打敗故事行銷幽默感搶攻消費者心佔率

國際上運用幽默元素導入高涉入產品廣告的比例不低,主因是幽默廣告能夠有效紓解消費者的焦慮,並增進對廣告之產品與品牌產生較正面的態度。從裕隆日產汽車(Nissan) 車款Livina 系列廣告的操作,可發現幽默廣告能增進話題性,進而達到產品宣傳的最大成效。

曉華今年剛升上主管,工作開始趨向穩定,正想為家中添購新車,以便假日能帶全家出去玩。遍尋市場上7 人座以上的車款,卻遲遲無法決定該買哪一台,難以在內部空間、油耗問題以及性能之間做出抉擇。有一天聽到5 歲的兒子看著電視喊著:「耶!獨角仙」,發現兒子正在看廣告,並學著其中台詞:「獨角仙,為什麼是黑的?因為他常去戶外玩,所以曬黑了!喔~ 好冷喔!」曉華對於這台車款的口號「小車的省油、MPV的空間、SUV 的自由」印象深刻,再上網找尋該款車子的資料,發現該款車子有推出系列廣告,都以獨角仙為主角,覺得有趣又可愛。在與妻子討論之後,決定前往試乘⋯⋯。

幽默喚起消費者的關注力

多數人聽到幽默,通常都會認為:「就是好笑的人事物」,甚至是一種感覺,無法形容出來,隨著時代的改變,每一世代對於幽默的感覺也不同。主要因為幽默必須具備相當程度的理解能力,而理解能力來自於過去的經驗累積,所以具有不同成長脈絡的人,對於同樣的事物都有不同詮釋。來自年齡、文化背景、教育程度、主修類型(文理法商)與環境等因子的影響,對於幽默的感知都不同。所以無論是產業界或學界,都不斷試圖了解幽默是什麼,以期能夠有效的運用幽默,達到更高的效益。綜合過去筆者針對幽默的研究,認為幽默指的是:「泛指引人發笑或感覺有趣的文字、言語、行為或一切外顯的表徵」。

近幾年來幽默運用在高涉入產品廣告中的比例越來越高,因為高涉入產品的價格相對消費者而言是昂貴的,或是該產品對消費者而言相對較能引起興趣,因此會對此類產品付出較多的關注與思考時間,以避免承擔錯誤購買的風險,而幽默元素則能促進消費者對廣告的關注力、記憶與喜好。故企業每年的鉅額廣告投資中,都有相當的比例具有幽默元素,甚至世界知名廣告獎的得獎作品,也常蘊含幽默元素,例如:CLIO 獎(每年於美國紐約舉辦的廣告獎,有廣告界奧斯卡獎美稱,被視為廣告界的最高榮譽)與國內時報廣告金像獎等,企業界不斷找尋如何有效的運用幽默元素,來提升廣告效果,以期投入的資金能發揮最大功效。

雖然廣告的成功不等於消費者一定會購買廣告內的商品,因為消費者的購買行為是屬於較複雜的歷程,購買時並非只依據廣告訊息而做決策。但只要能夠確實喚起消費者的注意、記憶與喜好,就代表廣告本身是成功的。消費者常可以從廣告台詞或是背景音樂,想到廣告相關內容,雖然可能無法明確的說出是什麼廣告,但一定會產生「我看過」的感覺。以下簡單舉個例子:

「生命中最重要的事是什麼?健康?愛情?財富?5 個平均81 歲的台灣人,告訴我們答案。⋯⋯為夢而活,不平凡的平凡大眾」(大眾銀行──夢騎士40 秒電視廣告)又或者是:

「人為什麼活著?為了思念?為了活下去?為了活更長?還是為了離開?5 個台灣人,平均年齡81 歲。一個重聽、一個得了癌症、三個有心臟病、每一個都有退化性關節炎。6 個月的準備,環島13 天,2,139 公里,從北到南、從黑夜到白天、只為了一個簡單的理由。人為什麼要活著?夢,不平凡的平凡大眾」(大眾銀行──夢騎士3 分鐘網路廣告)以上的文字應該有喚起你的記憶。消費者或許不會因為喜歡廣告而到大眾銀行開戶,但只要同樣的台詞,配合對應的語調與音樂,就能激發消費者內在的情感,進而喚起相關的記憶與感覺。如果能讓消費者因為廣告,而對其中的品牌或產品產生較好的態度,就能讓消費者在進行相關購買決策時,提高意願。

趣味廣告影響消費決策

近年來的研究發現幽默元素對於高涉入產品是有效的,因為高涉入產品容易引起消費者的焦慮,而運用幽默元素來化解時,更能強化消費者對廣告的態度。並且近年來台灣對家庭日趨重視,所以許多購買行為會以家庭需要為主要考量,透過幽默元素吸引兒童或女性的目光,進而影響消費者的購買決策。Nissan 為了能夠打入家庭市場,藉由活潑的色調運用,並以兒童喜歡的某個象徵物作為主角,以及輕快的節奏來作為廣告訴求,成功塑造話題。

