Analysis Of Douglas Van Praet's Unconscious Branding

Enterprises apply the six persuasive principles put forth by Dr.Albert Cialdini in advertisements including reciprocity, commitment and consistency, social proof, liking, authority, and scarcity. The objective of advertisements is to psychologically convince the potential customers to choose the advertised products hence the developers of the advertisements tend to tap into the emotions of people. In fact, research has shown that emotional advertising is more responsible in raising people to purchase products as compared to the product’s information. In his book, Unconscious Branding, Douglas Van Praet argues that people feel their way to reason, that emotions don’t hinder decision-making process rather they lay the foundation upon which decisions …show more content…
relied on the sad emotion to advertise their products using an advertisement called “My dad’s story”: Dream for my child. This advertisement reflects the sacrifices that parents ought to take so that their children have better lives. Therefor their target consumer would be parents. In the advertisement, a dad is seen doing several things for his daughter with the hope that he makes her happy. In fact, the daughter has a list of several positive things she likes about her dad. However, she also lists a lot of lies that her dad tells her such as his employment status. It is clear to see that their family don’t have many financial resources, but this hasn’t decrease the efforts of the dad to give the best life he can by making several sacrifices. To be honest, I cried. This is definitely my dad. In order to give me a better study environment, he works hard to make more money to support me to study aboard and he never say a complain word. Yet I always treat him badly and he maybe feel hurt but still continues to help and support me when I need. I love him so much and I am very blessed to have him in my life. I think that everyone watch this advertisement will remind their father. It was overwhelmed by the sad mood when the list of dad’s lies is read out (Oetting, 2016). Nevertheless, the purpose of this advertisement is clear: Parents ought to strive and sacrifice to give their children a happy life and MetLife understand every sacrifice that parents make for their children’s future. Given that MetLife Hong Kong is an insurance company, parents out there would secure insurance covers to this

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