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The Rational, the Emotional, and the Controversial

In Ads and other executions on May 3, 2012 by Jox Tagged: , , , , ,

Ads have various approaches in showcasing a product/brand. When it comes to getting attention and imparting information, certain approaches fit the brand well. However, there are some ads that choose to disrupt consumer thoughts for its very sake.

THE RATIONAL

When introducing a new product whether under a known brand or also a completely new one, the ad should be rational. The basics must be covered: What is it? What does it do? Why should I buy it? The last question can play a bit on emotions such as celebrity associations or consumer reflections/realizations.

Just because an ad is rational it doesn’t meant it should be literal. That is an insult to the consumer especially when the product is a common consumer good. Even ads on technology and gadgets don’t go for the literal approach rather on educating and exciting the consumer via product showcase.

Colgate Sensitive Pro-relief directly approaches the problem of having sensitive teeth. Skeptical passers-by are challenged and they prove to themselves that the product works right then and there. The approach is direct: present the problem, attack it by presenting the product as the solution, solve the problem. Yet the ad does not just show a slide of the product’s function but incorporates consumer views to add to the authenticity which further convinces minds.

THE EMOTIONAL

When a brand has achieved a strong equity, meaning across all indicators from awareness to loyalty the brand is healthy, an emotional approach can be used. Emotional ads can reveal a truth about the brand, banking on the affinities of the consumers towards it. Although sometimes the product calls for an emotional approach such as Insurance companies. It would be weird if their ads sounded like their agents presenting a 15-year platform on returns on investments.

This Thai insurance ad has been known for its heavily dramatic ads. It does not underestimate the human power to love. And with love comes security and sacrifice. The ad highlights a riveting story that can happen to anyone.

THE CONTROVERSIAL

Ads that evoke adverse reactions for the sake of attention. There are a plethora of these featuring topics on religion, sex, and politics. They can be satirical or downright brutal. They work but may not necessarily be in a good way. Controversial ads are usually used by advocates that bring a marginalized issue mainstream. Controversial ads vary per country and culture.

Controversial ads like this one are done intentionally. They grab attention and gather different reactions. Any reaction is good. United Colors of Benetton has always touched on diversity and unity. The idea is simple yet the execution has exaggerated it to gain publicity.

WARNING: Example ad may be offensive.

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One Response to “The Rational, the Emotional, and the Controversial”

  1. Have you ever considered publishing an ebook or guest authoring on other blogs?
    I have a blog based on the same topics you discuss and would really like to have you share some stories/information. I know my visitors would value your work.
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