Pulling Heartstrings: Power of Emotions in Advertising
Marketing & Advertisings first hook to engage others is through the power of our feelings similar to the way journalists would attract readers attention. To bring forth feelings of sadness, happiness, joy, conflict, safety, & surprise, all that keep the minds of the curious wheels spinning in hopes of filling in the blanks.
Emotions and Advertising
Extra Gum pulls on the emotions we build through relationships we with our friends, family, & partners emotions a fresh storytelling perspective in advertising. The story of Sarah and Juan (Stick 2015) sold our curiosity by filling our knowledge gap. After watching the video, I did wonder what happened. It was clear from the start this was going to be a love story with the song Can’t Help Falling in Love playing in the background. Extra Gum brought into question our mind’s hierarchy of needs, what can I do keep this sense of belonging & love– does true love last? People could assume Sarah & Juan were going to break up, as they were seen having an argument. Our minds race to the emotions of anger, empathy, sympathy, sadness, confusion, & more, trying to figure out the advertisements message. I wish Extra gum gave viewers a surprise by selling the emotions of shock, curiosity, & conflict. What if Sarah or Juan wanted to exchange gifts with each other and the employee went the extra mile by wrapping them in their trademark brand or a parent company they own. They’re not using ordinary paper- it’s Extra, maybe it’s Wrigley or . As a viewer, you could approach this from two perspectives, is it their gum wrapping paper? Is it wrapping paper with their name on it? Is it wrapping paper that simply says the word extra. What if Sarah or Juan died? Would the emotions conveyed be any different than they were presented currently or remain the same?
A Parent’s First Game
Publix’s First Game (sisko923 2008) violated my emotional expectations to an extent, instead of the typical store advertising tune filled with fresh produce, great deals, and friendly staff, they bring the bond of a parent and their child’s first soccer game. Publix did a great job of selling into the mindset of winners take all, the moment you say, “I can” versus “I can’t. However, I feel they could’ve tied into other storytelling such aspects such as: conflict, timeliness, proximity, human interest, & others. Is the game personal, such as an opposition, a rivalry? Does this take place in an infamous park or place? Does it happen during a seasonal event such as Christmas. Is there a prominent figure involved such as the head coach of a star sports team? The need to feel accepted by our peers & the way we approach this. Maybe you did a mean action you regret. Jonathan felt excluded from the group as he wasn’t considered when his peers were making teams. As you see him cry, you feel sympathetic towards him and wonder on a decision, faced with an internal emotional conflict. Do I face opposition from the rest of the group by staying with Jonathan? Do I say aloud that I disagree with their decision? What can I do to help? A gift of a warm blanket, a cup of hot chocolate, or half of my sandwich? The gift of giving back brings feelings of joy, love, & acceptance. What if the child featured was one from a differing background & they targeted the trope? He all overcomes the odds.
