eBay's recent ad campaign titled "Post-Holiday Hopevertising" launched a series of ads depicting a simple room with minimal furniture. However, instead of having the Christmas items and decors for the holiday season such as Christmas trees, stockings, and presents that are ordinarily found in a room and around the furniture, photos of these items are taking over the spaces. When I first looked at this advertisement, I almost thought it was a advertisement for furniture until I saw eBay's logo and a print of "Christmas is happening on ebay". Now all those photos of items really stood out and implied to the idea of selling unwanted Christmas gifts on the online auction block. This ad cleverly avoided the unpleasantness of selling unwanted "gifts" by giving an inspiration viewpoint of the auction business using the joyful Christmas spirit as its background. It also intelligently encouraged and flattered Christmas resellers and savvy shoppers.
I think this piece of advertisement is very interesting because it reminded me of the door advertisement we looked at in our first class. The ideas in both are similar; they both used a positive reinforcement on the goods or services they are selling. eBay focused on the holiday spirit using photos of gifts and presents replacing the actual tangible items, the viewers still feel the joyfulness of Christmas but at the same time sold on the idea of reselling and buying unwanted gifts, which is normally viewed against the holiday spirit. Just as how the door advertisement use the perspective of opening the door to a more pleasant world rather than the traditional view of the use of door to keep out the world.
The marketer for eBay sees the human nature of attracting to positive things and ideas especially in a recession economy we are in right now. The positive emotion associated with the holiday spirit is inspiring and motivating for the auction reselling business. In other words, this ad is on the right psychological path people have these days on shopping.
I think this piece of advertisement is very interesting because it reminded me of the door advertisement we looked at in our first class. The ideas in both are similar; they both used a positive reinforcement on the goods or services they are selling. eBay focused on the holiday spirit using photos of gifts and presents replacing the actual tangible items, the viewers still feel the joyfulness of Christmas but at the same time sold on the idea of reselling and buying unwanted gifts, which is normally viewed against the holiday spirit. Just as how the door advertisement use the perspective of opening the door to a more pleasant world rather than the traditional view of the use of door to keep out the world.
The marketer for eBay sees the human nature of attracting to positive things and ideas especially in a recession economy we are in right now. The positive emotion associated with the holiday spirit is inspiring and motivating for the auction reselling business. In other words, this ad is on the right psychological path people have these days on shopping.
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