nour22
Joined: 31 Jan 2022
Posts: 6
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 Posted: 25 Apr 2022 14:52 Post subject: THE IMPORTANCE OF CONTEXT IN ADVERTISING |
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If you look at the situation as a whole, you will discover that Burger King simply wanted to advocate for women's equality and raise awareness of the lack of female leadership in the culinary industry. However, their message had a terrible double meaning that undermined everything they tried to say. It was bad... really bad.
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The headline of its content graphic read: “Women belong to the kitchen.” Let that sink in. There were smaller letters explaining his mission and providing context, but the headline was all people looked at.
Even though the context was just below the headline, the entire post seemed incredibly deaf and contactless. Twitter set them on fire. Twitter is a platform full of younger users who have an incredible passion for social activism and other related topics.
Regardless of Burger King's intention with this campaign, it didn't land. The attention-grabbing aspect of the tweet simply attracted too much attention, in the worst possible way.
A better result could have been that Burger King was very clear on what they meant, especially with a great headline on a social media platform known for spreading content quickly and passionately. Burger King withdrew the tweet and apologized for the damage it had caused. Lesson learned: Context really is everything.
You CAN be bold with your advertising, only with a proper and effective context. Also, check your instinct. If alarm bells sound when you're thinking of publishing, you probably shouldn't.
HOW DO YOU USE CONTEXT IN YOUR ADVERTISING? Let's take a look at what context means for your messages. Context is the moving goal of your content. It's about the who, what, where, when, why and how of advertising. Always ask yourself who your audience is.
How will that audience accept what you have given them and what will they do about it? Make sure your messages always make sense and get people on your page.
Get your news on the right platforms. Think about who is on the different media platforms, why they are there, what they are looking for, and what drives greater participation. Think about which parts of your marketing best complement which media platforms. Don't post text-based, long-learning content to Instagram.
Create content that's ready to work well. Ultimately, you want to talk to the right audience, where they are and how they want to be directed, with a message that tells a clear and compelling story. |
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