If you are like me and spend most of your free time either watching TV or surfing the web, you probably are very familiar with the concept of ads and probably even more familiar with the concept of commercials. These ‘objects’ (for lack of a better descriptive word) fill almost every corner of the television world and find their way into the darkest reaches of our web searches, not only that but they even find themselves on the sides of buildings and in public eye, but they aren’t just annoying concepts that we seem forced to endure. These objects are used to convince the viewing audience to buy a product and, as much as I hate to admit it, they are quite effective in this task.
Companies have several different ways to go about selling a product through advertising, whether it be by telling a story or by being weird in a way that gets people talking, all of these ways get people to want to buy your product, or at least give it a try. Now, coming from the point of view of the consumer, each and every one of us has a different version of these tactics that are our favorites. Some love the humor-filled commercials, others enjoy the witty one-liners that you sometimes see during the Super Bowl. As for myself, I enjoy the story-based ones and the ones that are emotionally charged.
The emotionally charged advertisements work in my personal opinion because, at least from my own point of view, they make the viewer more likely to watch the ad until the very end as opposed to changing the channel half way through or hitting the “skip” button at the bottom of their screens. Take, for example, the P&G commercial entitled “Thank You Mom”. In this commercial, you watch four athletes grow from infants to the Olympic athletes the world knows them as, and how their mothers did everything in their power to get them there. The commercial was such a big success, they made another one just like it a few years later, both of which made me emotional.
I’m not saying that all other types of commercials don’t work for me, I’m just saying that these emotionally charged ones work the best in terms of keeping me engaged from beginning to end. Companies that do this are, in my opinion, going to have a much easier time getting people to buy their product because they are more emotionally connected to their message or that they have an emotional response to connect the product to. I mean, I don’t cry when I see a P&G product, but it makes me think of the commercial and how I connected to it more than I do to, say, a Doritos commercial (which I will say some a pretty funny but over all I find those really dumb). For me personally, emotion seems to be a very good response for commercials to attempt to play to because it seems to work.