[Dr Kay Brügge] There is a scene from one of the earlier 'Psycho' movies, where a visitor asks Norman Bates whether they can use the phone in the Bates Motel. He says 'yes', but simultaneously shakes his head, meaning the exact opposite. This is the scene that is played out over again in the "reality" Outsurance commercials.
[Dr Kay Brügge] So, good old Sigmund Freud's theory of personality ('id'; 'ego' and 'superego') is again capitalised upon for commercial purposes. Someone at the ad agency must have dusted off their psych 101 books to come-up with the Samsung 'Tornado' washing machine advertisement.
[Dr Kay Brügge] The Spirulina 'balancing act' ad shows a woman on a tightrope with a baby. This is one of those ads where the persuasive effect derives from the composition. No irrelevant detail is allowed.
[Dr Kay Brügge] SAB has always been good at perpetuating the collectivist notion where personal identity and preference is wholly defined through relationship with others, including what beer must be consumed. Judging by the 'dekalitres' of its brew being quaffed, it has been successful in utilising mythical entities such as the "Charles Glass Society" as a catalyst to 'unite' people of different persuasions.
[Dr Kay Brügge] Karen Horney's (a neo-Freudian's) personality theory provides an excellent context for the analysis of the current KFC "Goth" advertisement. Horney believed that if a child is subjected to an environment of non-acceptance, anxiety results and the child develops strategies to cope with the anxiety so as to regain a sense of safety.
[Dr Kay Brügge] The Vodacom 'top-up' ad comes across as a rip-off smorgasbord of other ads. There is the 'person-in-the-bubblebath' scene, which has been used ad-nauseum. Running out of airtime couldn't possibly be as embarrassing as the feelings (let alone cold shivers) experienced by the person having the 'plug pulled' whilst in the bath, only to be 'topped-up' again.
[Dr Kay Brügge] The Nescafe Classic 'tokens' advertisement is positioned to capitalise on one of the main human weaknesses steadily engendered by our fast-food society: the need for instant gratification. The ad succeeds in creating the subconscious association between instant coffee and the promise of instant financial reward.
[Dr Kay Brügge] The "Herbology" billboards that have a guy peeking into his underpants are funny mostly because of the Libido Tonic's main ingredient, "Horny Goat Weed". Being a billboard, other details (notably of the 'guy') remain blurry. However, the printed version of the ad affords one a more extended scrutiny.
[Dr Kay Brügge] As far as the printed media goes, this ad is brilliantly experiential and taps into the archetypal parts of the human mind. The ad begins with an evocative series of sentences designed and phrased to generate an emotive response. It follows with a narrative on Gabriel Kubu shock absorbers and a picture of the actual product.
[Dr Kay Brügge] In the recent Nandos TV ad, a number of 'brand impostors' admirably discuss Nandos' trade secrets. The ad is at pains to introduce anomalies in the appearance of competitor brand characters such as KFC's "Colonel". The obvious intention is not to break competitive advertising rules, but also to sustain the "Wandos" theme.