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Post by account_disabled on Jan 8, 2024 5:24:47 GMT
The ubiquitous masks are our daily bread in the so-called new normal. However, the truth is that the consumer prefers that this tedious complement not have an excessively leading role in the advertising born in the heat of the pandemic. This is clear at least from a recent study carried out in Germany by Media Analyzer. In reality, most consumers do not expect anything substantially different from advertising than in the era in which the coronavirus had not yet entered the scene in our lives. The consumer wants advertising to remain in general terms as it was before (in a more refined aspect): attractive, emotional, informative and authentic as much as possible. Even so , the majority of consumers also expect advertising to react responsibly to the new and unusual situation. 77% of consumers maintain that advertising should return to being "mostly normal." However, 69% also believe that advertising should show a certain tact and sensitivity when it comes to delving into the current situation. The vast majority of consumers expect advertising campaigns to be infused with good humor (90%) and to be fun and exude originality (91%).
In its Media Analyzer report , it also looked at consumer receptivity to certain types of images in different contexts such as the office, home or sports (contexts that also make their way very widely into advertising). If we stop Phone Number List at the images assigned to the universe of sport , only those images in which few people are portrayed (properly respecting social distance) are truly accepted by the consumer. Consumers, on the other hand, are extraordinarily reluctant towards images of massive parties that continue to appear from time to time in advertisements. When it comes to party images, the only snapshots that are not rejected outright by the consumer are those that put a couple of friends in the spotlight. The consumer wants normality in advertising, but simultaneously asks for sensitivity to the new and anomalous situation. In the case of images of people going shopping , the absence of social distance between the people portrayed is particularly lacerating in the eyes of the consumer. And when the images pivot thematically around vacations , the consumer reacts very negatively when a large number of people gather.
For their part, images of people enjoying nature do not generally cause rejection in the consumer unless they show the people portrayed without abiding by the mandatory rules of social distance . Images of people wearing masks are generally rejected in advertising. And it seems that the consumer does not like that advertisements remind them of the obligation to carry this ubiquitous accessory. As for group images, those that show more than two people and entire families are filled with criticism from the consumer. It is also vital that the protagonists of this type of images maintain social distance as much as possible. If we leave aside the images to focus our attention on the words used by advertising, the most popular terms are "natural", "life", "joy" and "confidence" . On the other hand, words like "fun", "future" or "together" are judged much more severely. « The current situation puts on the table a challenge of an ambivalent nature . There is a strong desire for normality and positive messages, but irrationality comes face to face with direct consumer rejection,” explains Joachim Netz, advertising impact specialist at Media Analyzer.
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