Understanding the Use of Print Ads for International Brands: Attention and Elements, Exams of Marketing

Download Understanding the Use of Print Ads for International Brands: Attention and Elements and more Exams Marketing in PDF only on Docsity! 2006:103 The Use of Print Ads for an International Brand Malin Edlund Hanna Nilsson Lulea University of Technology Bachelor thesis Marketing Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce 2006:103 - ISSN: 1402-1773 - ISRN: LTU-CUPP--06/103--SE ACKNOWLEDGEMENT ACKNOWLEDGEMENT This bachelor thesis was written during a ten week period in the spring of 2006 at Lulea University of Technology and is part of our programme, International Economics and Marketing. It has been ten weeks of challenge, containing both laughter and frustration and we have received a deeper and better understanding about print advertising and the elements used. We would like to direct our special thanks to our supervisor, Tim Foster, which has given us the challenging task of completing the thesis, his feedback is of great importance and we have appreciated it. We would also like to congratulate ourselves for finishing our bachelor thesis. The knowledge that we have gained in the area will hopefully be of help in our future carriers and we also hope that our thesis will be interesting and useful for other students, researchers and people that want to learn more about the chosen area. Lulea University of Technology, June 2006 Malin Edlund Hanna Nilsson TABLE OF CONTENTS TABLE OF CONTENTS 1 INTRODUCTION 1 1d Background wl 1.2 Problem di: 23 13 Purpose & research questio: 4 14 Outline of the thesis 4 2 LITERATURE REVIEW. 5 2.1 Attention 5 2.2 Design... 8 2.2.1 Graphi 8 2.2.2 Tex! 12 2.3 Conceptual framework 2.3.1 Attention 2.3.2 Design.. 3 METHODOLOGY. 3.1 Purpose of research 3.2 Research approach. 3.3 Research strategy 3.4 Data collection. 3.5 Sample selec! 3.6 Data analy: 3.7 Validity & reliability 4 EMPIRICAL DATA. 4.1 Attention 4.1.1 Subunit, Absolut Vodka 2001 . 4.1.2 Subunit, Absolut Vodka 200 42 Design. 4.2.1 Subunit, Absolut Vodka 2001 . 4.2.2 Subunit, Absolut Vodka 200 5 DATA ANALYSIS 5.1 Attention element 5.2 Design elements 6 FINDINGS & CONCLUSIONS 6.1 How are print ads used to get attention? 6.2 How can the elements of a print ad be described? 6.3 Implications & Recommendations 6.3.1 Implications for theory .. 6.3.2 Implications for practitione! 6.3.3 Recommendations for future researc APPENDIX A: OBSERVATION CHECKLIST APPENDIX B: PRINT ADS FROM 2001 & 2006 TABLE OF CONTENTS LIST OF FIGURES Figure 1-1 Figure 2-1 : A basic communi Figure 1-2: Th : Visual patterns outline LIST OF TABLES Table 2-1: Table 2-2: Table 2-3: Table 2-4: Table 2-5: Table 5-1: Table 5-2: Variety of associative networks... Different kinds of humor used in print ads Layout development Attention getters in print ads. Different design elements. Within-case analysis of attention Within-case analysis of design .... INTRODUCTION 1 INTRODUCTION In this chapter an introduction will be presented on our chosen topic, print advertising. The background lays the foundation for the problem discussion where we will discuss the problems we discovered in our area. This will direct us to our overall purpose and research questions. Finally we will present an overview of the entire thesis. 1.1 Background All business in today’s society is fighting for an increasing fragment of its customer’s attention. It exist so much advertising on the market that individuals are experiencing information overload and advertisers and marketers has to create a campaign that filters out the notion of anything appearing to a commercial attempt from their side to capture individuals attentions. It appears to be a losing battle due to information overload, 99, 9% of all advertising goes directly to individuals mental recycle bin without a second thought. (Degraffenreid, 2006) It seems that a fashion cycle exists in the world of advertising which is internally driven by change and it can either be a guarantee or failure. Many variables in the advertising elements have high and low levels of usage. This usage can be explained by trends in society, but it can also depend on other factors. An ad can be used twice or more times due to the lack of ideas and works as a commodity cycle or it can also be a foreign exchange cycle where companies follow the trends of the industry and competitors. (Fay, 2006) Moriarty (1991) also conclude that the look of an ad seem to follow design trends in society. The strategy of a firm concerning advertising depends a great deal on what kind of marketing mix is used, the marketing mix contains the four P:s, product, price, place and promotion. Promotion includes advertising, promotion, personal selling and publicity. Promotion helps the company to communicate the product to existing and potential customers and gain the attention of the segment to actually purchasing the product. (Kotler, Wong, Saunders & Armstrong, 2005) Wells, Burnett & Moriarty (2003) also include direct marketing and point of sale and packaging in the marketing communication mix. When business uses a combination of these different tools it is called integrated marketing communication (IMC). According to Kitchen, Scultz, Kim, Han & Li (2004) “JMC is strategic business process used to plan, develop, execute and evaluate coordinated measurable, persuasive brand communication programs over time with consumers, customers, prospects, and _ other targeted, relevant external audiences” (p. 1419). IMC helps create value in a campaign and this provides the opportunity for each medium to add to another medium to create a better advantage in the market (Naik & Raman, 2003). IMC also provides the possibility for media to interact in the marketing and communication strategy (Wells, et al. 2003). IMC is mainly used because competitors are becoming a bigger threat, an increase in demographic occurs and technology is developed so that more choices exist on the market (Russell & Lane, 1996). The communication process has to be considered in the marketing communication mix because the theory can work good as well as being misinterpreted (see figure 1-1). Individuals perceive different marketing messages their own way and the perception of the marketing message is mostly never interpreted as was intended. (Puth, Mostert & Ewing, 1996) The communication process is well established in advertising theory and Rotfeld (2002) states that INTRODUCTION 1.3 Purpose & research questions Based on the previous discussion the purpose with this thesis is to provide a better understanding of the use of print ads developed for an international brand. In order to fulfill the stated purpose the following research questions has been set: RQ 1: How are print ads used to get attention? RQ 2: How can the elements of a print ad be described? 