Humans like to be thought of as rational, pragmatic beings but the truth of the matter is that, on most occasions, our heart and not our brains, pulls the strings. Our complexities lie in the way in which we experience, understand and correlate our feelings and emotions. For any product and producer, it then becomes necessary to make an emotional connection to the consumer. Anybody can say they care but how do you show it? One way would be reassurance. Dove’s Real Beauty Sketches became a big hit as it spoke to the deep seated insecurities in most women. By telling them that they are more beautiful than they think, Dove managed to convince them that the brand truly understood them. Another way would be to capture emotions that all of us feel or want to feel. Schwarzkopf’s A Declaration of Love only makes allusions to the product by subtle imagery. What is explored is love and thoughts that most people want said but fail to find words for. ‘Heart-touching’ is not a figure of speech when you think of this ad. A third method would be to let them know something about themselves that they had forgotten. Living in a time of stress and hardship, most people forgot that they had a fun loving, dancing child living inside them….read on
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