| Fear | Humor | Musical |

This summer when I lived in New York, I started a blog called Deebs In The City, which detailed my adventures of a solo Oregon raised girl living in the big apple with no idea on why I was there. Half way through my trip and 22 blog posts down I hit this wall. Not a writer’s block because I knew what I was going to write about, but a block because there was too much to write about. The feeling I got was the same feeling I had when I went to write this blog post. How was I to pick three ads? We have grown up in a world where we are constantly bombarded by ads- about 5,000 per day. I had so many thoughts going through my mind and I couldn't pick just three ads (don’t worry, after countless hours I picked three).

Luckily, my search became more narrow when I actively thought about the criteria for the ad, they had to speak to my style, they had to be memorable and they had to be done with certain finesse.  My top criteria for the ads were that it has not yet been shown in class.

When searching for the ads and the initial drafts of this post, I changed my idea for the types of appeals and the ad, to make sure I had the best ones in my post. In the end I chose to write about fear, humor and musical. But in each ad, there are multiple appeals within; something that I noticed and I think is very effective.

Fear [feer] noun

a distressing emotion aroused by impending danger, evil, pain, etc., whether the threat is real or imagined; the feeling or condition of being afraid

The correct use of fear in an ad cuts though clutter, noise and can make you stop and reevaluate everything in your life. A common type of appeal that is used more often than you think. With the correct amount of severity and vulnerability you can evoke a message that can in a way haunt them into using your product, or following your message.

This ad is a Public Service Announcement for skipping school. And I warn you, it gets graphic.

I think that his ad is effective because it’s fun, upbeat and carefree opening grabs your attention, followed by one explosive after another. The imitate fear is instilled into those watching the ad and the room goes silent. The PSA announcement may go too far, as with the graphic ads we watched in class, I think that the ad should be regulated for when children are not at home. Though the ad is meant for people who might skip class, the ad should not be played when young children are at home. The ad glorifies the whole care free lifestyle that is swarming through the masses, and this ad takes that to the extreme by having the beach be an explosive testing site.

Musical [myoo-zi-kuhl] adjective

Of, pertaining to, or producing music

Music is a major part of advertisements, though it may not be the main appeal a brand is looking to portray, it is definitely a strong aspect of the ad.  Using music as the main appeal is something that can inflict strong emotions. Chipotle has recently create a new advertisement campaign, ‘Cultivate a Better World’ and has produced a few ads along with an app. We watched the first video in class, but the other ad that I liked also uses a musical appeal but is less popular. The ad pulls at the same emotions of creating a better world, using a musical rendition of Coldplays ‘The Scientist’ preformed by Willie Nelson to capture your attention and the simple visuals lets the song create the emotions.

I enjoyed this ad because along with a strong musical appeal, it directly ties to an emotional appeal. The ad shows no sign of chipotle leaving me until the final seconds to figure out who is producing it. By the final snapshot, I was curious on the point of the ad, leading me to The Chipotle Cultivate Foundation website. Watching the ad for a second time, I can clearly see the message they are trying to evoke ‘create a sustainable, healthful and equitable food future.’ The song says “Nobody said it was easy” which directly relates to what Chipotle’s message is- it’s not easy to change the world after it has been so commercialized, but they will go against the norm and change.

Emotional [ih-moh-shuh-nl] adjective

Pertaining to or involving emotion or the emotions.

“It is not just the championship athlete or record breaker that aspires to push their limits. It is also the everyday athlete who strives to excel on their own terms, to set and realize personal goals and achieve their own defining moment of greatness.”

Find Your Greatness.

So simple, yet so powerful. An emotional appeal is something that can go unnoticed, but when you do see it, it captures your attention and you foster a relationship with that idea and the brand. What Nike did was create an emotional appeal with greatness.

By not just creating on ad, they created a wonderful ad campaign surrounding the idea of finding your greatness. What they did right was just tell the truth. Everyone is great, they can tell you that you are great, but you have to find it yourself.

One of the main reasons I enjoyed this particular ad was that with the Summer Olympics approaching they were connecting with ever person who doesn’t get recognized with a medal for the activities they do. They wanted to rid the thought that “greatness is reserved for the chosen few” and celebrate the small accomplishments you make like jumping off the highest platform at the pool.

I connected with this ad because I am just like the people in the ad, I am not a Olympic athlete, but after watching this I realized that I am great.