A little look at advertising

Analysis of a print ad.

glotz — Wed, 03 May 2006 15:40:50 +0000

I decided to describe a PlayStation ad which was created to launch the hardware. It is a very simple ad which looks very sober. However I don’t think that an ad must be complicated to be good. This ad was successful because people who saw it were asking themselves what it was meant. In fact, there were a lot of ads looking like this one with the four icons of the paddle’s buttons which evoke the PlayStation universe.In this ad, we can only see a gear shift with the four symbols of the main paddle buttons (the cross, the square, the circle and the triangle). It is this detail which attracts the consumer’s mind. Indeed, the consumer is asking himself why he sees this symbol and not the figures of the typical gears. Then he looks at the text which is under and quickly understands that this is an ad for the new Playstation. We cannot see other details on this picture because the background is deliberately blurred except for the PlayStation logo.This ad symbolizes the fact that the new PlayStation games are more realistic and that they give real sensations to the players. This ad was specially designed for all men who like cars and not only for the male players who are fond of car video games. It is an ad especially made for the young drivers but also for the older ones who like driving sensations.It is a very contrasting picture because it refers both to our world and to the virtual world. It departs from other ads whose message is that life is a game. Indeed, the text of this picture says that if we want to live normally we have our real world, and if we want to escape from the real world and take the risk of having sensation we have the virtual world in which we can play thanks to the Playstation 2.

I found that this ad is quite good because its simplicity is a good way to endorse the quality of the Playstation 2 without putting off people who do not like video games. It is also a good message for the ones who think that video games are dangerous for people because they think that players do not see the difference between the real and the virtual world. Indeed, this ad says that life is not a game but if we want to have fun and play we have “the other world” (another slogan of the Playstation) thanks to the Playstation 2. Thus, this ad is very different from the previous ones, and that is interesting in the history of video game advertising. That is why we can also say that it is both a promotional and an institutional ad, and that makes its power.

United colors of PlayStation

glotz — Fri, 21 Apr 2006 12:27:45 +0000

The commercial success of the PlayStation comes from an exponential dynamic of adhesion: the one who have no PlayStation enjoy the one who have it. It is a fashion phenomenon, and the ads always try to cause this process. That explains the slogan of the second campaign of the PlayStation: " Don't think that it only happens to the others.". Sony also tried to universalize its console, that was the next gear of its strategy: the new TV commercials showed people from everywhere (Europe, America,
Asia) who talks about their extraordinary experiences in front of their screen. The PlayStation allows to be at the same time the master of the universe, a Formula one champion, a dispenser of justice of the impossible one…or even more. The message is clear: everyone can become "someone" thanks to its PlayStation. After having pushed to the limits the will and the desire of transgression, Sony believes in another human aspiration: the glory which is linked with the celebrity. The paradox is simple: when people are trying to become someone special, they buy a console… like all the others. It is the clue of the know how of Sony about marketing. But, that was believable after the success of the “Walkman”. However, this strategy was a little bit confused with the third generation of TV commercials whose main character was “Fifi”, a strange woman. The one who have seen her cannot forget the deformed face of this girl outputting obscure concepts, before concluding on a peremptory: "I play, thus I am". This character was a shock whose aim was at being remembered by people. However it allows a globalisation of the concept which l create also a collective reaction. The face of the girl was made of different skin fragments which symbolise the PlayStation community. This was also a good way to show a girl endorsing a console which is often linked with male characters. Thus, that was a great way put out the video games from its masculine ghetto.

Some interesting ads!

glotz — Fri, 21 Apr 2006 11:47:33 +0000

Results of a PlayStation survey

glotz — Fri, 21 Apr 2006 11:33:25 +0000

Executive summary

We can ask about the profile of the PlayStation 2 user in order to find the main factors that will make the success of the PlayStation 3. Indeed, it is important to have a good knowledge of the PS2 players in order to provide them the best satisfaction with the new PS3. The survey was especially about the online gaming habits of the consumers, but also about their regular playing habits. The survey was not about the PS3 product in particular because the design of this product has already been decided and there is no need to change it. This report shows on what Sony must communicate to sell its product, and if Sony has well developed its new console. This survey reveals that Sony must put the emphasis on a communication campaign which shows the fun of the online games. Sony should also think about a multimedia compatibility with its new hardware and develop more diversified games in order to catch the Microsoft and Nintendo players.

