MelasZepheos said:
Given that I've got a completed 2:1 module in marketing I'd hope that's not true.
I subscribe to the view that marketing works better when subliminal but fits easier into people's heads. Isolating a word may increase the emphasis but it makes for a clumsy sentence.
One of my favourite advertisments ever is the FedEx logo. Most people don't even see it, but if you look at the gap between the capital E and the x of FedEx, the font was specifically chosen because that white space looks like an arrow. The logo itself is a marketing technique.
I'll grant you that one, subliminal methods can be effective in some respect, but unless you're invested in the practice of marketing or design, most of those subtle messages and iconography inserted into logo and type (Like the FedEx example) are lost on most consumers. Does that make them wrong? No. They certainly serve a purpose, but it's largely intangible, and asking the average FedEx customer on the street whether they notice anything special about the logotype, or if they identify a message with it, is like to draw a blank stare. "Uh, I like the colors?" "They picked a nice font?" <--- and these people may be on the right track, but probably couldn't tell you
why.
It's amazing how much effort goes into conceptualizing and designing and identity. But, sadly, it's more often than not an invisible art that I believe goes largely under-appreciated by consumers at large. It's disheartening how much you can pour into designing something you thought was incredibly clever and on point, carried a very specific message that is as obvious as day to you and those you present it to, and then watch as so many glaze over the intent when the work is put into application...
The Always one has always annoyed me, we discussed it at length in a seminar on obvious versus subliminal advertising. Though in defence of it the class was pretty evenly divided on whether it was a good example or not.
The Always ads, while appearing awkward in print advertising, does likely accomplish its goal. They way they present the slogan, and attach the "Always" at the end, either with a box shot or the word presented in the brand's logotype, does build connection. It's blatantly obvious, true, but some products are perhaps best served by being obvious. Consider that products in that category probably aren't given over to much consideration, until you need it. No one wants to think about that, and will likely glaze over quickly when the subject is presented. Best to get it out there, as simply and quickly as possible, build as much recognition as you can, and hope it sticks, the next time such a purchase may be required.
At least, that's my take on the whole business.
(And, apologies for being rampantly off-topic....)
OT- I'll just roll with a classic, here. Head-On. Activ-On. Gawd, I
hated those advertisements. Talk about the epitome of "Beat it into you until you're senseless" brute-force marketing, taken to almost painful extreme. Simply hearing those commercials gave me a headache. Perhaps, that was the intent?
