Betekenisvol Ontwerpen in de Stad: Betekenisvolle merkervaringen
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Transcript of Betekenisvol Ontwerpen in de Stad: Betekenisvolle merkervaringen
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Meaningful Advertising:
Pervasive Advertising
in the Experience Economy
Peter van Waart, Rotterdam University of Applied Sciences
Ingrid Mulder, TU Delft
Workshop Betekenisvol Ontwerpen in de Stad
Rotterdam, 13 november 2009
no escape from advertising?
nobody wants to escape from
meaningful advertising!
meaningful advertising?
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experience
human values
meaning
brands,
advertising
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
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Experience
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
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Experience = Erlebnis
Meaningful Experience = Erfahrung
What is Experience?
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
The Experience Economy
Pine & Gilmore, The Experience Economy, 2000.Illustration: [email protected]
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Experience duration
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.illustration: Anita Wheeler, Designing Brand Identity, 2006.
The experience of a hotel stay is more than just sleeping at night. Also the phases before and after are part of the experience.
During the experience, you interact with the product, service or brand through touchpoints.
What you will remember is your emotional experience.
Shedroff et.al., Making Meaning, 2006.
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
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Human values
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Human values drive behaviour (lifestyle)
Lifestyles – Play a crucial role in people’s
daily life. – People present themselves in
social interactions through consumption of specific products (fashion, music, furniture, etc.).
– Members of the same lifestle group share preferences, norms and values.
Bourdieu, Distinction, 1984.
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Mentality® Motivaction
Value-based segmentation in brand strategy
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Find your soulmate through matching brans
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
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Meaning
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
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• Human beings act toward things on the basis of the meanings that the things have for them
• These meanings are a product of social interaction in society. • These meanings are modified through a process of interpretation, which
each individual deploys when dealing with the things that s/he encounters.
George H. Mead.
Mind, Self and Society (1934).
The Philosophy of the Act (1938).
Meaning is in the mind of the beholder
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Meaningful when adapted to human values
P. Desmet. Model of product emotions. 2002. TU Delft.
NeedsGoalsMotivesHuman values
ProductsAgents (organisations, groups, brands)Events
appraisal: non-intellectual, automatic evaluation of the significance of a stimulus for one’s personal well-being
‘the felt tendency toward anything intuitively appraised as good (benificial) or away from anything intuitively appraised as bad (harmful)’(Arnold, 1960, in: Desmet, 2002) meaningful
Meaningful brands,
meaningful advertising
Collected by Martien Heijmink
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
buy adds
sell moreproducts
make profit
TV industrial complex
Advertising in the era of TV
distributeproducts
S. Godin. Purple Cow. 2005.
persuasive
advertising
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Advertising in the era of Experience Economy
meaningful
advertising
humanvalues brands
meaning
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Remember…meaning is in the mind of the beholder
•We cannot design an experience, but we can design for an experience
•Experiences evolve from the interaction between current stimuli and personal history and set of values
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Meaningful pervasive systems
Those pervasive systems and applications that enhance social capital as collective goods involving shared goals and values and social norms of reciprocity, are most usable to be of meaning over time
Carroll, J.M. & Mentis, in: Schifferstein et al., 2008
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Orchestrating touchpoint interactions
Powerful media constitute experiences
by addressing people’s:
•intellect
•emotions
•physical experiences
Highland & Yu. Communicating Inner Experience with Video Game Technology. 2008.
Illustration: Sylvia Delissen. How to plug the gap between promise and proof. Graduation project, 2009.
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Orchestrating touchpoint interactions
intellect(human values)
physical experience
emotions
Powerful media constitute experiences
by addressing people’s:
•intellect
•emotions
•physical experiences
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Example: intellectual interaction
Being creative, distinct from masses
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Example: emotional interactionGust bowlMaarten Bekx, Pieter Diepenmaat, Dennis Luijer, Wouter van der Hoog. TU Delft 2003.
Mothers and sons emotional connection
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Example: physical interactionGestural interfaces empowering brand experienceLemmy-Boy Hoogendoorn, graduation project at IN10, 2009
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
Nike+ and iPod as meaningful brand technology
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
• be of meaning for people with your brand
• orchestrate touchpoints for
interaction with and between people
• let touchpoints address people at an intellectual, emotional and physical level
Meaningful advertising
The end
and the beginning of
meaningful advertising!