MARKETING PSYCHOLOGY A COMPARISON OF THE GAMING GIANTS

Denotation

PlayStation In the denotation of the PlayStation advertisement, it can be seen that there is a range of treats from popular bakery chain Gregg's with the slogan; ‘The future is tasty’ in the centre third of the image (Navjot, Rinki, & R.K., 2016) on a dark blue background. (Morris, 2020) (Sonesson, 1998) (see figure 1) Nintendo In the denotation for the Nintendo Switch advert showing a popular Nintendo character playing his Nintendo switch while on the toilet with a red border and the slogan; ‘Wherever you go’. (Ads of the world, 2018) (see figure 2)

Connotation

Playstation

The message PlayStation is trying to show within the advert is to build excitement for the new PlayStation console (Chandler, 2017). They have tried to reach more people by working with Greggs, using their well-known products as a metaphor to create the buttons on the controller. Nintendo With Nintendo's advert, we can see they have tried to bring humour to their campaign. Their message is that the console can be used anywhere. They show the advantage of a portable product but bring humour and other theories to help display this message.

Analysis of theory's used Which uses colour the best?

The PlayStation advert is displayed in Gregg's bakers and uses Gregg's products to identify the brand through metaphors. Loyal customers will identify that it is an advert for the PlayStation. The Blue background is the same blue used for the console's and the controller's lighting. Colour has a significant impact on the effectiveness of an advertising campaign. Colour is essential to help build brand image, show the brand's personality, and develop purchase intention (Wei-Tao, Ling-Yun, Zhi- Yuan, & Chang-Yuan, 2019). The importance of colour within this advert is critical giving the image warmth. Research from sensational colour into the psychology of colours tells us that blue has positive impacts on the consumer carrying connotations of bravery, loyalty, wisdom and serenity (Bourn, 2011). However, as well as using the colour for psychological reasons, PlayStation used the blue within this advert as a brand identifier. Looking at the advert automatically identifies the brand behind it (ChangHyun, MoonSun, & JungYong, 2019) The target audience for this advert has a strong colour identity (Lichtle, 2015). A brands colour identity helps to reinforce its brand image and brings an emotional branding experience (Satyendra, 2006). Without the colour, it would be harder for the PlayStation customers to identify the brand (Ghaderi, Ruiz, & Agell, 2015).

When comparing to the Nintendo advert, the use of colour will entice the audience and remind them of classic Nintendo games known for their vibrant colours. This advert uses the colours from their popular franchise Pokémon. (Wei-Tao, Ling-Yun, Zhi-Yuan, & Chang-Yuan, 2019). They have also played on their older audiences to create nostalgia with the brand (Lichtle, 2015). This technique has been applied by using the Pokémon game, which has had a very long history with Nintendo consoles. Co-creation is used within Nintendo’s advert as a way of using both products' success to reach a collective goal (Lin, Yang, Ma, & Huang, 2018). They have used specific colours from their old products and their iconic games to link to their new console and games. The colours around the room represent different aspects of the game. (ChangHyun, MoonSun, & JungYong, 2019). This also increases brand identity by using colours that represent their most popular franchise evoking a nostalgic feel. Using colours in media is an expression of nostalgia. This advert reminds specifically the millennial target audience of the games they played when they were a child. The vibrant colour reminds them of their favourite Pokémon and brings another persuasion level to the advert (Niemeyer, 2014) (Pascal, Sprott, & Muehiling Ph.D., 2012). Nintendo uses a wider variety of warm colours and helps identify their brand and their main products through the colour used. They have successfully used nostalgia to bring another level of persuasion (Pascal, Sprott, & Muehiling Ph.D., 2012).

To conclude, Nintendo convey multiple messages using colour in their advert. They identify the brand as Nintendo, their most popular game franchise in Pokémon and tie this portability, the main feature of their new console (Lin, Yang, Ma, & Huang, 2018). Displaying these messages helps to appeal to multiple generations of users through the use of nostalgic iconic colours. With the use of colour in the PlayStation advert they have identified the brand but not correlated this to the colour or shape of the new console. The advert is aimed at promoting the new console yet there is no reference to this in the advert. Even though they have used shapes they haven’t referred to the new console itself or any of the games that can be played on the console.

Which advert creates the most brand loyalty / value?

PlayStation uses their Saussure model of semiotics (Chandler, 2017) (Saussure, 1959) by resembling their controller buttons to Greggs products as a way of connecting with the brand. These Icons are known by many of the target audience as they see them every time they pick up the controller. Working as a form of persuasion in the form of PlayStation, there is no reason that these icons are the icons on a game console's buttons. It is a linguistic sign which signifies the brand (Lanir, 2019).

