Sensation

An essential part of marketing is the buyer's characteristics, by which one can determine what people like to buy and what influences their buyer decisions.  In other words, what influences a consumer to buy a particular product. Today's lecture introduced the idea of sensation through our 5 senses, which form our overall perceptions.

Touch, Sight, Taste, Smell & Sound

The only way in which we perceive the world, is through our 5 senses therefore, when promoting a product, mareketers play on the senses of the consumer in order to warrant a particular response.  As discussed in my previous blog, perception is formed from; Sensation- Attention- Interpretation.
By the end of this post, my viewer should have an understanding of how adverts are created to appeal to our 5 senses.

Touch
http://www.youtube.com/watch?v=zYKLhM4UcWw 
In this advert, there are three main eye catchers; the puppy, the boy on the toilet and the toilet roll.  My initial thoughts when viewing this advert was that the puppy looks soft and cuddly. This idea was followed by the tissue paper and its association to the puppy.  In less than a minute of watching this advert, I knew that what was being sold to me as a consumer, was the tissue. When the puppy runs off with the whole tissue roll at the end, the tissue looks soft because of the way the puppy is playing with it.  As a consumer, I am being lured by the softness of the tissue and its good use as a home resource, to purchase it and test its softeness.  The cute puppy and the tissue have been put together simultaneously, to suggest that both are as soft as each other.  Very little is said in this advert, which makes the end sentence: "Soft and Strong and Long- Andrex" very significant, as the viewer is likely to remember this phrase.  In saying this, if this advert were to have Lion, pulling rough looking toilet paper, it would be less appealing and undoubtably would not attract the viewer.

Sight
http://www.youtube.com/user/morethan
This advert plays with the viewers sight.  Although this advert is not a pet rescue advert, my initial thought was that the dog looked sad and I expected it to link with, helping to save rescued dogs.  In my opinion, the advert did not promote its primary concept of 'getting pet insurance' however, I found myself focusing on how sad the dog looked.  This relates to other pet rescue adverts, where the viewer's end decision is reliant on what hey have seen.  If this advert did not have a visual of the dog looking sad and instead had an audio of the narrators voice, despite the fact that regardless, the viewer would be able to evoke an image, it would not have been as affective.  Therefore, playing with the sight of the viewer can effectively mirror their emotions and buyer decision.

Taste
http://www.youtube.com/watch?v=3tbI84xZE1s&feature=related
The visuals in this advert, are very significant to the message that is being portrayed.  It is arguably easy, to promote adverts associated with taste.  However, someone sitting, looking as though they are enjoying the chocolate they are eating, is not as enticing as someone slowly placing, borken pieces of tasty looking chocolate, on their tongue.  This advert, plays with your taste buds.  You as a viewer and consumer, are aware that, chocolate is tasty but when you watch the way the chocolate is being eaten, you are more likely to wantto eat it, as well.  The lady used in this advert, looks gentle and is dressed in white.  As your senses are digesting these facts, the camera zooms in to her placing the crumpled, chocolate on her tongue whilst the music plays: "Tastes like chocolate, never tasted before".

Smell
http://www.youtube.com/watch?v=76lPciEip3A
Perfume is the product being sold in this advert however, you see less of the perfume and more of a world known icon, 'Beyonce'.  People associate this actress, with riches, jewls, luxury and 'fine living'.  Immediately, you are being promised fame and attention, if you purchase the perfume.  At the beginning of the advert, a spray comes out from the perfume bottle.  It looks refreshing! Knowing that the product is perfume, the viewer wants to perceive the smell of it.  However, they are left clueless to its aroma and only have the props used in the advert, to imagine the smell.  The roses suggest that the perfume has a dominat, rich smell.  Although the icon used in the advert, does not have people surrounding her to suggest that she smells 'nice' the idea that she is moving around and freely, automatically puts all the attention on her.  The consumer is left at a cliff hanger, suggesting that they would never know the feeling, unless they purchase the perfume.

Sound
http://www.youtube.com/watch?v=tFVivTXlaEo
This M&S advert has an appealing soundtrack that immediately brightens the mood of the viewer.  The entire M&S store, is being advertised here.  Not just the food or clothes, but all potential purchases from the store are being given a bright, bubbly soundtrack to be linked with.  As the viewer is subconsciously being made to move/hum to the song, they are also associating M&S with fun, laughter and good vibes.  The music playing in the background repeats: "Its all too beautiful, its all too beautiful..."  This music is telling the viewer that everything they are seeing from Marks and Spencer, is beautiful.  The trees and flowers in the background also depict a summer theme, linking the music and the store, to a lovely, bright summer.

The Howard- Sheth Theory of Buyer Behaviour, looks at the Behavioural Determinants of the consumer; Personality, Culture, Social Class, Importance of Purchase Decision - Inhibitors; Price of product, Brand availibilty of products, Financial status of individual and Time- constraints on individual, which all determine the output- ACTUAL PURCHASE or NO PURCHASE or DELAY.

To conclude, look at this advert to test whether or not you have grasped the idea of sensation and advertising traits that form a buyers decision:
http://www.youtube.com/watch?v=jxs106rp5RQ ... Does this advet play on the sensation of; Touch, Sight, Taste, Smell or Sound???