The christmas season is nearly upon us. I say that because for me, christmas starts when December arrives. But the christmas adverts have already started. And the christmas adverts are a prime example of how emotion has become a vital part of advertising campaigns.
A whole host of factors like the sheer choice of products available and worldwide economic challenges mean in order to sell your product or service, you need to really tap into the fundamental emotions of consumers. And you need to make it memorable.
Everyday we are bombarded with images that are trying to sell us something, but how many of them do you actually remember. Advertising campaigns are fighting for the prized place inside your brain and enticing an emotional response out of you, secures that spot in your memory.
Because everyone remembers the company or product, whose advert brought them to tears, right? Which brings us to the John Lewis christmas adverts which bring that feel good feeling with them. I talked before about the power of the John Lewis advert here. But the christmas ads really do pull it out of the bag.
And then there is the Coco Cola advert. When me and my brother were little, we would super excited when we spotted the Coco Cola christmas advert. Because it meant christmas was near. And that emotional attachment remains today. Especially since most christmas's for the past few years have been expat style.
I never noticed until reading about it, but there are three marketing methods - social proof, scarcity, fear - that appeal to certain emotions and therefore effective advertising greatly. I had seen some supporting evidence in real examples, but never thought about their emotional effects until I saw them again in this post: http://bit.ly/1fdXuiP
ReplyDeleteThat's my recommended read for further info. Any other suggested articles/blog posts/examples?