenagers, they don't have the mature skill to separate advertisement from advertainment. Being unaware of the advertainment nature, they are easily influenced. Thus this strategy might become unethical without considering the feeling of younger audiences.
1. To Starcy
ReplyDeletePlease refer to the form on page 5 in Russell's article, and do you think the higher the degree of integration is, the more effective the advertainment (consider as an advertisement) would be?
I think so. According to my experience, if some advertising is not integrated well in movies or games, it will have an negative impact on that brand. For example, I saw a movie which the male and female starrings are spokespersons of a brand. The movie insets the product (cleansing milk) which has no relationship with the movie. Although it drew my attention very quickly, I would never have positive impression of that brand any more.
If a brand you dislike developed its own online/video/Xbox… game, and it happened to be your favorite type of game, would you play it?
Personally, I'm not a game player. I think most players would get involved in that game and ignore the brand.
2. Sann
Do you have any experience or think of an example of any type of advertainment (especially branded entertainment)? If so, how does it affect you? Do you think it is effective enough to influence your brand awareness, brand attitude and further consumption?
It reminds me of the movie "Impossible Mission 4". BMW sets their advertisements almost everywhere. I remember one scene that a BMW car falls from a very high altitude, but it is not out of shape. It successfully build the BMW brand in my mind. Maybe it is not effective enough to make influence on my brand awareness if I see a unfamiliar brand, but with BMW advertisements all around our life, I think this kind of ads insetting in advertainment will work effectively and efficiently.
3. Eric
What is the most essential reason why people may feel advertainment is unethical?
Sometims It will make audience uncomfortable when they see a advertisement mismatching with the theme.
Starcy:
ReplyDeleteI think Russell is theoretically right; obviously, a higher degree of integration makes advertainment be perceived as more entertainment than advertisement, so it bothers people less – they’re not as tempted to think, oh this is another ad, let’s change the channel.
However, practice might be different. From my own experience, the more well-known the brand that advertisers the more sensitive I am to show product placement and the more I dislike the brand. For instance, Coke on American Idol (don’t watch; sometimes You Tube). I instantly recognize the brand and can’t help thinking, doesn’t everyone know Coke already? Don’t they have enough loyal fans and/or money? Coke is one of the top 10 WORLD brands, not only U.S., so unnecessarily grabbing for my attention bothers me.
Xbox: I would play it, but not because I like the product but because I really enjoy games. However, I would develop a negative attitude towards the brand if: 1) the game were simple enough to bore me after playing it once – I’d think I wasted my time, and 2) if the brand were EVERYWHERE in the game – that would be plain annoying.
Sann:
99% of the time I hate advertainment (as a consumer/viewer) because:
1) many brands want to get maximum exposure out of being on shows, not only be there – e.g., they run ads multiple times, decorate the setting with logos, etc. While I’m aware shows need props and it would be awkward to have white containers labeled ‘detergent’ or ‘soda,’ featuring branded products too much makes me feel I’m watching a long commercial, when I just want to watch a show – and they already fragment it with commercial breaks! My view: either product placement or commercial breaks, in which case I prefer the former.
2) I think advertainment is evolving into an art, creating shows just to feature certain products, and that is just wrong – that’s social degradation. The subject of art needs to be ideas, feelings, beauty, etc, not Mountain Dew. If we allow the predominant form of video art to become branded, it would be like hitting a new low.
I don’t think it’s effective enough to influence my choices, because I react negatively to it.
Eric:
I think it’s that the audience expects shows (nowadays) to be separate from ads; i.e., that we don’t expect to be sold to even during shows. Featuring them (when they are not needed for creative purposes) crosses a line.
Hi Starcy:
ReplyDeleteI think the advertainment will be more effective when the degree of integration is higher in general. Here I would like to share my opinions about the three degrees of advertainment.
Russell’s article indicated that the sides of building in a motor sport game are examples of product placement. However, I am not sure about its effectiveness. Even though the sides of buildings mimic the real-life advertisements, I don’t think it will work well with the people who are playing the video games. I’ve read about a psychological case discussing people’s attention. In the case, psychologists want to know whether people can pay attention to different things at the same time. To measure the degree of attention, the psychologists ask people to play motor sports games- just like the example Russell made in the article. The result turns out that most people can’t remember the McDonalds logos on the sides of the building even though it appears many times during the game. That is, I think people playing the motor sport games are too busy to notice the ads on the sides.
