Hello Humankindness
You wouldn't typically expect to be emotionally touched or inspired by an advertisement on TV. But these days, it's becoming more and more common for brands to use emotional appeals to sell their product. Companies like Nike, Coca-Cola, Tide and more all like to sprinkle in a little bit of sentiment into their ads that keeps you thinking even after you've moved onto the next ad.
Take Dignity Health for example. I'm sure you have seen their commercials. I feel like I see at least one every time I watch TV (which isn't even that often). They show people doing good deeds to help other people or animals. Their slogan is "Hello humankindness" (yes, "human kindness" as one word). Of the appeals we have discussed in class, I would say that the need to nurture is Dignity Health's most utilized tactic. They often feature cute kids or animals that will immediately make you say, "Awww," when they pop up on screen.
I had seen Dignity Health's commercials so often, but I soon realized that I didn't even know what Dignity Health was. Their ads don't talk about who they are or what their services entail at all. A quick Google search solved this for me: "Dignity Health is a California-based not-for-profit public-benefit corporation that operates hospitals and ancillary care facilities in 3 states." I still don't fully understand, but I get the gist: they help people. Which I guess, makes their ads somewhat pertain to them as a brand.
Is this emotional appeal an effective marketing strategy? Offhand, I was ready to say no, simply because these ads hardly sell the product or service itself, but instead promote an idea or value or lifestyle. But then I thought about it: I genuinely enjoy these ads. They're sweet and simple. Seeing random acts of kindness and selflessness from humans is rare these days, so it's refreshing and comforting to see. And if Dignity Health's services are in line with the "humankindness" they're advertising, their services may be seen as worth looking into by consumers.
Take Dignity Health for example. I'm sure you have seen their commercials. I feel like I see at least one every time I watch TV (which isn't even that often). They show people doing good deeds to help other people or animals. Their slogan is "Hello humankindness" (yes, "human kindness" as one word). Of the appeals we have discussed in class, I would say that the need to nurture is Dignity Health's most utilized tactic. They often feature cute kids or animals that will immediately make you say, "Awww," when they pop up on screen.
I had seen Dignity Health's commercials so often, but I soon realized that I didn't even know what Dignity Health was. Their ads don't talk about who they are or what their services entail at all. A quick Google search solved this for me: "Dignity Health is a California-based not-for-profit public-benefit corporation that operates hospitals and ancillary care facilities in 3 states." I still don't fully understand, but I get the gist: they help people. Which I guess, makes their ads somewhat pertain to them as a brand.
Is this emotional appeal an effective marketing strategy? Offhand, I was ready to say no, simply because these ads hardly sell the product or service itself, but instead promote an idea or value or lifestyle. But then I thought about it: I genuinely enjoy these ads. They're sweet and simple. Seeing random acts of kindness and selflessness from humans is rare these days, so it's refreshing and comforting to see. And if Dignity Health's services are in line with the "humankindness" they're advertising, their services may be seen as worth looking into by consumers.
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