Dance Used in Marketing - Essay Example

? Dance Used in Marketing Rationale for Creative Response: The aim of this opinion paper is to reflect on the trends in the advertising and marketing to understand the contemporary usage of different tools in the field. In order to formulate my opinion about the current trends of advertising, I have chosen dance as an innovative new medium of marketing and advertising. The reason behind selecting dance as an evaluative context for this opinion paper is merely because of its increased usage as advertising tool in different parts of the world. Another reason for selecting dance for evaluation as a trend is because it has seemingly better reach to the audiences because it just not allows audiences to get entertained but also get awareness of the product. Some of the elements which have been specifically considered certain to this opinion paper are the constituents of this type of advertising. In other words, the musical interference of this advertising tool with the consciousness of the audiences has been marked as an informative aspect of the subject. The explanation of these elements and specific areas of the advertising tool have been done on the basis of its interference through TV commercials. There are other elements which have been notified throughout the opinion paper but the most important element which has been considered central to the evaluation of the advertising and marketing tool is sound element of dance as an advertising tool. In addition to the different elements which were chosen to breakdown the analysis of the trends of advertising, I used a number of books, artifacts and advertisements. These stimulus materials are easily accessible in the online databases. Some of the advertisements have also been attached below which gives a clear insight of how the dance is employed in advertising as a means to revive brand image in the mind of audiences. Special consideration was give to the ad entitled T-Mobile dance ad camping (see link below). These ads provide clear understanding of the ways dance is being used as the most effective way to built brand awareness which stays in the consciousness of audiences for longer period of time. In order to provide an illustrative yet interesting opinion on the subject of matter, I have employed careful skimming of ads which have employed dance as a tool for marketing. During the research for the ads which have employed dance technique to reach to the audience for the purpose of sharing awareness of the brands, there were a great a great deal of difference in the presentation of the ads. Also, I had to skim down the ads using mechanism of categorization. There were marketing campaigns which employed dance as a competition for winning the hampers by the sponsored brand while on the other hand there was storyboard of the ads which were based upon expression through dance. By categorizing the ads, it became relatively easier for me to reflect on the dance tool of advertising. Furthermore, the expository reflection of the mechanism is evident in the book by Huntington (2011) which I have used in order to generate my opinions regarding the trends in advertising. Opinion Section: Marketing and advertisement are two exceptional and different forms of art that persuade people. Marketing and dancing forms are closely related in a sense that both are considered as vital expression of societal activities and these have a deep impact on societal members who intend to promote these art forms. Dance and techniques of marketing both are cognitive in nature as they have great influence on psychological development of the people. In other words, it can be stated that advertising and dance are considered as the means of communication that divert attention of mass audience and create uniform passive thoughts in them. Use of dance in the advertisement is one of the most interesting and common approaches that contribute to grab an audience’s attention and interest in a more efficient manner today. Advertisement designers and practitioners work behind to produce most innovative and catchy commercials in order to generate traffic towards targeted goal. They put great efforts and use different techniques to make their work captivating and much better than ever before. Professional commercial designers are aware of the fact that marketing is an art of persuasion and it is not always easy to convince a large number of audiences for their positive response towards the proposed service or product. Expert professionals have knowledge about the techniques through which they can play with psychological patterns of the people. In other words, it can be said that media practitioners are experts in controlling minds of people through illustrations of colorful, enchanting and charming images along with thought provoking messages. Currently, media practitioners have understood the importance of utilizing different forms of dancing art in the TV commercials. Prior researches have witnessed that before implementing dance in advertisements, media practitioners have observed dance and advertisement techniques can be combined together to influence attitude of individuals towards the brand. Some other intellectuals have suggested that congruity between dance and marketing techniques can lead positive evaluation. Today, it is noticeable that advertisers are frequently using music and dance in their ads. Dance on music like jingles in the commercial are playing prominent roles, in which music and dance perfectly match with the theme and subject of the commercial. Dance is basically used to entertain the audience and maintain their interest through the commercial. Advertisers tend to use dancing techniques in their commercials because a dance performance can contribute to generate a focal point in the entire commercial and it is a key to energize the targeted audience. Dance serves as a marketing tool as it can have a deep impact on the mind. In advertisement, messages are needed to be very effective, which should work like magic bullets in mind, and dance is used as a marketing strategy to convey messages in most enchanting and convincing form. There are many different ways through which dancing characters and techniques are added in the advertisement which require expert minds behind. Dancing moves of the subject or objects in the commercials add fun in the advertisement and compel people to respond towards the offered service. Psychologists have found out that it is much easier for human brain to memorize those facts or messages that can be conveyed with the assistance of music or jingle in comparison with the messages that are simply spoken or demonstrated in front of audience. For instance, in an advertisement of deodorant it has shown that ice is dancing on man’s body from armpits to chest giving him pleasant feelings. Use of dancing ice in a deodorant commercial perfectly suits with the theme of ice cold deodorant that as the deodorant wearer individuals will get the idea how smooth, graceful and relaxed they could feel after using that particular brand. Another outstanding example we have is of Citroen C4 dancing transforming car, in which a car transforms itself into a giant robot and starts dancing. An idea of dancing-transforming car is not only enchanting, but it also conveys the message to the audience that with the upgrading technology and modifications this car is also very lively and energetic. Moreover, it has been studied that presenting a specific level of sophistication in TV commercial is quite a challenging task as it requires expertise and professionalism. Advertisements with dancing objects have adopted many cinematic attributes and one cannot easily resist the positive influences of such commercials that feature dance. It has already been highlighted that advertisers seem perfect in making messages based on cognition, responses and targeted group. Additionally, I believe that dance forms are used by the advertiser with the concept in mind that dance is carefree and beautifully designed movement of the body and their brand will also play a part to make focus group feel happy and carefree. For instance, in a commercial of scented oil candles it has been demonstrated that girls are dancing around the room and with their each dance move fragrance was spreading in every corner of the room, giving entire family soothing and fresh feelings. In this commercial, dancing has been used as a key to successful marketing which has given the thought that now a busy woman can also keep her house atmosphere relaxing with pleasant fragrance all over and she does not have to waste her time anymore in searching for most a perfect scent. Another outstanding example of dance in the commercials we have it from T-mobile Company that employed approximately 350 dancers at the station, who burst into dancing at the launch of T-mobile dance flash-mob in London. In this commercial, it has also been illustrated that the new product from T-mobile Company is very energetic and it has an ability to make people dance carefree and happily. Concisely, it can be stated that a strong relationship has been developed between advertisement and marketing as both perform functions of persuading and entertaining consumers. Advertisers beautifully use art of dancing in commercials to add creativity and inspiration in the ads to persuade the consumers more effectively. External Links 1. atimetodance.wordpress.com 2. theinspirationroom.com 3. sternbergclarke.co.uk. Works Cited A time to Dance. "Dance in advertising - what message does it send?" 2008. Web. 6 August 2012. atimetodance.wordpress.com. Document. Huntington, Carla S. Black Social Dance in Television Advertising: An Analytical History. North Carolina: McFarland, 2011. Print. Macleod, D. "T-Mobile Dance Flashmob in London." 2009. Web. 6 August 2012. theinspirationroom.com. Document. Sternbergclarke. "5 Adverts That Use Dance To Sell A Product." 2012. Web. 6 August 2012. sternbergclarke.co.uk. Walter, Carla S. "Exploring Dance in Advertising and its Influence on Consumption and Culture Using an Online Survey Method." International Journal of Business, Humanities and Technology (2011): 1-27. Print. Read More