As for the second degree “product integration”, I think of a famous Japanese drama called Hikaru no Go(棋靈王). The drama is about a kid playing go(a kind of chess) and become a master of go at the end. Even though the drama didn’t intend to encourage people playing go, the number of kids learning go have a dramatic increase after the drama. That is, I think it’s a successful way of advertainment.
“The Hire” series for BMW is really an amazing one and I first know about it at Professor Ham's Digital Advertising class. It’s an example of “brand entertainment”. In my point of view, it’s the most risky way of advertainment. I saw lots of failure examples of brand entertainment in Taiwan. Lots of brands tried to have their own drama series but they fail because the plot or cast of the drama didn’t draw people’s attention. In conclusion, there are pros and cons for the degree and ways of advertainment and the effectiveness differs from case to case. However, I think the risk and achievement of advertainment will be higher when the degree of integration is higher.
To be honest, I don’t play any online/video/XBOX games. Well I think I won’t play the type of game if I don’t like the brand. There are lots of other games for me to choose! I will just skip the things I dislike.
Hi Sann:
There are two convenience stores in Taiwan which share the biggest market rate. One is Family and another is 7-11. I remember I was really addicted to the dramas produced by Family because my favorite idol is the main actor in the drama. Even though I watched almost every drama every week, I didn’t change my preference for 7-11 when I buy things. I do aware of Family and know about its brand attitude through the drama but my consumption decision didn’t change.
Hi Eric:
What is the most essential reason why people may feel advertainment is unethical?
I think people might feel advertainment is unethical because it didn’t match the brand image.
1. Starcy
ReplyDeletePlease refer to the form on page 5 in Russell's article, and do you think the higher the degree of integration is, the more effective the advertainment (consider as an advertisement) would be?
I have two points on this question:
1.as you guys said, generally speaking, it is right that the more integrated, the better. It is not expected that advertainment comes out to be bothering and negative.
2. however, if advertainment is highly integrated so that audience don't regard it as an advertisement, it may not achieve its purpose as an advertisement.The screen would be like a normal site in daily life and it is too natural for audience to recognize the advertisement.Then from the viewpoint of marketers, this advertainment is not effective, because audience can't recognize the brand...
If a brand you dislike developed its own online/video/Xbox… game, and it happened to be your favorite type of game, would you play it?
Maybe I would play the game. The reason I play games is to enjoy my life. If the game can give my happiness, I don't care who develops it...
2. Sann
Do you have any experience or think of an example of any type of advertainment (especially branded entertainment)? If so, how does it affect you? Do you think it is effective enough to influence your brand awareness, brand attitude and further consumption?
Yes, I think I was exposed to advertainment in every movie I have watched. The most impressive one is "Mission Impossible 4": Tom Cruise used iPad to trick the safeguard in Moscow Kremlin; He also drove a BMW with map on the windscreen on the streets in India. Actually these advertainments affected me.I tried to find information about that high technology on the Internet and searched in App store to see if I can find similar apps from my iPad. Even though I didn't purchase anything because of these advertainments,I actually knew much more about BMW supercar and involved in Appstore.I reinforced the BMW and Apple brand images as fashionable and advanced in my mind.
3. Eric
What is the most essential reason why people may feel advertainment is unethical?
I think our dislike of advertainment is rooted in our dislike of advertisement. People are born to and educated to not be persuaded by advertisement. When we are watching movies or playing games, we are looking for pleasure. Thus, we don't want to see anything we dislike...
Hello everyone
ReplyDeleteHere's my answer:
To Starcy:
1)That depends. Although mostly speaking, it is authentic that the higher the degree of integration is, the more effective the advertisement would be. However, in some circumstances that the advertising information fit unnaturally to the original episode, this advertisement could cause negative effect to its brand or product. Like in the Transformer III, when the Chinese man standing behind Shia LaBeouf babbling “let me finish my Shu Hua Milk first!”, it seems pretty annoying and even destroy the integration of the whole movie because it’s a totally irrelevant information. I believe such claim should be ground on the basis that the external “advertainment” wouldn’t undermine the original structure or be too unrelated.
