The Power of Compliments - FH OOE

ADOPTING INTERDISCIPLINARY APPROACH

The Power of Compliments

A Psycho-linguistic View into Social Advertisement

By Dagmar Sieglova

What is a compliment:

paired speech act intended by the speaker

to express positive evaluations - praise, admiration, respect

to impress, please the addressee by amplifying their qualities

to manifest solidarity, understanding or accord

potential face threatening act in various contexts

varied degree of cultural imposition

varied frequency based on cultural background

Current trends in advertisement:

Is consumer behavior

in the time of globalization

converging or diverging

?

Current trends in advertisement:

- Converging technologies

- Converging media

- Disappearing income

differences

- Similar values

- Homogenous consumer

behavior, needs, and

lifestyles

CONVERGENCE

Current trends in advertisement:

DIVERGENCE

- Converging technologies

- Converging media

- Disappearing income

differences

- Stronger manifestation of

value differences

- Differentiation in consumer

behavior, needs, and

lifestyles

Current trends in advertisement:

Jesus, how far will this go?Antisanta - Creative Copyrights club

campaign , 2006

www.anti-santa.cz

Current trends in advertisement:

"I'd like to say clearly I'm not against

Santa himself. He's an American or

English tradition and I respect it. But I'd

like to ask Anglo-Saxons to be so kind as

to respect my traditions, or Czech

traditions. Santa is a little alien here."

Which out of these

products would you

choose?

Antisanta - Creative

Copyrights club campaign

2006, www.anti-santa.cz

Current trends in advertisement:

Outrage in Italy over France's 'awful' reinvention of their

treasured national dish, Pasta alla Carbonara, as a quick “one-

pot” meal. https://www.youtube.com/watch?v=ihB53eEwLbs

Carbonara is made with spaghetti, bacon, eggs, Pecorino cheese and freshly

ground pepper

Current trends in advertisement:

„On-duty against

the Eurobier“

Current trends in advertisement:

„Domestic rum: a drink that

was taken its name by the EU“

iDnes, Sept. 13, 2002

Current trends in advertisement:

Current trends in advertisement:

„Once consumers have satisfied their basic needs,

they will spend their income on what best fits their

value systems.“

„The wealthier the country, the more manifest is the

influence of culture on consumption.“

Marieke de Mooij and Geert Hofstede, 2002

Current trends in advertisement:

DIVERGENCE

https://www.youtube.com/watch?v=8rwsuXHA7RA

Apple: The Thing different campaign (1997)

Communication tactics:

“Here's to the crazy ones. The misfits. The rebels. The trouble-

makers. The round pegs in the square holes. The ones who see

things differently. They're not fond of rules, and they have no

respect for the status-quo. You can quote them, disagree with

them, glorify, or vilify them. But the only thing you can't do is

ignore them. Because they change things. They push the human

race forward. And while some may see them as the crazy ones,

we see genius. Because the people who are crazy enough to

think they can change the world, are the ones who do.”

https://www.youtube.com/watch?v=XpaOjMXyJGk

Dove: The Real Beauty campaign (2013)

Communication tactics:

„You are more beautiful than you think...“

… my mom told me I had a big jaw … when like I smile I feel my

chin kinda protrudes a little bit … I have a fat rounder face … the

older I’ve gotten the more freckles I’ve gotten…

… she was thin … her chin was a nice thin chin … scars were

describing just a normal beautiful person … she had nice eyes,

they lit up when she spoke and were very expressive … she had

blue eyes, very nice blue eyes…

… the second one is more beautiful … she looks more open and

friendly and happy … like a happy, light, much younger, much

brighter person…

https://www.youtube.com/watch?v=XjJQBjWYDTs (running)

https://www.youtube.com/watch?v=Emawq64b0DU (ragby)

Always: The #LikeAGirl campaign (2013)

Communication tactics:

“if you are still scoring, … you’re still being first, you’re doing it

right”… „keep doing it because it’s working“.

“If somebody else says that running like a girl or kicking like a girl

or shooting like a girl is something you shouldn’t be doing, it’s

their problem“

„yes, I kick like a girl, I swim like a girl and I walk like a girl and I

wake up in the morning like a girl because I am a girl and that’s

not something that I should be ashamed of“.

https://www.youtube.com/watch?v=V-SJQdREDKM

Apple: The Lemmings (1985)

Communication tactics:

“On January 23, Apple computer will announce the Macintosh

office. You can look into it, or you can go on with business as

usual“.

Why compliments in marketing:

positive feeling evocating act

consumer value oriented

altered dynamics in paired sequence

void of conversational imposition and stress

less frequently occurring, thus, rather fresh in marketing

widely accepted by consumers

“Here's to the crazy ones. The misfits. The rebels. The trouble-

makers. The round pegs in the square holes. The ones who see

things differently…“

ADOPTING INTERDISCIPLINARY APPROACH

Thank you for attentiondagmar.sieglova@sieglovi.cz

ADOPTING INTERDISCIPLINARY APPROACH