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Notes on video lecture:
Unexpectedness in Advertising
Notes taken by Edward Tanguay on February 6, 2016 (go to class or lectures)
Choose from these words to fill the blanks below:
repetition, soccer, disappeared, curiosity, 1999, surprising, crazy, stick, different, mystery, normal, garden, pattern, novelty, lean, real, break, odd, more, freshly, chicken, expect, bad, amazing, violate, subway
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unexpected element
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novel and                     
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one way to make ideas            is to make them unexpected
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the minivan ad
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set up a               
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we are all thinking it will be a              minivan ad
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they showed things that we              in a normal minivan ad
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a child coming back from              practice
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temperature controlled cup holders
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like a              path
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when we get into a routine, we think we know what is going to happen
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then out of nowhere they broke that pattern
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that                got our attention
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rules
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1.                expectations by breaking a pattern
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Double Tree hotels
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mid-priced hotel
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pretty nice rooms but not                rooms
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they do one thing to            that pattern
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when you check in they have                backed chocolate chip cookies
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its very unusual and so people remember it
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it's                    from the pattern of what we would expect
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2. it's not about doing something           
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we often think we have to do something completely       
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dress up in a                costume
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go down to the              and throw fake 100 dollar bills in the air
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that would be surprising, but it wouldn't hold their attention
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3. open up a curiosity gap
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a                where people want to know the answer
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encourages them to          forward to find out more
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they want to watch the rest of the ad to figure out what is going to happen next
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The Blair Witch Project
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         horror movie
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three student film makers who had                        while making a documentary about a local legend called the Blair Witch
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viewers were told that these three hikers were never heard from again though the video footage was found a year later
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everything about it made it seem like it was         
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people wondered it was a real movie
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it opened up a                    gap
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we often think that giving          information is better advertising
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but this often pushes people away
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but                      of the curiosity gap can dull surprise
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the sequel to the Blair Witch Project, Book of Shadows, got        reviews

Ideas and Concepts:

Simplicity via this morning's UPenn Contagious Advertising class: "Before we move to the next principle about making ideas stick, I want to give one more example of simplicity in advertising. Watch this minivan ad think about how they communicate, simply, what their message is."
Unexpectedness in Advertising