What do commercials created specifically
for The Big Game have in common? Besides
huge audiences, they also share some key approaches to communicating their
message. In the last two weeks we’ve
talked about two of them: the creation of a catch phrase and the inclusion of a
celebrity endorsement. This week, we
look at Big Game commercials’ use of…
3. Emotional appeal. Although many companies use emotional appeal
in their Big Game advertising--most memorably Coca-Cola’s classic 1979 “Mean”
Joe Greene commercial--none seems to out-emote the competition like
Budweiser. Sure, the company has gone
the catch phrase route and conquered the comedy approach, but one other stage
it lights up is emotional appeal.
Remember the Clydesdale and its trainer who were reunited in 2013? The little Clydesdale who dreamed of putting
on a harness and pulling that infamous red wagon in 2006? The 2002 9/11 tribute? They all left you feeling something, and not
just about the action on the screen.
They also left you feeling something about the company behind the
commercial.
How do they do it? Television commercials have advantages that
printed ads don’t: they make noise, they take time, they have action, and they
have actors.
But making a successful emotional appeal
works just as well on paper, too. After
all, direct mail recipients see only the images that you want them to focus on,
obtain more information and detail about the product or service being marketed,
and have all the time they need to absorb what you’re communicating, which you
can’t do on film.
The key is to use your tools--words
and graphics--to your advantage. Instead
of using industry terms and technical jargon, get colloquial. Speak to your readers. Paint a picture. Tell a story.
Share a testimonial or address known reservations or concerns, and inspire
a response. Pair your copy with
realistic, not overly dramatic, photos or graphics that support and elicit the
emotion you’re trying to engage.
Making an emotional connection
doesn’t have to require a big production, just good planning.
Check back next
week for one last marketing tip drawn from Big Game advertising.
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