UntitledAccording 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.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros 214-596-8468

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