Topic 1: Twitter/Facebook and Advertising/PR & Topic 2 Persuasive Techniques
1. Using Facebook, Twitter, or another social media platform( e.g. Instagram, Pinterest, Snapchat, YouTube), do a search for a particular brand, product, service or cause and DESCRIBE IN DETAIL how the company or organization is using social media. Cite Examples.
I did a search for Datsusara on Facebook. This company has a page that uses an eye catching logo in black and white that is geometric in design. The logo's geometric design makes use of triangles in multiple's of three and at the center there is a curved triangle which points downward that seems representative of the creative or feminine aspect. I speculate that the company used this design in an appeal to reptilian hot buttons. I speculate that since three circles are used to surround the logo that this represents boundaries and/or the balance of light and dark as white and black tones are used. This appears to be in alignment of the association principle. The company uses pictures and video's and has achieved 16,617 likes. It appears that the company targets specific audiences such as martial arts practitioners, competitors, and green-sustainability minded people as their products are made of natural hemp. They use language around the issue of germs, such as compact, fast drying, and anti-microbial so there may be a tint of hidden-fear and emotional branding. Some pictures have children and competitors wearing there apparel which lead people to buy because hemp is stronger than cotton which is suitable for rigorous competition. They have easy to read links to the company website and phone numbers. More importantly, they share other expert's quotes to build ethos. One of their products has been placed in a picture that includes Gotham City Park and a Bat-mobile in the background--genius, and the company really appeals to emotion (Pathos) and experience such as with posting and re-posting. Datsusara on Facebook post's, "Life is a series of choices..." On one post they write about one of their bags being sold out as Datsusara writes, " But fear not, the bags will be back by the end of July." This really drives customers/clients to order the projected rare and limited item that is hot, (Bandwagon effect). Overall the company uses "Otaku" and is "Remarkable". The purple cow is their specially designed "Hemp" made products.
2. Second, evaluate the effectiveness of the campaign. Who is the TARGET AUDIENCE (be specific)? Is it working? Tell why or why not.
I evaluate the effectiveness of their campaign to be very high--Very Effective. Their target audience include martial artists and more specifically Jiujitsuka (practitioners of Jiujitsu). The month of June they announced the new women's Hemp Combat Gi (Uniform) and this post has a picture (A realistic one), of a woman wearing a purple belt and their new Gi. The significance of the purple belt is that this rank is very respectable in the Jiujitsu community (made popular by the UFC). The company also responds to post replies and questions and sponsor many athletes and so I believe the company finds products for their customers rather than finding customers for their products. (Association Principle.)
3. If you were the Product/Brand Manager, what else would you recommend to promote this product, service, or cause?
If I were the product/brand Manager, I would definitely highlight their sponsored athletes wearing their gear and get interviews with those athletes and post. I would also post links to Twitter, Instagram, and every other reputable media outlet, (Integrated Marketing.) I would also conduct a contest asking viewers, customers, clients, to post their favorite thing about their product and also what they don't like or would like to see, so that whoever has the best or most post's, shares, or likes would win the prize. I would also talk about sizing as this is always a problem with companies that sell uniforms online in addition to how wearing their apparel makes people feel.
TOPIC 2: PERSUASIVE TECHNIQUES
Video 1
1. Briefly DESCRIBE the ad. Then discuss what stood out about the commercial or PR message.
The ad is: 3 Tips To Boost Your Testosterone--For Men Over 40 Only.
The first thing that stood out in the video was a gray-haired man that appears to be in phenomenal physical condition. The background is dark and there is a white poster-board directly placed behind the man that reads, "The 3 Best Tips." There is a message highlighted with blue, white, and gray color that reads, "Check Out the Free Video at GETABSAFTER40.COM. Next, I noticed the video is only six minutes and fifty six seconds long and next to that is a large red box on a white background that reads, "Subscribe 4.4M" signifying the number of views.
https://www.youtube.com/watch?v=i4aN-typhlo&list=PL8t3kbCmbE1vKaS91YH71RqFRJ39Mr4Sp
2. Who is the TARGET AUDIENCE? Be very specific here.
The Target Audience is very clear: Men over 40 Only.
