If you, like me, have a tendency to skip commercials rather than watching them, then we can probably all agree on one thing, and that is advertisements lack substance. It seems to me that ads makers think the best way to capture an audience's attention is to shock them, or make them laugh, or to trick them with clever deceit. What they unfortunately leave out is a good story and emotional investments. As a result, an typical advertisement departs on the next train of thoughts out the brain soon after the commercial is finished.
Advertisements are like pebbles on a beach. They are there, but they are never the center of your attention. You might want to lie on the soft sands or go swimming in the water; you will probably never notice the pebbles that are there. Occasionally, you might find one with a interesting shape or texture, and spend a few moments of you attention on it, but it will surely be out of your mind in a minute or two. But if someone tells you that the rock you are hold is of a special substance, and must have traveled a long way to get to this beach, and could be a sign of good luck, all of a sudden you might want to hold on to that rock. It has taken a life of its own. An advertisement need a good story and some emotional elements to be able to linger in a person's mind. There is no stronger stimulant on the brain than powerful emotions.
By this research done by Dr. Robert Heath from University of Bath, the message a commercial is trying to convey is less important to creativity and emotion. (Web, http://www.bath.ac.uk/news/articles/campus/advertising-message041206.html) In this day and age, creativity is dulled because everything is changing too fast, cleverness are taken to be the norm, and true innovation are rare. Emotions, however, will never change. Each and everyone of us will always feel the for basic emotions: joy, sadness, fear, and anger. Of the four, fear and anger are totally inappropriate for advertising purposes. That leaves us with only joy and sadness. Why is it that so few ads makers are targeting these core emotions?
The above ad left me speechless. I admit I shed a few manly tears (I assure you they were very manly) reserved for special occasions. It has been a long time since I've seen this, and this is the only ad from that period that I remember. To express a man's joy, sorrow, hopes, and regrets all within one minute and a half is just incredible. Thai Insurance also has a whole lineup of touching ads similar to this one that can be found on Youtube. The only thing I can say this, I think the mastermind behind these ads should go make a few movies and try to win some Oscars.
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