As you might now, advertising uses many ways to attract and to appeal consumers. Many factors can be used (sometimes several of them). We call them creative appeals, in the way it's a good use of arguments/emotions to catch the consumer. We can distinguish rational and emotional appeals. (For more details, see in the book, page 112-118)
Here is and advertising I've just seen, and I would like to share with you. It's about a dish cleaner product, Magistral. It tells the love story of two snowmen... and since I don't like to spoil, I'll let you discover what happens next. I'll just mention that this ad is seen to be a heartbreaking one: the tone, the music, the story... it's a really emotional and sensitive one. However, I would like to raise a question. Is it relevant to use this kind of emotional advertising in order to make the consumer purchase the Magistral products?
Angèle Rebergue.
The video:
Advertising Agency: Grey, Buenos Aires, Argentina
Creative Director: Daniel Fierro
Creatives: Matias Aguilu, Lisandro Cardozo, Tomy Duhalde, Rodrigo Greco, Hernan Kritzer
Director: Andres Salmoyragui
Agency Producer: Topo Barrios, Negro Ibanez
Production Company: Rebolucion
Producer: Marcelo Dovidio
Executive Producer: Patricio
Music: The Hill
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