Love in Ads: Tugging Your Heartstrings to Buy Products - Essay Sample

Introduction

Most companies apply love as a theme in advertisements, to influence people's intention to buy and to make a brand decision rather than the information (Wanders, 127). Love in advertisements of products in either television and social media always assist in tagging our heartstrings or provoking some feelings that make us more interested in taking action by purchasing the advertised product. Therefore, it is still the type of advertisement employed, and appeals used to grab the viewer's attention. Love in advertisement can be achieved through powerful love songs, love impactful texts, and energetic imagery. Love in advertisement helps by appealing to customers who need to feel part of it as well as making the viewer or customer emotionally excited. Similarly, love in the advertisement does not necessarily have to do with relationships but should have a sense of powerful feeling that is inspiring and idealized (Wanders, 129). This paper chooses one advertisement and analyses how the theme of love is used in work to convince and woo customers into buying a product.

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Love in The Extra Gum Advertisement

In the Extra Gum commercial, the product is incorporated at almost every step of the love video between Sarah and Juan. The Extra Gum came up with an exciting love advert called Origami advert. Which narrates the story of a father and a daughter with silvery gum wrapper swan playing the critical obligation. Can't Help Fall in Love, explain the love story that started with just a look at one another (Johnson 140). That is how Sarah and Juan lock eyes, whereby Sarah seems to be overtaken with the romantic connection that she begins to blush and look at the opposite side. Every time Sarah gives Juan a stick of gum, then he draws on the wrapper. Similarly, when she is directed to a particular room, she realizes that Juan had already documented their journey. Love is portrayed when Sarah finds out that Juan drew one wrapper on one of the primate rooms proposing for her (Johnson 146). When she finally turns around, it down on her that Juan was proposing for her. As a viewer, you can think the compressed journey of Sarah and Juan falling in love faced rough challenges during the period, and it eventually depicts real love between the two.

The story of Sarah and Juan chose love mainly to show that love feelings have to touch many, even though it happened in the shortest time possible, like 3 minutes. It was not only for an interesting and cute love story that went viral on social media but also a perfect strategy for marketing (Wanders, 129). Though the mass shearing of the video, the information and intention had already been achieved to the targeted population. What proves that it was a perfect marketing strategy was the number of viewers on the YouTube channel, which was about 20 million, absolutely tremendous and sizeable number. On the other hand, about 100 thousand shared a short video to their friends as well as family members. It much attracted people's attention, and at the same time, it makes their product known, and therefore, sales are expected to be huge in the competitive market setting (Wanders, 130). The commercial used a simple love video for advertising to build a community as well as a vast client base around its brand.

The iconic track used "Can't Help Falling in Love" used by artist Haley Reinhart in the American Idol. It had many funs; therefore, the mutual connection between the enables the commercial to gain even more access to a whole new audience through Reinhart's fans (Wanders, 127). The primary reason why love was chosen is that love relates people to people, and it provides the need for deeper connection and passion. Love in the advertisement will make people dig deeper into it to try and come up with the real meaning of what you are trying to sell. For instance, in the Story of Sarah and Juan, in the Extra Gum commercial, people can relate when the two met, their struggles, and eventually, how Juan proposes to Sarah. In the meantime, the product is shown in almost every step in the short love video (Wanders, 128).

Another clear reason why love was chosen; it makes it much easier to identify yourself with the character by putting your self in the same situation (Hall, 105). It makes us care emotionally; hence the advertisement makes us even care more about the product too. And that would be the greatest achievement of the Extra Gum commercial. The market piece can make someone laugh or smile. Marketing should not be necessary, just featuring the products throughout. The Extra Gum commercial applied an emotional approach to assist in connecting the gum or gum wrapper with much more significant meaning and understanding. What began as a mere and straightforward gum has finally turned out even to be a more significant innovative piece of marketing (Hall, 104). Therefore, love advertisement in The Extra Gum became popular and gained more audience than expected in the competitive market setting.

