marketing communications and the kuleshov effect
DESCRIPTION
The Kuleshov Effect is part of basic craft for film makers and editors- would it have implications for development and testing of advertising or other communication pieces?TRANSCRIPT
MARKETING COMMUNICATIONS ANDTHE KULESHOV EFFECTIs effectiveness extrinsic to the execution?
Muder Chiba
Muder Chiba
The Kuleshov Effect The Kuleshov effect is a film editing
technique that was recognised and demonstrated by Russian filmmaker Lev Kuleshov between 1910-1920 during his montage experiments. These experiments indicated the usefulness and effectiveness of editing and formed the theoretical basis of Soviet montage cinema. Films of this movement include The Battleship Potemkin.
Kuleshov's original demonstration showed an expressionless man intercut between images of a bowl of soup, a girl, and a little girl's coffin. Each time the shot of the expressionless face was exactly the same, but what the experiment showed was that audiences bring their own emotional reactions to the sequence. Source : http://boxcleverfilms.blogspot.in
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The Kuleshov Effect 2 Context adds
meaning to the images.
The consumer carries his emotions into reading meaning into the visual
Alfred’s Endorsement
In a 1964 interview for the show Telescope, Alfred Hitchcock called this technique “pure cinematics – the assembly of film.” Sir Hitchcock says that if a close-up of a man smiling is cut with a shot of a woman playing with a baby, the man is portrayed as “kindly” and “sympathetic.” By the same token, if the same shot of the smiling man is cut with a girl in a bikini, the man is portrayed as “dirty.”
Muder Chiba
Muder Chiba
Sensory Load is omnipresent
Important: Always start with your slide size set to the aspect ratio you intend to use. If you change the slide size after you’ve created some slides, your pictures and other graphics will be resized. This could potentially distort their appearance.
Advertising is surrounded by visuals and communication of all types whether it is ‘programming’ or other content, including other ads !
This is even more apparent in websites and social media
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This ‘Clutter’ creates The Kuleshov Effect?
This Clutter creates The Kuleshov Effect!
Advertising appearing at a dramatic moment during a soap episode .
A banner ad around a headline story about the home team loss.
A mobile interruption. A smiling visual just after the gory
pictures of a civilian war zone. Or the reverse!Effectiveness is, at least in part, extrinsic to the execution per se
Muder Chiba
Muder Chiba
Implications for Communications testing
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The ChoiceCurrent Practice
1.Test communication solo for effectivenessAnd/or2.Test communication in ‘clutter’ of other ads for noticeability
Now
Test communication ‘in context’ of likely content it will be juxtaposed with
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Should we ? Would it make more sense to
return to testing all communication in the context in which it will be seen?
A/B/C/D testing for contextual response to communication ?
Focus on individual response rather than aggregated ?
And-Ensure Placement of ads in context for desired response ?
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Or?
Ignore this implicit response ‘bias’ per se ? Assume that the response to the stimulus would be ‘standard’ and that the sample size would cover the range ? Continue with current practice.
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Apply Occam’s Razor ? Each individuals
exposures ,’mood’ and context impossible to manage across media and time
Recognize the Effect implicitly in creative development and in media choice!
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Epilogue
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Factor in…The Medium is the Message
Communication Noise
Muder Chiba
MarketComplexit
y
Decisions
Information
Complexity
Probabilistic decision-making perspectives
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