Page 19 - Seniors Today Febuary 2020
P. 19
Love has the effect of making you feel exalted But typically romance in advertising tries to
and elevated because of the effect it has on project that the product or service will increase
your brain. Love is known to make a few key the attachment between male and female
hormones make it an enjoyable pleasure. No partners. Close-up is a good example. Fresh
surprise then that advertisers have capitalised breath that brings couples closer and gives them
on it, just like the movies. Love stories are the confidence to kiss. Although Close-up ads
almost always a hit. showed couples kissing, in the Indian and Asian
And then are the accompanying emotions versions couples are shown close to each other
with love, that of sex and arousal typically for cultural reasons.
the domain of products like condoms and
deodorants. Axe for example has always been
positioned as the deodorant that makes you
attractive to the members of the opposite sex.
But they usually treat their TV ads with a bit
of humour and the attraction is always very
tongue-in-cheek so it normally brings a smile to
your face. But Durex ads get a bit too vulgar for
my liking. Somehow, they are just making bad
jokes that don’t you really smile like this one.
So how does romance as an appeal stack up
against appeals? Well perhaps it is only one of
the twenty or so appeals that advertising uses.
Neuroscience says that romance helps to draw
their long-term memory of our brands. There
is no doubt that romance stirs up emotional
responses. Love is one of the most potent
emotions people can fee. No wonder then, that
it is the favourite ploy of some advertisers the
world over.
19 SENIORS TODAY | Issue #8 | February 15, 2020
