A couple of days ago I found that one of the techniques adverts used to attract customers is the art of dance. How does this work?
C. S. Walter and L. Altamimi found that asosiaciting dance with brands could be an important factor for advertising, as people prefer adverts with dance in them and this may affect their behaviour.
You are impacted by three psychological main factors affected by dance adverts:
- COGNITION: You need to see yourself identify by the advert and see what does the adverts try to tell you for this one to have an effect on you, in the next advert, we can see how Levis jeans fit in profesional dancers from Corea.
2. AFFECTIVE: Emotions play a big role to make us like a product. In the following advert nike put together a modern dancer with a ballerina to play together that, you can be classical or modern and the music, the dance, and the product that they sell still get you and your feelings.
3. CULTURAL: The dance is part of your culture at it is the product that they want you to get, this can be found in any of the three videos published in this post. Culture is one of the main factors that affect the advert as when feel identify with the culture of the video your attention will be caught easier.
All of this psychological factors are inclued in the dance, at the same time in dances adverts having a big effect into the consumer who is whatching the advert, you.
In my oppinion, the priming effect affects positively to dancing adverts. In this context that means people incounscienstly associate the fun of dancing and the possitive visualitation with the produt that is sended in the advert so inclying some moves in your adverts, will play with people positive feelings seeing how people is enjoying it and your product will have an unconscience positive effect throught people decisions.
Nevertheless, it is always important to mention that dance adverts focused on the reduction of negative consumtion have a big impact as it was demonstrated in a study by C. Stalling Walter. In following blogs I will be writing about the reduction of negative consumtion, where you will find more information.
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I absolutely love to dance (but mostly in my room so no one can see me make being an idiot). Dancing itself, like other exercise releases endorphins and gives us a buzz and it may be that seeing others dance activates mirror neurons in our brains and give us the feel good factor as if we ourselves were dancing (Lacoste- Badie & Droulers, 2014) thus associating the brand with the reward activity in our brains.
Click to access 5482d9850cf2f5dd63a8bf5e.pdf
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Hi!
What a nice post! I found really interesting the information that you presented. Indeed, many companies use dance and music to catch the attention of the audience. I think that what you said about the self-identification is essential for using dance in ads because we don’t stick with those things that we don’t find aligned with ourselves. But I think that this fact is also related to our belonging needs since we need to feel part of a culture, a group or a movement. I believe this is why trends such as “Flash mobs” and “Harlem Shake” have earned enormous popularity among people and companies.
Brands such as T-mobile, Google (when it was famous, if you typed “do the Harlem Shake” in Youtube the website started to move), Facebook and Abercrombie, among others, have become part of these trending movements by creating their own videos and using them as an element of resonance with consumers. This strategy is called “branded entertainment”. It is a form of advertising that “involves the creation of content that contextualises ‘brand images in ways that are so appealing that consumers will seek them out for inclusion in their personalised media and entertainment flows” (Grainge, 2011). One example of this is T-mobile. The company made a campaign in 2009 named “Life’s for sharing” that was around flash mobs and social media. The campaign was so successful that T-mobile posted tutorial videos to encourage consumers to recreate its first flash mob, turning it into something aspirational. According to the CEO, the campaign was an attempt to create emotional connections with users and to promote the interaction with the brand (Grainge, 2011). But not only brands have been involved in these trending-dancing movements. Many celebrities have also been part of them: Ed Sheeran, The Miami Heats and The Backstreet Boys, among others, have posted their Harlem shake videos, turning the trend into something even more aspirational and attractive.
As you established, dancing in ads is only effective if consumers identify themselves with them, develop an emotional connection and understand the message. I think that these couple of movements reflect an ingenious way to incorporate dance in advertising and increase resonance and brand awareness, because they use trending moves among consumers to become part of their present and create emotional links and aspirational feelings.
Works Cited
Grainge, P. (2011). A song and dance: Branded entertainment and mobile promotion. International Journal of Cultural Studies, 15(2), 165-180. Retrieved from http://journals.sagepub.com/doi/full/10.1177/1367877911416887
Stampler, L. (2013). Advertisers Are Desperate To Do The Harlem Shake — But No One Is Watching. Business Insider. Retrieved from http://www.businessinsider.com/advertisers-are-obsessed-with-harlem-shake-2013-3?IR=T
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Interesting blog! I have never thought of why marketers use dance to advertise their products. Some of the ads you have presented have shown dance to be humorous. Humour grabs our attention & can increase consumer’s liking for a product (Sternthal & Craig, 1973). The misattribution of arousal effect could explain this, as maybe because consumers find an advert humorous they may misattribute this for liking of the ad and therefore the product. What’s more we are able to recall ads better when they present humour (Sternthal & Craig, 1973). This could be another reason as to why marketers use dance to endorse; they want to present humour in a different way.
Sternthal, B., & Craig, C. S. (1973). Humor in advertising. The Journal of Marketing, 12-18.
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