2)Probably not. Brand always ranks first on my mind.
To Sann:
Take the example I previously mentioned about the “Shu Hua Milk”. It’s a Chinese domestic dairy product under the brand called “Yi Li”. Though it’s already quite famous in mainland China, it seems likely to promote their international reputation or just to further expand their brand awareness and popularize their new product in China through the enormous influence by this Hollywood blockbuster. Though the range of this invest behavior is definitely very large, I tend to believe that it will has a negative effect towards the product because it’s existence in the movie sabotaged the integrity and beauty of the movie and looks very funny.
To Eric:
The reason why people feel advertainment is unethical is because that the advertainment is controlled by the money of investor’s. And with such a large amount of money, they inherently intend to gain something real from our consumers/audience. Therefore, we may considered it as an unethical behavior.
Starcy
ReplyDelete1.I think most time, the higher degree of integration will directly bring more effective of advertisement. It will be easier for consumers to accept because this kind of advertising will be more natural and more unconscious. For example ,movie<> chose Hainan to be the main scene , and it showed its beautiful scenery so naturally and brought us the desire to travel there. This advertainment is so nature and thus recommend Hainan to consumers and not brought averse of them . But if it is over integration, consumers can’t conceive the advertising of the brand, I think maybe it will fail to bring effects.
2. Yes, I would keep playing. And the impression of the brand will depend on the role of it. Maybe through playing my favorite game, it will change my attitude to the brand. If role of brand is positive and I really like that role, I think maybe I will have good impression to the brand.
Sann
Now, more and more brands infuse advertising into movies. Sometimes, It is positive, because through this ,I get to know some brands and know their orientation and the level of the brands, so I don’t repel this kind of advertainment. For example, I first to know brand Baleno which is a mid-level constume company is through a famous movie< craze stone>> But sometimes, advertising of certain brand is so ridiculous. It deliberately shows the brand whose the role doesn’t fit its oritention. And you can directly fell the imbalance between the brand and the role. It just makes me feel uncomfortable. So I think it depends the level of advertainment, if it is mature, it will cite me positive attitude.
Eric
Maybe it is because consumers passively are influenced by advertainment and they have no right to refuse this kind of advertising, when people play game or watch movie, what they want to do are entertaining. But they are surrounded by over and over advertising information. And if they can be distinguished obviously, people will feel uncomfortable, disgust and reverse to the brand and the game or the movie.
Starcy>
ReplyDelete1) I believe that higher integration of advertising and entertainment would lead to produce much more effective advertisements than others. As many students indicated above, I also think that ‘naturally ingraining into one’s mind’ is the most important key of advertainment. I can recall one good example for one of this advertainment. In Korea, there is an entertainment program named ‘Running Man’ that each celebrity wears clothes of specific brands and the brand shown on the television was often in the spotlight. Clothes they wear were frequently exposed in the program for more than 1.5 hours, and it seems this makes people to naturally accept the brand. Products from Nike, New Balance, Reebok, Spris, Bean Pole, Polham, Pro-specs, and Converse and so forth were shown and myriad of people paid attention to those brands.
2) A year ago, I had terrible experience in ‘Paris Baguette’ – which is one of the Korean brands of bakery – that the store I visited was selling the bread which was tasted awful. Even though lots of people rank the brand very high, I was offended by dreadful experience in the store and formed negative attitude towards the brand. However, I encountered a game in i-phone app-store a few months ago, which was systematically managing bakery, brand named ‘Paris Baguette’. In fact, I like to play the games which I can play a role as a manager and grow my brand or company, and the bakery game was one of them. After playing this game, it became one of my favorite types of game, and now I like the brand ‘Paris Baguette’. I think my attitude towards this game transformed my attitude towards the brand.
Sann>
I have another experience that I learned specific brand through Korean drama: ‘Caffebene’. In the drama, there were many scenes showing the café’s interior and newly launched products of the brand. I did not pay attention to the café at first; however, as I kept seeing the drama for more than 2 months, I recognized the brand ‘Caffebene’. I believe that frequent exposure to the brand greatly impacted on the brand awareness. I liked the brand not just because I was exposed to the brand often, but many people love the ‘Caffebene’ where main characters usually spend their most time in drama, and this positively influenced me. After I become aware of this drama, I usually went to ‘Caffebene’ located near my school and enjoyed my time with friends.