1.4 Outline of the thesis This bachelor thesis is structured around six different chapters (see figure 1-2). Chapter one starts with an introduction about advertising and different events mostly around one of the four P:s, promotion. The problem discussion narrows down this topic to include our field of research, print advertising. Following this is our purpose and research questions. Chapter two contains a literature review where previous work in the field which is most relevant is concluded followed by a conceptual framework. Chapter three explains the methodology used in investigating print advertising. Following this is chapter four which reveals our data gathered about our chosen print ads. Chapter five contains the analysis of these data and finally in chapter six we will show our findings and conclusions about this. CHAPTER 1 CHAPTER 2 CHAPTER 3 INTRODUCTION LITERATURE [| METHODOLOGY REVIEW CHAPTER 4 CHAPTER 5 CHAPTER 6 EMPIRICAL DATA [| DATA ANALYSIS [>| FINDINGS & COCLUSIONS Figure 1-2: Thesis outline LITERATURE REVIEW 2 LITERATURE REVIEW This chapter will present an outline of previous research done in the area of print advertising. We will look at different elements of print ads and see how the elements contribute to a design which are created to catch the audience attention. Finally, a conceptual framework will present the theories we will focus most of our effort on. 2.1 Attention The aim with print ads is to capture the attention of the customer and lure them toward a product or service. This is done mostly with a strong headline and this tool of communication works most persuasively. When designing a print ad advertisers have to consider the following: (Rogers, 1995) e Persuade rather than entertain « The message should be easy to receive e Assume relative ignorance of the part of your audience e Assume lack of interest ¢ Provide significant information ¢ Be assertive Russell & Lane (1996) present three basic means to attract attention; using the visual alone, using the headline alone or using a combination of the visual and the headline. The visual image of an ad should be related to the headline and body copy and if people appear in the copy advertisers has to make sure that the person used can be related to the audience (Rogers, 1995). In a lot of advertising celebrities is used just because they are celebrities and advertisers believe that this will capture attention, but according to Rotfeld (2002) celebrities is placed in an ad due to the lack of an advertising idea and most of the time these celebrities has no connection to the product. Surveys show that Americans have a hard time in believing ads when a celebrity is the spokes-person, but anyway the ads attract reader attention better than usual ads (Sawyer, 1995). Despite the popularity of celebrities in ads, many of the commercials do not live up to the expectations. Some associative networks/associative learning that can guide the managers to use celebrities effectively in ads are; repetition, overshadowing, blocking, belonginess, CS pre-exposure, association set size and extinction (see table 2-1). (Till, 1998) LITERATURE REVIEW Table 2-1: Variety of associative networks Associative networks Definition Overshadowing/Blocking Difficulties in establishing relationships between stimuli that already have strong relationships with other stimuli Belonginess It is easier to build an associative link between two stimuli that already is related to each other CS pre-exposure The difficulty in conditioning a response to a familiar stimulus Association set size The group of concepts that are associated to a given brand Extinction The reduction in the response that had been transferred to a particular stimulus Source: Adapted from Till, 1998, p. 402-405. According to Sawyer (1995) advertisers need to keep their ads simple and not use multiple pictures, different styles and sizes. Otherwise, the readers will ignore the ad. The ad should have a consistent flow that help the reader observe all the important factors in the ad. A successful ad should present what issues the product or service can solve and why it is the best choice for the consumer. (ibid) Print ads have the opportunity to appear on a lot of different places, either indoor or outdoor. Wedel & Pieters (2000) research show that the context has to do with where the ad is placed. Ads works as attention getters, but for ads to work well they also have to be remembered in the future, the aim is to create long lasting brand awareness. When individuals look at different ads they first look at pictorial, text and at last the brand, but per eye fixation per unit the first is brand followed by text and finally pictorial. (ibid) Where a print ad is placed has great impact on how it is perceived, right and left has impact on how the ad is looked at and a lot of times an ad is liked due to familiarity. On the other hand, individuals have very little control when the right and left side of the brain is activated and when resources are allocated to the hemispheric level and the attention marketers tries to gain has little influence over the decisions made in the hemispheric level. (Janiszewski, 1990) Humor is used in print ads because it captures attention and people are more likely to remember an ad that they favored. Humor can have positive, mixed and no effect at all when used in an ad and the message can also be overlooked when humor is used. The message that advertisers want to convey with the ad when using humor is also perceived different by individuals because it is the individual who decide if the ad is funny or not and how to interpret the message. (Cline, Altsech & Kellaris, 2003) If humor is to be used in an ad the advertiser carefully has to keep the audience, message, medium, product and finally the type of humor in mind. There are seven different humor types, comparison, personification, exaggeration, pun, sarcasm, silliness, surprise (see table 2-2), and each one of these are better suited to different kinds of media. (Catanescu & Tom, 2001) LITERATURE REVIEW Simplicity is also better than using a variety of different tools since it has the greatest impact, if clutter is used in a print ad the reader often receive help with understanding the ad and the different elements. Contrast is used to emphasize certain elements in an ad and the visual communication. By using this technique it is important to know which element is the most important, the next and so on. Contrast is created through manipulating the layout mostly by contrasting size, shape, color, tone and position. When elements are grouped around a focal point the elements are perceived as having a visual balance. Optical center is a natural focal pint that is located slightly above the mathematical center. Most of the time print ads have the product placed at the optical center. (ibid) Russell & Lane (1996) on the other hand discusses six layout principles that guide the design of advertising and promotional layouts in order to attract the reader’s attention and list three additional ones: In order for the layout to be successful it needs harmony and can therefore not have a number of different type faces, sizes, illustrations and so on. This principle is closely related to unity, since it also focuses on choosing elements that go well together. Sequence is when the principle focuses on placing the different parts of the ad so it can be read from left to right and top to bottom, Z and S patterns are common in advertising. The principle of emphasis main task is to make one or a group of elements stand out so the ad can gain emphasis. (ibid) A layout tells the reader where to begin, where to continue and where to end reading the ad (see figure 2-1). The layout is based on westerns scan sequences and the way an ad is read, these are top to bottom and left to right. The simplest scan pattern is diagonal, another scan pattern is the Z pattern where the eye starts looking at the upper left, continues with a left to right pattern and the drops down diagonally to the lower left and end by going from left to right. A spiral pattern is when the eye begins by looking at the center then circles up to the right, back across to the left and then finally down the left edge and across the bottom, it can also be the opposite by starting to move toward the left. This pattern does not work well when a headline is at the top. The vertical pattern is when the eye begins at the top and drop to the bottom, this pattern usually has the most important element at the top followed by the next most important element and so on. A layout that is effective has a clear scan pattern that customers are aware of. (Moriarty, 1991) LITERATURE REVIEW “—~+G By Figure 2-1: Visual patterns Source: Moriarty, 1991, p. 236. A print ad goes through three stages during the development (see table 2-3): thumbnail sketches, rough layouts and the comprehensive or mechanical layout (Russell & Lane, 1996). Table 2-3: Layout development Layout stages Definition Thumbnail sketches Miniature drawings trying out different arrangements in order to find the best one for the next step Rough layouts Drawings in actual size that present all elements. The best one is chosen for the next step Comprehensive/mechanical _| Pasted in place exactly as it will appear in the print ad. The layout artwork is drawn 1, 5 the actual size and will be used for approval from clients and to make the final print Source: Adapted from Russell & Lane, 1996, p. 543. 