"Band"

One of the most reliable constants of film is that it never happens exactly how we would have imagined. Sometimes our expectations are far exceeded whereas other times trying to shoot seems like an impossible accomplishment.

For this music video, I wrote five different artist to see if they were interested in being shot, or willing to let me use their music. I have not heard back from any of them, but I have not given them much time to respond, either. In the meantime, I have a few friends who said they would like to help. We are not a band, rather a group of people who get together from time to time, and make music.

We plan to shoot on Saturday, February 9th in the Clarksburg, Maryland area. The music will be all original and it will most likely be improvisation. Generally, the music is praise or worship music, so walking in with a theme in mind will help the pre-production shot-brainstorming process. I do plan on shooting outside shots that are not of the band, but help to reinforce the theme of the music being played.

However, If one of the bands I originally contacted responds then I will shoot them, but for now, at least there is a plan. The reality will most likely defer from anything that I am expecting, so I am preparing to work with whatever comes around.

“Do you feel lonely when you eat bread?”

As ridiculous as it sounds, it was not until the market researcher in the Persuaders asked “Do you feel lonely when you eat bread?”, that I understood what really sells in the market.

Marketing sells an emotion, not just a product. We associate foods, kitchenware, music, colors, tools everything to a certain emotion. When people buy bread, they are not only spending money on a food to fulfill their nutritional requirements, they buy comfort. They buy tenderness, and they buy acceptance.

To logically think about trying to sell a intangible product, it seems impossible. However, when researchers ask if “you feel lonely when you eat bread”, and the answer is 'no', then the marketer has indeed sold a sense of fulfillment.

Repih believes that “consumers are driven by unconscious needs, and impulses.” This being said, if shoppers are feeling trapped, then marketers are going to want to sell the word, or idea of 'adventure'. If shoppers are feeling stressed, products will be marketed as 'relaxing'. The same sweater could be marketed as adventurous, or as relaxing. The tag could have a photo of a woman outside hiking, or the woman could be curled-up reading a book. Depending on the area the sweater is being sold, one idea would sell better than the other. A single mom might never have an opportunity to curl-up, and read, so the sweater might seem like a dream product. An instantly gratifying escape from her busy reality into a cozy day of relaxation, and peace if she sees the tag of the women reclining. Likewise, a house-wife who has read every book on her shelf might look at a woman enjoying the great- outdoors on the sweater tag, and be more inclined to spend money because the product will 'give her' adventure when she does not have any.

They next time I think about buying a product, or selling something I will ask myself “What emotion am I buying with this?”, “Do I feel lonely when I eat bread?”

Oreos

         Aside from the free public stations that played Arthur, The Magic School Bus, and Bill Nye, I did not watch much television as a child. As a young adult I chose Netflix over commercials, so compared to most Americans my television exposure is quite limited.  Granted, I saw this Oreos commercial, once, and I have never been able to forget it.

  

    This commercial is wonderful. Oreo’s remain in this man’s life as a constant and a comfort. No matter how old he is, he will always have his Oreos and milk. When people think about Oreos, they probably think – “comfort”. They sell the emotion and the security.

     All of a sudden this man’s norm is shattered and he is terrified. People are often afraid of change and the advertiser plays off of that idea. Rather than having the man try the product immediately, the advertiser exploits the reality so that the viewer can relate.

    Finally, the man tries the product, and his shout of discomfort, becomes one of great happiness. The commercial openly says it is all right to be skeptical, but we "will surely exceed your expectations."  

    The commercial doesn’t just sell the excitement of the new product, it reinforces the comfort, and goodness of the original product. 

I suppose no matter how little television one’s been exposed to, they will still remember something.