Blog Post 3- The Liking Principle

In advertising, each of the Social Influence Principles are used in many different ways.  I chose to write about the Liking Principle. This principle uses the idea that, "The more people like you, the more power you have over them." Some factors that influence liking are mere exposure, physical attractiveness and similarity.  Physical attractiveness is an important one that brings up the Halo Effect- these attractive people used in ads are seen to stand out from others in a positive way.  Because they are attractive, people immediately think they must be smart, funny and friendly. Also, if a person presents his or herself well by dressing appropriately, they will exude power. This can help ads get across to people in a strong way.  When a person sees an attractive, beautiful woman using a specific product, that person may then think that purchasing it will make them more attractive.  They want to embody the characteristics of that woman and make themselves feel better about the way they look.  She may say, "Since the model looks very confident, so will I by using that makeup." People who are more physically attractive are generally more liked.

If an attractive salesman were to go to a person's home, the homeowner may not immediately say no.  Instead, they would see a man with great qualities and immediately take a liking to him. As for similarity, people often like what they can relate to.  We like familiarity because it can give a sense of comfort. If a person finds what a particular politician stands for similar to their beliefs, they may automatically like them.  Another factor that influences liking is ingratiation.  This is when a salesman may use brown-nosing, or remember a person's name to seem more personal.  By asking how they are doing, the person believes the salesman cares about them. They can strike up a conversation about something in common that will therefore create a much more personal bond.

This ad can leave a viewer thinking, "If I wear Stetson cologne, I will be just like Tom Brady."
Through repetition with a well-known, "liked" celebrity, brand awareness will be created. People will become much more familiar with the product.  For example, with the use of a famous football player, people will enjoy seeing a different side of them in a commercial. Men will immediately be able to relate if they enjoy football, and therefore will like the brand much more. Peyton Manning does a lot of endorsements that show off his "likable" and humorous side.  With a variety of Mastercard scenarios in commercials, people will make sure to watch one they have not seen.  When a celebrity is seen acting like a normal person, we can relate to them easier.

http://www.youtube.com/watch?v=v6mfDJ02VCY

Blog Post 2- Product Placement in Rap Videos: Positive or Negative Effects?

The article I chose, "Does 'Passing the Courvoisier' Always Pay off? Positive and Negative Evaluative Conditioning Effects of Brand Placements in Music Videos" tries to explain that when a brand is paired with actors in a rap music video with a negative image, it may be questionable whether favorable brand attitudes can result. Rap videos are said to have some of the most product placement of all music videos.  They are also seen to be violent with the use of strong weapons and sexual violence.  When a brand is associated with these types of scenarios, it is more than likely to have a negative effect. The article states how some of the products were even used during the most violent scenes in the video. For example, sunglasses, telephones and cars were used.  The article used a study to find out the circumstances where product placement in rap videos would be considered positive and negative. 60% of the violence shown in music videos was against people. The study found that if a person was attached to the celebrity using the product, they would think positively of the brand.  Otherwise, when a person saw the product in the video during scenes of violence, there was a strong negative connotation. If a person even had an unfavorable view of rap, they immediately had a negative attitude towards the brand.

          The rise of brands in television programming has been present a lot in recent times. Especially in rap videos, actors frequently depict brands and products. Given that in rap videos brands are paired with liked as well as disliked actors, there is a high potential for positive and negative conditioning effects. I believe that advertisers need to be careful about where exactly they show their brand.  Product placement can easily have a negative effect.  When a likable celebrity is shown drinking a certain beverage, it is easy for fans to also want to drink the same thing.  People want to be like the celebrities in a way.  The product all of a sudden becomes "cool" when it is seem drinking by a celebrity of high stature. This is why they are added into many commercials on television and are paid quite a lot of money to do so.  Advertisers begin to think, "Why use a any old person when we can get a popular celebrity?" I believe they can have a positive effect on the brand unless they are disliked by people watching. It is a chance that advertisers take.  The article states that there is a positive effect when the rapper has a favorable image.  If the rapper is seen as being respectable and does not use controversial elements in his or her video, it is perfectly normal to have a positive association with the specific brand. Advertisers could use this article to prove that when their products are placed in a negative situation, people will think less highly of the brand. Since rap videos are often seen as being so controversial in general, a brand adding their product will most likely end up not working well.  Brands choose to have their products advertised during non-controversial and simple times.  For example, many brand like their ads to be aired during a show like "Everybody Loves Raymond."  This way, their brand is seen in a positive way because it is surrounded by funny moments, not highly stressful ones. If a criminal is shown using a product, people will immediately link it as being a bad thing. When a product is placed around positive scenarios, it will reflect well on the brand. I would say that advertisers should stick to adding their products into less controversial videos and into more acceptable circumstances.  I remember when a brand sticks out negatively to me just as much as a positive one. Another circumstance where the placement may have a negative effect is when the rapper is paid to represent a brand, then is seen using a different one in real life. For example, if a rapper was in a Reebok commercial and seen sporting Nike shoes instead, viewers would see that he was only in the commercial for the paycheck.  Product placement in any music video works to bring brand awareness.  If an advertiser is just looking to get their brand out there, regardless of the positive or negative effects, then product placement is useful.