10 LITERATURE REVIEW Designers has acknowledged that a pictorial in an ad capture twice as many readers than a headline does. When a picture is used in an ad readers more often read the body copy than when a picture is lacking. People have an easier time remembering an ad with a picture than without one and bigger size of the picture draws more attention towards the ad. Art directors have to consider the following when creating an ad: (Wells, et al. 2003) e Visuals generally are better at getting and keeping attention e Pictures communicate faster than words. A picture communicates instantly, while consumers have to decipher verbal/written communication word-by-word, sentence- by-sentence, line-by-line « Many people remember messages as visual fragments, as key images that are filed easily in their minds ¢ Seeing is believing ¢ To distinguish undifferentiated products with low inherent interest, advertisers often link the product with visual associations representing lifestyles and types of users Source: Wells, et al. 2003, p. 365. When creating a pictorial element the following tools are used as a help; photographs, illustrations, typefaces, color and layout (Wells, et al. 2003). When photographs are used it is more realistic than an illustration which is more imaginary. Illustrations take away the details that are seen in photographs and therefore the highlights that remain in the illustration are easier to understand and the focus can easier be put on details in the image. Photographs are perceived as more powerful because most individuals believe that photographs do not lie though they can be altered. When choosing strategy it is important to consider the different impact photographs and illustrations have on the target audience. (Wells, et al. 2003) Brand, pictorial and text, can complement each other, but photographs are the element that attracts the reader towards an ad (Marsh & White, 2003). There exist 17 different relationships between photographs and text, the functions can express little relation to text, change pace, elicit emotion, control, engage, functions closely related to text, concretize, sample, humanize, translate, locate, induce perspective, compare, contrast, parallel, concentrate, complement, functions that go beyond the text, emphasize and model physical process. (ibid) Color is used in a print ad when the aim with the ad is to capture attention, provide realism, establish moods and build brand identity. Ads with color capture more attention than ads without color. Sometimes spot colors is also used which is the use of a second color in addition to black, this kind of usage is mostly used in newspaper ads and works as highly attention getting. When an ad want to convey realism it is better to use full-color photographs. A specific mood can also be brought forward with color and can be used when creating a brand image. Happiness can be created with warm colors such as red, yellow and orange. Pastels are used to bring a touch of friendliness to an ad. Earth tones are natural and no- nonsense and cool colors, blue, green are used for bringing aloof, calm, serene, reflective and intellectual. Red and yellow are the best colors for attention getting, but black communicates high drama, but it can also express power and elegance. (Wells, et al. 2003) il LITERATURE REVIEW product as well as become significant and memorable in the mind of consumers when they search for information. Six question strategies exist and four are used more frequently. Doubt and disbelief questions are used when advertisers want to challenge the way consumers has doubt about the product or service that is provided. Problem identifiers are questions that address a potential problem by confronting someone. Brand questions are when the answer to the question is either the product brand that is advertised in the print ad or the use of product being advertised. Finally, curiosity and completion which are questions that has to be solved because they appear as puzzles, tasks or interpretative dilemmas. These questions are solved by reading further information that appears on the print ad. These questions can also ask the reader to become active in a problem-solving task. A question in the headline is mostly used when ads are short. (Howard & Barry, 1988) Wells, et al. (2003) on the other hand has identified direct and indirect action headlines. Direct action headlines are assertion, command, how-to heads and news announcements. The indirect action headlines are puzzles and associations. (ibid) Advertising practitioners and academicians have seen headlines as the most important part of print advertisement for a long time (Beltramini & Blasko, 1986; Hitchon, 1991; Leigh, 1994). The importance of the headline has two main cons, it is usually the only part that is read in the ad and also because the headline is the one element that might invite to further interest in reading the complete ad (Hitchon, 1991). Beltramini & Blasko (1986) further state that the contribution of a headline to a generally successful ad relies on the interaction with the other advertisement elements; illustration and copy. The main purpose of the headline is to go further than key selling points to make the potential consumers seriously interested in the product (Leigh, 1994). The numbers of words, lines and type size, the type, psycholinguistic characteristics and the use of rhetorical resonance are headline factors that might affect the memory impact of an ad. The form of the headline message and the association between headline content and pictorial information are often involved when producing the visual- verbal resonance. The relationship between the headline and the picture or illustration is also significant to create a successful print ad. To have a facilitative effect the pictures only have to be related to the verbal content instead of repeating it. (ibid) 2.3 Conceptual framework A conceptual framework builds on the data gathered in the case study and the different theories that exist within the case. A conceptual framework builds on an idea of the researcher and what has to be explained further that are not present in existing theory. It contains a set of general research questions, some notions about sampling and some initial data-gathering devices. In a conceptual framework bins are created which contain theory that discusses the same or similar variables and this gives an overview of the theories that exist. By looking at the relationships between these bins and variables a conceptual framework is brought forward. This makes the researcher choose among the most important variables to be studied and the relationships that might exist between the variables. Finally, a conceptual framework explains either by drawing graphs or in narrative forms the main variables, key factors, constructs and relationships to be studied. (Miles & Huberman, 1994) 14 LITERATURE REVIEW 2.3.1 Attention In order to answer research question one, how are print ads used to get attention, there exist no author that just have investigated one element of how to capture attention. There exist a lot of authors in this field and they all believe that attention is captured differently. We will observe three different areas of attention getters (see