Eric>
Advertainment makes people unconsciously embrace and emotionally attach to the brand. ‘Natural’ and ‘Unconscious’ is powerful tool for persuading consumers indeed. Therefore, people would feel uncomfortable to think that they can unintentionally accept the brand or purchase the product by those “advertainmental” elements. Especially, young audience – children who are unable to make rational decision yet – are vulnerable to those ads that it would be easy to be swayed by advertisers’ scheme. Particularly, advergames would sometimes give negative feelings such as frustration, anger, and anxiety and this would also mislead young people who have to spend precious time for their dreams. I think that is the reason why many people sometimes feel advertainment is unethical.
To Starcy:
ReplyDelete1)No. I don’t think that the degree of integration is highly positive correlated to the effectiveness of the advertainment. I do not believe all the consumers are identical so I do not think there’s a formula for advertainment effectiveness either. In the case of advertainment, there is a sense of autonomy issue underneath I think. Some of the consumers are sensitive to perceive advertisement in their daily life and would be annoyed if they think the advertisement cross the line to intrude their privacy and autonomy on choice of perception. Therefore, the relationship between degree of integration and effectiveness of advertainment could be negatively correlated in some way.
2)No I won’t. For me, there could be thousands of choices within one type of game (which I won’t be annoyed by the brands I dislike), while there’s only that specific brand I dislike. I won’t offend myself by forcing myself to compromise something I dislike.
To Sann:
I’ve once played an app game on my friend’s iphone which is called OvenBreak. Within the option, there’s one stage which the game character needs to win Skittles candies instead of jelly beans (the original version of reward). After playing this game, I suddenly had a crave for Skittles (seriously). I haven’t had Skittles for years but somehow this game reminds me of those colorful cute candies I used to like. I think Skittles did play smart at combining its product with a cute and interesting game to raise its brand awareness.
To Eric:
I think it’s the nature of interruption and control of information perception. Usually consumers have their own choice of perceiving ads, we can ignore or skip the ones we are not interested in or the ones that annoy us. However, in advertainment, the ads are merged in the content of the entertainment we play or watch. Though we may still walk away and ignore the ads, in most cases, consumer already bought the entertainment and somehow engaged in the content. It will be hard to retreat from the advertising information. The tactic of using the ad as a byproduct of the entertainment is forcing the consumer to accept the brand and this kind of implantation is consider to be unethi
Hi everyone!
ReplyDeleteOnce again, i find this topic to be very interesting... and very impacting! Here are my answers to your questions....!
Please refer to the form on page 5 in Russell's article, and do you think the higher the degree of integration is, the more effective the advertainment (consider as an advertisement) would be?
Starcy: A simple answer: Yes! I do believe advertainment will be more effective if there is a higher degree of integration. There are many instances where I find that this comes true. Again, as many people said, The ‘naturally ingraining’ into a consumers mind is very important. I find that this is true in many aspects like Coca cola placed strategically on the judges table in the American Idol show, and the Volvo car placement in the Twilight movies. But, again I feel like the more that consumers are exposed to a product the more it gets set into the forefront of the consumers mind, the more effective the advertainment will be.
If a brand you dislike developed its own online/video/Xbox… game, and it happened to be your favorite type of game, would you play it?
Honestly, no. I do not play video games. But if I did, then I think that it could be very possible. If I would play a video game and it was my favorite type of game, then I would not ignore the game just because of the brand that developed it.
Do you have any experience or think of an example of any type of advertainment (especially branded entertainment)? If so, how does it affect you? Do you think it is effective enough to influence your brand awareness, brand attitude and further consumption?
Sann: I kind of already answered this question above, but I did not say how it affected me. I think that it is definitely effective enough to influence my brand awareness, brand attitude, and further consumption. As I stated before, Twilight is a good example of this. I feel like the use of Volvo in this movie has made the product more ‘young’. It has reinvented the product to be appealing to a younger generation. Before, Volvo was targeted to the soccer moms, now teenagers are paying more attention to them. So this use of advertainment was successful, and definitely changes my brand attitude.
