Description
The video of pictures shown above with a bit of a commercial are for the musical Dirty Dancing. You can see from the video that the marketing team has used several types of media vehicles to build awareness for the show. As shown in the adverts, the show is being shown in Potsdamer Platz.
Why selected
Musicals have always been a love of mine since I was a child and I have even had the privilege of seeing this particular musical in Boston. The second I stepped into Berlin, I noticed these ads and the fact that they are written in German. Almost immediately I inquired whether the actual musical was in German or English. As it turns out, in Germany they are in German. This absolutely fascinates me as I believe it must be difficult to change a musical in order to create it in the language of the country.
Analysis
Hierarchy of Effects will be used to analyze the Dirty Dancing advertisements and placements. Let’s begin with awareness. There is no doubt in mind that the awareness factor has been achieved and majority of Berlin residences are aware the show is playing here. From some quick interviews with a few IMK students, they were all aware that the show was in town. However, they did say that the advertisements did not hold their interest. While the diversity of the vehicles used made them aware, the interest factor of the advertisements did not. Two of the students said that Dirty Dancing the movie did not catch their interest; therefore, they do not want to see the musical. This is an example of a type of global brand beginning in one market and trying to expand to another. Perhaps Germans don’t really relate to the 1963 summer portrayed in the movie and musical. The music is mainly from America and was popular there. Why would the producers of Dirty Dancing believe it would take off in Germany? According to onlinetickets.com, there is no way to get 4 tickets near each other in the theatre, which shows me that there has been a desire created for Berliners to take action and purchase tickets. It would be interesting to find out if any shows are sold out and what the producer’s expectations were when bringing the show to Berlin in comparison to what the students at IMK believed. Perhaps they wanted to market to theatre goers which is why most of their advertisements were placed in the metro stations near the theatre area of Berlin. I did manage to find some advertisements placed outside of the theatre district via the gondola bike rides, commercials and airport spinning posters.
Minus the language being changed, the Dirty Dancing musical is a cookie cutter replica of what has been done in the states. Even the advertisements are the same, but in a different language. This is an example of McDonaldization because even when Starbucks became global, their language changed as well.
Summary – 3 key points
- Hierarchy of Effects - Awareness created, interest and desire not accomplished in IMK students, however, show is selling therefore some kind of action by Berliners has been found.
- Location of advertisements in metro kept primarily to theatre area with a few exceptions
- McDonaldization of the actual show and adverts minus the language.
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