table 2-4): Table 2-4: Attention getters in print ads. Areas Variables Authors Celebrities Entertainment value Rotfeld, 2002 Need to stand out Humor Comparison Catanescu & Tom, 2001 Personification Exaggeration Pun Sarcasm Silliness Surprise Color Hue Gorn, et al. 1997 Chroma Value Background Moriarty, 1991 The use of celebrities will build on theory by Rotfeld (2002) since it is the most recent theory and the approach is rather provocative. We will look if celebrities are used in the ads, a yes or no question and if used if they have any connection to the brand. We will monitor three of the humor types stated by Catanescu & Tom (2001); comparison, pun and surprise, because these authors have the most extent data, and observe if these elements exist within our ads. The reason for only including three variables is because humor differs throughout the world and different ads uses humor differently, but at the same time we will not overlook the other humor elements. Gorn, et al. (1997) has the most extensive study done on color and we will observe one of the dimensions used in their research, hue. We will also rely on theory by Moriarty (1991) and the different effects a background can make when used differently. Moriarty is mentioned in a lot of articles and books which discusses layout in a print ad and therefore the findings in her studies are still relevant. Of course all three elements in color are connected, but the major focus for us will be on hue and background. 15 LITERATURE REVIEW 2.3.2. Design In the second research question, how can the elements of print ads be described, different elements will be observed which have been investigated by different authors independently (see table 2-5). Table 2-5: Different design elements. Elements Variables Authors Layout principles Unity Simplicity Contrast Balance Harmony Sequence Emphasis Moriarty, 1991 Russell & Lane, 1996 Layout patterns Diagonal Z Spiral Vertical Moriarty, 1991 Brand Brand identity Brand name Trademark Logo Pieters & Wedel, 2004 Text Headline Overlines/underlines Body copy Subheads Call-outs Captions Taglines Slogans Call to Action Wells, et al. 2003 Pictorial Photographs Illustrations Color Typography Layout Wells, et al. 2003 We have chosen to only observe three of the different layout principles stated by Moriarty (1991); unity, simplicity and balance. This decision was taken because these three are the most extensive ones used in print ads, but other layout principles also exist. 16 METHODOLOGY over the case. Qualitative data is a form of words that are based on observations, interviews or documents and occur in a local setting for a period of time. The accessibility of this data needs to be proceeded before any conclusion can be drawn. The focus on this kind of research approach is on events that occur naturally such as ordinary events in natural settings to gain a picture of how “real” life is. Only one case is investigated, but since it is done over a period of time a deeper understanding of the context may be gained. (Miles & Huberman, 1994) A key instrument in qualitative research is the personality trait of the researcher (Gummesson, 2000). Our qualitative research will also be tight because we have a time limit of ten weeks in finishing the thesis. Qualitative research can be either tight or loose in design and most of the research done with qualitative research balance in the middle of tight and loose. A loose design is best used when the researcher has plenty of time to conduct the research where a more tight design are used when the researcher search for clarity. (Miles & Huberman, 1994) 3.3. Research strategy Since we used a qualitative approach in our research, which is connected to small-scale studies, we have chosen to conduct a case study. To achieve good research the researcher have to consider different alternatives and also take strategic decisions regarding the choices he or she is about to do (Denscombe, 2000). Every choice includes assumptions of what is going to be conducted and also results in both pros and cons. Since certain strategies are better suited for specific problems good research is a question of having the right object at the right place and where strategies are chosen based on their suitability for specific research aspects. These strategy decisions are often taken before the research initiates. (ibid) According to Yin (2003b) case study research is used when the topic is to be explained broadly and not narrowly, to research multiply variables and not isolate one and when the researcher has evidence that comes from multiple sources. Explanation case study builds the ground for more precise questions or testable hypotheses (Gummesson, 2000). Exploratory case studies are looked at with different views, before deciding research questions and hypotheses, fieldwork and data collection is undertaken and the aim is to discover theory by observing “real” life examples. Explanatory case studies on the other hand are better used when designing and doing casual case studies since the more complex this process is the better for this kind of theory. Descriptive case studies have been overlooked, but the idea is that theory builds the base for data collection and that the case has to be limited by not looking at all variables in the theory. (Yin, 2003b) Denscombe (2000) states that a case study is appropriate when using small-scale studies, since it is focused on one or few research units only and therefore results in deep and detailed information. A case study is also characterized by emphasizing the importance of the special rather than the general, relations or processes rather than results, a holistic 19 METHODOLOGY viewpoint rather than individual factors, natural rather than artificial environments and finally it uses multiple sources rather than one research method. One pro with a case study as a research strategy is that it makes it possible to use different methods depending on the circumstances surrounding the situation. The most critical con is that the researcher has to show the similarity with other cases to avoid the accusations regarding the reliability in the results. (ibid) 3.4 Data collection We used two different sources of evidence; documentation and participant observation. According to Yin (2003b) using multiple sources of evidence contributes with strength to the case study, this kind of evidence can come from documentation, archival records, interviews, direct observation, participant observation and physical artifacts. By using multiple sources the findings, interpretation and conclusion are less likely to be questioned. (ibid) Most of the time documentation is useful in any case study made and the data should be explicit. In case studies documentation is used to support and supplement evidence from other sources. Documentation is used throughout the case study, from the beginning to the end and if documentation contradicts each other it is a clue to gather more information about the topic. Strengths in documentation lies in the stability since it can be reviewed repeatedly, it is not the only method used in a case study, the documentation is exact and it has a broad coverage. The weaknesses are that the retrievability can be low, the data collection can lack information, a variety of authors is used and some information sources can be unavailable. (Yin, 2003a) Observation as a source of evidence is used to provide additional information about the case. In order for an observation to have reliability it is suggested to have more than one observer since a comparison can be made. A participant observation is a kind of observation where the observer is not passive, but has different roles. The strengths in observation are that it relies on real examples and the context of the event is covered. With participant the strength is also that an insight into