Neuromarketing: Procter & Gamble (P&G) Video Advertisement Analysis

The goal of this analysis is to compare each video advertisement in terms of their effect on emotions and feelings that they are trying to communicate towards their target audience. This is part of our course requirements in An Introduction to Consumer Neuroscience and Neuromarketing

Advertisement 1: Cutest Halloween Commercial Crest and Oral B punk kids 2014.

This ads highlights the feelings and emotions of kids by their senses. It shows the importance of brushing their teeth without distorting the trick-or-treat culture for kids.

Taste and smell senses are utilized to relate to kids in an affective level. Researchers believe that smell is the most powerful sense that is linked to emotion (unconscious) and feelings (conscious) generated by odors. The unpleasant smell builds an uneasy feeling towards what they eat. Taste buds can affect how kids think about the food. Our sight receives an enormous amount of information (the most developed sense) which is why the kids on this video undoubtedly relied on their taste because it is visually appealing.

Adverstisement 2: Oral B Trizone Power Brush technology

This ads target adults having a conscious experience of using a toothbrush. It aims to enhance the experience of the traditional toothbrush.

This video focuses more on the technical simulation that motivates viewers to combine the technology and the tooth-cleaning task. The visual simulation (texture and pattern) of toothbrush and plaque while moving inside the mouth helps viewers visualize the experience of using the top quality product.

Conclusion

Both ads work on different segments of consumers, but the first advertisement appeals most because it uses several senses to communicate to its audience, which is not limited to children. It is more appealing because it touches the human senses which helps communicates effectively as a whole compared to traditional method which hone messages for a specific audience. We can measure emotions and feelings based on the kids’ affective display, facial and vocal expressions, and bodily postures.

The explosion of technology can bring neuromarketing in another level, the development of Virtual Reality and the Wearables Technology can access our Somatosensory system — the part of the sensory system concerned with the conscious perception of touch, pressure, pain, temperature, position, movement, and vibration, which arise from the muscles, joints, skin, and fascia. This can target consumers thoroughly, but should be used responsibly.