Read This or Else

Explain the enduring appeal? Or simply existence? If negative ads do not? Not like this column, go screw yourself.And by the way, what? S an ugly shirt you have on. You can? Go out looking like that. What home to retch you steal? Well, calm down. I? I'm trying to make a point. Or rather, what should be a fairly obvious point at this time every 4 years. Because now, if you watch TV at all, negative political ads are inescapable. However, so is the call for their elimination. So why the negative ads on the stay? They work. They work because she found a part of the human psyche, can we? Do not ignore. Political consultants know it. But here? S the thing: consumers as advertising professionals, we know this, too. What? S is worth remembering that modern advertising? S roots are in making people feel inadequate or preying on their fears. The phrase? Often a lady, never a bride? was originally a title in an advertisement for Listerine, the point where the bad breath will keep a young one and lonely forever. A psychologist could study the disease more thoroughly than I could, but the basic fact is that negativity sticks in the brain. Has an immediate, visceral impact. Praise is ephemeral, but the insults sting of years. It is not necessary to have been a pariah in high school to understand the long-term effects of an insult. While it is possible that you have gotten older, we still haven? Not overcome our fears guy. And marketers have done a tremendous job of instilling a deep-rooted in consumer willingness to do whatever it takes to adjust to avoid insults or feelings of inadequacy. Of course, not everyone buys into this, whether strategic or creative. There? S been a counter-movement to appeal to the people? S best instincts. To make friends with customers. To kill with kindness, and love. To create communities around the brands. The right clothes. The right products for the home. The right car. Of course, like all communities, you're right, or you're out. And again, we're watching that thought echoed in the presidential campaign, which is driven by personalities such as by the policies. At the same time, we're watching passionate followers to embrace their candidates, while slam of the opposition and its supporters. As for John McCain and Barack Obama, I get the feeling that if they could not? D avoid negativity. But they can? T. Political candidates have a shot at making a sale. For what? S why throw everything in your face with the hope that something will stick. However, consumer brands have a longer lifespan, so they have other options. They can build over time. They can make their case. That can be positive, knowing that their time will come, at the right time. Whenever customers won? Do not panic. Customers, however, are very good in panic. And in perilous economic times like these, which are desperate. Personally and professionally, you're feeling inadequate, therefore they have no qualms about the transmission of that insecurity to consumers through advertising. They? Ll pray for a sale, insult your audience with condescending messages, or flat shouting to consumers in their ads, and not worry about the consequences the next month or next year. In advertising agencies, we help our clients make these decisions every day. Our ads will make people feel good about a brand? Or are we going to do the brand's response to their fears and insecurities? What? S part of the strategy. What? S part of the creative brief. And yes,? S part of the executions. In its simplest form, think of it this way: for every scene with someone using a product, no? Otherwise S: What happens if someone? Do not use it. Like everything else in the ad industry there? S is not a correct answer. Like political candidates, you can get a big hit that good. You can get very good results going negative. The choice is yours. And if not? Not agree with any of that, you're wrong. Bad for publicity. And so bad for the United States. Right?
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