Déformation professionelle - Professional diseases in advertising and marketing
Axel Eckstein, Executive Creative Director at Leo Burnett Switzerland, writes in Werbewoche about pathology in advertising and marketing. In the ninth episode: Premature brand effusion (ejaculatio logo praecox).
If the name of the sender appears too early in a commercial or in any other narrative format, this is known as premature brand effusion. The sender experiences its climax before the story has itss.
Features
The outpouring almost always takes place within the first few seconds. Not infrequently, it occurs before the penetration of the advertising message in the consumer ( " ante portas " ). According to some experts, however, the early mention of the brand is not always " premature " . If a concept is missing completely, for example, then there is also no structuring of the film, text or event into dramaturgical sections that require a certain sequence.
Follow
Premature brand effusion is a dysfunction in which the implementation partner is unable to control the timing of the logo insertion itself. This results in considerable strain in the relationship between the campaign maker and the audience. A feeling of powerlessness on the one hand is accompanied by a lack of narrative satisfaction on the other.
Remedy
One well-known method of avoiding premature brand effusion is the squeeze technique. This involves squeezing all of the product's benefits into the story shortly before the highest pressure to name the product. If vignettes are also used, test subjects report a delay in climax of up to 6 times.
Published so far:
Idea bedsores (decubitus idea)
Panic-progressive disorder (morbus pendulum)
Margin inflammation (gastritis profit)
Success strabismus (strabismus successus)
Gold fever (febre auri)
Platitourette (repetitio nausea)
Visual fetishism (stimulus best practice)
Probonose (thrombosis facsimile)
