Myer Communication
INTRODUCTION
Myer is Australia’s largest department store chain. It was founded by Sidney Myer in 1900. Myer offers a broad range of merchandise from clothing to furniture and bedding to travel goods. This report will first ….
1.0 MESSAGE REVIEW
1.1 CURRENT MESSAGE STRATEGY
The current tagline of the Myer department chain reads as ‘Myer is my store’. This has been their tagline since 2006 and, through television and other media advertising, is now a well-known Australian catchphrase together with it associated musical jingle.
Twenty years ago, the store’s tagline was ‘My store Myer’, and twenty years before that, the catchphrase was ‘Myer – for value and friendly service’ (REFERENCE). As can be seen, the message strategy has always contained …show more content…
For example, ‘Myer is my store’ is short and catchy, and positions Myer in the consumer’s mind. The brand image is also pushed as Myer (the brand), is directly promoted in the advert copy. This represents a one-way (push) communication approach.
Myer also uses a two-way (pull) communication approach as resonance and affective message strategies are evoked. This is done by associating a catchy musical jingle with the ‘Myer is my store’ slogan. The combination of these two elements resonates with the interested viewer, and provokes an affective response on emotional level. In fact, for some viewers, the ad and its jingle can become an ‘earworm’ with the affected person unable to get it out of their head. This of course can create a negative or positive response to the ad depending on the person and context.
On seeing the name Myer, some people may immediately remember the jingle, thus the tagline and music work on both a resonance and affective level. The message strategy of a positively-affective tagline and jingle is accompanied by a product and service message enhanced by depiction of suave, good looking models, moving through plush, upmarket departments of a Myer store. Myer thus become associated with the modern generation shopping in an upmarket consumer environment with emphasis on quality
Myer is Australia’s largest department store chain. It was founded by Sidney Myer in 1900. Myer offers a broad range of merchandise from clothing to furniture and bedding to travel goods. This report will first ….
1.0 MESSAGE REVIEW
1.1 CURRENT MESSAGE STRATEGY
The current tagline of the Myer department chain reads as ‘Myer is my store’. This has been their tagline since 2006 and, through television and other media advertising, is now a well-known Australian catchphrase together with it associated musical jingle.
Twenty years ago, the store’s tagline was ‘My store Myer’, and twenty years before that, the catchphrase was ‘Myer – for value and friendly service’ (REFERENCE). As can be seen, the message strategy has always contained …show more content…
For example, ‘Myer is my store’ is short and catchy, and positions Myer in the consumer’s mind. The brand image is also pushed as Myer (the brand), is directly promoted in the advert copy. This represents a one-way (push) communication approach.
Myer also uses a two-way (pull) communication approach as resonance and affective message strategies are evoked. This is done by associating a catchy musical jingle with the ‘Myer is my store’ slogan. The combination of these two elements resonates with the interested viewer, and provokes an affective response on emotional level. In fact, for some viewers, the ad and its jingle can become an ‘earworm’ with the affected person unable to get it out of their head. This of course can create a negative or positive response to the ad depending on the person and context.
On seeing the name Myer, some people may immediately remember the jingle, thus the tagline and music work on both a resonance and affective level. The message strategy of a positively-affective tagline and jingle is accompanied by a product and service message enhanced by depiction of suave, good looking models, moving through plush, upmarket departments of a Myer store. Myer thus become associated with the modern generation shopping in an upmarket consumer environment with emphasis on quality