Introduction

This report will look at:
• The PS2 consumer: player habits and its equipment
• The interest of the online function
• The keys of the PlayStation 3 success

Findings

1. There are two kinds of PlayStation customers: there is the player or the buyer who offers it as a gift but who does not play with it. Thus, Sony is right to launch the PS3 in November because it will profit from the trend of the Christmas gifts, which will help to sell more consoles and software. Sony could also insist on the beauty of a gift like the PS3 in Christmas ads with a surprising ton it has the secret of. Indeed, the PlayStation was almost as bought by players as it was offered.
2. People are not used playing online, that is why Sony has to insist on the online function which will have a great importance for the PS3 users. Sony has to launch blockbuster games with interesting online possibilities in order to attract the PC players who are fond of this function, and to convert regular users of PlayStation. It is also important to propose an hard drive to save the downloaded features and to propose multimedia compatibility with other media like PC (films, music, chat, add-on for games…). These functions will also be useful for the main users but also for the others who will be able to use the PlayStation for other activities than playing with a video game.
Sony could use the internet function to present its new products. However, it will not sell many products online. This means will be a show-window that will help to sell in shops but not online.
3. The quality and the performance of the consoles and of the games are the most important criteria in people’s mind. Sony and the editors have also to be creative and to profit from the new technology of the hardware to propose more realistic, funny and attractive games. They must pay attention at the innovation of the competitors. To fight against Nintendo, Sony has to look at its competitor’s new concept of playing (gyroscopic paddle) and to be more creative by creating new concepts of games. As far as fighting against Microsoft, Sony has to buy the maximum of games licenses in order to reduce the number of exclusive blockbuster games and to attract its users who are generally from the PC world. Half of the PlayStation users is faithful, but Sony should continue to innovate with new concepts like Eye Toy, in order to keep them. The promotional offer will also have a great importance on sales, that is why Sony should launch a pack with the hardware and a game to boost especially the sells of video games. Indeed, the consumers only buy one to three games in a year, which is few. Thus, Sony has to make efforts with its new disc support: the blu-ray, which can contain about ten DVDs in one. The cost of the editing and of the development must be low to produce a lot of quality games at a cheap price to increase the sells of video games.
The other points tested in the survey confirm what Sony has already thought about the PS3. We can for example quote the importance of the DVD player function. However, this player must be compatible with MP3 and Divx in order to satisfy the customers who are found of these supports.

Conclusion

Sony has a great product. Now, the company only has to prepare his media communication to endorse the product, especially for the online possibility which would be very important for this new PlayStation generation. The loyalty of the players and the reputation of the product will do the rest like in the past. Indeed, we just have to think about the passion and the hysteria of the customers when the PS2 was launched to envisage the same feeling for next November.

The PlayStation generation.

glotz — Fri, 14 Apr 2006 15:56:01 +0000

After a short missing, I will present you the continuation of my chronicle about PlayStation advertising. The previous article of this chronicle was about the changes in video games advertising through PlayStation communication. This article will now present how Sony succeeds in killing the main competitors of the market: Nintendo and Sega. One bad solution would be to attack them from the front like others have tried to do and broke their teeth. Indeed, we just have to think about Panasonic with its 3DO, and Atari with its Jaguar. This fact prevents of start from a traditional communication policy based on messages only addressed for players. How could Sony dare to claim doing better than the inventors of Sonic and Mario. The only solution was to create a new style which was more mature. Indeed, Sony takes into account that the first fans of video games, which were between ten and twelve years old at the beginning, were at this period older. These players have become teenagers or even adults. Thus, they were in a age category which was more sensible with subtle messages and universal topics like violence, sex or social status. It was time to talk about video games with less childish terms which could attract the general public. PlayStation tried to cause the pleasure. However, what is more interesting than forbidden items. And that was the subject of the first campaign of the Sony TV commercial which showed members of the C.A.P. ( Committee Against PlayStation). It was called the S.A.P.S. campaign (society against PlayStation campaign) in English countries. The spectator could see scientists handling with a great precaution the new console of Sony. They were obviously afraid by this latest one. Each spot was concluded by a slogan which is now famous: "Do not underestimate the potential of PlayStation". That intrigued the consumers who wanted to know more about this machine presented as dangerous. This message has a great success with its target audience which was the 15-24 years old who were looking for strong feelings. This campaign allows Sony to start with a great success, but the company had to keep this fashion phenomenon…This link enables you to see photos from this communication campaign:http://uk.PlayStation.com/pdcf/index.jhtml?locale=en_GB&jumpTo=ps2/news_record/storyid:107091_en_GB_FEAT

