Today I would like to talk about exploiting the theme of relationships in advertising. I consider 3 main aspects about this type of advertisements: 1) motivation, 2) emotions, 3) values.
The basic theory used by marketers that comes to my mind is Maslow’s hierarchy of needs (1970). The level of love/belonging is well involved in the kind of commercials I’m discussing in this post. The motivation to be loved and accepted as who you are can be satisfied in different aspects such as family, friendship, personal relationship, including sexual intimacy ect. Thus, advertisements are also made to appeal to these different areas of relationships.
Furthermore, one of the crucial aspects of such adverts is creating special mood, triggering positive emotions associated with warmth and safety in close interpersonal communication. In a successful case the bind is to be built between emotions of a prospective consumer being exposed to a particular commercial and a product that is advertised. So this link is very important in making brand relationship between a brand and a consumer (Kardes et al., 2011). Consumer feelings is one of the basic ‘stones’ in the Customer-based Brand Equity Pyramid (Keller, 2007). No brad can be developed without respect to this psychological function.
The impact of adverts portraying relationships and positioning the brad as one that in a similar sort of relationships with costumers is very strong not only because of motivational and emotional aspects mentioned before, but also due to appealing to so called terminal values such as true friendship, family security, mature love (Pollay, 1983).
I have selected several adverts devoted to different kinds of relationships. Here they are.
This one is my favourite. It’s about close relations within the family and it makes us think that the product – Volkswagen Polo – provides us with the safety we got in our family.
This a a funny advert by Vodafone that deals with relationships in a couple:
This one is about relationships of two sisters:
This advert deals with friendship:
Here is extremely nice advert about life-long love:
A little bit sad, but beautiful advert about care of a brother towards his sister:
- Kardes F., Cline T., Cronley M. (2011). Consumer behavior: Science and Practice. International edition: South-Western, Cengage Learning
- Keller K. L. (2007). Strategic brand management: building, measuring, and managing brand equity, 3rd ed. Upper Saddle River, NJ: Prentice Hall
- Maslow, A. H. (1970). Motivation and personality. NY: Harper
- Pollay, R. W. (1983). Measuring the cultural values manifest in advertising. Current issues in Advertising, 6:71-92