Module 1 - Communication and psychology Unit 1.2 - Psychology: Animals and children
20. Read the text and match the beginnings and endings.
Animals in Ads Why are there so many animals in ads? The reasons are familiar: in general, they are an easy way to provide brands with feelings and emotions that they don’t really have but companies want consumers to believe that they do. Bishan Morgan, senior strategist at Wunderman Thompson, explains: “With Duracell, Bunny denotes energy and dynamism. Monkeys are associated with cheekiness and fun, which gives a sense of playfulness to Kellogg’s Coco Pops. For advertisers today, the personalities, attributes and connotations of animals are powerful ways to create meaning for brands.” Dan Hulse, chief strategy officer at St Luke’s, agrees that animals are useful tools. “As a brand strategist, I’d like to think that we harness deep cultural and psychological insights to power creative work,” he says. “But, depressingly, bunging a puppy in the ad often gets a better result. Why? Two reasons spring to mind. The first is cultural. Animals are speedy shortcuts to the kind of meaning we want to fill brands with. You want bravery, wisdom, greed? There’s an animal for that. The second reason is evolutionary,” Hulse continues. “Over hundreds of thousands of years our brains have evolved to pay special attention to animals. Either they’re small and cute (to our ancient brain, something we can catch and eat), or they’re scary (and might eat us). Even if we’re encountering them as we scroll through our feed on social media, our brains want us to stop and check them out. If the voice telling you the frosted flakes are “GRRREAT” belongs to a tiger, we are hard-wired not to ignore it.” Adapted from: https://creative.salon/articles/features/adland-s-zoo-feature
20.1. Animals are very frequently used in adverts because…
20. Read the text above and match the beginnings and endings.
20.2. Animals have personalities, attributes, and connotations that…
20. Read the text above and match the beginnings and endings.
20.3. Using a puppy in an ad is sometimes more powerful than…
20. Read the text above and match the beginnings and endings.
20.4. The two reasons why animals in ads are a success are: …
20. Read the text above and match the beginnings and endings.
20.5. Every animal is associated with…
20. Read the text above and match the beginnings and endings.
20.6. Our mind is programmed to…
21.Andrex Advert (1972)posted by chaoreturnsforgood76. Watch the original Andrex commercial and answer the questions.
21.1. What features does the toilet paper have? aperta
Soluzione suggerita: The toilet paper is very long and strong.
21.Andrex Advert (1972)posted by chaoreturnsforgood76. Watch the original Andrex commercial and answer the questions.
21.2. What does the puppy do that reinforces the message the narrator conveys? aperta
Soluzione suggerita: The puppy goes everywhere with the toilet paper proving that it is indeed very long and strong.
22. Look at these ads by Evian and comment on the use of the babies in it.
aperta
Soluzione suggerita: In these ads, the babies have been coupled with some of their adult counterparts, eliciting a feeling of sweetness. The children look ‘older’ than they are because of what they are wearing, but at the same time keep the physical qualities that attract viewers’ eyes. On the other hands, the ads may imply: if you drink our Evian water, when you are an adult, you’ll be as young as when you were a baby.
