It is one of the classics of advertising, one of the formats that ends up repeating itself repeatedly between ads and that never disappears no matter how much the advertising market changes and no matter how much it adapts to new times, social changes or adjustments. in the interests and concerns of consumers. The heroic announcement is always present.We have all come across him at some time and it is quite likely that we have been moved by what some of them narrate. The ad format does not focus the story on the brand in question, but rather on a person (usually famous) who tells their story of overcoming or how they got to the top.The narration progresses, also regularly with images that emphasize what is narrated and with music that helps to generate those sensations, until the final climax in which the heroic person triumphs and wins. That’s when the brand appears, as a final point that reminds us that what we have in front of us is, despite everything, advertising.The format is very common among sportswear or sports-related brands. The latest batch of Nike ads, in fact, is very much in this vein and tells the exciting story of its protagonists, as is the case with its latest ad with tennis player Serena Williams.

But why has the format never Panama WhatsApp Number List disappeared and why does it continue to work, despite being far from being a novelty?You could say that the stories of overcoming always have a pull and always work. Stories in which someone tries to do something and succeeds are one of those formats that recipients like. You just have to think about the news and how one of these stories always sneaks onto the grill to see it. Reviewing the history of literature or cinema helps to shape it: there are always stories of this type available and they always manage to connect with a niche of the audience.The brand, secondary with benefits For brands and companies it is not just that the format is almost a proven element. Two researchers have analyzed why these ads work and especially why they manage to connect with consumers from the point of view of the brand if the brand is nothing more than a very secondary guest in the story.

His conclusions, published in Frontiers in Psychology and collected by Phys , start from the universality of history, but go further.The story of the hero or heroine is a universal element, which the consumer already knows how it will unfold. “In an interesting way, the brand plays a secondary role in these hero stories, serving as an aid to the hero to reach the destination,” they explain. “Sometimes the brand is only the narrator of the story,” they add.Why it works for brands But it works for the brand. It also works for him because this type of story has a direct effect on consumers / viewers, both emotionally and rationally. The researchers recall that these types of stories take the person who is receiving them to a point that is cathartic, with “strong emotions of pleasure or relief.

“To that is added that. in some cases, the very structure of the story makes the viewer think of himself. The heroic story works as a mirror for the audience, who is represented or challenged to go further and have their own heroic story. The advertisement is thus a kind of direct call, which connects with the consumer.The advertiser is also empowered by the values ​​that the ad transmits. They are usually values ​​such as empathy or resistance, associated with a certain altruism or a positive vision. The values, no matter how much they are linked to the protagonist of the story, have an effect on the brand, since at a subconscious level they are processed not only linked to the protagonist but also to her.The consumer thus reinforces, at a subconscious level as well, their relationship with the brand, which they feel most strongly.

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