Advertisements In Unconscious Branding By Dr. Albert Cialdini

771 Words 4 Pages
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 …show more content…
In my opinion, tap into the emotional aspect of the target customers when advertising the insurance products. I remembered a research has shown that people like to share more articles that spread positivity more than those that have negativity elements. In the new advertisement strategy, I would compare the lives of two children: one with the MetLife insurance cover and the other child without the cover. Since the intention of this advisement would be to draw parents’ attention on the benefit of insurance products and then to buy an insurance for their children. The focus of the advisement would be in the happy life of a child to whom the insurance cover was taken. In this adversment, we can record this child’s daily life. He or she has a united and affectionate family, and has lots of frinds in the school. This child do a good job on his or her study and also has many hobbies. Eveyday this child is happy and full of life. Obviously, the life of that child being smooth all through with the MetLife insurance, and MetLife takes care of the trouble that might come by. On the other hand, the child without the insurance cover would fail to concur her life hurdles. When parents watch this commercial will feel happy and hope their children will happy like the child which in the advertisement. Therefor, the target consumer of the commercial would certainly be parents and all other aspiring

Related Documents