The end of the PSOne?

glotz — Sun, 02 Apr 2006 15:09:33 +0000

It is the end of the PlayStation 1.To make place to assemble its new Playstation 3, Sony has announced the end of the production of the Original PlayStation (PSOne)After more than eleven years of existence and more than 100 million sold units, the nearest arrival of the third generation of this console ended up being right of its ancestor. Launched in December 1994 in
Japan, PlayStation is really the console which led the adults to play video games such as Tomb Raider or Grand Theft Auto.However, it is not truly the end of the lifetime of the console since the parts and accessories will continue to be sold, and the discs of the PSOne games are compatible with the PS2 and the PS3. Moreover, Sony would work with a PSOne emulator for PlayStation Portable (PSP). On its side, the PS3 will be launched in November 2006simultaneously in North America, Europe and in
Japan.

The new PlayStation is coming soon!

glotz — Sat, 25 Mar 2006 13:04:23 +0000

Initially envisaged in spring 2006, the PlayStation 3 was finally pushed back at November 2006. Indeed, there were some problems with the development of protections against the hacking. According to Sony Computer Entertainment, the PlayStation 3 will be launched all around the world at this date. We hope that it will be the final date and that the hardware won't be too expensive. Indeed, who says "new hardware" says "new technology", and that will be with the new hardware of Sony who will profit from the blu-ray. Sony hopes to sell 6 millions units before April 2007 and will produce a million per month. Moreover, there will be no zones for the discs, that it is why we can hope a boom for the importations of video games. We are impatient to discover the new advertising campaign of Sony.

The video games’ ghetto

glotz — Mon, 20 Mar 2006 13:58:24 +0000

Before the Playstation's era, video games were considered as toys for children or marginal teenagers. Spending long hours in front of the television holding a paddle with contracted hands was a worrying pathology for the public opinion. Indeed, one was wary of this media which seemed to cut its users from the rest of the world and few people tried to integrate this community. Thus, the video games' market was summarized with a handle of impassioned which were insensitive with the critic and masters of their universe.This report was felt in the advertising campaigns, which were adressed to a restricted audience and in a initiated language. Hardware's makers answer to the needs of their fans before everything, and that with slogans and pictures that only video games 'consumers could understand. The launch of the Playstation generated a total rehandling of this communication's strategy. Indeed, Sony tried to allure general public: a quasi vital need for imposing itself on a market where nobody was waiting for it…

The weapons of Sony Computer Entertainment:introduction at Playstation’s advertising.

glotz — Tue, 14 Mar 2006 09:58:47 +0000

The sucess of the Playstation is linked to its technical quality, but also to the quality of its games. However, it was not the only weapon of Sony Computer Entertainment to become the leader in the video game market before Nintendo. Indeed, the current sucess of Sony in the war against Nintendo and X-Box is also linked to a shifted comunication’s strategy. I will also try to explain how Playstation succeed in imposing itself, that is to say that I am going to describe its ten past years of advertising to understand how the marketing department has contibued to its success.

Just to say “Hello”!

glotz — Fri, 03 Mar 2006 10:00:49 +0000

Hello, welcome to my blog! It is my first, but I’m going to do the best for you, so don’t hesitate to e-mail me if you have any comment! Have a nice look!