Prankvertising - Pranks as a New Form of Brand Advertising Online

• Autorzy: Małgorzata Karpińska-Krakowiak , Artur Modliński

Warianty tytułu

Prankvertising - psikus jako nowa forma reklamy marki w internecie

• Języki publikacji: EN

Abstrakty

EN

A practical joke (i.e. a prank) belongs to a category of disparagement humor, as it is a playful act held to amuse, tease or even mock the victim, and to entertain the audience. Although humor has been long exploited in broadcast and print advertising, the use of practical jokes is a more recent phenomenon esp. in digital marketing. The development of the Internet and social media creates new opportunities for using pranks as disguised adverts embedded in online strategies and there is an increasing number of companies which exploit pranks as a creative content solution for their on-line presence. As there is little academic endeavor devoted to this subject, this paper forwards a theoretical and practical framework for pranks. It recognizes pranks as innovative forms of digital advertising and it analyses their potential in terms of branding effectiveness (e.g. in maximizing brand reach, exposure, brand visibility, drawing consumer attention, eliciting strong emotions etc.). Possible prank effects are inferred from the theory of humor and from the secondary data collected by the authors of this paper. Key challenges, risks and limitations are discussed and relevant examples are provided. The paper concludes with several research areas and questions to be addressed in future empirical studies. (original abstract)

Praktyczny żart (tzw. psikus) stanowi formę humoru negatywnego; jest to zabawne i wcześniej zaplanowane działanie, przedsięwzięcie czy zdarzenie, które ma na celu rozśmieszenie publiczności, ale również wyśmianie ofiary (bohatera) żartu. Mimo że zarówno pozytywny, jak i negatywny humor od lat jest dosyć powszechnie wykorzystywaną taktyką w reklamie, praktyczne żarty jawią się jako stosunkowo nowe zjawisko reklamowe. Rozwój Internetu i mediów społecznościowych stworzył szerokie możliwości stosowania psikusów jako ukrytych reklam wbudowanych w strategie komunikacji marketingowej online. Coraz więcej firm wykorzystuje tę formę żartu w swoich działaniach komunikacyjnych i postrzega ją jako innowacyjne rozwiązanie pozwalające na zaangażowanie konsumentów w Internecie. Ze względu na brak badań oraz analiz naukowych poświęconych tej tematyce, niniejszy artykuł formułuje teoretyczne i praktyczne ramy dla psikusów, a także analizuje ich potencjał w zakresie budowania marki (np. w obszarze maksymalizacji zasięgu, ekspozycji marki, tworzenia jej widoczności, przyciągania uwagi konsumentów, obudowywania marki w silne emocjonalnie znaczenia). Do analizy potencjalnego oddziaływania praktycznych żartów wykorzystano koncepcje z teorii humoru oraz dane wtórne zgromadzone przez autorów. Ostatnia część tekstu została poświęcona charakterystyce kluczowych wyzwań, ryzyka i ograniczeń z tytułu realizacji psikusów na potrzeby reklamowe oraz omówieniu ich na licznych przykładach. Zidentyfikowano również główne obszary badawcze wymagające dodatkowego wysiłku naukowego oraz postawiono pytania, które należy uwzględnić w przyszłych badaniach empirycznych. (abstrakt oryginalny)

Słowa kluczowe

EN

Advertising forms; Advertising in mass media; Advertising; Brand; Advertising strategy

PL

Formy reklamy; Reklama w mass mediach; Reklama; Marka; Strategia reklamy

• Czasopismo: Modern Management Review
• Rocznik: 2014
• Tom: 19 (XIX)
• Numer: nr 21 (3)
• Strony: 31--44