3. Which PERSUASIVE TECHNIQUES are used in the messages. Note how these techniques are used in the ad or campaign.
This video uses the hidden-fear principle. In the video the man announces the dangers of eating the wrong things and doing the wrong exercises that pose a potential threat to health thus giving the viewer the idea that what they do not know can hurt them. (Hence, the need for his information). Then he uses the Bandwagon Effect by using the word men in plural tense. His Integrated Marketing Approach is also used by linking to other media outlets. He uses words like Free, Share, and Best in addition to citing scientific (or at least scientific sounding references). The ad directs viewer to a website where further product education reinforces his message.
4. Finally, explain why these techniques worked, or why they failed.
These techniques worked because he articulates his message well, creates a great appearance, identifies with his target audience, and makes the process seamless and simple. He gets a small agreement and nods "yes" while talking with sound rhetoric and persuasion tactics. By gaining a small agreement he pre-frames the viewer to a much larger agreement.
Video 2
1. Briefly DESCRIBE the ad. Then discuss what stood out about the commercial or PR message.
https://www.youtube.com/watch?v=axzwVsUfhjY
This video is: Abs After 40 - Discover the Truth in my Abs After 40 Review! by 6 Pack Fast Track.
2. Who is the TARGET AUDIENCE? Be very specific here.
Again the Target Audience is for Men Over 40 however it could be for anyone of any age in this particular video. (Specifically men).
3. Which PERSUASIVE TECHNIQUES are used in the messages. Note how these techniques are used in the ad or campaign.
The persuasive techniques used in this video the person uses Irritation in that he talks in the negative, appears to make the title negative and it is obnoxious because in reality, the person wants to direct you to the original site to begin with which makes the viewer doubt the motivations of the speaker. He has an ulterior motive which is clear to see. He uses a sense of Snob-Appeal by his tone and tempo and also appears to use Plain-Folk Approach as he presents himself as "one of us".
4. Finally, explain why these techniques worked, or why they failed.
I think this message was a total failure. His enunciation is long and dragged out. He appears condescending and uses words with negative effect such as "Just Try It". Trying implies failure from the get go. He attempts to appear in shape and admits that he is under 40. The reader see's the lack of credibility in that his age is not synonymous with anyone over 40 yet he is in the framing with no shirt as if to show off his abs. He has an arrogant tone that shows his lack of genuine self-esteem and although he had a somewhat significant amount of views, the reviews are negative over 50% of the time. It is clear that this schema is nothing more than bad marketing.
I did a search for Datsusara on Facebook. This company has a page that uses an eye catching logo in black and white that is geometric in design. The logo's geometric design makes use of triangles in multiple's of three and at the center there is a curved triangle which points downward that seems representative of the creative or feminine aspect. I speculate that the company used this design in an appeal to reptilian hot buttons. I speculate that since three circles are used to surround the logo that this represents boundaries and/or the balance of light and dark as white and black tones are used. This appears to be in alignment of the association principle. The company uses pictures and video's and has achieved 16,617 likes. It appears that the company targets specific audiences such as martial arts practitioners, competitors, and green-sustainability minded people as their products are made of natural hemp. They use language around the issue of germs, such as compact, fast drying, and anti-microbial so there may be a tint of hidden-fear and emotional branding. Some pictures have children and competitors wearing there apparel which lead people to buy because hemp is stronger than cotton which is suitable for rigorous competition. They have easy to read links to the company website and phone numbers. More importantly, they share other expert's quotes to build ethos. One of their products has been placed in a picture that includes Gotham City Park and a Bat-mobile in the background--genius, and the company really appeals to emotion (Pathos) and experience such as with posting and re-posting. Datsusara on Facebook post's, "Life is a series of choices..." On one post they write about one of their bags being sold out as Datsusara writes, " But fear not, the bags will be back by the end of July." This really drives customers/clients to order the projected rare and limited item that is hot, (Bandwagon effect). Overall the company uses "Otaku" and is "Remarkable". The purple cow is their specially designed "Hemp" made products.
2. Second, evaluate the effectiveness of the campaign. Who is the TARGET AUDIENCE (be specific)? Is it working? Tell why or why not.
I evaluate the effectiveness of their campaign to be very high--Very Effective. Their target audience include martial artists and more specifically Jiujitsuka (practitioners of Jiujitsu). The month of June they announced the new women's Hemp Combat Gi (Uniform) and this post has a picture (A realistic one), of a woman wearing a purple belt and their new Gi. The significance of the purple belt is that this rank is very respectable in the Jiujitsu community (made popular by the UFC). The company also responds to post replies and questions and sponsor many athletes and so I believe the company finds products for their customers rather than finding customers for their products. (Association Principle.)
