Think BR: The new era of emotive advertising

By Danny Turnbull, brandrepublic.com, Tuesday, 28 February 2012 08:00AM

Does the rise of emotive advertising reflect a more general cultural shift, asks Danny Turnbull, managing director, Gyro.

Danny Turnbull, managing director, Gyro

Danny Turnbull, managing director, Gyro

For the past few years ad campaigns have focused largely on the financial benefits of purchasing a specific product, rather than on building loyalty and brand values to incentivise purchases.

BOGOF deals, half price sales and aspirational products have been the order of the day.

But there has been something of a sea change happening over the past year or so, culminating in John Lewis’ runaway success with its The Long Wait ad over Christmas

It had viewers reaching for the tissues, alongside Google’s Dear Sophie ad, about which Google’s VP stated: "If we don’t make you cry, we fail."

Besides pulling on the public's heartstrings, what are advertisers attempting to achieve with this tactic of emotive advertising?

I believe this emotive trend revolves around a few key tactics, chiefly brand loyalty and moral values.

In this credit-crunch economy, with political leaders extolling the benefits of ‘responsible capitalism’, many companies are understandably worried about being viewed as purely money-grabbing and unsympathetic to the ‘ordinary’ person’s situation.

What better way to portray a million - or in Google’s case billion - dollar business than as a friend with the same morals, values and drives as the public.

Again, take Dear Sophie by Google. The whole advert oozes ‘family’, ‘love’ and ‘security’, and merely by association it suggests that this is what Google will provide - exactly what many yearn for in hard times.

These emotive themes also allow audiences to interact and converse with brands far more easily than if they were presented as faceless corporations.

Brands hope that this will drive customer loyalty, and create genuine relationships between customers, companies and products not seen before.

And why not? If a favoured brand acts and supports a lifestyle - be it green, socially conscious or family driven - that is favoured by a customer, he or she is far more likely to give them their custom.

So as John Lewis is now the department store of choice for families, what is Debenhams? Or House of Fraser?

Don’t be surprised if marketers cotton on to their competitors and start building a brand image that conveys a specific set of values.

Another intriguing correlation with this emotive branding exercise is the rise of the happiness study.

Various countries and governing bodies have conducted wide scale investigations into the wellbeing of their populations.

However tenuous and flimsy you think this metric is, it is a revealing coincidence that the rising public profile of the nation’s happiness - or lack of it - has been matched by an increase in emotive advertising.

The economic outlook over the past few years has turned from bad to worse, and this has caused a change in the outlook of the population.

No longer is there such a focus on financial benefits - maybe because there simply isn’t enough money lying around anymore - and so the general consumer now aspires to other things, namely emotional happiness and wellbeing.

It is clear that advertisers have sensed this and realised that a change in tactics was required.

This switch of aspirations by the general public from wealth to emotional wellbeing has naturally caused a shift in tactics by marketers.

Such a major cultural shift means that marketing must now appeal to more than just the customer’s wallet, and must provide benefits that go beyond financial gain.

The age of big business, advertisers and corporations making unchecked profit has been consigned to the dustbin and now society wants companies that will give back not just in taxes and jobs, but in social wellbeing and morality.

Brands must align themselves with this new way of thinking or they risk losing customers.

This brings us back to the theory of ‘responsible capitalism’.

Many consumers are realising that unchecked financial gain simply isn’t sustainable, and so are re-assessing the way they live their lives - and they expect the business and advertising world to do the same.

Danny Turnbull, managing director, Gyro


This article was first published on brandrepublic.com

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