By Ana Fernandez
My passion for music has always made it easy for a song to influence my mood or to provoke an emotion in me. Music can affect the mood, perception and even the memory of almost any person. For example, when I hear the song I’ll be There for You by the Rembrandts, it takes me back to my high school graduation and all the good memories. Knowing that music can have an affect on your emotions, brands have found ways to harness the power of music to positively influence their perceptions.
If you can influence how someone feels, and influence how they perceive a message or image, then why not use that to your advantage? I’m talking about using this knowledge of music to influence the consumer’s engagement towards an advertisement.
A Millward Brown study (1) testing the same ad, but with two different music variations, wanted to showcase how music could positively influence consumer’s perception. The first ad used the well-known hit song Teenage Kicks and the second used a less popular song. The differences in consumer responses were drastic.
While we know music can create positive engagement with consumers, it’s also important to keep in mind the pairing of music and messaging. Music should go well with the overall message and general feel of the ad. Think about it: have you ever seen an ad where the message and music fit perfectly together? I know I have, take the John Lewis Christmas ad.
Click here to watch.
Why it works:
When a song is used correctly and strategically, it can provide enjoyment, connectivity and emotion to the viewing audience. When music is used properly in a campaign, it can positively affect the brand identity and even make it iconic. Here are some examples:
So, all in all, we’ve learned how music can affect a person and a brand. Keeping in mind the relationship between the music and the key message of an advertisement will help the brand further impact the consumer’s perception of the ad. That’s why it’s critical to have an understanding of the communications and select the music that is most ‘in tune’ with the core message and mood. The John Lewis ad and the Kit Kat campaign are very different from each other in terms of the style and imagery, but both brands found their ‘forte’ and matched a message to a sound. Always remember, when it comes to music in advertising, you have to think ‘sharp’ or your ad will be ‘flat’.
By: Aída Reyna, Brand Planner Intern
Yes, Hispanics have strong family bonds. Yes, they love their dear abuelitas. They like to spend time together and enjoy abuelita’s famous cooking. That simple idea has fueled an overuse of the ‘abuelita’ character in Hispanic ads. Family is great and should be celebrated. I’m sure non-Hispanics love their families (I hope); but as a Mexican, I would like to see advertising that goes beyond the image of a lovely family centered around a cute grandma.
Salsa, Tequila, & Fiesta Latina
Non-Hispanics that watch television must think that Hispanics party and eat salsa every day. Hispanic food products are always the center of some festive get-together where the whole family is dancing to carnaval music. And oddly, it’s only a Hispanic family at these parties, as if they don’t have friends of other races they want to invite. According to Hispanic advertising logic, any time a simple life event occurs a party automatically ensues. And for the love of God, not every Hispanic party has a piñata or merengue.
Cleaning and Cooking Makes a Good Latina
I can’t argue that keeping a sparkling home and/or knowing how to cook are great attributes to have. But that doesn’t mean it needs to be overplayed. It’s tiring to see a nostalgic Latina cleaning and thinking of how proud her mom would feel seeing her daughter scrub bathrooms with the same products she used. I feel like Latinas in ads are often seeking their mother’s approval in cooking and cleaning products.
Can the Real Spanish Speakers Please Stand Up?
Sometimes the pronunciation in celebrity endorsements is so bad it can be offensive for Spanish speakers. The case of the gringo accent comes out in poorly devised ads where the dialogue sounds forced like translated from a search engine. There are plenty of Spanish speakers for these roles to enhance the realism. Leave out the frauds. Your Spanish speaking audience can tell the difference.
Passions Running High
Let’s calm down using the word “pasión”. The word is riddled everywhere, especially in fútbol. It’s a positive word, but it’s almost a default descriptor in ads. Let’s diversify our vocabulary and not rely on “pasión” just because Hispanics are involved. For the sake of creativity, we should think a little deeper. And creativity is something to be passionate about.
