Make Marketing History

The views of a marketing deviant.

Thursday, November 01, 2007

The Eyes Of The Media Literate.

We all know the ad, but a schools TV documentary entitled Advertising Uncut featured a number of voxpop reactions to it. Most notable for me was the comment from the viewers that they were surprised that real balls had been used. The assumption of this generation (late teens, early 20s) and maybe others is that effects are CGI.

So maybe the spectacular is unspectacular (but still beautiful or inspiring); perceived authenticity is limited to the simplest things; and aspiring movie directors won't get their high-concept storyboards approved?

9 Comments:

Blogger Rob Mortimer said...

Those brought up in CGI worlds will be intrigued by real worlds. Just like those brought up with digital will eventually crave the tangible.

The realism is one of the best things about the Sony ads. Though Honda's Cog was the real starter of recent times.

5:03 AM, November 01, 2007  
Blogger lauren said...

is said demographic the target market for sony bravia? does it really indicate a reduction in the need for authenticity, considering the 'sample' is quite small? and does it even matter that people think the balls aren't real - seeing as it's the authentic colour and not the authentic balls that sony is trying to sell? sorry john, i'm picking on you again...

5:55 AM, November 01, 2007  
Blogger Rob Mortimer said...

Interesting question Lauren.

Isnt part of the strategy to help Sony reclaim its crown as 'king of the mainstream electronics brands'. And a major part of that is making sure kids grow up with the same impression that older people did; that you can trust Sony products to be good.

I think it does matter that the balls are real. Its hard to talk about authentic colour when you are faking the image backing it up.

5:58 AM, November 01, 2007  
Anonymous Tom said...

It definitely matters if it is important that the balls are real but they actually LOOK as if they're not.

Like that other ad with the exploding paint. Is THAT real ? Because when I see it I just think how it looks like it's been badly CGI'd.

7:36 AM, November 01, 2007  
Blogger Rob Mortimer said...

Apparently all those Sony ads are real. There is footage of the balls ad in realtime available online.

7:55 AM, November 01, 2007  
Anonymous Tom said...

My wife asked me if I thought the gorilla was real a few nights ago

10:19 AM, November 01, 2007  
Blogger john dodds said...

I wasn't making a comment on the Bravia ad per se - it just happened to be the ad featured in the programme and which elicited the comments and caused me to think out loud. Never a good thing.

And yes the paint is real you can see the "making of" video on youtube I'm sure.

12:06 PM, November 01, 2007  
Blogger lauren said...

tom, quit bragging about it..

8:52 PM, November 01, 2007  
Anonymous Tom said...

I told her it was only a monkey but she still needed two hands to spank it.

8:42 AM, November 02, 2007  

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