• Schemer, Christian, Werner Wirth, and Samuel Texor. “Does ‘Passing the Courvoisier’ Always Pay Off? Positive and Negative Evaluative Conditioning Effects of Brand Placements in Music Videos.” University of Zurich, Switzerland.

Post 1

Chapter 4 discusses "Conformity:the Popular Thing To Do."  In today's society, advertising helps to let individuals know what is "cool" or "in" at the time.  Through pushing extensive brand awareness, we tend to see these products many times on a daily basis.  When a brand is well-known, it is famous and seen as being the most popular.  When I see a less-known brand being used, I find myself wondering why the person chose that particular product.  When products are also more expensive, there are seen to be much more exclusive and have great quality, even when every person around you is carrying one.  The product a lot of the times isn't exactly what it's hyped up to be.  Depending on a person's view of, for example, Apple, they may either see the brand as being really innovative and "cool," or someone may see is as a technology-obsessed company that just wants you to conform to everyone else.

We are influenced to buy these certain products in many ways that are explained in Chapter 1. The book asks, "Why do people buy bottled water that is available free from the tap?"  People tend to be materialistic and go for the well-known, more expensive brand.  They believe that this way, carrying this specific water bottle, they will be seen as a "hip" individual that won't be cheap with their water.  Ads we see are trying to persuade us to buy their brand and convince us that theirs is the very best.  Through repitition we become familiar with a brand.  The more we see advertisements for the brand, the more we will be thinking about it on a daily basis. Salience is extremely important.  If we associate a product in our minds with a desirable attribute, it can influence our behavior and vice versa. 

I chose an ad for Miller Lite.  It is one from its series of ads this year:

The ad depicts a group of friends out drinking at a bar.  Each person is drinking a Miller Lite except for one (Nick Cannon) who asks for the "generic" Light Beer.  When he does, the waitress then calls him a "momma's boy" and to "man-up" because he did not choose Miller Lite.  In the end, he does "man up" and chooses the Miller Lite.  His mom comes back into the ad to open it for him for more comedic relief.  This ad suggest that if you don't drink Miller Lite, you are not living up to your "masculine qualties."  The brand prides itself on having the light beer with "more taste." Even if it's a light beer, the man can still be a "man" drinking it.  This ad shows the "bandwagon effect" by showing how he is supposed to conform to everyone else.  Since every other friend at the table is drinking Miller Lite, he should be too.  When he isn't, he is seen as not being in the "in-group."  The waitress then tries to bring out an insecurity in him, which is a large motivator for conformity.  By calling him a "momma's boy," he immediately feels less masculine and embarrassed.  The book explains in Chapter 7 how most humans enjoy feeling part of something greater than themselves.  If they are a part of a larger group of guys in the commercial, they feel more secure.  One just wants the secure feeling of knowing they are not isolated, therefore choosing the Miller Lite.  Going back to the water bottle example: Why choose a generic light beer when the person can be "hip" and choose the more well-known Miller Lite for "more taste."

Since this ad campaign shows a series of different scenarios for each commercial, it allows its repitition to build is brand awareness.  People will not get sick of the commercials as fast because of the variation in scenarios.  The use of a celebrity helps to get more brand recognition also.  People can relate to Nick Cannon if they know who he is.  The brand is made into a symbol for being "manly" or tough.  The background of the bar in the commercial shows football being played.  This is also a symbol of what a guy should seem like.  This is discussed in Chapter 7 also in "making brands into symbols." Now when people see a Miller Lite, they may associate the commercials and decide to choose this particular beer at a bar.