Advertisements come in a variety of formats. In this blog, we will take a look at television advertisements.

What comes to mind when you think of a memorable television advertisement? Is it that the ad was humorous, enlightening or had a celebrity endorsement? The idea of a commercial is to promote a product or company to consumers, which increases product/brand awareness and increases sales. There are many ways that businesses can use television commercials. Let’s take a look at a few examples and determine what the business or organization was using to get their message across.

Humorous Appeal

It’s quite obvious that Kmart was trying to use humor and a play on words to make consumers laugh. In doing so, they created commercials that to this day, many consumers remember and laugh at. Even though Kmart is no longer around, they are remembered for their humorous advertisements. The first ad was telling customers that if they could not find what they wanted instore, they could have the product shipped to their home. The second ad was promoting “Shop Your Way” reward members by offering additional savings at the gas pump. Both of these ads are unique and offer a good laugh to consumers while promoting Kmart’s store and products.

Emotional Appeal

Another route businesses could use is to appeal to consumers emotionally. Take a look at this ad for The Farmer’s Dog.

This ad shows the impact that not only a person can make in one’s life, but the impact of a pet as well. Many people see their pet as their best friend, child or family member. The Farmer’s Dog uses that to show that their product is the best out there for a furry companion. This commercial is a prime example of how businesses can promote their product without overtly selling their product. The ad is trying to make consumers associate their furry friend with The Farmer’s Dog products.

Public Service Announcement

Finally, let’s review a Public Service Announcement or PSA.

This ad is not selling anything. Instead, it shows the importance of taking the time to build memories and being a father to one’s child(ren). The ad for Fatherhood.gov uses pathos (emotional appeal) to plea to fathers to be an active participant in their child(ren)’s lives. Many people pride themselves on being a good parent, and this ad is a great example of that.

No matter what your goal for an advertisement is, it is important to think of a way to reach your audience that will resonate with them and help them create an association with your product, service and/or company.

If you want to make your next commercial one that consumers will not easily forget, reach out to Impact Marketing today!