Terry Moore posted the following on January 8, 2009 at 4:39 am. - Edit
Hi
I am “trying” to research the use and benefit of learning styles and multiple intelligence within the advertising world. My argument would be that if the producers of advertisements were acutley aware of these issues then advertising could become even more focussed and productive. Any comment/advice/direction would be appreciated
Terry - thanks for the excellent question!
Recognize that multiple intelligence is a theory that speaks to how people learn. Advertising is less about teaching and more about influencing. This 'influence' is not typically a result of education and is more typically a result of trying to build a quick impression in someone's mind.
To put it another way, there is surely crossover between marketing and education. Given the length of most ads there is less opportunity to educate.
Now with that said, the question remains very interesting to consider. It would suggest that ads which require the passive attention of the audience could use improving. This reminds me of those old direct mailings from sweepstakes companies, where marketers learned that if you ask a person to move a sticker to a fulfillment card, that significantly raises success. The idea is that just be engaging the audience success rates increase. Now this speaks to active learning vs. passive learning.
In regards to ads that target a person's unique style of learning I would think that when going to a mass audience you'd want to target the most popular learning style - which most ads do. I think the ability to target a learning style comes in when you can segment your audience. Let's say you are trying to sell footballs which means you are targeting a group likely to be kinesthetic. It would seem that the advertising program should encourage activity. For example, rather than describe the football provide instructions for making a paper football from the ad that will then carry the logo of the brand you are supporting. If selling guitars, don't use words to describe them but instead use a paper ad to drive traffic to an interactive web application that allows experimentation with a simulated instrument.
Just a random thought. Hope it is of some use.
Eric
In regards to ads that target a person's unique style of learning I would think that when going to a mass audience you'd want to target the most popular learning style - which most ads do. I think the ability to target a learning style comes in when you can segment your http://www.nyescortasian.com audience. Let's say you are trying to sell footballs which means you are targeting a group likely to be kinesthetic. It would seem that the advertising program should encourage activity. For example, rather than describe the football provide instructions for making a paper football from the ad that will then carry the logo of the brand you are supporting. If selling guitars, don't use words to describe them but instead use a paper ad to drive traffic to an interactive web application that allows experimentation with a simulated instrument.
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