Excite and Direct

Posted by James Bake in Advertisement, Featured Articles on May 10th, 2010 | one response

Around the time of Earth Day, many companies broadcast their environmental support. The jump is a tricky step, however. You do not want to look like you’re only being “green” because it is the flavor of the week, for it is a year round effort. For some companies, such as Brita, being environmentally friendly comes naturally.

Events such as Earth Day are perfect times to use advertising to invoke the audience’s emotions and direct them into action. Whether that action is buying your product or reducing the number of plastic water bottled used, these types of advertisement provide a strong call to action.

Clever advertisers know in order to create change or to get the consumer to buy your product opposed to your competitor; you need to apply to both the emotional and rational sides of the human mind.

A hot air balloon excites emotions by providing something visually pleasing to look at, such as the colors, shapes and size. In order to get riders on the hot air balloon, you need to provide direction. Such as, where is the balloon going, what will they experience?

Imagine a large, brightly colored hot air balloon sitting in the middle of the park. The balloon is aesthetically appealing; the roaring sound provides a teaser for what’s to come. Standing aside the balloon is a tall sign that shows a map of the valley below and reads, “Hot Air Balloon Rides. Soar up 2,000 feet and take a 2 hour journey above the valley.” Now imagine the excitement you feel, the willingness to climb aboard and sore to new heights. This is because the owner of the balloon excited your emotions and provided you direction.

The hot air balloon experience applies to advertisement. The main point: excite and direct.