For the lecture on Nov 18 (Wed) and the individual assignment, I have a quick announcement.
I’ve posted 18 files regarding various marketing communication campaigns, ads, interviews, and short l
ectures (MM_1118 folder in Week 12 Lecture). Please take a look at each file. Based on the order o
f those files, 1) summarize the core content and theme of all video clips, and 2) categorize the main
communication objective of each ad (e.g., awareness, knowledge, liking, …..to purchase) 3) explain e
ach ad based on the message content (i.e., (rational, emotional, moral appeals) and the message stru
cture (one-sided vs. two-sided).
Some of the files are not appropriate for analyzing based on 2) and 3) (e.g., file number 3, 17, 18),
then you don’t need to do that.
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1.
AirJordan
: A new way of e-commerce of Nike. It uses AR by collaboration with snapchat drawing emotional
appeals. It promotes customers to buy that certain product easily and directly even under two hours.
By linking new generation to the reinterpreted classic Jordan icon it leads liking as a main
communication objective. Showing the iconic symbol, Jordan performing slam dunk, Nike inspires
desire to purchase and hope to be challenging like him to customers. By giving one-sided massage
structure, it gives positive advantages and features of the product.
2.
Art Institute of Chicago
A new form of exhibition. It first emphasize the more closer looking the art piece, the more you can
feel. By showing an example which is a reenacted room of Van Gogh’s paint. It also shows many reviews
and news to show and emphasize that the room they launched is an issue(awareness). It contains
rational massage to encourage purchase consumers who think experiencing reenacted room of master
piece is valuable enough. It shows one-sided massage structures showing good news, images that much
of people are in a line or positive reviews.
3.
Recreate imagines to bring the world air bnb great for experience most simple and obvious choice
massive growing platform nothing benefit to life letting live natural fit modern museum touch physical
reaction what museum sends for exhibition art widen the audience new people antoehr geat fit channel
mass audience