According to a new study from The International Journal of Research in Marketing, the shift away from snarky or downbeat campaigns is a smart move. Ads that evoke pleasant feelings consistently resonate with consumers more than negative, neutral or information-based commercials do. After people watch a positive TV spot, their attitude toward the advertised brand improves – regardless of the product category or its relevance in a consumer’s day-to-day life.
Interestingly, the benefit of taking a positive approach in advertising persisted across industries and endured regardless of the product’s value to a consumer. Whether the commercial advertised a durable item, a short-term product, a service or merchandise, the findings were consistent. They showed that ads that elicit more pleasant feelings trigger more positive beliefs and thoughts about the brand, which result in more favorable brand attitudes.
During this year’s Super Bowl, distinctly positive themes – like puppies, heartwarming families and nostalgia for cherished celebrities – dominated the commercials that struck a chord with consumers. Some think it’s an uptick in the economy, but one thing is for sure, a lot of the ads played to a less cynical mindset this year. In fact, commercials that exploited a cynical twist or resorted to well-worn clichés fell flat with viewers.
The bottom line is that commercials that appeal to people’s optimism make consumers far more likely to fall in love with the brand, regardless of the type of product being advertised.
Source: The Power of Positive Advertising. (February 6, 2014). Strategy + Business.