Message Strategy

Ads & ad campaigns today are focusing mainly on making consumers “feel the brand.” If a brand is able to trigger its consumers’ emotions well, be it joy, wariness, anxiety, or sadness, the brand has done a success promoting itself. This objective is known as affective association.

Here are the three basic categories of such affective association ads/campaigns ruling the market today:

The “Feel Good” ads
The main purpose of such ads is to allow consumers to appreciate what they have purchased. It helps to lower cognitive dissonance (definition: a feeling of concern or doubt after a purchase is made). When consumers are happy using a brand, the chance for comeback is predictably high.

Humor ads
If you can make them laugh, you can make them buy your brand. Commercials on TV and magazine hugely use such ads for brand promotions. Imagine after an entire day of work, who wants to come home watch a long and educational TV commercial? Also, it creates topic for conversation if the humor is “successfully humorous.” In a way, you are getting the after effect of such ads that can be considered free promotion. Word of mouth are quick spreading and sometimes most effective way of promotions.

Sex-appeal ads
This is still one hot issue revolving around the world of  ethics in advertising and integrated brand promotions. However, the difference is that not only women are objectified in ads today, men are getting its pieces too. The main purpose of sex-appeal ads is to stimulate, arouse, and gather attention. Product continuity is required in this type of ad. For instance, jewelries, fashions and chocolates normally objectify women in their ads, seldom will you see women being objectify in promotions of digital gadgets, stationary materials or real estates/housing.


About Jason Tham

Jason Tham is a PhD student at the University of Minnesota, Minneapolis. His research interests are digital pedagogy, connectivism and connected learning, computers and writing, and visual rhetoric.
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