There is nothing much skiers can do while they are sitting on the lift. Although some chat with other skiers sitting next to them or make/receive a few phone calls, others keep quiet and desperately search for something to kill their ten-minute boredom.
I have met an interesting OOH (Out-Of-Home) advertising at Yongpyong, a Korean ski resort. The marketers of the Tiguan at the Volkswagen made its back side using paper and then attached it to the lift. Most skiers including me who take this lift cannot help but look at the rear side of this car for over ten minutes until they get off the lift and hit the slope. Cutting/painting papers like a car may not cost much but doing so seems to work; I now become very familiar with this car, at least, its back side!
More importantly, I find this advertisement interesting and infer that the brand, Volkswagen, might be interesting as well. This way of thought is well established in a classic paper in which the attitude toward the advertisement (Aad) plays a key role in shaping the attitude toward the brand.
This article presents the results of a study designed to obtain a better understanding of the effects of using valenced visual information in advertising. In the study, subjects saw advertisements for hypothetical products that contained affect-laden photographs with different valences (Picture Type Manipulation). The results indicate that the affect-laden photographs had an effect on both attitude toward the advertisement (Aad) and brand attitudes; however, no differences were found in the product attribute beliefs that were formed. Photographs that were evaluated positively created more favorable attitudes toward the advertisements and brand attitudes, whereas the reverse was true for photographs that were evaluated negatively. The results of an analysis of covariance indicate that the inclusion of both the predicted attitude from structured scales (ΣΣbi,ei) and elicited beliefs did not eliminate all the reliable Picture Type effects on brand attitudes; however, the inclusion of Aad did eliminate these effects. In addition, Aad was found to affect brand attitudes for advertisements that contain only copy, and evidence is presented that Aad and brand attitudes are separate hypothetical constructs. Finally, a Dual Component model is presented to explain the effects of visual and verbal information in advertisements.
2 thoughts on “Car shaped ski lift”
This is very informative and interesting Jaewoo Joo,
The author said that while using the ski lift, people feel bored and try to get rid of boredom. The author, who visited a ski resort in Korea, said that while climbing the lift, he encountered OOH, which was made in the shape of a car with the back of the lift in front of his eyes, and although it would have cost a lot to manufacture OOH, he had no choice but to look at OOH in the shape of the back of a 10-minute car where the lift reached the top, and found that he became very familiar with the car product.
I found the author’s experience interesting, and I remembered having a similar experience. One summer day, I noticed an advertisement written on the front seat cover of the express bus that I could see on the way to my hometown of the southern sea village. The original purpose of seat covers was to provide cleanliness and hygiene so that people’s heads did not directly touch the seats, but the advertisement on this small seat cover caught my eyes. The advertisement depicted a cruise ship that could quickly travel to and from Jeju Island from the dock close to my house, and the background picture showed islands and the blue sea on the sea. People had closed all the curtains inside the bus to avoid the hot afternoon sunlight. When I looked at my phone on the bus, I got motion sickness, so I had no choice but to close my eyes to sleep or look at the seat cover right in front of me. Thanks to this advertisement, I was able to see the cool sea on the stuffy bus, and I suddenly thought that I wanted to go to Jeju Island on a cruise with my grandfather and grandmother in the countryside.
The reason why it was similar to the author’s experience was that the high-end white cloth seat cover would have been expensive because it had to print the advertisement image as many seats in elaborate colors, and that the only thing you could see in a bus with closed curtains was a smartphone except for the seat cover in the front seat, and that it was not unpleasant to see the advertisement.
I drew the following implications from the author’s experience and mine.
Currently, advertisements are bound to attract celebrities or pay a lot of attention to internal factors such as FOOH (a compound word with Fake (or Faux) in front of OOH (Out of Home), which means outdoor advertising). It is establishing itself as a medium that shows potential and unrivaled competitiveness by incorporating fresh ideas advertisements in order to increase the freshness, interest, and attractiveness of advertisements themselves, but rather, I thought that if I could focus on external factors of advertisements and increase the delivery power and effectiveness, I could bring out positive reactions and effects. As with the author and my experience, I thought it would be good to use environmental factors that make people who watch advertisements no choice but to watch advertisements.