inter-personal behavior and motives are observed. On the other hand it is rather time consuming, selective, reflexive and costly and with participant the weakness is also that the events under study can be manipulated. (Yin, 2003a) 20 METHODOLOGY 3.5 Sample selection Our case study research was focused on an international Swedish company and their print ads. The sampling of qualitative data is a very important element and collection often involves a small sample and the samples are purposive rather than random (Miles & Huberman, 1994). The company, Absolut Vodka, has grown each year since individuals consume more and more of the product. In 2006 the company decided to move away from the traditional print ads with the bottle as a center focus and try something new. Since the company has made this drastically change we want to observe how these new ads are different from the old ones. We will make our sample selection from a website with ads from Absolut Vodka, www.absolutads.com, and gather textual information from the Absolut book where the intention with some of the old ads is explained. The new ads will be collected from the website, but also from online articles since the ads are so new. Since we only have found five of the new ads from 2006 on the Internet we will compare these with five old ads from 2001. The reason for choosing 2001 is the five year gap between 2001 and 2006 and because a lot of the print ads from 2001 was published on the website. We chose the ads from 2001 because most of them had different layouts and ad elements. We also believe that by making observations and compare these with theory of print ads and what researchers believe a print campaign should look like we will notice if the marketing campaign follows theory or if the company follows other paths. 3.6 Data analysis In order to analyze the gathered data and compare it to theory we have created a checklist (see Appendix A) where the different variables used in the print ads will be compared to theory. Qualitative studies is mostly build on theory where a new area will be investigated to expand existing theory about that field, but at the same time qualitative studies can just as well be designed to confirm or test existing theory to see if it are valid (Miles & Huberman, 1994). A within-case analysis will be used to analyze the data since this type of method is used when data is compared against the theory collected in the literature review and conceptual framework (Miles & Huberman, 1994). Relying on theoretical proposition is the most common strategy used in case studies where certain data receive more research and other data are overlooked (Yin, 2003a). A single case study can be used when the aim of the study is to confirm, challenge or extend the theory being used in the case. It can be used to determine if existing theory is sufficient or if other alternative explanations is more relevant. This approach can help future investigations in a field of study by refocusing the research. Single case studies are 21 EMPIRICAL DATA 4 EMPIRICAL DATA In this chapter the data gathered will be presented which was collected through documentation and participant observation. We will start by first looking at research question one and the variables in our conceptual paper and then move to research question two where the same approach is used. The different print ads that we have analyzed are found in appendix B #1-10. Already in the fifteenth century, 1498, Sweden had an industry of vodka distillers with the world’s finest raw ingredients, pure Swedish water and rich Swedish wheat. In 1879 a new distillation method was invented, rectification, and this method is used still today. The founder Lars Olsson Smith called his product Absolut rent brinnvin which is Swedish for “Absolute pure vodka” and over the following hundred years Absolut Vodka was refined and improved. The name Absolut Vodka for the product was established in 1970 and the same year it was obvious that Absolut Vodka had to export their product if the company were to survive the market. Today Absolut Vodka is number one as vodka importer in the United States, Canada, Finland as well as other countries. (Vin & Sprit AB, 1997) Absolut Vodka has short necks and round shoulders where the majority of liquor bottles have long necks and square shoulders. On the bottle the character of Lars Olsson Smith appears with the logo in blue which was considered to be an attractive color and most visible. Since the English translation of rent briinnvin could not be used, since absolute is an objective and could not be a trademark, the company decided to take away the e as well as pure since it became a matter of legal power. Country of Sweden was added to highlight the origin, reputation and tradition of purity. (Vin & Sprit AB, 1997) Absolut Vodka started their advertisement in 1981 and has continued with the same campaign for at least 25 years. The company has been celebrated for its longevity as well as for its ingenuity. The goal with the campaign has been to build a healthy and enduring brand for Absolut Vodka and the bottle has been the hero throughout the campaign. (Lewis, 1996) Now in 2006 Absolut Vodka will spend $20 million on a new advertising campaign which will also include TV in order to reach a new target segment. In this new campaign cultural landmarks, icons and trends of the bottle will be used in the print ads as well as the continuing of playing with the brand name. (Howard, 2006) However, the ads will not focus on the shape of the bottle as it has in the past (Kiley, 2006). 4.1 Attention 4.1.1 Subunit, Absolut Vodka 2001 In the Absolut Accessory the ad presents a dog at close up which is pulling its owner towards the camera (see Appendix B #1). It appears that they are walking in a big city 24 EMPIRICAL DATA where the ground seems to be made of stones. From the look of the owner it appears that she is busy and still has the same clothes on then when she came home from work. She appears to be amongst the wealthier in society, but still not a celebrity. By a first glance it is hard to capture the shape of the bottle in the ad, but the creators seem to have used comparison, pun and surprise for humor types in the ad because they combine the dog and the Absolut Vodka bottle in a fun way which captures attention. The ad has colors which contradict each other, the owner with a black outfit and the dog which is white and the background dissolves in the ad, with the major focus on the white dog. Absolut Breeze brings the feeling to a hot summer day when people are on vacation and spend time with their families (see appendix B #2). Neither celebrity nor people appear in the ad, but the feeling of their presence. The lack of people brings out the focus to the color in the ad with the major attention on red, white and yellow and the background appears in a clear blue. The beach chairs contributes with the humor in the ad because in a surprising way they present the shape of the bottle. Ab__1l_tV__ ka (see appendix B #3) has the presence of a coffee cup in the upper left corner with the assumption of the attendance of individuals outside the print ad. A hand made drawing, the hang man, shaped like the bottle appears in the white background which brings out the meaning with the entire ad. We notice no presence of a celebrity in the ad. Comparison is used as a humor element where the hang man combined with the campaign name creates a humorous situation. White is used as the major color contribution to this ad with small presence of black. Absolut Liposuction shows an expanded image of the Absolut Vodka bottle with marks on the bottle where the incision will be placed under surgery (see appendix B #4). During 2001 the trend with liposuction increased heavily in the world and this trend seems to be here to stay. This ad builds on more previous ads made in the Absolut Vodka campaign where light color are placed on the bottle in the middle with a darker background. A lot of different combinations have been made during the years and some have been recreated later on. Since this is a traditional ad no celebrities appear in the ad, but the thought of liposuction and celebrities are two related phenomena. The ad does not play with the words in a way, but at the same time it does. In combination with the oversized bottle the comparison element of humor is used. Absolut Voted-Off (see appendix B #5) has no celebrity present in the ad, only the existing bottles with different flavors in 2001. The humor type used is comparison since all bottles are present and only the traditional Absolut Vodka is voted off and it is also sort of sarcastic. The colors standing out are the ones which the brand presents, the different product names of the bottles; blue, yellow, orange, purple, black and red, and the background is black with the traditional whitening in the middle. 