Television advertising seems to be increasingly trying to sell by associating their products with good emotions. Using positive emotions has probably always been integral to advertising, but lately, it seems to me that advertisers are saying nothing about the quality or price of their goods or services. A good example is the recent Fedex campaign. The gist of the campaign is that FedEx delivers comfort, or love, hope, encouragement, support and so on. The campaign says nothing about FedEx delivering on time, at a competitive price, and without damage to the delivered item.
One could just as well say that FedEx delivers:
- death and destruction in the form of a Unabomber package
- disease via an anthrax-laced envelope
- despair in a dunning-letter from a debt collector
- depression caused by a Dear John letter
It is also probably true that both UPS and the good, old U.S.Post Office deliver just as much comfort, love, hope, encouragement, and support as FedEx.
This trend in its modern manifestation may have started with the Nike slogan Just Do It. The strong implication was that one could just do it better if one were wearing Nike shoes; and one could do it much, much better in an expensive pair of Air Jordans.
Automobile advertising uses the same approach. If you buy a particular make and model of car, you can be just like Matthew McConaughey, sitting on a beach drinking whiskey and looking cool, or thinking profound thoughts on a road trip through a scenic desert.
Don’t get sucked in!