Commercial Ads has come a long journey. From the beginning,
it is just a banner, slogan, simple video which main content is to display the
product, brand name. And then it becomes more complicate content, more effects,
more actions, and more attractive than ever. Recently, there is a trend about
the touching commercial ads which employ the emotional appeal to the audiences.
The touching commercial‘s content is not just about the
product or brand name, it tells a story (most likely a sad story) which draws
out the feeling, the sympathy, the curiosity of the audiences. That kind of
commercial ad may last for 3 to 4 minutes, but more than 90% of its screen time
is not about the product. The audience cannot know which commercial ad is about
until the last few seconds. The content of the video may irrelevant to the
product, but the audiences still have different feelings when watching. The
first feeling might be sympathy with the characters in the video; people tend
to be lured by the touching or sad situation and story which lead to the second
feeling: curiosity. When they get attracted to the story, they will want to
know what is the ending look like, they curios about the conclusion of the
story, and they may be they want to know what is the commercial ad is about (which
product or brand name).
The story about a deaf girl who want to play violin -
Sunsilk Shampoo
The story about a student’s dream and his teacher - Education:
The story about the nice man - Insurance
Pros:
Nice story
Attractive, getting attention from audiences
Sympathy from the audiences
Can be shared by many customers
Cons:
More costly to product.
Too long
The audience may give up watching or misunderstand the
purpose of the video.
