“Creative without strategy is called ‘art’; creative with strategy is called advertising,” quote by Jef. I. Richards. Advertising is a part of the marketing process, and its job is to deliver messages that have a psychological effect on the consumer. Since the mainstream media is a part of almost any contemporary culture, people will take what they see or read in ads, and accept it subconsciously. The best way to send a message to the subconscious mind of the consumers is to hit their sentiments. In this reference, I remember an advertisement of the news channel AAJ TAK based on eve teasing; some road side Romeos board a bus and tease a girl, an adult citizen warns them to check their actions. On this one of the guys replies rudely, “Uncle, haath fisal gaya, sorry bola na” (Sorry, it was a slip of the hand). In reply, the old man slaps him and says, “haath fisal gaya, sorry.” The message of the advertisement was that the channel conveys everyone’s awaaz (opinion). This ad was enjoyed and liked mostly by the women folk. Of course, they were not the target viewers, but since it touched their sentiments, they particularly enjoyed it.
Advertisements, which target social issue or issues like corruption, patriotism are most effective. It could be that it triggers feelings of patriotism for just a few seconds, but are very impressive. Like the advertisement of Tata tea; they convey a message of fighting against corruption, with the slogan “Jaagore” (wake up). Focused on giving and taking bribes, the youth is targeted, since, youngsters are shown giving remarks like “Yeh khate hai kyunki hum khilate hai” (they take bribes because we offer them). It also conveys a message that if youth take steps against such crimes then corruption can be removed completely.
Talking about psychological effect, the most commonly targeted group are young girls. Since, makers know the obsession of girls towards beauty and cosmetics, cosmetics companies make ads which touch their sentiments.
When Apple first released its video-call Facetime feature, the company applied the novel technique of playing with human emotions.
In all the above discussed advertisements, we notice both creativity and cleverness of the makers. An emotion is a very intense feeling, which often involves a physical as well as a mental response and implies outward expression or agitation. With the mastery to touch the weak points of the consumers, these makers hit their sentiments. Very cleverly they present their product; consumers don’t change the channel during commercial breaks if once they see their favorite advertisement is being telecast. And, here comes the success of the advertisement and its makers. An advertisement can be rewarded as a good advertisement if it is able to collect consumers for the product. All these commercials which are highly sentimental and really play on emotions are all about bringing good business for the product.
Image Source [https://www.flickr.com/photos/pedrosimoes7/10367772013]