Sunday, April 17, 2011

奶粉,家長,Power

呢篇refer to 阿米果篇咪當父母係白痴

畢明(廣告中人)響AM730一連寫左三篇《疑似selling point》,講醫院藥劑師學會「揭發/踢爆」奶粉商巧立名目果件事,避重就輕此其一、提升信心此其二、創造恐懼此其三。不過,呢幾樣策略只係果幾間最尋常既廣告策略,在我黎講,無咩希奇。如果好似阿米咁就咁話目標觀眾唔係香港父母,而係內地父母,嘿,咁真係好睇得起香港人。

我最想話,響育兒同照顧 BB 健康方面,好多父母真係白痴(有時甚至係超級大白痴... 真係多多得罪)。

話佢地白痴唔係話佢地 IQ 低,當中更不乏經濟自由人士,而係佢地對於點樣打理子女健康真係完全零知識。話人零知識唔係代表我自己有咩專業資格去評論,不過如果你第一個感覺我需要有專業資格去評論,咁你就係奶粉廣告既目標聽眾。

便便奶粉借 facebook,借益生菌,都係賣 product advantages,即係 choice。同樓盤廣告一樣,都只係賣 product,信心略略趔過,但幾乎唔知邊個發展商。

奶粉廣告,低層次既賣 product advantages,中層次既賣信心,高層次既賣 brand。

兩三年前斷斷續續提過名奶製品公司 Wyxxx既 Ad campaign,當時既角度主要圍繞住肺炎鏈球菌,唔係奶粉,見 (1), (2), (3), search for "Wyxxx"

我覺得部分奶粉廣告同鏈球菌廣告策略相同,即係利用 Expert Power。(魔術師提到既conform to social norm,就係institutional theory 裏面所構述既其中一個最重要既社會傾向)

而講到 brand development,當中最強既,仍然莫過於 Wyxxx。齋講處理便便,Wyxxx既手法唔係話食左有幾暢通、令父母有幾開心,而係咁

香港父母好多都係經濟至上既動物,生之前最擔心既唔係子女健康,而係自己將來有冇能力供養,第時會唔會影響自己生活質素等。其實對於未有過下一代既男女黎講,要佢地想象子女會為自己帶黎咩影響,除左日常接觸既經濟活動之外,又的確好困難。呢個觀察之普遍性,我覺得除非香港經濟競爭呢個概念沒落,否則就一定同我地後代既父母並存。所以我唔會怪責父母,反正呢 d 係個人選擇。

不過,我最想話,生左之後,先前既毫無準備,就影響左之後既結果。既然生之前完全無優先考慮子女健康,生之後就「好自然」將照顧子女健康既責任假手於人,聽從醫生、聽從長輩、聽從朋友、聽從 baby kingdoms, social groups.... ,倚賴 expert 意見。

無論香港父母有幾咁 educated,我相信大部分對於 experts 有好強心理倚賴。呢個亦apply to 內地父母。

奶粉廣告不過係俾個意見你,俾個你未見過既choice你,等你響毫無頭緒既時候多一樣煩惱。其實便便廣告只係食住條水,去catch 一下眼球,製造 exposure 咁遮,真係當香港人或內地人會因為呢類「專業意見不夠充分」既廣告黎買既,有得幾個?俾咩人睇,唔係分香港內地,而係普羅大眾,我唔會睇得呢類廣告有幾 specific 地高章可以引起所謂目標觀眾既信任。話分兩頭,如果一個提供新 choice 既廣告 exposure 係俾其他牌子優勝既話,咁呢個又會產生另一個優勢。

關於最後呢點,有d個人睇法:我諗好多家長都試過唔同奶粉,BB 無結宮屙血都唔會點轉架勒,反正就算無咩腦部發育元素,大個逼佢上多d playgroup、補習班、興趣班應該補番有餘。家長對於奶粉構成,無傷害就夠勒(例如棕櫚油)。另一方面,如果西醫話,隻隻奶粉一樣其實俾bb 多 d 水就唔會有便便問題,亦係真既話,咁所謂燥熱呀熱氣呀之類,都只係個別 bb 既體質同奶粉既成分扯上關係(應該好多家長相信呢樣固喎!);亦即係話,有soundbite製造更多 exposure 既奶粉,如果可以俾多個 choice家長,然後俾家長口耳相傳,就將會係最成功既廣告。都係果句,奶粉廣告我唔認為會特別指向某類消費群體。

