Understanding what are the current drivers influencing consumers to take action is crucial to designing an effective advertising campaign. This is the first thing where The Protein World went wrong with their ‘beach body ready’ campaign. Women are more proud of their bodies now and consumers are celebrating individuality more. Hence, focusing on dissatisfaction with and a lack of acceptance of your body as well as trying to fit in with some societal and cultural idea of a perfect body is not what’s going to influence female consumers to take positive action of buying such advertised supplement and becoming loyal to such communicated brand.
Turning up the volume on women’s body insecurities might result in the initial approach motivation and hence increased sales; however, for majority of women, and even for those who purchased it in the first place, it will create a strong avoidance motivation resulting in not using or buying the product as well as a negative word of mouth.
Another very important but often overlooked element of a successful ad is a behaviour of a model; precisely the nonverbal communication tadalafil buy including body language, body posture and facial expressions. In the ‘beach body ready’ ad the model is communicating clear dissatisfaction, anger and a lack of acceptance of her body rather than pride of her uniqueness and specialness.
This is just some of the reasons why The Protein World created such a huge wave of negative responses in the media and why it probably won’t be effective for the brand long-term.
Simply Be however utilised the hype created by the ‘beach body ready’ ad and created clever and respecting of female insecurities reply. Who better to respond than a plus size clothing brand! Although they kept with the original design, they were sure to use a natural colour picture of the model as well as such body posture and body language which would communicate ‘I don’t care what you think; I’m happy with my body’ attitude.
We would advice then to check the potential emotional, psychological and cultural effects of an advertising campaign idea and be sure that the ad design, including the model’s behaviour, will have a desired behavioural and purchasing effect.