Twórcy

autor

Małgorzata Karpińska-Krakowiak

• University of Lodz, Poland

autor

Artur Modliński

• University of Lodz, Poland

Bibliografia

• A dramatic surprise on a quiet square, http://www.youtube.com/watch?v=316AzLYfAzw (accessed: 22 September 2014).
• Barness S., LG Prank Makes People Think It's The End Of The World, "The Huffington Post", 9 March 2013, http://www.huffingtonpost.com/2013/09/03/lg-prank-spain_n_3861926.html (accessed: 22 September 2014).
• Bauman R., Story, Performance, and Event: Contextual Studies in Oral Narrative, Cambridge UP, Cambridge 1986, p. 144.
• Blake M., 'Push here for Drama': How a quiet Belgian town was turned into a live action movie, complete with punch-ups, gunfights and kidnap... and a sexy biker in lingerie, "Daily Mail", 12 April 2012, http://www.dailymail.co.uk/news/article-2128653/Push-Drama-How-quiet-Belgian-town-turned-live-action-movie-complete-punch-ups-gunfights-kidnap--sexy- lingerie-clad-biker.html (accessed: 22 September 2014).
• Busloads of kids get surprise trip to Toys"R"Us, https://www.youtube.com/watch?v=q5SXybm6bss (accessed: 20 September 2014).
• De Pelsmacker P., Geuens M., The advertising effectiveness of different levels of intensity of humour and warmth and the moderating role of top of mind awareness and degree of product use, "Journal of Marketing Communications" 5/3 (1999), p. 113-129.
• Duncan C.P., Nelson J.E., Effects of Humor in a Radio Advertising Experiment, "Journal of Advertising" 14/2 (1985), p. 33-64.
• Eisend M., A meta-analysis of humor in advertising, "Journal of the Academy of Marketing Science" 2009/37, p. 191-203.
• Flaherty K., Weinberger M.G., Gulas C.S., The Impact of Perceived Humor, Product Type, and Humor Style in Radio Advertising, "Journal of Current Issues and Research in Advertising" 26/1 (2004), p. 25-36.
• Gelb B.D., Zinkhan G.M., Humor and advertising effectiveness after repeated exposures to a radio commercial, "Journal of Advertising" 15/2 (1986), p. 15-34.
• Gianatasio D., Prankvertising: Are Outrageous Marketing Stunts Worth the Risks? "Adweek", 1 April 2013, http://www.adweek.com/news/advertising-branding/prankvertising-are-outrageous-marketing-stunts-worth-risks-148238?page=1 (accessed: 1 September 2014).
• Gulas C.S., Weinberger M.G., Humor in Advertising: A Comprehensive Analysis, M.E. Sharpe, New York 2006.
• Heider F., The Psychology of Interpersonal Relations, Hillsdale, New Jersey 1958.
• Hsieh J.-K., Hsieh Y.-C., Tang Y.-C., Exploring the disseminating behaviors of eWOM marketing: persuasion in online video, "Electronic Commerce Research" 2012/12, s. 201-224.
• Jeff Gordon: Test Drive | Pepsi Max | Prank, http://www.youtube.com/watch?v=Q5mHPo2yDG8 (accessed: 22 September 2014).
• Karpińska-Krakowiak M., Consumers, Play and Communitas - an Anthropological View on Building Consumer Involvement on a Mass Scale, "Polish Sociological Review" 3/187 (2014), p. 317-331.
• Kosner A.W., "Push To Add Drama" Video: Belgian TNT Advert Shows Virality of Manipulated Gestures, "Forbes", 4 December 2012, http://www.forbes.com/sites/anthonykosner/2012/04/12/push-to-add-drama-video-belgian-tnt-advert-shows-virality-of-manipulated- gestures/ (accessed: 22 September 2014).
• Lammers H.B., Liebowitz L., Seymour G.E., Hennessey J.E., Humor and cognitive response to advertising stimuli: A trace consolidation approach, "Journal of Business Research" 11/2 (1983), p. 173-185.
• LG pulls apocalyptic interview prank, "Telegraph", 5 September 2013, http://www.telegraph.co.uk/news/newstopics/howaboutthat/10290405/LG-pulls-apocalyptic-interview-prank.html (accessed: 22 September 2014).