Source: Advertising Age, Short Form Video - January 2014
By: Natalie Gover, Brand Planner
Today, 80% of Hispanics use social media and, according to Nielsen, Hispanic adults are 25% more likely to follow a brand on Facebook than the general online population. Facebook serves as a powerful avenue through which brands can alleviate Hispanic consumers’ tension points - e.g. in-language content, access to resources, social connectivity with others of their ethnic background - and build meaningful relationships.
With these statistics in mind, executives at Facebook have made the commitment to serve as the go-to platform for brands to reach Hispanic consumers. To support their aggressive U.S. Hispanic strategy, Facebook has opened an office in Miami with the express purpose of serving agencies and advertisers seeking to target this demographic.
While Facebook’s renewed interest in its Hispanic users is great news for marketers, it begs the question, “Is Facebook moving to greener pastures?” Given increasing reports indicating Facebook’s diminishing usership - with some new statistical models predicting that Facebook will lose up to 80% of its users by 2017 - it comes as no surprise that Facebook is seeking new segments to keep its brand afloat.
Source: Forbes Facebook To Help Brands Convert 55 Million U.S. Hispanics; Time Facebook Is About to Lose 80% of Its Users, Study Says
By: Natalie Gover, Brand Planner
Following in the footsteps of the English-language site, the Spanish-language version of the federal health care website has seen a slew of usability issues, particularly when it comes to translation.
The site, CuidadoDeSalud.gov, launched more than two months late. A page with Spanish instructions within the site links users to an English form. Most notably, the translations are so direct and full of grammatical mistakes that many believe they must have been computer-generated. (The name of the site itself can literally be read “for the caution of health.”)
"When you get into the details of the plans, it’s not all written in Spanish. It’s written in Spanglish, so we end up having to translate it for them," said Adrian Madriz, a health care navigator who helps with enrollment in Miami.
While it is tempting to simply roll our eyes at the ineptitude of the site translators, these issues underscore the halting efforts across the nation to enroll Spanish-speakers under the federal health care law. Critics assert that as a result of these technical difficulties and mistranslations, many people whom the law was designed to help have been left out of the first wave of coverage.
"Across the U.S., about 12 percent of the 317 million people in the country speak only Spanish, but federal officials have said less than 4 percent of calls to a national hotline were Spanish-only as of last month."
Source: ABC News
By: Natalie Gover, Brand Planner
With JWTIntelligence at the vanguard, a number of trend forecasters have dubbed 2014 as the year of JOMO: the Joy of Missing Out. The term incapsulates a backlash to previous years’ FOMO - Fear of Missing Out - by eschewing the pressure to say ‘yes’ to everything in favor of giving yourself space to think and experience life at your own pace.
The catchy acronym is an element of the larger social trend of Mindful Living, whereby consumers are developing “a desire to experience everything in a more present, conscious way.”
While evidence of this desire abounds, the most obvious place to look is the decline in cell phone dependence: “In 2013, 52% of consumers agreed, ‘I could not get by without my cell phone,’ down from 59% in 2012.” Or, on a more tangible level, who hasn’t been invited to play at least one round of the Cell Phone Stack during dinner with friends?
Sources: JWTIntelligence 10 Trends for 2014 and Beyond; 2013 U.S. Yankelovich MONITOR
Latinas as primary earners and influencers in their households. Check it out!
In the casual clothing subcategory, Hispanic female social media users are 71% more likely to look to Pinterest for inspiration than female social media users overall and twice as likely to look to Instagram. — http://www.mpdailyfix.com/four-social-media-insights-from-the-womens-apparel-industry/
Close to 50% of Hispanic households include children, compared to less than 30% of non-Hispanic households. — Mintel, Hispanic Attitudes Towards Advertising - US - October 2013
Nearly one-in-five U.S. adults (18%) say they’ve seen or been in the presence of a ghost, according to a 2009 Pew Research Center survey. An even greater share – 29% – say they have felt in touch with someone who has already died.
Interestingly, people who often go to worship services appear to be less likely to say they see ghosts. Just 11% of those who attend religious services at least weekly say they’ve been in the presence of a ghost, while 23% of those who attend services less frequently say they have seen a ghost