So today was an extremely productive day! It started with the most useful and beneficial crit I've had in my entire education! Andy sat me down and broke down the D&AD Body Shop brief with me, to give my ideas a focus and direction, rather than trying to say 100 different things in one advertising campaign! I then got cracking with ideas and passed this information onto my peers.
The afternoon I spent in the lecture theatre listening to Laura Jordan from SheSays and LBi, speak about the advertising world with examples of different ways adverts have been approached. This in itself was invaluable to my Body Shop project and helping me think about my ideas and how they relate. Laura spoke about 7 points that are useful to think about, that are spoken in more depth in the book 'Nudge'
1.Loss Aversion: Company's tend to work harder at not losing something rather than trying to gain.
2. The Power of Now! Trying to persuade the consumer at the time of purchase, not necessarily hours, days or weeks before.
3.Scarcity Value: Using small runs of products increases sales as it's in higher demand, they don't wnt to miss out!
4.Goal Dilution: Achievable, specific goals rather than lots of goals at one time.
5. Chunking: Changing a person's behavior in stages rather than in one big action
6. Price Perception: Putting a higher price on an object or service means consumers portray the product as being a higher quality
7. Choice Architecture: Placing an object or service in comparison to something at a significantly higher price than what you're selling, automatically increases the amount of money the consumer is willing to spend
These are just my notes from the lecture Laura gave, I aim to read the book she recommended and learn more about persuasive advertising and how to improve my advertising skills.
http://www.shesays.org.uk
You can view the SheSays website here, as well as adding their facebook.