What is the most essential reason why people may feel advertainment is unethical?
Eric: I think that many people find this to be unethical because it effects the consumers, yet they don’t even realize it. It may seem to be unfair because the consumer did not necessarily make the CHOICE to pay attention to this certain product. It has been introduced to the consumers in a manner that unconsciously effects their perception the brand.
Hi Everyone!
ReplyDeleteThis is a topic that I am very interested in, so I enjoyed this reading. Below are my answers to the questions.
Starcy: I believe that complete integration is the key to effective advertainment. By this I mean it should be seamless. It should not be in your face or over-the-top instead it should easily flow into the content that it is a part of. We should not really realize it's an ad until we think back on it for awhile.
Sann: Last year I was a brand ambassador for Victoria's Secret PINK. In the fall the company hosted a huge concert for Illinois students. The who concert venue was a huge branded carnival type event. All around there was PINK products, huge blow-up PINK dogs and a lot of banners that branded the who concert PINK. What was interesting is that people knew that it was put on by PINK, you obviously couldn't mistake it, but people still only really associated it as a concert with Kid Cudy, and Girl Talk. I think only subconsciously did they see the branding or see it as a branded event. It was a great example of total integration! People went crazy for it!
Eric: I think that people believe advertainment to be unethical when the audience doesn't realize that they are being influenced. Most people think that they should be able to "opt-in" for advertisements and in the case of advertainment people don't get the opportunity to "opt-in" or especially "opt-out."
Starcy
ReplyDeletePlease refer to the form on page 5 in Russell's article, and do you think the higher the degree of integration is, the more effective the advertainment (consider as an advertisement) would be? If a brand you dislike developed its own online/video/Xbox… game, and it happened to be your favorite type of game, would you play it?
Starcy, good point! To answer these questions, I wonder how should we judge the efficiency of advertainment, to let you remember it or to cause your purchase? I agree that the higher the degree of integration is, the more memorable it is. However, if increasing sales is the measurement of efficiency, I don’t think the high degree of integration works all the time. If I really hate the brand, even though I will still play my favorite game, it doesn’t mean I will buy the product of this brand.
2. Sann
Do you have any experience or think of an example of any type of advertainment (especially branded entertainment)? If so, how does it affect you? Do you think it is effective enough to influence your brand awareness, brand attitude and further consumption?
Yes, a tons of examples. The first one that comes in my mind is a brand called Clear. This brand produces hair products, especially shampoo. They produce several dramas aiming at promoting the company’s culture. I like their first two dramas and watched all the episodes. From them, I got to know and understand this brand. However, when I saw their third drama, which I think was too unrealistic, my attitude changed. Hence, I believe advertainment does work, but it should be used properly. Otherwise, it will destroy the brand.
3. Eric
What is the most essential reason why people may feel advertainment is unethical?
I agree with Da that people feel advertainment is unethical may because they dislike advertisements. When I was exposed to advertainemet, I often say, “Oh, my lord! Advertisement is everywhere.” People feel uncomfortable about something when it is overwhelming, such as assignments. :P We need a break from advertisement sometimes.
1. Starcy
ReplyDeletePlease refer to the form on page 5 in Russell's article, and do you think the higher the degree of integration is, the more effective the advertainment (consider as an advertisement) would be?
Yes, the Junior Mint episode from Seinfeld, season 4. The advertising was not annoying because it was a part of the episode. If they tried to get me to eat or think about junior mints based just by saying it and not integrating the candy into the episode, I would be annoyed. I don’t know how if this makes me buy, but it makes me at the least remember the product and think about it.
If a brand you dislike developed its own online/video/Xbox… game, and it happened to be your favorite type of game, would you play it?
Yes, I used to play a computer game that I got out of the HoneyComb cereal box and I loved it. I had my entire fifth grade class hooked on it.
2. Sann
Do you have any experience or think of an example of any type of advertainment (especially branded entertainment)? If so, how does it affect you? Do you think it is effective enough to influence your brand awareness, brand attitude and further consumption?