至於同奶粉廣告同樓盤廣告既分別,唔多講勒,用以上角度比較己可見一斑。

插句嘴,雖然睇落好多日本牌子或 Mead Johnson A+ 搶到缺曬貨,但要記得缺貨唔等於「好賣」,只係代表供應比需求少咁解。如果接受呢個供求理解,就應該可以更加接受奶粉廣告效力同市面觀察到既情況未必有任何關連。

講返 Wyxxx,睇落佢好明白 brand reliance既重要,以奶粉黎講,我唔知過往銷售情況,所以唔能夠判斷 Wyxxx有幾好賣,不過我幾相信。Wyxxx 隨時響肺炎鏈球菌疫苗呢方面賺一大筆,應該係佢地成個 brand building 策略裏面一大成就。奶粉campaign 標誌住呢個策略既延續。奶粉、疫苗同埋各類牽涉醫學知識既產品,brand reliance會俾一野賣斷既產品(甚至可以轉手賣出既產品)黎得重要。就算便便廣告可以引起幾多共鳴,始終唔及人地企響「專業高地」同你講輪狀病毒可以點點點黎得深入民心(又唔講下smallpox、Ebola 可以點點點?check下occurrence先喇)。

至於好多香港父母既白痴,唔一定係自己攞黎,而係,呢個教育制度根本無教你生兒育女,提醒你同買股票既本質上好似:informed decisions 唔夠令你穩操勝券,就算 information 好似來自有幾專業既 source,都一樣可以係山埃。

結語:

我相信城市人天生有保護子女既能力,正如麵包發黴發臭就知唔食得,唔係等包裝上既食用期限話你知得唔得。多d帶佢地出去曬太陽、去下郊外、落下沙灘、做下運動;好過出街唔比曬黑、一歲前未去過公園驚其他小朋友傳染、之但又可以去playgroup 摸呢樣摸果樣喎。班友咁容易病咪最終又係令自己辛苦。

************************

關於阿歌德講果樣:「近排係roadshow成日播個個「教仔廣告」」。

作為巴士常客,呢個節目梗係有睇,comment:簡直濟世為懷!

雖然有d細節因應唔同小朋友性格或環境或情況作出微調,但基本方針正確。我覺得最大既信息有兩個:

一,阿父母,唔該提升下 EQ
二,阿父母,唔該俾d 創意,俾 d 聯想力,唔好用成人角度去「培育」小孩。

23 comments:

kenkachemhazard said...

留名。

一者:點解剩係mask wyxxx 其他就冇?
二者:學野動力:自願,被逼。

黑人 said...

我都勉強算係有份在廚房煮野的人
我亦唔多認同米搞話d 廣告專門俾大6人睇
只係單純的brand building strategies 加上蠢
好多marketing exec單打獨鬥唔蠢的,入左boardroom之後智商即刻降左幾成,世上有anti-matter, 亦都有collective anti-intelligence 存在,人越多,做出來的決定就越平庸,甚至越蠢

Anonymous said...

Hi CM,
What are those 教仔廣告 displayed on RoadShow about? From NGO or what? Can I see it on Youtube?

WyXXX takes advantage of people's imaginative (extrapolation/over-generalization) power, and so do many health food. A biochemical research finding published in a reputable journal does not mean to be interpreted in isolation, out of context. A particular piece of research is designed to answer a very narrow question with every other variables controlled. In addition, knowledge in every discipline is so complex and, as a rule, contradictory in many aspects, not to mention those research design issues (faults). In fact, only expertise practitioners with the whole picture in his or her mind know the "weighting" of each piece of knowledge, and it is very difficult if not impossible to explain to the public, as such the general public inevitably falls into prey of those frontline practioners-marketers alliance. Also, human beings like simple things, i.e. wishful thinking. When one read Colgate toothpaste, using all the fancy catching phrase about the function, "protect your teeth from within,...", one really feels good about it. This is the power of placebo effect, my bros.