The semiotics' primary use within this advert is metaphors (Myer's & Jung, 2019). The central metaphor used within the advert is visual metaphors (Sopory & Dillard, 2006). They have used two unrelated products within this advert: the controller's buttons and Gregg's products. This metaphor has worked within this advert as most of the target audience understand the correlation between the two products. However, as it is an unexpected association, it catches their attention and creates brand value (McQuarrie & Mick, 1999). PlayStation does not need to use any text as if the picture is powerful enough, the target audience will interpret the way PlayStation wanted (Scott, 1994).

PlayStation using this technique helps create an advert that grabs the attention of the consumer. They use as little text as possible to bring attention to the metaphor. Visual Metaphors are commonly used within advertising. It has been found that messages using visual metaphors can be persuasive (Jeong, 2007). Playstation’s use of visual metaphors has helped develop a strong persuasion level within their advert and through affective processes the advert creates a positive attitude towards the advert which has led to greater levels of motivation by the target audience (McQuarrie & Mick, 1999).

Nintendo do not use metaphors to create brand loyalty, they use of slice of life. Slice of life advertising can improve the companies brand image and reputation (Belch & A, 2018), and can make the brand easier to recall. This method, when used effectively, can increase brand awareness, brand associations and brand loyalty (Arora, 2017). The Nintendo advert uses a slice of life advertising when showing the character on the toilet playing the Nintendo switch (Chang, 2013). Nintendo knows that a lot of their younger audience have to been using technology in the bathroom. They used this in their campaign to ad humour, but they have used a slice of life; the combination of humour and slice of life complement each other well in this advert. They play on a truth about where some consumers use their products. They use it as honest humour where the people see it will relate to the adverts humour.

PlayStation have created a campaign where the consumer needs to figure out the brand behind the advert by linking iconic shapes from the product to a popular fast-food brand. They have done this as a way of reaching loyal customers (Sopory & Dillard, 2006). Although this is effective the advert could be better. When comparing their use of metaphors to Nintendo and the use of humour and slice of life, Nintendo helps build brand loyalty and create a stronger connection between the brand, the new product and that target audience (Rossiter, 2014). Building brand loyalty is essential for companies to build a more solid fan base (Brodie, Ilić, & Juric, 2011). This is even more important in the games industry based on a big rivalry between the three leading companies (Greenwald, 2019) PlayStation make the most of these techniques as a way of creating brand loyalty with an effective use of visual metaphors to help create loyalty. The reason that Nintendo is more effective is that it’s not targeted to a small part of the target audience, Nintendo’s advert is more relatable for everyone who sees it, building loyalty with the whole of their target audience, not a specific area. To conclude the author feels that Nintendo used these techniques most effectively to help create a higher brand value.

Which advert shows the brands personality better?

The use of humour in advertising is a well-known technique that is used on all media platforms. (Riecken & Hensel, 2012). Riecken's research also tells us that if humour is used poorly, it can negatively affect the brand. The Nintendo advert uses humour as a way of connecting with the audience. They have a well-known playful character from the popular game series Pokémon and the use of humour within this advert helps connotate a fun and playful style around the brand (M. Wolburg, 2007). It is effective towards the consumer as it uses character and the use of vibrant colours. The humour used within this advert is silly but not too outrageous as the target audience includes younger children, so it remains appropriate. There are many reasons why Nintendo using humour in their advert will help make the advert effective (Madden J. & Weinberger G., 1984). Humour attracts the attention of the target audience. This advert has used humour effectively to gain attention about their new product because the advert is funny and appropriate for the target audience.

PlayStation also try to show brand personality through their use of colour. Their advert is aimed at serious gamers who know the association between the shapes and colours. With Nintendo the advert portrays a handheld console for more relaxed players. The PS5 Advert is target to gamers and their existing customers so only a select target audience will understand the advert. They have shown their hardcore gaming personality and know how to target their more serious target audience. However, we also learn more about the personality of PlayStation through the link with Greggs, a long-established British bakery chain with over 2000 retail outlets. Although it has transitioned from a bakery to a ‘food-on-the-go’ outlet, its products remain traditional British, such as its best-selling sausage roll (see Figure 1) (Morris, 2020), in contrast to other outlets that sell more modern American type products such as burgers and fried chicken. This tells us that PlayStation see themselves as appealing to an older and more serious player than Nintendo. Both brands personality is shown by the comment from Hannah Squirrell (see figure 3) (Gregg.co.uk, 2020) “Greggs and PlayStation are two beloved brands – both with an army of die-hard fans - so the two iconic brands coming together to celebrate the launch of PS5 makes complete sense. We’ve taken this cultural moment in time as an opportunity to give our shared brand fans the opportunity to get their hands on a piece (and a taste) of history. We hope the nation enjoys the deal and it gives them the fuel needed for a celebratory game on the incredible PS5.” This comment shows their ideas of merging to well-known brands that share a target audience together by trying to show their brands personality through the use of collaborating Greggs in the hope to improve the consumers perception of the brand and influencer purchase decisions. (Kim, Ko, Lee, Mattila, & Kim, 2014)

