Most companies use advertising to promote their brands, sell their products, and increase their income. For years, businesses have used different strategies in advertising to sell their products or services through written or visual messages.
When creating advertisements, companies tend to design some parts that appeal to our emotions or can be connected to our own lives. This is called memorable advertising. Our brains often pay attention to those parts that appeal to our emotions and forget about the rest of the information we see. So, one way to make memorable advertising is by adding an emotional or personal aspect to the most important part of the advertisement. As a result, there is a greater chance that viewers will remember that. If the scenes that appeal to our emotions manage to, at the same time, highlight the brand and its benefits, viewers will be more likely to build a connection with the brand, which can increase sales.
A good example is an advertisement from a leading consumer goods company. The advertisement showed people of all ages and from all parts of the world. In the advertisement, an artist drew pictures of what people thought they looked like - and compared those pictures to pictures of what their friends thought they looked like. This showed that people often perceive themselves negatively compared with reality - usually people criticize their looks too much. The advertisement encouraged people to see the positives in their looks, rather than the negatives. In this way, the advertisement triggered very strong emotional responses, achieved attention worldwide, and so made more people remember it.
Another way to make memorable advertising is by creating a fictional character that represents the brand. Think of the Michelin Tire Man. The human-like figure consists of stacked white tires. The mascot gives customers a friendly, fun personality to connect and build a relationship with. It is much easier to connect with the friendly fat man than with a faceless tire company.