Advertising

What we have done

This week we have focused on finishing, clarifying and polishing our concept. As stated in our last blogpost, we believe that storytelling is a powerful tool in advertising widely used to communicate brand and company values by telling strong, captivating and engaging stories. These stories are often used to capture our attention and evoke emotions that the mediator wants the audience to relate to and connect to a specific company/brand/product. However, a problem today is that the companies does not know who is truly engaged by their storytelling, what emotions their stories evoke and the fact that their stories and storytelling often are temporary and un-contextual. As a result, the message of advertisement and the feelings evoked are easily forgotten and not further built upon.

In the future, we believe that storytelling will continue to play a central role in advertising, and by measuring and analyzing what people truly feel and what emotions are evoked when watching specific ads, we can communicate brand values and evoke emotions in better contexts and create a more continuous advertising experience.

So, how can this be done? In short, our solution is based on the following techniques:

• When watching advertisement, a wearable wristband measure our emotional response to the content. It answers the question: What do the user feel? The response to content creates emotional-big-data which can be used in order to provide relevant advertising to the user that is truly engaging.
• This data is further used to provide advertisement in contexts that fits the nature of the content. By for example getting advertisement by Nike with the message “Just do it” or “Find your greatness” when waking up in order to get the you pumped up for the gym or in connection to working out etc. This is just one example. This will result in stronger relationships between a person, an activity/a situation and a brand by evoking correct emotional responses in contextual situations.
• The wearable wristband a technology that is in the center of our solution, however, this is a technology and a device that we believe will underpin our daily lives in the future.

The following conceptual video shows in short how measurements using this kind of wearable already has been done: https://www.youtube.com/watch?v=nXaiWHexK0s

Furthermore, we have also begun on structuring the different topics that we want to include in the book-chapter.

What we will do

During the next week we will start writing the book chapter and further research our idea in connection to our writing. We believe that writing the book chapter will help us to further investigate and understand our idea, as we so far mainly have talked, researched and brainstormed our concept while taking notes. Writing the book chapter will help us concretize the idea and let us know if there is anything unclear.

Challenges encountered

We have not encountered any specific major challenges this week, a continuous challenge is of course to think of the future and what solutions that are feasible. We have tried to further anchor our project in storytelling which is a challenge that we have been working with since the beginning of the project. This is something we believe that we have managed pretty well with the changes we made on our concept last week.

Changes in the project

There are no specific changes for the course of our project.