The NBA on Allstar Weekend is full of advertainment; everything was Sprite and that’s what everyone was drinking. It doesn’t effect me much because I expect it, but it is a great way to raise brand awareness, but I hardly ever change my attitude or go buy because of advertainment. I think it is just a great way to keep your name on the top of people’s minds.
3. Eric
What is the most essential reason why people may feel advertainment is unethical?
People may feel like advertainment tricked them into being aware of a brand. My younger brother plays sports video games that have advertainment (in the form of commercials) on the video game during half time. You paid for it, but the advertisers and brands paid for that advertising space, so that’s what you get.
1. Starcy
ReplyDeleteDefinitely, I agree with the trend presented in that chart. Just like the use of Product Placement in movie or TV, when the product is compatibe with the circumstance antipathy will not arise. So it is with advertainment. The more integrated it is, the more nature it will be and also consumers will be less defnsive to advertisement. Likewise, the integrate of advertisement and entertainment caters to consumer's interests and hobbies which contribute to more mutual commnication between brand and consumers.
If a brand you dislike developed its own online/video/Xbox… game, and it happened to be your favorite type of game, would you play it?
No, I will not play it... Games are variable. I have many choices so I do not have to play the game which contains something I dislike.
2. Sann
The examples are rich I think... Many website games are connected to brands. I once saw a basketball game linked with Nike. Also with the development of smart phones and SNS, brand related APPS are common. But one type of such advertisement which impressed me a lot is the one used by a snack in my childhood. Every package of that snack contains different card. Children like to collect those cards for playing together.
I think it is successful. In order to collect card children have to buy the snack continuously. And this snack is connected to fun, friends, and childhood when I recall this memory. As a result, I love that snack all along.
3. Eric
I agree with Rebecca. Furthermore, since consumers do not realize that they are advertisements, consumers may believe them more readily withour defensiveness and thus the messages they get may not be scrutinized throughly.
Starsky
ReplyDeleteI believe that the higher the integration is the more effective the promotion, however I only believe this is the point up until the brand takes over the topic of the entertainment. So I believe there is a line that can be crossed from brand integration to it being an advertisement in itself. As far as if a brand I dislike puts out a form of media that I want to enjoy I don’t feel as if my feelings towards the brand will push me away from the media all together, however it may change my attitude towards the media.
Sann
I once played an xbox game that was a Burger King “King” game and was totally surrounding the Burger King image. It totally took away from any fun that could be had in the game because of the over the top pushing of the brand. It is definitely enough to push me away from brand consumption.
Eric
I feel as if the main reason people feel advertainment is unethical is because they feel as if they are having to pay a great price in order to enjoy a form of entertainment. They don’t feel as if they have a choice in whether or not they are exposed to the brand, it is everywhere.
Hi everyone!
ReplyDeleteTo Starcy,
I agree with that the higher the degree of integration is, the more effective the advertainment would be. Usually, advertainments with high degree of integration are more interesting, and they are easier for people to accept. Take my self’s experience for instance, I didn’t like M&M chocolate candies before, because I was always being told that M&M had lots of calories and made girl fat. But after I played an internet small racing game based on M&M cartoon roles, I found they were really cute and started to buy M&M candies. Now, I am a fan of M&M product. And it seems that the high calorie doesn’t matter anymore.
If a brand I dislike develop its own game, and it happened to be my favorite type of game. I think I won’t play the game, cause if I don’t like the brand, I don’t want to see things about the brand. I think I the kind of emotional consumer in daily life
To Sann,
I think my experience in question1 can also be an appropriate example for your question. The cute carton roles change my attitude towards M&M products. It does influence my brand awareness, brand attitude and consumption. Now, every time I buy chocolate candy, M&M is my first choice.
To Eric,
Well, take, for instance, product placement in film. People feel uncomfortable when watching films if there are so many advertisements in the film. Because what people want to watch is just film rather than advertisement. But for film company, it is an effective way to make a profit from those sponsors.
I'd like to talk about the ethical thing. When tv commercials display incredible scenes of a car to highlight its horsepower, there always comes with a warning of safe driving at the corner of the screen. But when Tom Cruise drove the BMW crazily in the Mission Impossible, no one told the audience the BMW would hardly handle those critical moments in real life. So that's exaggeration which goes beyond the regulation, a lack of responsibility for its audience.
ReplyDelete