To conclude, Nintendo use of humour mixed with a slice of life, is compelling. It works well with the use of colour that creates nostalgia, fun and light-hearted humour. This has helped evoke more emotions towards the advert (Wänke, Herrmann, & Schaffner, 2006). Evoking nostalgic memories of when people were younger playing their classical games. The use of colour within this advert shows the brands personality being targeted to a more relaxed area of the market compared to the PS5. The PS5 advert targets the die-hard gamer audience and has very little reference to the new console. They have not considered that their target customers could include new users, or that the purchasing decision maker may be a parent, and that neither of these groups are likely to understand the advert. This is where the Nintendo advert works better. By showing more of the products and the brands personality it can persuade purchase intentions more effectively.

Which is the most effective advert?

Both of these adverts are of a high level and are effective in their ways. The PlayStation advert used collaborative marketing working with Greggs. This works well as Greggs is a well-known brand with the primary target audience. Visual metaphors, in this case, are compelling. It helps reach more of the target audience, and the advert also reaches them in a place they would not expect, mainly when they use other persuasive techniques on top of this (McQuarrie & Mick, 1999). As well as the print advert Greggs offered a £5 PS5 special meal available through JustEat allowing further benfit for both brands from the partnership. The use of colour helped both adverts stand out. The use of colour in the Nintendo advert helped bring nostalgic memories of their games (Ferreira, 2019). They created an effective advert that plays on their consumer's emotions. The PlayStation ad uses brand colour as a way to help users identify the brand behind the advert (Lichtle, 2015). They used a style of trying to make the ad look like Gregg's ad. However, this is not effective when compared to the Nintendo advert. The PlayStation advert uses innovative techniques like semiotics to connect with an audience without saying anything connected with the audience through the signified correlation between the icons on the controller. When comparing all the advertising techniques above, the author believes that the most effective advert is Nintendo. Its hyperbole and humour create a compelling advert that resonates with the playful and joyful emotions associated with the brand. The humour is effective and with time. They take into account the slogan and create an advert around the slogan. The Nintendo advert is easier to understand and decode. The PlayStation advert is more cryptic and can be hard to understand. The Nintendo advert has many different technical layers to it. Each technique helps provide more levels of persuasion. The slice of life and humour add a funny level of truth to the advert that is relatable to the consumers (Riecken & Hensel, 2012). They have used a range of colours that help identify their favourite products within the advert. This has made this advert much more effective. To conclude the Nintendo advert is more effective as it is focused, and all follows the same journey.

Section 2: Created Prism Games

Prism Games are a new company that have created a gaming console that competes with the PlayStation and Xbox. The console is a premium product that has better graphical capabilities than its competitors. They are a new brand, so not many people know who they are. The advert from Prism will use some of the techniques used in the first section with shock as an advertising technique.

Semiotics: Denotation and connotation

The way that this advert has been composed allows Prism Games to use semiotics to put a powerful message behind their advertising (Sonesson, 1998). This advert's denotation is in the bottom third of the image (Navjot, Rinki, & R.K., 2016). They see two friends holding the controllers. They are playing the Prism console as a warzone surrounds them. Stuck in a trench fighting the enemy. In the top third, there is a lens flare. Furthermore, in the centre third, seeing the logo of prism Games and their slogan for this advert "almost too real", the connotation of this advert is the console is so powerful it is almost like you are there yourself, putting players in the games they play. It is also showing the intensity of the console and the games the audience can play. Specific techniques have been used to create more intensity in the image, such as the lens flare that is used to intensify the sun in the image and bring more intensity to the situation (Photographylife, 2020).