BTW, please check your FB, I have left a request for you.

Cheers,

Anonymous-b

said...

可能真係我個人既bias,但我真係唔多覺我身邊既朋友係會受呢啲咁既廣告影響

但當你話個影響包括埋去睇baby kingdom、專業人仕,咁我又想問,咁咩先真係叫critical thinking呢?

我都覺得而家啲人係神化左餵母乳喎,講到唔餵母乳就好似罪人咁;但要知道,响我地阿媽嗰個年代,其實係話食formula係好過母乳既,因為可以人為地加高啲「營養」

anyway,可能我太以自己角度去睇件事呱...即係,我唔覺得我受呢啲廣告影響,但亦覺得我自己都算係香港人既「主流」

魔術師 said...

黑人:

MBA 課程所說的Group Think就是collective anti-intelligence。

亦可見得,社會愈發達,就愈多expert創製一些詞語出來 「大」人。所十幾年來,多咗好多唔同的「學名」,又手足口病,又HxNy,又情緒病,又思覺失調,係代表以前無呢D病,抑或係分得細緻D醫療會有效D?抑或只係為分而分?以前就算無分,係咪一樣係咁醫法?

Anonymous said...

FYI, 思覺失調(early psychosis) is actually the first episode of schizophrenia. The term 思覺失調 is to reduce the social stigma associated with schizophrenia. But there is some truth behind, since after the first psychotic episode, if the teenager is brought to psychiatric attention, treated with proper medication + neuropsych rehabilitation (not available in Hong Kong), the chance of relapse (i.e. having another episodes) will be reduced. If so, then the person will not become a full-blown schizophrenic, and hopefully able to maintain a reasonable amount of functionings and lead a reasonably normal life. 情緒病 is a term advocated by psychiatrist, trying to portray a message to the public, "your mood is a disease, and it can be treated by medication" (so come and see psychiatrists is the hidden propaganda). This is something I disagree, depression and anxiety, unless already developed into very severe form with suicidal intentions, it is not necessary to have medication, even in cases where medication needed for the organic cases, one requires psychotherapy to cure the cause. In a nutshell, one should not resort to medication as the first line solution for anxiety and depression. Those "medical" survey, Hong Kong has XYZ number of people suffered from 情緒病, is not something worth paying attention, they are marketing press release from the psychiatrists (and drug company) using the same strategy as WyXXX, to arouse fear and public attention (by Expert Power).

Hope it helps clarify the matters.

Anonymous-b

鹿米館 said...

好過出街唔比曬黑、一歲前未去過公園驚其他小朋友傳染、之但又可以去playgroup 摸呢樣摸果樣喎。

因為去playgroup代表著你已成為上流或中產的一份子,地位升呢。

炫耀性消費。

C.M. said...

Kenka:

一,問得好,查實我都唔知。好可能係因為幾年前開左個頭,家陣將masked就masked卦。

二,係既。雖則被逼唔係等同錯誤。

黑人:

噢,同意同意。我覺得佢地最後個產物起步點已經算考慮周詳,亦相信佢地可以做得更好,不過環境因素使然,做唔出好高章既結果。又係commercial 一個。

不過我覺得最重要仍然係,佢地既commercials無主線帶住,one shot亦好難製造出 branding 既效果。唯有有時用emotion, 有時用 choice, 連貫性欠奉咁囉。

Anon-B:

哎呀,我自己都搵左好耐都搵唔到呀。

C.M. said...

Anon-B:

Haha, I'm so honored. (BTW, I don't quite remember this "AD" comes from, whether NGO or social org) Wyxxx really pushes people's imagination to the limits (where narrowly addressed questions have slipped through moral detection)

阿米,

正如內文所述,我同你觀察都係大同小異,身邊朋友並未受「明顯」影響。其一因為食奶已經穩定,唔需要再探索新奶粉,其二佢地都係盡量作出rational decisions(試問有邊個敢輕率?)。不過,咁唔代表香港人唔受影響,就等於目標觀眾就唔係香港人,係咪?

