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EFCCE

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

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EFCCE

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  1. EFCCE 16 May 2009

  2. Introduction ‘Non- ambiguity is the shaping force of reality’ - Joseph Pierce

  3. Ambiguity in Advertising • Nothing new • Rhetoric, the pun, the metaphor, Innuendo, Nuance • Incongruity • Incongruous polysemy

  4. ‘Accidental’ Ambiguity Marlboro Man • America: pioneering, individuality, carefree • Europe: breaking boundaries, independent spirit • Africa: wealth, social status, prosperity

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

  6. Respondent Profiles

  7. 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)

  8. 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

  9. 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

  10. Ambiguity Scales - TV • A & F: 4.3 • Stella: 3.1 • Persil: 1.2 0=singular message (concrete) 5=multiplicity of messages (ambiguous)

  11. 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

  12. 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

  13. 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

  14. Ambiguity Scales – Print Ads • AEG: 3.2 • Diesel: 3.6 • Absolut: 3.3 0= singular message (concrete) 5=multiplicity of messages (ambiguous)

  15. 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

  16. Implications • Strategic potential in ‘controlled’ conditions • Greater efficiencies (parallel segmentation) • Relationship between ambiguity and elaboration (‘reward’) • Highly resonant in individualistic cultures / sub-cultures

  17. 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

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