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
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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?
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
experience
human values
meaning
brands,
advertising
Meaningful Advertising: Pervasive Advertising in the Experience Economy. Betekenisvol Ontwerpen in de Stad, Rotterdam 2009.
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.