This video depicts an
interactive print ad that was placed in a magazine by Peugeot.
This ad asks readers
to hit the image of a Peugeot 408 in order to demonstrate how it provides
greater safety than previous cars. Little did the reader know that there was in
fact a mini airbag fitted behind the image, which expanded in response to
pressure. This highlights the new and improved airbag system fitted in these
cars.
This demonstrates the
interactive experiment template (Goldenberg, Mazurksy & Solomon, 1999),
specifically the activation version. The reader inadvertently activates the
product, which is being promoted and thus is forced to experience the benefits
they would receive should they invest in the new car.
In a study by Wendy
Macias (2003) participants were shown either an interactive advert or a
non-interactive advert and then given a questionnaire to determine its
effectiveness. Results showed that interactive advertising has a positive
effect on the comprehension and persuasive outcomes.
Goldenberg, J.,
Mazursky, D., & Solomon, S. (1999). The fundamental templates of quality
ads. Marketing Science, 18, 333-351.
Macias, W. (2003). A
preliminary structural equation model of comprehension and persuasion of
interactive advertising brand websites. Journal of Interactive Advertising, 3,
36-48.
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