RSS

Advertising and Emotions

06 Nov

All of us are often struck by something or someone in the most intimate way – let this be a special gift, a wedding ring, losing your dream job or the most-loved ones…

Emotions can be tickled in very different ways, very often incurring into both positive and negative reactions. Ambidextrous people often have the power of understanding both sides of ‘a medal’, Instinctive people don’t and un/consciously react in a way or another…

I’ve been exposed to a myriad of advertising in the past month where the emotional chord has been played in excess, often causing my ambidexterity to disappear completely and letting my inner feelings to be instinctively challenged

Advertising is always challenging this aspect. We are all pretty aware that every single communication out there is aimed at generating a reaction; and especially in the last few years, with the booming of conversational platforms in social media, brands are always more and more looking forward to listen to such reactions from their consumers.

We all know how important planning is when developing a marketing strategy or a creative concept…however, as of lately, with this bunch of advertising messages striking my emotional chords in totally clever and indirect ways I have started thinking about the role of ‘planning’ when using such strong and emotional messages/concepts?

These are some TV ads which I think are beautifully executed and emotionally charged

This is a highly provocative campaign for the results of global warming suggesting animals will suicide themselves if conditions gets worse… very plaintive but simply emotional

The one i saw today was the new ad by SKY TV, very damn sweet with the intent of ‘inspiring through unlimited imagination’

Also, the other day I talked about the MasterCard Pep Talk ad where silence was used for the first time by the brand to create a beautful emotionally charged moment, as opposite to the now-known humourous element used by MC in years. I don’t mind pasting this here again as I love it, so here you go:

My quetion here is: What is the planning behind these?

Would I really have to look at audience profiles, buying behaviours or target audience habits when simply striking the emotional chord is all it takes somehow to be remembered?

Most propbably awareness campaigns, and the ones aimed at changing specific behaviours, are very much thought this way and honestly speaking, they often truly work!

What do we think?

e

Advertisements
 
2 Comments

Posted by on November 6, 2008 in advertising

 

Tags: , , , , , , , , , , , ,

2 responses to “Advertising and Emotions

  1. Luca Occelli

    November 7, 2008 at 11:18 am

    The ad about global warming is not effective at all, in fact is generating more global warming because it focuses on its negative aspects. For a ad of with that intention to be effective it has to show solutions to the problem, never the problem itself.
    The other two are effective in producing the desire outcome.

     
  2. vinceonthego

    November 7, 2008 at 11:48 am

    Hey Luca
    Thanks for the comment. However, I am not really sure what you mean with saying that the first ad is actually generating more global warming because it focuses on its negative aspects. I have personally never seen any ad that focuses on the positive connotations of g.w.

    I personally think that people watching the first ad will think about this issue from a completely different perspective and probably think about it more carefully because touched by the quite strong message

    Thanks again
    Enzo

     

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

 
%d bloggers like this: