Sadvertising: The fashion of those announcements that make us cry!06-08-2019 by GuelphinFinitinissan It mediates
It is an advertising tendency that, although old, is acquiring an important height now. As much that until already it has a name to define it: sadvertising. One is a technique that appeals to the heart through the sad emotions.
Examples there are many, mainly in television, emotional means par excellence. It is only enough with showing themselves to the small screen and hoping to the following advertising block. In the succession of announcements of commercial brands, he is more and more habitual to find some piece that looks for to affect to us with a sad history, tear or that it produces a certain sensation to us of melancholy.
This advertising current has traditionally been associate to Christmas, a very propitious period for the self-analysis, the unfolding of the emotions and the encounter with dear people. The concentration of sad or touching announcements in these weeks is, with almost all security, far beyond the one that takes place at other moments of the year. All we remembered classic announcements as the one of Returns to house per Christmas, of nougats the Almond tree. Also they follow logically this line of communications the advertising pieces of the NGOs or the actions of RSC of some companies.
Examples of Sadvertising
Outside this casuistry, sadvertising has consolidated lately as a style of communication very extended. An example of this tendency? In the last weeks, the campaign is being emitted by television Mediterranean, created by the brand of Estrella Damm beers. With the catchphrase If we want to maintain our form to live, we wouldn't have to protect what it does possible? , must the intention to bring back to consciousness to the society on the necessity to protect the Mediterranean Sea. In his first spot, titleholder Alma, sees himself a young person who represents the soul of the Mediterranean and that at heart interprets a dance from the sea to the rate of a song whose letter whispers a call to the action for the protection of the seas.
Like this one, many other announcements resort to sadvertising to generate emotions that they connect to us with the brands. No longer one is to describe the benefits of the product, nor the cheap thing that are in comparison with the competition. And also distance of other lines of emotional marketing, majority, than looks for to transmit clearly positive sensations to us as the optimism, the happiness, humor or the idea of freedom.
What is able with the strategy to appeal of so direct form to the sad emotions or the melodrama? Essentially one is a short cut to hit completely in our hearts and to make us understand that there are certain brands that not only see us as consumers, but mainly as people. Clear that also it is a resource that, at heart, it has trick, because, although in the history that account exists a problem, at the end of the announcement this one always ends up being solved. In the mentioned campaign of Mediterranean a serious problem considers, as it is the coastal water pollution (in a part of the spot, the reader can get to feel true anguish, a plastic invasion interrupts the harmonic dance of the young person), although at the end of the same the message of the announcement takes to the hope of which together we are going to end this problem. And it is that, actually, sadvertising looks for to affect, but not to leave to the hearing with bad body.
But one second key exists that explains the success of sadvertising. And we have shelp that usually they are advertising pieces of audio-visual format that have their more effective means on TV to hit in great masses of hearing. However, the television supposes a high economic payment for the advertiser. Much more cheap is its publication in Internet and its later diffusion, and in many cases massive, through the social networks.
This is an important key: many of these announcements, by the type of history that narrate, usually become viral. The sad stories usually have a high sentimental impact and secure the empathic identification with many people, who feel the impulse to share them with their network of contacts. Consequently, the impact multiplies more very many.