Advertising Emotions

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Advertising Mantra

Make a product, sell the product.
The process that is engraved into our basic marketing DNA.

While, in essence the quality of a product dictates its revenue generating capacity there is one factor that helps the ‘recall value’ of a brand. Now I’m not going to glorify it and make it sound scientific and planned, but it is the pure ‘in your face’ advertising and promotion  that makes you look at a product.
Remembering it or ‘recall value’ is a later more advanced stage.

One sexy woman (or so the ad company thinks), one silly deodorant spray, or an absolutely brain dead concept. As I write the above sentence, I a few ads just zip past. Everyone remembers the silly ads. Does it make you buy the product? No, but you remember it.
Now watching the tele or even Youtube gets annoying when you have to surf or mute channels because of some bizarre advertising that spits lack of common sense and creativity.
Sadly, a large chunk of ads are built on being senseless, ads that can simply be termed ‘masala’.

Why companies and ad agencies alike, resort to annoying consumers beats me even if the purpose of the ad company is fulfilled; they have made you remember the ad even if you don’t buy the product the next day.
That is the power of advertising. Stimulating ones thought process through visuals and audios.
Why else would you and I remember ads like Bingo or silly underwear ads?
No thought borne from common sense should even make you waste your time on 30 seconds like this but it does.

Without being anymore sour let’s look at what advertisements are meant to contain and what the overall tone of ad success seems to be. While I’m not saying this list is exhaustive or even matter of fact, I’m purely stating what aspects of marketing and feeling come into play when a ‘good’ ad is broadcasted or maybe even earlier when it’s created.

Humour

Funny comments or statements that make you laugh or put smiles on people’s faces definitely result in a good ad.
The impact of such ads is usually long lasting. There I pointed out a simple way to success, haven’t I?
Unfortunately, humour is the toughest emotion to master. Many ads become terrible ‘bollywood’ trailers that not many people enjoy. Humour still has to have taste. Taste is always subjective!

Themes

Now theme would mean the overall flavour or essence of the advertisement. Themes can be used to ones advantage very well. Family events/children/sport are examples of themes that usually grab a viewers attention. The best example of topical ads are the Amul billboards. Usually based on current affairs, the Amul girl has been a symbol of one, a trusted company, and second good advertising.

Phelps wins 8 in Beijing 2008

Content

The most imperative part of any form of advertising is content. The manner in which the ad is made, as well as what is said/done in the ad has the maximum impact on any viewer. The reason why a 10 second ad is better than a 40 second one is content. Content is a relatively large term. Usually content could contain aspects of:

1. Lyrics/text/dialogue

What is said in an ad? How it is said? The nature of conversation. These aspects usually grip the audience. Some ads are based purely on the delivery and quality of the dialogue or text used.

2. Audio sensibility

Sounds are extremely stimulating. Audio clips used during advertisements can bring out the exact sense of what an ad wants to be. Feelings can always be associated with a song. On a normal day, we tend to listen to music based on our mood, based on the occasion or based on or personality. Audio clip choice is an extremely integral way to connect with the audience.

Don’t believe me? How about you ask Airtel and A.R Rahman

3. Visual Appeal

There are some products that are sold through visual stimulus. As human beings, our eyes are always bigger than our stomachs and most definitely bigger than our wallets. Technological products and food are some products that base their ads on how to stimulate the audience. The nature of colours and its extravagance usually draws attention to a television.

In the above section of the article, we’ve looked at certain broad aspects that an ad incorporates. While each one of us will have different tastes, more often than not, good ads stand outs. Advertisements should therefore be relatable and very simply – likeable. An ad that inspire or motivate people is an add on bonus, but for one to remember an ad there needs to be a basic level of emotional connect with the audience.

In India, the importance of family has been well documented. Our soap operas have been based on family dynamics and household issues for decades. Tapping into the family would essentially reach mass markets. The use of children/family is probably the best way to connect to the average TV audience, but does it always guarantee a good successful ad?
Let’s look at ads that both run the family theme but have contrasting acceptability.

Kurkure and Mirinda, both make an attempt at creating the family environment but neither of them justify the true integrity of the concept. Neither of the ads are worth the 30 second slots and leave a rather sour taste in our mouths with their  over excited nasal tones. On the other hand, Maggi, the 2-minute noodles has been nothing but successful and the advertising only compliments the warmth of the product. The concept of togetherness and family has been used impeccably by the firm. The ability to get the audience involved with the product with the ‘Meri Waali Maggi’ has resulted in a wonderfully created ad which allows for customer feedback in the thousands.However simple the idea of family seems, there is a delicate emotion that cannot be tinkered with.

Success stories will be in the thousands, but ads that fail are usually because of the lack of connect with an audience or the pure bizarre nature of the content and visuals.

Now I do not claim to be an ad guru of any kind, not many of of you will disagree to the choice of ads i would include in my favourites. Have a look at what the regular audience would consider good advertising, and let’s hope that firms adapt of more sensible strategy while creating ads in the future.

Flipkart:: Three Generations

Times of India: Hockey AD

Coca-Cola : Open Happiness

Airtel: Across borders

If you have any suggestions, don’t forget to write to us at ThincQusitive today!

:::  Video courtesy YouTube:::

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