4.1.2 Subunit, Absolut Vodka 2006 The Absolute Welcome (see appendix B #6) is one of the print ads featuring the new campaign in 2006. The ad contains the Statue of Liberty at dusk or dawn and the sun light 25 EMPIRICAL DATA is reflected in the torch. In the background the image of New York City is present with the bridge that combines Manhattan to the mainland. The Statue of Liberty is faced away from the camera with the text “The Absolute Welcome” feature under her uplifted right arm. In a way a celebrity is used in the ad because the Statue of Liberty is well known all over the world. Absolut Vodka have also made the change to add an e to Absolut so it becomes Absolute and in a way the creators have used comparison as a humor element in this ad. Since Absolut Vodka have added an e to the text it appears to exist no legal problem with the writing as was the case in the beginning of 1970. The colors on the other hand are not very bright so that a specific element is emphasized in the ad, rather the image of dusk or dawn has decreased the use of color. A white or black background is not used either, but the image of Manhattan resting in the background which seems appropriate. Absolut Kravitz is also one of the new print ads which have the music celebrity Lenny Kravitz featuring the ad (see appendix B #7). The singer is at the focus of the ad and a black background is used to bring out the construct of the singers body. The singer is wrapped around a cable which is used to plug in the guitar and the singer also has black sunglasses on his face. No humor element really appears in this ad, perhaps only that the head is cut in almost half, but it has a feeling of depth. The usage of dark colors, mainly the usage of black, brings out a feeling of it not being a humorous situation and the face character on Lenny Kravitz further emphasize the feeling. The Absolute Moral Booster features a former celebrity, Marilyn Monroe, in a black and white picture (see appendix B #8). Absolut Vodka has had other print ads in the past which also have used Marilyn Monroe, such as Absolut Marilyn in 1995, but in those ads the bottle has been the image of Marilyn. In this ad Marilyn Monroe appears on stage in front of several microphones with her hands wide open, inviting the audience to participate. In line with her chest the phrase “The Absolute Moral Booster” is placed. This phrase is the humor element in this ad which shows the usage of comparison and pun. As the previous ad the usage of black is used, but not the same kind with a feeling of depth as in the previous. It seems appropriate to use black and white colors in this ad to bring forward Marilyn Monroe and when she was on top of the world. The Absolut Vodka, which is also among one of the new ads (see appendix B #9), is built as previous ads with the bottle in the center, but the ad does not have any celebrity. Instead of using a blackish background as previous ads this one uses dark blue color. The bottle appears to be floating in the ad with a big blue circle beneath it just as if the bottle had stood there for a while, but the meaning with the ad was to have the bottle figuring as an exclamation mark. Since it is hard to understand this ad at first sight the humor seem to be lacking because the slogan only includes the brand name. Finally, The Absolute Host, has no celebrity in the photography and really no humor type is used either (see appendix B #10). It exist so much text that the aim with the ad seem to be to inform people about the “Absolute Host” and where individuals can go to know more. The color used is mainly bluish in the background and the food and beverage on the table have clearer colors to set a distinction between the settings. 26 DATA ANALYSIS 5 DATAANALYSIS This chapter contains data of the two subunits. We will compare gathered information about our case study and compare it with existing theory in the literature review. Since we are conducting a within-case analysis we will compare the print ads from 2001 with the new ones from 2006. 5.1 Attention elements All ads that were selected for our case study from 2001 lacks the element of a celebrity and according to Rotfeld (2002) this implies that the creators had an idea with the campaign and did not use celebrities as a substitute for the lack of a creative idea and Sawyer (1995) supports this by stating that celebrities has low credibility. In the new campaign in 2006 on the other hand celebrities are frequently used. The campaign uses well known landmarks and icons which can be seen as celebrities. According to the above theory this implies that the creators have used celebrities in lack of other ideas, but according to Sawyer (1995) celebrities attracts readers more than usual ads even though celebrities as spokes persons are not trusted. Throughout all campaigns that Absolut Vodka has created humor is used in each and every one of them. According to Catanescu & Tom (2001) individuals perceive humor differently and therefore some of the print ads in the Absolut Vodka campaign are easier to remember than others and this is also the case made by the participant observers. The major humor elements in all ads from 2001 and 2006 are comparison followed by pun and then surprise which was seldom used. When taking the other humor elements into consideration exaggeration and silliness is used to create a humorous situation and sarcasm has been observed in one ad. On the other hand personification has not been present. Humor is also perceived differently and can have no effect at all when used in a print ad according to Cline, et al. (2003), but his have not been observed. Although the humor elements have had high and low effect depending on the person observing, the situation where doing the observation and the feelings that came from the ad. There is no consistent use of colors in the ads from 2001 & 2006. Each ad has its own concept and therefore a connection between them is hard to observe. On the other hand, the colors used in the ads bring out different feelings and this is supported by Gorn, et al. (1997). The major focus was on hue, but all three dimensions are represented in the ads. The colors used were suited for the different situations and did therefore not affect the success of the ads negatively and probably if the colors are to be changed, due to cultural differences, no or smaller changes are needed (Gorn, et al. 1997). The colors used are there to awake a positive feeling toward the ad in a realistic manner (Elliott, et al. 1998) and this have been the case both in ads with full colors as well as black and white. On the next page (see table 5-1) a summary present the different variables in our conceptual framework of the first research question and if theory coincide with our observations. 29 DATA ANALYSIS Table 5-1: Within-case analysis of attention Subunit Absolut Absolut |Ab__1_tV| Absolut Absolut 2001 Accessory Breeze __ka Liposuction | _Voted-Off Celebrit +/- + + + + Humor + + + + + Color + + +/- + + Subunit The Absolut The The Absolut | The Absolute 2006 Absolute Kravitz Absolute Vodka Host Welcome Morale Booster Celebrit: +/- +/- +/- + + Humor + + + + + Color + + +/- + + + Findings agree with theory +/- Findings partly agree with theory - Findings disagree with theory The table shows that most of our data on celebrities agree with the theory, since it states that the use of celebrities has low credibility, but on the other hand celebrities work very well as attention getters. The three ads using celebrities or landmarks, partly agrees with theory since they are attention getters, but do not have any clear connection with the brand that we observed. Celebrities have been used in previously ads made by Absolut Vodka, but no connection really exists between the product and the celebrities used, just that the celebrities had high attraction power at that time period. Absolut Vodka really follows the concept of humor, since one or more of the seven humor elements is always used. Since color is everything from black to white most of the ads totally agrees with theory that color is best used for bringing out feelings in individuals. None of the ads uses color the same and two of the ads stand out with minimal use of color, Ab__/_t V__ kaand The Absolute Morale Booster. 5.2 Design elements Unity is highly present in all the ads from 2001 and the majority of 2006, but is lacking in The Absolute Host which seems to be all about the text. All the ads strives to highlight the most important element, which in 2001 was the bottle and in 2006 it appears to be icons, and this strategy is supported by Moriarty (1991) and Russell & Lane (1996). According to Moriarty (1991) simplicity has the greatest impact and the campaigns from 2001 made by Absolut Vodka follow this strategy. In 2006 all ads except The Absolute Host follow this pattern and the idea might be in the way of reaching a new target market. Absolut Vodka seems to follow the strategy of balance in the ads, both in 2001 & 2006 so finally, we can say that we expected to observe these three layout principles in the Absolut 30 DATA ANALYSIS Vodka campaign and this turned out to be true. The remaining four of the layout principles are most likely to be used in different campaigns and when comparing the definition with the ads from Absolut Vodka we can observe its presence in the ads. Absolut Vodka has different concepts in all of their campaigns and in most of the ads we have observed a vertical pattern since the bottle have been the focus of the ads from 2001. At the same time other patterns have also been used, but it has not contradicted the campaign. Therefore Absolut Vodka is following the different patterns used in a print ad stated by Moriarty (1991) and no divergence have been observed. It is quite obvious that the patterns stated are highly useful in ad campaigns as a help tool for how to read the ad. Our only intention with the brand was to observe if it was present or not. In the ads from 2006 neither the bottle nor the brand name was present in the ads except The Absolute Host, but still since the slogan was written with an e in the end it gave the indication of Absolut Vodka. In 2001 the emphasis was on the brand and therefore the shape of the bottle was present otherwise the slogan Absolut combined with another word as was done in previous campaigns. Pieters & Wedel (2004) only mentioned the brand briefly and that the least focus was put on the brand and since Absolut Vodka does not have the logo or brand name present in some ads this support theory although the phrase Absolut is enough to understand which product is being advertised. The most important element of the text is the headline according to Wells, et al. (2003), but in the ads observed only one ad had a headline, which was The Absolute Host, made in 2006. Throughout the 25 year advertising campaign with Absolut Vodka a headline has been lacking and this goes completely against theory. The amazing part with the campaign is that it has been a great success according to Howard (2006), so the question is whether a headline is needed or not. Neither a tagline was present in the ads because of the lack of body copy, the only exception was The Absolut Host which seems to go against all ads created by Absolut Vodka up to this day. We consider the slogan to be at the bottom of the print ads from 2001 and in 2006 this slogan is placed at the top, optical center or bottom. We consider it to be a slogan because according to Wells, et al. (2003) it is a catch phrase for the campaign which is used over a period of time. Absolut Vodka keeps their ads very simple and the only textual information in the ads from 2001 is the slogan, nothing else is needed. This have changed in 2006 because two of the ads have Call to Action as a textual element otherwise it is the name playing with Absolut that dominate the print ads as have been done in the past. As written previous The Absolut Host stands out against other ads because the print ad also has a headline, underline, body copy, subheads, tagline and finally, slogan. The only two text elements that is missing in this case study is call-outs and captions. Wells, et al. (2003) state that the textual element easier draws attention from another element, but since Absolut Vodka focused the campaign in the past on one text and one pictorial element, the two elements receive equal attention. Wells, et al. (2003) state that a pictorial captures twice as many reader than a headline and Absolut Vodka seems to have taken this into consideration since the focus of their ads are the pictorial and slogan. Individuals have a better time trusting photographs rather than illustrations according to Wells, et al. (2003) because photographs are more realistic, but nowadays technology can edit a lot so this statement might not be valid anymore. All 31 FINDINGS & CONCLUSIONS 6 FINDINGS & CONCLUSIONS This chapter is the final one and contains findings and conclusions made in this bachelor thesis. This chapter will answer the stated research questions in chapter one and finally, implications and recommendations will be presented. 6.1 How are print ads used to get attention? Research about print ads and the different elements and variables that exist within the field have been investigated throughout the years and it is still an interesting field of research. Since technology and individuals are changing print ads have to keep up with the changes in society and what appeals to the target audience. We found that celebrities, humor and color are three different element of attracting attention and that a mix between these can often be used. Other elements also exist as attention getters and more investigation can be made to research which more elements can be used and in combination with other elements to maximize the attention capturer. We found no clear connection between the usage of celebrities, humor and color, only that the three elements are used in different contexts. Celebrities seem to be used when a clear idea about the print campaign is lacking or just for attracting attention. We have noticed no clear connection when the celebrity is used and the product being advertised. On the other hand the celebrities used are well known all over the world and if individuals recognize the celebrity and connect him or her to the product being advertised, the product will be recognized easier in the future. Print campaigns seems to be using celebrities from the past as well as present and they all have different images that have to be combined to the product. Finally, even though celebrities are a good element to attract attention we believe that a clear connection to the brand need to be