關於critical thinking,我相信佢地已經盡可能採用critical thinking,亦因此,我先至認為好多父母都係白痴。因為critical thinking係base on information,如果無足夠info,點critical都有漏洞。既然廣告商刻意(甚至可以避免引起道德衝突),咁如果佢地可以成功turn 家長into BB健康既白痴,我就可以話廣告商超班,又或者係話家長白痴。而我選擇後者,因為佢地需要為自己既選擇,whether bad or not,負責。

世界上太多化妝,呢種化妝術,可以淨化到咩?靠自己啦。再講我就將以前舊「假雞蛋史」lik出黎證明人係又幾容易比人呃啦。

你講開母乳。老實講,我呢篇幾乎想講母乳。不過正如你所講,我唔想神化佢。不過既然你提到,我想講兩樣野。

一,好多家長依家已經唔可以證實母乳可以幫到自己仔女既健康,因為媽媽已經餵唔到。

二,既然證實唔到,就唔好走回頭,無論係懺悔定係聽到我呢類餵左母乳然後幾年唔病一次既DaDa同衰仔。我內文叫人,多d去曬太陽/公園之類,正正就係話你地知,唔好執迷不悔,子女既健康仍然掌握響你地手,就算以前無餵母乳,依家保險claim到爆曬,今日就要開始,俾返d健康活動佢地。日日病,你估真係唔影響學業咩?再以母乳之uncertainty去justify以往既做法... please, look forward 啦。

C.M. said...

Re: Better營養

唔知係咪真,有人話有毒蛇出沒既地方,附近就有解毒葯;又有人話,人之所以係人,因為人已經有合適既環境。

多左,或者可以變超人,亦可以令唔能夠變超人超負荷。呢個已經超出成本效益既考慮,而係現實既承受能力。

Men are still biological beings.

魔術師:

怕蝕底或者係,不過只係部分人既心態,如果響soci角度,我地會叫insecurity.

尊重專業既社會就係咁,缺乏專業意見會令人好不安,所以要確保意見夠專業就要設立重重關卡,仔細分類,目的,就係朝向令人心安,令人可以信任的地步:security. 水能載舟亦能覆舟,現代人對於專業意見,一定要比以前更小心謹慎,一定唔可以令自己對於子女既期望去一下子 override 本能認為合理既選擇,必須要落多兩錢重去分析自己個本能需要。

專業呢條路,社會點都要走,始終人唔能夠處理太多資訊,亦要承認自己係好多方面既白痴,先至可以融入一個專業社會。

BTW,(esp for 黑人),今日朝早睇OUHK 一個節目,由Tom Doctoroff講marketing to middle class in China,全無冷場,對我非常inspirational。(搵到link再講)key points正正係: Security,Projection (conspicuous consumption) vs Protection。推介。

C.M. said...

>>The term 思覺失調 is to reduce the social stigma associated with schizophrenia.

無論專業界係為左減低公眾疑慮,定係為左引人入局做多d生意,有得必有失。一個人用咩角度睇專業意見(或者之前提及既公眾critical thinking),其實非常受環境影響(包括朋輩/他人as 一種環境)。正如情緒病、EQ之類,都一樣,睇得太負面就難溝通架勒。

Anon-b, thanks!

鹿米:

正是!今日Tom Doctoroff就係講呢個情況!不過「炫耀性消費」個層次咁多,我成日都會混淆炫耀性消費係毫無經濟功能,唉,人老左理解力係差d咯。

Anonymous said...

尊重專業 I guess is an integral part of intellectual/knowledge based society. Different professions with their different interests will strive to capture the attention of the mass media and therefore more resources in whatever terms. One can decipher the tricks or strategies, doesn't mean one have to be angry about it or even start a social movement to eradicate the injustice. I concur with you that it is the necessary evil. As long as you trust a free press and unrestricted flow of information, one have to trust that generally speaking (in a macro-term), the better solution will survive (Darwinism or meme).

BTW, 情緒病 is a Chinese translation of Emotional Disorders which is the encompassing category for anxiety disorders and depression. But when they keep using this Chinese term, e.g., 情緒病中心 by that 李X, you know what he is trying to do (when you look at his site, there are a lot of "funny" information). I think the issue here in Hong Kong is not to prove what is correct or incorrect; rather, the gist of the problem is which saying is liked by more people. So, thanks, I won't "睇得太負面就難溝通架勒".