Love in Advertising Miss Dior

The advertisement used a beautiful and adorable actress by the name of Natalie Portman. Portman participates in the lovely 'Black Swan.' First, the strategy between the two industries brings a strong connection to enable the commercial to enables the commercial to gain even more access to a whole new audience through Natalie fans (Hall 121). Miss Dior used various love techniques to persuade the viewer and potential customers to buy their product in the market. The name of the actress in the advertisement for the perfume. It creates memorability for customers as well as developing a positive feeling about the company. Famous individuals are also seen as influential, more appealing, and entertaining.

The advert has romantic and intimate connections, which is a perfect and critical tactic in persuading people (Jessica 190). This is clearly depicted when the actress, at one point in the bathtub, wears only sunglasses, and on the other hand, she wears only a hairband and eyeliner. In the short clip, you can even see her undress her partner and starts to kiss her passionately on the bed. The advert attracts people's attention and to know the exact message of the advert and the product. However, the advert is not overly sex. The exact message to its audience and potential customers is to be romantically appealing, just like Natalie Portman, after using the perfume feature (Jessica 195). That after using Miss Dior, you can look elegant and feminine like the actress. Another possible reason is to attract more men, especially to ladies using the Miss Dior perfume and evokes positive emotions in women too.

Drawing men and evoking positive feelings in women portrays romantic love relationships (Jessica, 186). A passionate love relationship whereby women feel adored, kissed, and receives from their respective partners. On the other hands, flower colors in the video symbolize subtle pastels, delicacy as well as purity of the Miss Dior perfume. While the white swan indicates innocence and beauty that comes after using the Miss Dior perfume. Therefore, Miss Dior advert has associations much related to youths, romance, and, most importantly, a love that even money can not afford to purchase. It can only be bought at a small fee by literally purchasing the Miss Dior perfumes (Jessica 187). Hence love is used in the perfume advert mainly to appeal to women and youths because they offer high expectations strongly associated with romance, beauty, and youthfulness.

The advert used visual puffery, perfect and effective technique in fragrance, and this perfectly captures the attention of the viewers and potential customers that could lead the mass purchase of the product in the competitive market settings as well as its immediate recognition. In the advertisement, weak messages to viewers and customers may not motivate them hence may result in poor development of expectations as well as low demand and purchase. Eventually, perfume adverts attract and appeal to customers not only due to the fragrance it offers but also the love and romance that is strongly believed to be much associated with the product like Miss Dior (Hall 101).

Love in product advert is powerful towards the marketing of commercials in the current competitive setting. Though, like in the case of Miss Dior commercial using actress, some people may find it not comfortable watching such an advert with their children or may not recommend it to kids since it is overly sexual. Still, it is more appropriate in commercials like Miss Dior, because it appeals more to products like perfume to potential customers. And its significant effect can be giving too many expectations of the product among the viewers who cannot be met when buyers purchase the product. The high expectation by customers is very dangerous, especially when the advertised product fails to meet them on their actual products sold on the markets. There are a lot also to consider when choosing to apply the theme of love in advertisements. It is the ability of individuals to properly decode the message presented, other than the theme of love itself. Sometimes viewers choose not to pick the important message and concentrate on the love message. This would lead to failure in the advertisement aired, thus causing a loss in business.

Work Cited

Ford, Emma, Frida Jakobsson, and Lisa Marie Bauer. "The story about brand values: An exploratory study of storytelling as an instrument for conveying brand values." LBMG Strategic Brand Management-Masters Paper Series (2016).

Hall, Kindra. Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business. HarperCollins Leadership, 2019.

Johnson, Kirsten, and Jodi Radosh. Shoot, Edit, Share Video Production for Mass Media, Marketing, Advertising, and Public Relations. Taylor & Francis, 2016.

Ferreira, Raquel Marques Carrico, and Rita Espanha. "Exposition to Advertising Messages on Digital Media." International Conference on Digital Transformation and Global Society. Springer, Cham, 2019.

Wanders, C. T. "Is more always better? The interaction of visual narrative art and country of origin markers in perfume video advertisements." (2018).

Jessica, Brooks. "The Role of Narratives in Eliciting Strong Audience Response to Emotional Commercials." (2018).