present, otherwise the campaign seems to be taken out of the blue. Humor has been defined as different types, but nobody really defines the kind of humor they perceive when looking at a print ad. It appears that the definition of humor is more useful for marketers when creating a campaign and knowing what feeling they want the audience to take with them from the ad. It is also very hard to state which humor type is used in a print ad because individuals perceive humor differently due to culture and background. A fun ad which uses humor is good as an attention getter, because it is more likely to be remembered than an ad which uses no element of humor. On the other hand the humor element can also draw attention away from the most important element in the ad. It is important that a balance exist, that no element really dominates and take away attention from another. We have observed that the usage of color is a good element for attracting attention. Clear and bright colors attract the first glance, then the overall picture. The background and the colors used are also important for the overall picture. Black and white is used to highlight other elements of the ad where other colors are more dissolved into the ad and the other 34 FINDINGS & CONCLUSIONS elements used. The different kind of colors also brings out different feelings in the individual and when combined with humor the feeling is even stronger. From the above findings the following conclusions can be made: ¢ Celebrities should not be used, it is better to focus on one of the five pictorial elements to create unity ¢ Celebrities are not to be used as spokes-person, but as a mean to attract a large amount of audience to the product or service being advertised ¢ Humor is a good element for attracting attention, but since there exist seven different humor types the most suitable for specific campaigns should be considered ¢ The way humor is perceived also differs among countries due to background and personality and the ad might have to be modified to suit the humor characteristics of a specific country e¢ Humor as a print ad element can both attract and distract, therefore it is important to find balance between the different ad elements for the best result ¢ Colors combined with humor emphasize a specific feeling, for example joy, perceived by individuals ¢ The focus of the ad should have bright colors, while the background should have simple colors that dissolves in the ad e Black and white can be used to highlight the focus of the ad 6.2 How can the elements of a print ad be described? High usage of layout principles is still very common today. The principles build on the concept to keep it simple. Print ads that are simple are better than when the ads have clutter. The most frequent observed layout principle is unity where ads use two or more elements to convey the message. We do not believe that the creators of different print ads look at the definition when creating a new campaign, rather these creators have theory in mind, but rely on past experience and what have worked. Finally, we think that this is not really an element in a print ad, rather a help tool to organize the different print elements; brand, text and pictorial. Another help tool according to us is the different patterns that guides individuals and explain how the print ad should be read. Since we live in the western world we are used to reading ads from the left to the right, but when observing ads abroad this might appear differently. We have observed different usage of this pattern and no clear understanding have been reached on which patterns are better suited for certain situation, it all depends on what elements are used and how the creators want the print ad to look like. As we 35 FINDINGS & CONCLUSIONS mentioned above we do not see patterns as elements of a print ad, we rather considered it as guidance when combining the elements together for a final draft. Depending on the type of situation, we have observed that the brand is clearly present in some situations while totally lacking in others. If the brand is well known there exist no need for the brand logo to be present, most of the time a small clue toward the product and brand name is all that is needed for individuals to recognize the product in the print ad. This is the element that has received the least attention in our thesis, since we believe that another thesis can be written just about brand, but still it is an important element when creating a print ad. Text is another element that we have observed in print ads and even though our knowledge clearly states that the headline is the single most important part of a print ad our observations show that it is not always needed for a campaign to be successful. Text is still an important element because it informs individuals about a product and most of the time where to find and purchase it. It is also important that the text elements are kept simple and not overdone, because to much text leads to information overload. The headline or slogan is what individuals remember, because it is noticed first. To conclude, text is what people convey by word of mouth and therefore it is important to have a simple and memorable headline or slogan. The pictorial element is the most important part together with the headline, because photography better explains the campaign than a lot of text which can be perceived as information overload. With technology today it is easy to edit a photograph, but still individuals trust more in photographs than words. In our observation we have noticed the usage of photographs at a great proportion. Most photographs have full-color and by combining colors with the photograph the effect is better, since a color ad is easier to notice among other ads than one in black and white. Our observations show that a photograph might be more effect full than an illustration due to all the different colors used. From the above findings the following conclusions can be made: e Layout principles are of great importance when combining a print ad, since the different elements needs structure for the best effect e Patterns exist in a print ad in order to guide the reader through the ad, but perhaps a new pattern need to be created in order to stand out from the other print ads as a mean to be innovative ¢ The presence of brand in a print ad depends on the recognition for that specific product or service e A print campaign can reach success without including headlines in their ads e If several text elements is included in the print ad it is important to have a descriptive headline, since it is read first e A full-color photography might be better than one in black and white 36 REFERENCES REFERENCES Absolut Ads Gallery: Absolut Accessory. Absolut Breeze, Ab __1_t V __ ka, Absolut Liposuction, Absolut Voted-Off, Absolut Kravitz, The Absolut Vodka, The Absolute Host. 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California: Sage Publications, Inc. 41 APPENDIX B PRINT AD FROM 2001 #2 absolutads.com m/gallery/reklama. php?id=588 http://www.absolutads APPENDIX B PRINT AD FROM 2001 #3 AB LT V_KA. http://www.absolutads.com/gallery/reklama. php?id=23 APPENDIX B PRINT AD FROM 2001 #4 absolutads.com PUR at http://www.absolutads.com/gallery/reklama.php?id=838 PRINT AD FROM elt] tetas) i] / ABSOLUT KRAVITZ. ere erete MTR Roo tale Meme sto) ccehd aco http://www.absolutads.com/gallery/reklama.php?id: APPENDIX B PRINT AD FROM 2006 #8 asta: MORALE BOOSTER. http://www.usatoday.com/money/advertising/2006-0 1-16-absolut-usat_x.htm APPENDIX B PRINT AD FROM 2006 #9 absolutads.com Cis ceapend veal wn sti fore plain sec ft of Sethe ele (Ba deem pooetace at Be fess hid alintieaies roel fot sraccotatanece seit mete dan Ne ara Ben chit semen Ble mars CMbsothat since S79 SPS MLE PWOL Ono PROT) 750M http://www.absolutads.com/gallery/reklama. php?id=12 14