Tone and Communicative Analysis in Advertising - Case Study
In this case study, we want to show you how IntenCheck engine can be used in a simple way to understand how to compare different texts when creating adverts. For this, we took three random texts used in advertisements about croissants (see below), which were found with a simple Google search.
“A croissant is a buttery flaky bread, named for its distinctive crescent shape. It is also sometimes called a crescent or crescent roll. Croissants are made of a leavened variant of puff pastry by layering yeast dough with butter and rolling and folding a few times in succession, then rolling. Making croissants by hand requires skill and patience; a batch of croissants can take several days to complete. However, the development of factory-made, frozen, pre-formed but unbaked dough has made them into a fast food which can be freshly baked by unskilled labor. This innovation, along with the croissant’s versatility and distinctive shape, has made it the best-known type of French pastry in much of the world. In France and Spain, croissants are generally sold without filling and eaten without added butter, but sometimes with almond filling.”
“The delicious gluten-free croissants for quick baking are simply scrumptious. Gluten-free. The manufacturer guarantees a special manufacturing process, complete traceability at all stages of manufacturing and storage to avoid the risk of contamination. Without the addition of milk, nuts, peanuts, sesame, and soy. Milk, sesame and soy are processed in this factory.”
“More than a quarter century ago, the tradition was inspired to create an authentic Parisian croissant, made in the tradition of France’s best artisans. The result is a tender croissant with 24 layers of decadent flakiness that consistently bake up light and delicate…perfect with creamy butter or homemade jam. Available in a variety of sizes as either straight or preformed crescents, we have done the work; all you need to do is proof, bake and enjoy!”
Now, let’s look at the differences between the above texts.
Tone Check Analysis
When we look at the results of the IntenCheck Emotions category, we can see that the dominant emotion in the TEXT 3 is Joy (99). Considering the specifics of the product (croissants), the emphasis on the joy emotion in advertising can have a positive influence on the sales results. This is related to the pleasure people anticipate of having the croissants.
In the IntenCheck Attitude category results, the TEXT 3 is more Positive (100) than the other 2. Meaning that the description should have the readers to unconsciously associate the product with the positive emotions, activity, and strength. As we can see, the TEXT 3 has the best values in terms of measuring attitudes: Positive (100) and Strong (90). This means that TEXT 3 makes an unconscious impression in a more positive and strong way, directing them towards taking action. The first and second texts are much less effective.
Communicative Style Analysis
In the Communication Style category results, we can easily see from this graph that all three texts use mostly words referring to the feelings (kinesthetic). This is a good thing because it is important that the people reading the description associate positive feelings to the product advertised, in this case, the croissant.
However, people tend to process information in different ways, and focusing only on feelings might not lead to the best results. While keeping in mind that most people are predominantly visual and tend to think mostly in images, it is desired in general that all the 4 major ways to communicate information are used in the advertising of any product.
Given the nature of our product, the croissant, it is unlikely that customers are interested in the rational arguments in favor of buying croissants. As we can see, TEXT 2 is predominantly Rational (98), although more important are the sensory impressions, such as visual, auditory and kinesthetic. In our case, having more words that help a person think in terms of images and feelings is more desirable.
None of the three texts manage to achieve to use all 4 ways of communication, although we can see that the TEXT 3 is the most effective, because it has a better balance between Visual (10) and Kinesthetic (58) communication styles. Although it has a low expression of the auditory channel, it wouldn’t be a great problem, because naturally, it would be quite hard to describe a croissant in terms of the sounds related to it. However, it is desired to add at least some words referring to sounds in order to improve the effectiveness of the ad and create a full representation of the croissant in the mind of the reader.
For the purpose of this case study, we chose three random texts about croissants. By analyzing the tone and communicative style we can gain more insight about texts’ effectiveness, making a better impact on the audience. Choosing the best text for your ad or website can be hard. But now, instead of just guessing and praying for the desired result you have a technology to make the best of your communication.
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