獨角仙系列廣告包括1.「小車的省油、MPV 的空間、SUV 的自由」;2.「Livina 放架版(Fun 假版)」;3.「RV 小玩咖(好冷篇)」;4.「RV 小玩咖(很涼篇)」;5. 野放版。整體皆運用「滑稽」、「對比」與「驚訝手法」來作為幽默廣告訴求,不必攻擊對手也能成功吸引以家庭需求為主的購買者。國外車廠也同樣運用類似手法,例如Volkswagan(VW,德國福斯汽車)的Tiguan 廣告,廣告中一個孩子在玩小模型車,但同時跟「車實際在越野」的畫面進行對比,以幽默的方式強調車子的性能。為強化廣告效果,廣告還誇下海口說:「你想得到的,Tiguan 都做得到」。但這時畫面轉到小孩將車子反過來在桌子下面懸空著跑,此時廣告台詞趕快說「嗯⋯⋯幾乎啦」,讓消費者會心一笑並印象深刻。

--

Did you know that you can get stories like this on the Yahoo mail app?
Download it here.

Yahoo Cricket

Latest News

  • Bollywood chants 'Mumbai Mumbai' as MI lift IPL crown

    Kolkata, May 25 (IANS) Cheers and congratulations poured in from Bollywood as Mumbai Indians registered a thumping 41-run win over Chennai Super Kings to bring home the Indian Premiere League trophy at the Eden Gardens here on Sunday. …

  • Mathematician John Nash, who inspired "A Beautiful Mind", killed in car crash
    Mathematician John Nash, who inspired "A Beautiful Mind", killed in car crash

    Mathematician John Nash, a Nobel Prize winner who inspired the movie "A Beautiful Mind," was killed in a car crash along with his wife in New Jersey, state police said on Sunday. The couple were in a taxi cab whose driver lost control and crashed into a guard rail on Saturday afternoon while driving on the New Jersey Turnpike, said Sgt. Gregory Williams, a spokesman for the New Jersey State Police. Nash was 86 and his wife was 82, and were living in Princeton Junction, New Jersey, according …

  • Anushka feels 'terrible' on being sick, misses fun with DDD boys

    Kolkata, May 24 (IANS) Bollywood actress Anushka Sharma says she feels terrible on being sick and missing out on the fun here with the male members of the cast of "Dil Dhadakne Do" (DDD), who incidentally gorged on some of the famed sweets of West Bengal. The Zoya Akhtar-helmed movie also stars Anil Kapoor, Priyanka Chopra, Shefali Shah, Farhan Akhtar and Ranveer Singh. Actors Anil, Ranveer and Farhan and producer Ritesh Sidhwani visited Kolkata to promote the movie during the Indian Premier …

  • Anushka has evolved as an actor, person: Ranveer

    Kolkata, May 24 (IANS) Bollywood actor Ranveer Singh on Sunday heaped praises on "Dil Dhadakne Do" (DDD) co-star and former flame Anushka Sharma for her growth as an actress and as a person. The duo were seen in "Ladies vs Ricky Bahl" and "Band Baaja Baaraat". In the Zoya Akhtar-directed DDD, Ranveer and Anushka form a part of the ensemble cast including Anil Kapoor, Priyanka Chopra, Shefali Shah, Farhan Akhtar and others. …

  • 'Dil Dhadakne Do' a world-class film: Anil Kapoor

    Kolkata, May 24 (IANS) Bollywood actor Anil Kapoor, who will be seen in the role of a patriarch of a dysfunctional Punjabi family in the forthcoming film "Dil Dhadakne Do", said the movie is a world-class project. Also starring Ranveer Singh, Priyanka Chopra, Shefali Shah, Farhan Akhtar and Anushka Sharma, "Dil Dhadakne Do" (DDD) is a family film, said the 58-year-old veteran. "It is a family film. …

  • Hrithik, Ashutosh top Shabana Azmi's 'favourites list'

    Mumbai, May 24 (IANS) Veteran actress Shabana Azmi is looking forward to watching Hrithik Roshan-starrer "Mohenjo Daro", directed by Ashutosh Gowariker as both of them are on her "favourites list". …

  • Penguin film director gives climate warning in Cannes closer

    By Michael Roddy CANNES, France (Reuters) - The French director who charmed the world and won an Oscar with his 2005 documentary "March of the Penguins" will close the Cannes festival on a sombre note with a film about global warming that says not only the penguins should be worried. Luc Jacquet's "La Glace et le Ciel" (The Ice and the Sky), is not in competition but will be screened after the Palme d'Or winner is announced on Sunday night. The film is a portrait of the octogenarian French …

  • Every single child is unique: Priyanka Chopra

    Mumbai, May 24 (IANS) Giving thumbs-up to video "Dear Maa" with foreword narrated by actress Juhi Chawla on Down Syndrome awareness, "Mary Kom" star Priyanka Chopra says every child is "special in their own unique way". Do watch this," Priyanka, who supports Unicef's adolescent work in the country, tweeted on Sunday. The 32-year-old also posted the link of the three-and-half-minute video, which features the day-to-day life of children suffering from the genetic disorder. …

Loading...