The power of creative solutions in advertising is well known. Unexpected spectacular images and stories are interesting both of advertisers and the public. For an infinite variety of solutions, which we refer to creative advertising, there is a certain mechanism of action - emotion. This article describes a few specific phenomena related to the field of emotions in advertising.
Argumentation is the way the argument is put forward in the course of which a certain position as a proven thesis (thesis is a position which is necessary to argue). The truth of an advertising thesis is proven by a system of arguments.
An argument is separate proof of evidence included in the system, due to which the thesis is proved. Let us dwell on the classification of advertising arguments. Arguments are divided into two major groups:
Emotional effects are used in the activities of teachers, politicians and advertisers: in the course of intensive training, for example, playing emotional games. Politicians have the shock, the cause of sentimental affection that inspire a sense of guilt, while promising to protect. Effective learning (suggestion) involves the use of emotionally "charged" message. Therefore, emotion - it is the power of advertising, which makes it remember. A "creative" advertisement is a precisely targeted emotionally charged message.
Emotional reasoning is based on appeal to the emotions and the main reasons. Emotional arguments appeal to the feelings and sensations. Emotionally written text is a live reader reaction. The main reasons include the following:
physical well-being - the instinct of self-preservation, safety, health, convenience, comfort, freedom of action, and others;
economic interests - profit, increase in property and wealth, career, professional guarantees and others;
social interests - family and its well-being, a good reputation, credibility, prestige, power, social virtues (honor, dignity, tradition), self-esteem;
entertainment - game, competition, risk, excitement, vacation, humor, imagination;
truth and justice - the truth, a sense of duty, moral support, generosity, compassion, and others.
Man is able to experience a dozen basic emotions (Izard):
As it can be seen, the list of negative emotions is longer than the list of positive ones. This is because negative emotions have an important regulatory function in the human psyche. They are often used in advertising contrary to popular belief. Emotions interact with each other; one emotion can induce, enhance or complement the other. We experience emotions chain by sensing something. Expressions like "cling" to each other: one dies, another is already beginning to be born. For example, this familiar chain of emotions such as "surprise-interest-pleasure", is often exploited in advertising. There are also other stable chains of emotions such as "joy of arrogance-excitement-warlike enthusiasm". Advertising acts as the designer of these chains.
Toiletries: "New Kid"
An interesting creative advertisement is created in a state of emotional insight. It already carries a charge, which if it enters the human emotion it awakes. It is impossible to collect such advertising "formulas". Advertising is always drawn to the man, advertising affect its mind, the adoption of a decision, which is why without the knowledge of human psychology advertising cannot be effective.
Person can weed out the wrong decisions and direct the creative energy in the right direction, so be aware of the emotional mechanisms of advertising. The evaluation process takes only a few seconds, but rather the ability to choose interesting effective solutions usually costs a lot of experience, deep knowledge and, of course, talent.
Advertising with a human face
All the arguments "attract attention", "forced to think" that we often encounter in the press releases social campaigns, have absolutely no sense, as long as there is no clear understanding of what kind of society it is necessary to cover or what its share is. It must be something to think about. Moreover, to think concretely.
Primary claim of the advertisement
"New Kid" is type of social advertising (Clio Awards, 2010). It is dedicated to the children feelings that appear when children find out that soon they will get a sister or brother. The example that is described with adult participation shows how usually children react of such types of news. This problem is rather actual because there are too many misunderstandings between older children and younger one as well as misunderstandings between older child and parents.
Traditionally, social advertising is defined as information aimed at achieving the national and public interests, the formation and / or maintenance of socially approved patterns of behavior, values and norms. This is such kind of non-profit advertising aimed at changing patterns of social behavior and draw attention to the problems of society. These objectives allow us to consider public service as a social phenomenon, contributing to raising social consolidation through the regulation of social behavior. Such an understanding of social advertising, from our point of view, allows to connect the sociological analysis to the study of processes of social and personal regulation. In this connection, there is the importance of search theoretical model that can become a methodological basis of sociological research of social advertising as a mechanism of social regulation of behavior.
Social advertising on the one hand can cause a positive response in society, contribute to the harmonization of relations, to strengthen the social activity of the population, on the other - to create a position of subjectivity, without assessing the real social needs of their audience, can contribute to the emergence of social aggression. Therefore, the development and implementation of these kinds of advertising projects need a system of interdisciplinary research, which helps clearly define the factors that help in reaching the full potential.
As part of the sociological concept, social advertising is defined as a form of social communication, which reflects the socio-cultural processes taking place within society, affecting motivational and behavioral sphere of individuals and groups, in order to optimize public relations through information exchange.
Social advertising acts as a modern value-normative regulator of social life at the level of social regulation. At the level of regulation of personal social advertising influences the attitudes and value orientations of the individual in order to form its vital position in relation to social problems and social adaptation. Therefore, the sociological analysis of social advertising as a mechanism of social regulation of behavior based on the value-normative.
What primary methods of appeal the ad uses to communicate?
The “New Kid” social advertising appeals to emotions of people, to the negative ones in particular. The married couple that is still in love with each other faces the appearance of the third person. It is presented as a shock for the husband and audience but stains normal for the wife. The wife is described as a rather calm person who does not face anything strange in this situation. In such a way actors play roles of two children of different age and parents.
A brilliant game of actors in the promotional video helps transform it into highly artistic work that forms the audience and a sense of beauty and aesthetic taste. Confirmation that the best advertising samples perceived as finished works of art and in fact - as artistic masterpieces.
Is sound claim reasonable and logical or flawed (erroneous)?
Typology of sound material used in audio and audiovisual messages, includes:
1) The background sound of the natural environment;
2) The background sound object-home environment;
3) musical number.
The dominant position is due to a number of musical intonation based on stereotypes. Strategy work on the sound contains three stages: a) the choice of sound realities; b) the organization of sound space; c) the sound plays.
The sound claim in the "New Kid" social advertising can be named reasonable and logical. There are no extra sounds that do not correspond to the main topic of the advertising.
Clio Awards. Toiletries: "New Kid" (segment). Infobase. 2010. Web. 21 Apr. 2016.
Izard, Carroll E. Human Emotions. New York: Plenum Press, 1977. Print.