One way to tackle this as a layman, I guess, would be deriving/inducing some common themes (business tricks, etc.) from everyday experience. With more schema in mind, one can have a higher chance to have "rational thinking" in face of imperfect information scenario.

Thanks for searching for the ad for me! But what are the aims for the NGO to advertise "parenting information" on bus?

Anonymous-b

C.M. said...

Anon-B:

好明顯果句"睇得太負面就難溝通架勒"唔係同你講喇, hehe.

查實我都想搵返果d節目,比屋企人睇下都好。

C.M. said...

至於咩aims呢,我要check返邊個提供節目資料先話到俾你聽咯

Anonymous said...

其實呢,好多野真係要學既。好耐之前,上psycho時,到而家我都好記得一個point﹕

教仔,懲罰係冇用。除左因為懲罰既效果係短暫+effect diminishing外,懲罰既問題係,冇指出咩行為/表現先係正確。相反,唔好理贊賞既effect同懲罰有冇分別,贊賞可以令小朋友知道咩係正確。

雖則,我成日覺得教仔同養狗可能差唔多。但,上面個樣,真係有分別,真係要學,或經過好多經驗先學識。

~goethe

Anonymous said...

"上面個樣,真係有分別"-這句好好笑。

教狗的方法放在教仔上,真是吾知得唔得。可能好的教狗者是以教仔的心得放回教狗上。狗真是好似人(看日本 311 ,狗對主人的不離子棄真是很多人都做不到)。

話說回來,教越年紀小的孩子,越可參考教狗的心得,因為兩者在行為管理上可能有一些相似之處。但要注意,只是表面上有相似之處,因為教子過程的父母用的態度及言語不只塑造他們的行為(教狗),更對他們的心理、思維、人格發展教有影響。

Anonymous-b

C.M. said...

Hahaha, Roadshow個節目係來自呢度!

http://www.familycouncil.gov.hk/tc_chi/edu/edu_teach.htm

靚仔:

我就覺得查實罰都有用架,尤其係個仔越黎越大,無咁自我,開始曉得反省既時候。教,比想象空間佢有時係必要架。

又,學,真係要學,亦要不斷學,同埋學點樣再學。

Anon-B:

嗯,我就覺得教貓仲似過教狗勒,尤其是係教我個衰女。

無名 said...

感激!這個家庭議會好似幾有心,做得不錯。要慢慢看。

嗯,教貓好玩,又愛又恨,如教「女」一樣。

靚仔兄, 廣義的罰其實是要有 consequence 的教導。查實我很懷念上 Introduction to Psychology 堂的日子呢。

C. M.某人提到光陰似箭,歲月如梭,有些人及事真是要時間沈澱後才可體會到。但體會到時也正因為一切事物已沉澱過後。

未見你的友人出現。我又有時把FB上的對答整理後的內容貼回到我的舊 blog ,如有朋友對心理有興趣或有問題,可請他們 add 我,互動一下互相學習,謝謝。

Anonymous-b

C.M. said...

咿?終於開番個account喎,blogspot個spam filter實在太有效率喇。

你個「女」字,括住左... 哎呀,曳曳喇你。搞到我懷念番上introduction to the psychology of courtship的日子。

又,關於友人呢,我仲要probe 下佢地咩意願。

無名 said...

我在啟蒙時期,在Introduction to psychology - courtship chapter 找到個 attraction 實驗。話說男生在 Vancouver HangingBridge 中間搖下搖下adrenaline出曬來時走個美女來做問卷( control group 在橋頭平地上踏實把做問卷),之後發現前者 experimental group 的男生個個偷偷打電話給女問卷員。在驚險環境下,容易感覺喜歡對方。結果我當然自己做白老鼠(註:性別角色互換)都幾 ok ,想起都好笑^^

慢慢來,自然來,善哉善哉。

C.M. said...

Anon-B! 相逢恨晚!早d 識著你咪好囉...

C.M. said...

有關痛癢伸延:

http://doctorfat.wordpress.com/2011/05/05/癌思停與樂睛明的對決/

無名 said...

wa, 好彩舊地重遊...