Post by account_disabled on Jan 6, 2024 1:57:12 GMT -6
Christmas advertising is heavily burdened this year by the pandemic and many festive advertisements wink at the coronavirus. According to a recent study carried out in the United States by Ace Metrix, 32% of Christmas advertisements refer to COVID-19 this year, confronting the new normal with much more traditional festive patterns. The Ace Metrix study concludes that Christmas campaigns in which the pandemic makes its way work slightly better among viewers than those that do not take the trouble to make room for the coronavirus. However, this is a difference that is in no way significant (much less decisive). It is also worth noting that less than 10% of Christmas advertisements provide cover for protagonists wearing a mask . Those who rely the most on this ubiquitous complement for their Christmas advertising are retailers, particularly when they place scenes of people shopping in their stores under the spotlight. As with generic references to COVID-19 , the inclusion of masks in Christmas advertising does not have a really notable impact on its reception by the audience.
The Ace Metrix report suggests that tailoring the tone of advertising to the holiday season is potentially more relevant than diving into the special circumstances of people's Phone Number List lives in times of pandemic. References to the pandemic do not necessarily make advertising better in the eyes of the consumer The vast majority of consumers confess that they do not feel bothered by Christmas advertisements that show gatherings of friends and family where masks and social distancing measures are conspicuous by their absence. Only 1% of viewers develop feelings of a negative nature towards this type of advertising (which they call controversial and irresponsible). In any case, only 7% of the 127 Christmas spots under scrutiny in their report portray large gatherings and endorse a clearly pre-covid approach. That there is little presence of masks in Christmas advertising is not, on the other hand, in any way surprising.
After all, a previous Ace Metrix report published last July revealed that only 1% of consumers complained about the absence of masks in advertising. While some Christmas ads refer to new habits born in the heat of the coronavirus (such as “pickup” services and “contactless” payments), other new behaviors seem to be in the shadows. Only 7% of the spots evaluated by Ace Metrix include, for example, some type of celebration via Zoom in their narrative (perhaps due to consumer fatigue with video calls ). If you do not see the embedded video correctly, click here Still, Christmas via Zoom isn't necessarily any less emotional . This is demonstrated, for example, by Etsy with the spot "Nana", in which a grandmother receives a gift from her grandson and talks to him via videoconference (without the emotion overlapping the story being resented in the slightest). minimum). If you do not see the embedded video correctly, click here On the other hand, 14% of Christmas spots make use of the animation technique this year (perhaps due to the restrictions imposed by COVID-19 on filming).
The Ace Metrix report suggests that tailoring the tone of advertising to the holiday season is potentially more relevant than diving into the special circumstances of people's Phone Number List lives in times of pandemic. References to the pandemic do not necessarily make advertising better in the eyes of the consumer The vast majority of consumers confess that they do not feel bothered by Christmas advertisements that show gatherings of friends and family where masks and social distancing measures are conspicuous by their absence. Only 1% of viewers develop feelings of a negative nature towards this type of advertising (which they call controversial and irresponsible). In any case, only 7% of the 127 Christmas spots under scrutiny in their report portray large gatherings and endorse a clearly pre-covid approach. That there is little presence of masks in Christmas advertising is not, on the other hand, in any way surprising.
After all, a previous Ace Metrix report published last July revealed that only 1% of consumers complained about the absence of masks in advertising. While some Christmas ads refer to new habits born in the heat of the coronavirus (such as “pickup” services and “contactless” payments), other new behaviors seem to be in the shadows. Only 7% of the spots evaluated by Ace Metrix include, for example, some type of celebration via Zoom in their narrative (perhaps due to consumer fatigue with video calls ). If you do not see the embedded video correctly, click here Still, Christmas via Zoom isn't necessarily any less emotional . This is demonstrated, for example, by Etsy with the spot "Nana", in which a grandmother receives a gift from her grandson and talks to him via videoconference (without the emotion overlapping the story being resented in the slightest). minimum). If you do not see the embedded video correctly, click here On the other hand, 14% of Christmas spots make use of the animation technique this year (perhaps due to the restrictions imposed by COVID-19 on filming).