Tuesday, August 26, 2014

Say you just can't live that negative way (Bob Marley)

I wrote a post recently about my experiences regarding the past ERO visits I'd been involved in.

I am well aware that the blogosphere has been holding its collective breath for my report of my most recent bout of ERO.

Except...I have to exercise a large dollop of discretion and self censorship for this post.

All I can say is that it was... underwhelming.

They seemed to have little capacity to review a technologically innovative school so the less said the better.

And that's all I'm saying - as my mother said - if you can't say anything nice - don't say anything at all.

So - Next topic: We have a visit next week by our Minister of Education.

I've written about Hekia Parata in the past and so...I'm going to exercise another large dollop of self restraint on this one too.

Instead - another next topic: I wrote a post on my Wozza's Place blog recently about new forms of advertising in the digital age. Here's an excerpt:
The best advertising isn't advertising so says Chapter three in Velocity (the brilliant book by Ahmed/ Olander).

The goal is to create connections with customers and earn their loyalty by serving them; 
This means a shift from selling a product to selling a service.

At a recent school assembly we were shown an advert made by women's personal care brand Always.


You'll be stunned to know that the video itself wasn't about personal care products for women at all!

Instead it takes on the outdated idea of 'running like a girl, throwing like a girl' and promotes the worthy concept of women's self esteem. A self esteem that has been battered by the 'throw like a girl' pejorative term (or so says the advert).

I haven't heard the term for years but there you go.

As we were watching the advert I was getting the growing feeling that I was being manipulated. I couldn't help wondering what this video was selling. What was Always

Unlike the ANZ advert that I featured on my Wozza's Place blog - this one was more insidious. The brand name Always featured only at the end and only in a minor way.

See what you think.. http://blogs.wsj.com/cmo/2014/07/01/viral-video-of-week-an-ad-that-challenges-what-it-means-to-throw-like-a-girl/

This article mentioned a Dove advert that also effectively targets women's perceptions of themselves:

Clearly these are great examples of the shift from selling a product to selling a service. Who wouldn't want women to feel better about themselves?

I'm sure the Always advert's makers would be delighted to know that their advert was being shown to a school assembly.

My question - when does selling a service stop and selling a product start?

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