• MacKenzie S.B, Lutz R.J., Belch G.E., The role of attitude toward the ad as a mediator of advertising effectiveness: a test of competing explanations, "Journal of Marketing Research" 23/2 (1986), p. 130-143.
• MacKenzie S.B., Lutz R.J., An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context, "Journal of Marketing" 1989/53, p. 48-56.
• Madden T.J., Weinberger M.G., The effects of humor on attention in magazine advertising, "Journal of Advertising" 11/2 (1982), p. 8-14.
• Martin R.A., The Psychology of Humor: An Integrative Approach, Elsevier, Amsterdam 2007.
• McCormack D., Welcome to the scariest job interview ever!, "Daily Mail", 5 September 2013, http://www.dailymail.co.uk/news/article-2411950/Scariest-job-interview-LG-terrifies-applicants-Chile-faking-massive-meteor-crash-outside-office-window-thats-really-ultra-high- def-TV-screen.html (accessed: 22 September 2014).
• Media firms are making big bets on online video, still an untested medium, New York, 3 May 2014, http://www.economist.com/news/business/21601558-media-firms-are-making-big-bets-online-video-still-untested-medium-newtube.
• Petty R.E., Cacioppo J.T., The Elaboration Likelihood Model of persuasion, "Advances in Experimental Social Psychology" 1986/19, p. 123-194.
• Petty R.E., Kasmer J., Haugtvedt C., Cacioppo J.T., Source and message factors in persuasion: A reply to Stiffs critique of the Elaboration Likelihood Model, "Communication Monographs" 1987/54, p. 233-249.
• Prilluk R., Till B.D., The role of contingency awareness, involvement, and need for cognition in attitude formation, "Journal of the Academy of Marketing Science" 32/3 (2004), p. 329-344.
• Raven D., Is this the world's scariest job interview? LG give job applicants the fright of their lives, "Mirror", 5 September 2013, http://www.mirror.co.uk/news/weird-news/worlds-scariest-job-interview-lg-2252797 (accessed: 22 September 2014).
• So Real it's Scary, http://www.youtube.com/watch?v=NeXMxuNNlE8 (accessed: 22 September 2014).
• Speck P.S., On humor and humor in advertising, Texas Tech University 1987 (Ph.D. Dissertation), https://repositories.tdl.org/ttu-ir/bitstream/handle/2346/19016/31295000275114.pdf?sequence=1 (accessed: 8 August 2014).
• Steward D.M., Furse D.H., Effective television advertising, D.C. Heath and Company, Chicago 1986.
• TNT's Red Button Ad Invites Users To "Push To Add Drama ", "Huffington Post", 4 November 2012, http://www.huffingtonpost.com/2012/04/11/tnt-red-button-ad-commercial-add-drama_n_1418731.html (accessed: 22 September 2014).
• Weinberger M.G., Gulas C.S., The Impact of Humor in Advertising: A Review, "Journal of Advertising" 21/4 (1992), p. 35-59.
• Weinberger M.G., Campbell L., Brody B., Effective Radio Advertising, Lexington Books, New York 1994.
• Weinberger M.G., Campbell L., The use and impact of humor in radio advertising, "Journal of Advertising Research" 31/12-01 (1991), p. 44-52.
• WestJet Christmas Miracle: real-time giving, http://www.youtube.com/watch?v=zIEIvi2MuEk (accessed: 22 September 2014).
• Woltman Elpers J.C.M., Mukherjee A., Hoyer W.D., Humor in television advertising: A moment-to-moment analysis, "Journal of Consumer Research" 2004/31, p. 592-598.
• Zhang Y., Zinkhan G.M., Humor in Television Advertising, "Advances in Consumer Research" 1991/18, p. 813-818.
• Zillmann D., Williams B.R., Bryant J., Boynton K.R., Wolf M.A., Acquisition of information from educational television as a function of differently paced humorous inserts, "Journal of Educational Psychology" 72/2 (1980), p. 170-180.

Identyfikatory

DOI

10.7862/rz.2014.mmr.31