3. If you were the Product/Brand Manager, what else would you recommend to promote this product, service, or cause?
If I were the product/brand Manager, I would definitely highlight their sponsored athletes wearing their gear and get interviews with those athletes and post. I would also post links to Twitter, Instagram, and every other reputable media outlet, (Integrated Marketing.) I would also conduct a contest asking viewers, customers, clients, to post their favorite thing about their product and also what they don't like or would like to see, so that whoever has the best or most post's, shares, or likes would win the prize. I would also talk about sizing as this is always a problem with companies that sell uniforms online in addition to how wearing their apparel makes people feel.
TOPIC 2: PERSUASIVE TECHNIQUES
Video 1
1. Briefly DESCRIBE the ad. Then discuss what stood out about the commercial or PR message.
The ad is: 3 Tips To Boost Your Testosterone--For Men Over 40 Only.
The first thing that stood out in the video was a gray-haired man that appears to be in phenomenal physical condition. The background is dark and there is a white poster-board directly placed behind the man that reads, "The 3 Best Tips." There is a message highlighted with blue, white, and gray color that reads, "Check Out the Free Video at GETABSAFTER40.COM. Next, I noticed the video is only six minutes and fifty six seconds long and next to that is a large red box on a white background that reads, "Subscribe 4.4M" signifying the number of views.
https://www.youtube.com/watch?v=i4aN-typhlo&list=PL8t3kbCmbE1vKaS91YH71RqFRJ39Mr4Sp
2. Who is the TARGET AUDIENCE? Be very specific here.
The Target Audience is very clear: Men over 40 Only.
3. Which PERSUASIVE TECHNIQUES are used in the messages. Note how these techniques are used in the ad or campaign.
This video uses the hidden-fear principle. In the video the man announces the dangers of eating the wrong things and doing the wrong exercises that pose a potential threat to health thus giving the viewer the idea that what they do not know can hurt them. (Hence, the need for his information). Then he uses the Bandwagon Effect by using the word men in plural tense. His Integrated Marketing Approach is also used by linking to other media outlets. He uses words like Free, Share, and Best in addition to citing scientific (or at least scientific sounding references). The ad directs viewer to a website where further product education reinforces his message.
4. Finally, explain why these techniques worked, or why they failed.
These techniques worked because he articulates his message well, creates a great appearance, identifies with his target audience, and makes the process seamless and simple. He gets a small agreement and nods "yes" while talking with sound rhetoric and persuasion tactics. By gaining a small agreement he pre-frames the viewer to a much larger agreement.
Video 2
1. Briefly DESCRIBE the ad. Then discuss what stood out about the commercial or PR message.
https://www.youtube.com/watch?v=axzwVsUfhjY
This video is: Abs After 40 - Discover the Truth in my Abs After 40 Review! by 6 Pack Fast Track.
2. Who is the TARGET AUDIENCE? Be very specific here.
Again the Target Audience is for Men Over 40 however it could be for anyone of any age in this particular video. (Specifically men).
3. Which PERSUASIVE TECHNIQUES are used in the messages. Note how these techniques are used in the ad or campaign.
The persuasive techniques used in this video the person uses Irritation in that he talks in the negative, appears to make the title negative and it is obnoxious because in reality, the person wants to direct you to the original site to begin with which makes the viewer doubt the motivations of the speaker. He has an ulterior motive which is clear to see. He uses a sense of Snob-Appeal by his tone and tempo and also appears to use Plain-Folk Approach as he presents himself as "one of us".
4. Finally, explain why these techniques worked, or why they failed.
I think this message was a total failure. His enunciation is long and dragged out. He appears condescending and uses words with negative effect such as "Just Try It". Trying implies failure from the get go. He attempts to appear in shape and admits that he is under 40. The reader see's the lack of credibility in that his age is not synonymous with anyone over 40 yet he is in the framing with no shirt as if to show off his abs. He has an arrogant tone that shows his lack of genuine self-esteem and although he had a somewhat significant amount of views, the reviews are negative over 50% of the time. It is clear that this schema is nothing more than bad marketing.
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