Who Thinks This Stuff Up?
The first advertising campaign for non-human primates
The objective, says Olwell, is to see if advertising can make brown capuchins change their behaviour. The team will create two brands of food - the team is considering making two colours of jello - specifically targeted at brown capuchins, one supported by an ad campaign and the other not.
How do you advertise to monkeys? Easy: create a billboard campaign that hangs outside the monkeys' enclosure.
[...]
Olwell says that developing a campaign for non-humans threw up some special challenges. "They do not have language or culture and they have very short attention spans," he says. "We really had to strip out any hip and current thinking and get to the absolute core of what is advertising.
[...]
One billboard shows a graphic shot of a female monkey with her genitals exposed, alongside the brand A logo. The other shows the alpha male of the capuchin troop associated with brand A.
Olwell expects brand A to be the capuchins' favoured product. "Monkeys have been shown in previous studies to really love photographs of alpha males and shots of genitals, and we think this will drive their purchasing habits." [Emphasis mine]
And exactly how much time and money was spent on this??? Is this really necessary? The kicker, this came out of YALE. I'd love to know who funded this and WHY!!!!
The objective, says Olwell, is to see if advertising can make brown capuchins change their behaviour. The team will create two brands of food - the team is considering making two colours of jello - specifically targeted at brown capuchins, one supported by an ad campaign and the other not.
How do you advertise to monkeys? Easy: create a billboard campaign that hangs outside the monkeys' enclosure.
[...]
Olwell says that developing a campaign for non-humans threw up some special challenges. "They do not have language or culture and they have very short attention spans," he says. "We really had to strip out any hip and current thinking and get to the absolute core of what is advertising.
[...]
One billboard shows a graphic shot of a female monkey with her genitals exposed, alongside the brand A logo. The other shows the alpha male of the capuchin troop associated with brand A.
Olwell expects brand A to be the capuchins' favoured product. "Monkeys have been shown in previous studies to really love photographs of alpha males and shots of genitals, and we think this will drive their purchasing habits." [Emphasis mine]
And exactly how much time and money was spent on this??? Is this really necessary? The kicker, this came out of YALE. I'd love to know who funded this and WHY!!!!