This move seems to reinforce the demise of processed foods after a century. The body of evidence for the health hazards of processed food is beginning to get overwhelming.
There are a lot of stories these days about paid Facebook likes and this is one of them. As Facebook looks to return the investment that the venture capitalists have ploughed into the company, so we see the emergence of many dubious strategies to monetise Facebook. Paying Facebook to get an increase in likes and therefore (hopefully) to increase support or sales for your organisation seems to be a bit of a joke. But given its not just the Venture Capitalists but also corporations and agencies that have invested in the Emperor’s new clothes, nobody is really ready to speak up. Everyone is patiently waiting for things to settle down and for Facebook to suddenly reveal its real worth. But for how long?
It’s the standard request from a corporate client to an advertising agency. Make my widget meaningful. This article is a great one about the wave of emotion on advertising – this time focused on ‘sadvertising’. I rather like that word. The resulting tearjerker does get those likes on Facebook, and that is already becoming of dubious value, but does it have an enduring value? Ithink not. I’m reminded of Roy Batty’s (Rutger Hauer’s) monologue in Blade Runner ‘All those moments will be lost in time, like tears in the rain’
This week, Fast Company got a bunch of online attention for a piece on trends in emotional advertising – “The Rise Of Sadvertising”. It’s a great piece, and more than a catchy title – the article’s central argument is that the demands of an online, social audience has made advertisers realise the importance of making emotional ads more. In order to work socially, video ads have to make audiences feel something – the message-heavy approach simply won’t cut it.
As you might guess from the title, the piece focuses on emotional ads which are meant to make you feel sad – with tales of clients demanding commercials that will make audiences cry! Naturally we agree with the emphasis on emotional advertising – and if it takes chasing virals to make people embrace that, so be it! But sadness on its own isn’t a royal road to an…
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Here’s a question we get asked sometimes. If emotion is the main driver of advertising effectiveness, and if there’s a common set of universal human emotions – does the same advertising work all around the world?
The answer, of course, is no. We’ve researched almost 4000 ads in 43 countries, and we’ve consistently found that the most powerful and effective commercials are emotional – and use the positive emotions of happiness and surprise. But beyond that emotion is highly culturally sensitive – an ad that makes people happy in one market might leave others entirely cold.
We recently did some self-funded testing work in Thailand and Indonesia to further explore what makes emotional advertising work there. These are the two largest economies in ASEAN (Association of South-East Asian Nations) and Thailand in particular has a reputation as a regional bellwether: what works there ought to work across South-East Asia. Maria…
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