Through this, I thought of additional suggestions. When I thought about what kind of environment consumers have no choice but to watch advertisements, I thought that freedom of action was limited. So, when I thought about the absence of advertisements among the cases where the consumer situation was inevitably limited, the ceiling of subway escalators came to mind. There are many advertisements on the walls of escalators, but I have not been able to see them. In fact, there were no search results. Recently, subway stations in Seoul have installed anti-sex crime mirrors on the ceiling of escalators to prevent sexual crimes. I thought that if there was a comfortable advertisement where the mirror was attached, it would be imprinted as a good image while providing peace to the mind while climbing the escalator and looking at the mirror because of the desire to prevent crime.
This is very informative and interesting Jaewoo Joo,
The author said that while using the ski lift, people feel bored and try to get rid of boredom. The author, who visited a ski resort in Korea, said that while climbing the lift, he encountered OOH, which was made in the shape of a car with the back of the lift in front of his eyes, and although it would have cost a lot to manufacture OOH, he had no choice but to look at OOH in the shape of the back of a 10-minute car where the lift reached the top, and found that he became very familiar with the car product.
I found the author’s experience interesting, and I remembered having a similar experience. One summer day, I noticed an advertisement written on the front seat cover of the express bus that I could see on the way to my hometown of the southern sea village. The original purpose of seat covers was to provide cleanliness and hygiene so that people’s heads did not directly touch the seats, but the advertisement on this small seat cover caught my eyes. The advertisement depicted a cruise ship that could quickly travel to and from Jeju Island from the dock close to my house, and the background picture showed islands and the blue sea on the sea. People had closed all the curtains inside the bus to avoid the hot afternoon sunlight. When I looked at my phone on the bus, I got motion sickness, so I had no choice but to close my eyes to sleep or look at the seat cover right in front of me. Thanks to this advertisement, I was able to see the cool sea on the stuffy bus, and I suddenly thought that I wanted to go to Jeju Island on a cruise with my grandfather and grandmother in the countryside.
The reason why it was similar to the author’s experience was that the high-end white cloth seat cover would have been expensive because it had to print the advertisement image as many seats in elaborate colors, and that the only thing you could see in a bus with closed curtains was a smartphone except for the seat cover in the front seat, and that it was not unpleasant to see the advertisement.
I drew the following implications from the author’s experience and mine.
Currently, advertisements are bound to attract celebrities or pay a lot of attention to internal factors such as FOOH (a compound word with Fake (or Faux) in front of OOH (Out of Home), which means outdoor advertising). It is establishing itself as a medium that shows potential and unrivaled competitiveness by incorporating fresh ideas advertisements in order to increase the freshness, interest, and attractiveness of advertisements themselves, but rather, I thought that if I could focus on external factors of advertisements and increase the delivery power and effectiveness, I could bring out positive reactions and effects. As with the author and my experience, I thought it would be good to use environmental factors that make people who watch advertisements no choice but to watch advertisements.
Through this, I thought of additional suggestions. When I thought about what kind of environment consumers have no choice but to watch advertisements, I thought that freedom of action was limited. So, when I thought about the absence of advertisements among the cases where the consumer situation was inevitably limited, the ceiling of subway escalators came to mind. There are many advertisements on the walls of escalators, but I have not been able to see them. In fact, there were no search results. Recently, subway stations in Seoul have installed anti-sex crime mirrors on the ceiling of escalators to prevent sexual crimes. I thought that if there was a comfortable advertisement where the mirror was attached, it would be imprinted as a good image while providing peace to the mind while climbing the escalator and looking at the mirror because of the desire to prevent crime.