Summary of Experience
The aim of advertising is to win the minds and hearts of the target audience. The development of these advertisements requires concise experiences and skills in order to relay contextual moods that align with the adverts being made. I once watched an advertisement made via Citizen TV about the second most prominent telecommunication company referred to as Airtel in Kenya. Its main orientation was based on giving concise information and boosting customer confidence in using the Airtel Money services (Airtel Money 2015). The first alarming image from this clip was the stage setup. It had branded Airtel’s culture and features from the beginning where it had its branding red color linked to it. In its well cultivated happy model, the advertiser made brief but accurately constructed move to inform about the benefits connected to the services. He explained the competence foregoing the leading Safaricom Limited. A woman acting to facilitate a good advert in this case assumed a rather sad posture and expression whereas the main character assumed a happy mood to convince the lady that other services were mistreating her. In this perspective, the advert took advantage of alarming rates for withdrawing cash when using the Safaricom’s Mpesa services. It was a remarkably constructed advert that perceptually convinced me about the need to use the presumed alternate services.
In perspective, commercial advertisement should be constructed using proven capabilities to convince target clients. A poorly constructed ad may waste money without influencing the decisions of the audience. Ideally, this ad was connected using two moods while using different characters. It does not only shape the ad into two phases of perception appeal but also allows people with different demographics to feel represented. The main advertising character was young probably at the age of about 30 while the other was an elderly woman aged about 50. In this respect, I can argue that the paper had both genders represented while representing the different ages. Further, women and young people represent the highest population within this country. It would, therefore, be arguable that the ideology targeted the highest population reachable by the advert.
There are many effects of mood while advertising as argued by literature. In one such literature, Chang (2006) performed an empirical study to investigate the regulation of mood in visual advertisements. The first experimental setup allowed the participants to watch a sad incidence before presenting the happy perspective. In the second setup, the participants watched a happy incident before watch this similar mood for the subsequent advert. In the 2 setups used to investigate the sad and happy moods, Chang noted that sad audience experienced higher mood shift to happiness and satisfaction after the sad scene was followed by a happy one. However, happy audience did not experience a similar reaction after observing another happy scene. The sad participants of this research were motivated towards watching the ad and internalizing the information delivered. The ads framed to foster happy moods were only reliable if the audience were sad about the incidences shown before. This research supports the model applied by the advertiser in the ad presented in the first and second paragraph. It can, therefore, be argued that the advertising model applied literal evidence from literature. Evident-based practices are reliable and enhance the effectiveness of outcomes while compared to other unproven approaches.
Airtel Money: InsideStoro with mama Boi (2015). Retrieved from https://www.youtube.com/watch?v=jkSYfdi3u1g
Chang, C. (2006). Beating the News Blues: Mood Repair through Exposure to Advertising. Journal of Communication 56, 198–217.