Morphed Ads: A New Method of Brand Messaging Used by Advertising Agencies in Los Angeles

Staff Writer: Carolyn Johnson

Date: 5.23.2012

 

 

Advertising agencies in Los Angeles CA realize that there are faults with the current age of advertising. The consumer consciously ignores advertising, whether it be on television or the Internet, and in fact find ads to be annoying or irrelevant.

 

The Los Angeles Times advertising rate is going down, as print ads are more disposable and ignorable now than ever. From these problems, solutions must be found by researchers in online marketing Los Angeles. Advertising researchers, fortunately, may be headed towards a solution for consumer negligence towards ads.

 

A very possible alternative method of advertising is being touted as visual morphing. Previous studies have shown that people tend to be more drawn towards people or products with whom they share distinct qualities, without the person necessarily having to be consciously aware of this similarity.  Therefore, visual morphing takes advantage of this revealing statistics using advanced photo technology to spot key individual features in a person’s photos and planting them onto a “model.”

 

A marketing research study carried out by advertising scholars Ronald J. Faber, Brittany Duff and associates at University of Minnesota studied the effects of visual morphing. In it, participants of the study filled out a personality profile beforehand. The participants were then asked to watch three ads: one with the “morphed model,” which had adopted specific visual traits of the participants themselves; one model that was not morphed at all; and the other with the morphed traits of a different person.

 

This study produced some very interesting results: as expected, most participants had the most positive response towards the model morphed with their own traits. The normal, unadulterated model had little to no response. The interesting result occurred with the model morphed with another student’s characteristics, which resulted in a negative reaction from testers. It turns out the participants could markedly see the different traits between this morphed model and themselves, and thus deeply contrasted themselves with the model when another normal person was morphed.

 

Therefore these studies have shown that consumers prefer to see people in ads that they can compare themselves to and relate to. By the same token, consumers also tend to distance themselves from models that look more like someone else.

 

Although morphing could still a viable solution, the issue of consumer attention still exists. The normal mindset that many advertisers share is that consumers will either pay full attention to an ad or they will ignore it. They assume that those who pay attention to the ad will respond to the ad and, if the ad was successful, they will respond positively to the ad in the moment. Others have theorized that the positive effect will take place over a longer period, after the ad actually becomes relevant in consumers’ minds. Yet one study is suggesting that the very act in ignoring the ad will in and of itself breed a negative attitude towards the ad.

 

This study showed that people are likely to have a more negative attitude towards Internet ads if they are placed closely to the text of the website and hinder the web content. These suggest that placement of Internet ads can critical help or hinder your ad campaign.

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