ADs – Creativity with Cleverness

“Creative without strategy is called ‘art’. Creative with strategy is called advertising”, quote by Jef. I. Richards. Advertising is a part of the marketing process, and its job is to deliver messages that have a psychological effect on the consumer. Since the mainstream media is a part of almost any contemporary culture, people will take what they see or read in ads, and accept it subconsciously and it may get in their heads that way. The best way to send the message on their mind is to hit the sentiments of the costumers. In this reference I remember an advertisement of the news channel AAJ TAK based on eve teasing, some road side Romeos board a bus and teases a girl, an adult citizen warns them to check their actions. On this the guys replies rudely “UNCLE, HAATH FISAL GAYA, SORRY BOLA NA”, in reply the man slapped him and said “HAATH FISAL GAYA, SORRY”. The message of the advertisement was that the channel conveys everyone’s AWAAZ. This ad was enjoyed and liked mostly by women folk. Of course, they were not the target viewers, but since it touched their sentiments, they particularly enjoyed it.

Advertisements, which target social issue or issues like corruption, patriotism are most effective.  It can be that it triggers the feeling of patriotism for few seconds only but are very impressive. Like the advertisement of Tata tea, it conveys a message of fighting against corruption, with the slogan “JAAGO RE”. Focused on giving and taking bribes, the youth is targeted, since, youngsters are shown giving remarks like “YEH KHATE HAI, KYUNKI HUM KHILATE HAI”. It also conveys a message that if youth take steps against such actions then corruption can be removed completely.

Talking about psychological effect, the most commonly targeted group are young girls. Since, makers know the obsession of girls towards beauty and cosmetics, Cosmetics companies make ads which can touch their sentiments. Like in an advertisement of a beauty cream, an actress screams at her makeup man by saying, “AAPSE NAI HO RAHA HAI, AB AAP RETIRE HO JAEYE OR GHAR BAITH KAR APNE BIWI BACCHO KA MAKEUP KIJEYE”. This misbehavior was witnessed by the daughter of the makeup man. The girl’s eyes are filled with tears; in the next moment the product converts her into a beautiful actress, shown receiving the BEST ACTRESS AWARD with her father. And the actress shown in the beginning is shown again with an upset face. The ad maker here targeted to promote their beauty cream by showing love and compassion between a father and daughter. Recent ads released by Apple implied the novel technique to play with human emotions. The video calling feature of iphone-4 i.e. FACETIME, is introduced by those emotional moments that touch your heart and soul and definitely brings a smile to the viewer’s face.

In all the above discussed advertisements, we see the CREATIVITY and CLEVERNESS of the makers. An emotion is a very intense feeling, which often involves a physical as well as a mental response and implies outward expression or agitation. With the mastery to touch the weak points of the consumers, these makers hit their sentiments. Very cleverly they present their product; consumers don’t change the channel during commercial breaks if once they see their favorite advertisement is being telecast. And, here comes the success of the advertisement and its makers. An advertisement can be rewarded as a good advertisement if it is able to collect consumers for the product. All these commercials which are highly sentimental and really play on emotions are all about bringing good business for the product.

Kirti Singh

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