Use of Colour

This advert has used colour as a way to create a brand identity. As Prism games are a new business, they need to use colours to create a brand identity (Lichtle, 2015). The colours used in this advert contrast each other well. The image's darkness reminds the audience of the intense fighting in the image (Sensational colour, 2020). The red colours in the logo have been used to display passion youthfulness and boldness (Ferreira, 2019). These are attributes that consumers look for in a new entry to this market. Following the analysis of the adverts in section 1, both brands work on trying to be bold and passionate. However, as a new brand Prism also used the colour yellow that can correlate optimism (Ferreira, 2019). With a new brand entering a competitive market (Ghaderi, Ruiz, & Agell, 2015)Prism would have chosen these colours to help show the brand's passion and optimism to compete with a new product. The use of colour within this advert is very effective, helping identify the brand and the brands passion and optimism for entering this industry. As discussed in section 1, colour can help create brand loyalty (ChangHyun, MoonSun, & JungYong, 2019). This advert achieves this better than the adverts in section 1. It uses colours that identify the brand's personality. The PlayStation advert effectively uses colour but only using their brand colour of blue. Doing this makes this ad more competitive with Prism games in the sense of the use of colour. As a new company, Prism games need to establish themselves to influence consumers' brand perception. When reviewing this advert, they have achieved this well with the use of colour in this advert.

To conclude, this use of colour helps to show the brands identity within the ad. It also helps to show the passion for gaming to their customers and successfully creates brand loyalty (Merisavo & Raulas, 2004). It also increases the customer attitude about the brand to be more positive.

Emotional Appeal

This advert uses emotional appeal through the two friends playing the console. Prism games are trying to show how the console brings people together around their love for video games, something that has been shown in many different console adverts to shows players bonding and building relationships. It also shows teamwork and competitive traits within the advert depending on the game they are playing. This creates an emotional connection to the audience (Lee & Hong, 2016). When comparing Nintendo's use of a slice of life, Prism Games have taken the emotion appeal technique to another level. Having two people playing together, they have tried to show lots of different emotions from playing the console (Panda, 2013). This has been left reasonably open to be interpreted by the consumer as everyone has a different emotion when playing games. This relates to their own experience, whether this is playing against friends and family members or working as a team to complete tasks. They have used emotional appeal to create an emotional reaction within their consumers. The reason behind why this advertising technique adds brand value is the product type. Research from Albers-Miller & Stafford suggests that different appeals work for different products. An emotional appeal works well for a value express product such as a consul, whereas utilitarian product suite a more rational appeal (Albers-Miller & Stafford, 1999).

Hyperbole

Visual hyperbole is used to make this advert over the top or exaggerated to persuade the consumers to purchase decisions (Callister Ph.D. & Stern ph. D., 2007). The idea behind Prism games advert is that the console is so powerful that it makes players feel they are in the game itself. The advert uses Hyperbole techniques effectively to show the power of the console. The use of hyperbole within this advert has worked well with the other techniques used to reach the same goal, that the console can give a much better experience than competitors. The use of hyperbole in this advert is helping to develop the identity of the brand. Hyperbole used in this advert is simple in its context as it is something that many companies have interpreted in the past. This idea helps give the consumers the idea of the console's quality (Gelbrich, Gäthke, & Westjohn, 2012). It is also supposed to help evoke the emotional memories or perceptions that the consumers have with consoles. The advert is relatively open and can be perceived differently by each person. To conclude, the use of hyperbole in this advert has helped engage the audience with the advert. It has allowed them to show emotional responses to the advert. This will also mean more engagement with the brand, whether through social media or directly to their website (BARBU-KLEITSCH, 2015). They use visual exaggeration of the product's benefits to help the audience identify its USP (Fyock, 2007).

Semiotics/ Visual Metaphor

This advert uses similar semiotic methods to the PlayStation advert (Saussure, 1959) by using metaphors to identify the product's strengths (Chandler, 2017). The reasoning behind is that it continues to develop the single goal to show the target audience the higher quality of their product compared to its competitors. The metaphor is the test "Almost too real". This is a metaphor since one of the most significant demands from consumers of these products is high graphical capabilities. They are saying it is almost too realistic to answer the consumer's question of its quality. The use of a picture of soldiers at war helps strengthen the metaphor adding to the campaign's goal. It also helps add brand personality. The use of a metaphor helps add advert interest and will increase the user's chance of interreacting with the advert (Ang Ph.D. & Lim PH.D., 2006). To conclude, the use of metaphors in this advert is effective as it has helped the message's continuation, the brands personality, developed brand perceptions and developed the perception of a quality product.

Which Advert is most Effective?

When comparing these adverts, Prism Games is the most effective out of the three. They have used all their techniques to promote a joint message of quality within the product. They have used metaphors to promote product quality. This is better than using metaphors from the PlayStation advert (Chandler, 2017). The use of colour is very persistent and different. Instead of using colours from products, they have used colours to influence customer perceptions. As a new brand, they need to help build an identity along with the product. Their use of hyperbole is a strong emotional appeal that helps create a level of connection between the brand and audience. It shows the passion behind the brand and starts the development of brand loyalty within the consumers. To conclude, all these adverts are effective in their way. However, the use of many different advertising techniques to promote one single message helps keep the advert focused on what Prism stand for as a brand.