Know-How Exchange : Student Questions

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Ad 1. symbiotics/semiotics: Ambition. Perseverance. Persistence. Commitment. Encouragement.

Ad 2. symbiotics/semiotics: Endurance. Resilience. Individuality. Focus. Intention.

Meanings conveyed by: lighting, grouping, visual repetition, music, story, vistas and portals, viewpoints.

Consumers might related to these themes through: similarity, familiarity, recollection, imagination, realization, visualization, sympathy, actual experience, avoidance.

The voiceover on the second ad is too far down in the mix to be properly anchor the intention.

Correction: The voiceover on the second ad is too far down in the mix to properly anchor the intention.

Struggling because I am an computer programming student & marketing is something completely new to me. Thanks a million for your input! Is their any possibility I could speak with you over Skype or email to discuss these in more detail as I Need to write a detailed essay about what you have pointed out & I don't fully understand everything you have noted, If you cannot it is fine just said it is worth asking, I would be willing to pay for your assistance if required? Thank you Gary!

Programmer, eh?

OK.

Let's go with email.

You'll find it via my profile page.

Click on my name above.

Subject line: From 116746711.

The only thing it'll cost you is that you'll need to do some thinking of your own.

I'll offer pointers.

But the connections you make need to be your own.

If you Cannot could you please just clarify Which points you stated go with what which advert -

"Meanings conveyed by: lighting, grouping, visual repetition, music, story, vistas and portals, viewpoints."

"Consumers might related to these themes through: similarity, familiarity, recollection, imagination, realization, visualization, sympathy, actual experience, avoidance."

Thanks Again!

Okay Fantastic thank you so much, i will email you now

I cannot see your email on your profile im afraid

"Meanings conveyed by: lighting, grouping, visual repetition, music, story, vistas and portals, viewpoints."

"Consumers might related to these themes through: similarity, familiarity, recollection, imagination, realization, visualization, sympathy, actual experience, avoidance."

Meaning conveyed, ads 1 and 2: dour lighting = depression. bright lighting = freedom.
grouping = patients and their issues = compound the feeling of isolation; staff preventing the guy from getting out to run = authority and oppression; visual repetition = seeing the similar scenes over and over = time passing; vistas and portals = views of various scenes; portals = doorways to various places or states of mind (think literally and laterally in all these cases, what feelings and emotions might the scenes and views invoke in someone that age? Viewpoints = each person in each ad has a point of view that anchors the intent. What is that person's PoV? What could be their motive for doing whatever they're doing, for feeling however they're feeling?

The answers are all there. Look at each ad in the same way you'd approach an engineering problem.

Use ITTT logic, then step OUTSIDE the logical side of things and look at each piece from an emotional point of view.

In every scene there are cues and clues. Watch each ad scene by scene, stop the video, and record what you see and how each scene makes you feel.

your explanation is very insightful. I really appreciate your advice thank you!

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Shelley
MarketingProfs