Archive for Religious Virtues
A Virtuous Ad by a Virtuous Institution
Posted by: | CommentsI think that this “Miracles” ad by the United Methodist Church is really moving. Looking at the devastation and destruction in Haiti, hope is a hard thing to come by. While it comes as no surprise that churches are participating in raising funds and making a difference, it doesn’t matter what your religion or denomination is to be moved by this simple and inspiring advertisement. The copy as well as the simple imagery is moving. In addition to simply being impressed by the ad, the website that it directs you to is virtuous social media. It allows you to connect with people using whatever social media platform that you prefer in order to help make a difference for people in Haiti, environmental movements, the homeless, and many other projects.
Sidenote: I couldn’t get the ad to show up in the blog, so please hit the linked tag and it will take you to it.
Spreading Holiday Cheer and Consumer Diversity: Gap and the Holiday Commercial Season
Posted by: | CommentsAh, the magic of the holiday commercial season. Gap, Garmin, Wal-Mart, Kmart, and a bevy of other brands are hopping on the holiday bandwagon and releasing feel-good campaigns the represent the sentiment of the holidays.
It’s no secret that advertisers use holiday appeals in their campaigns, and not just those end-of-year holidays. This year, Heineken beer ran print ads as the “official sponsor of Halloween” (see print examples at Paula Zargaj-Reynold’s blog).
For the end-of-year holiday season, advertisers attempt to evoke positive, sentimental, warmhearted, and uplifting affective consumer responses. You might know these ads from the “warm and fuzzy” feeling you get inside when you see a holiday ad (see Rennie’s Nov 14th post on WalMart’s Christmas TV spot). But how does “warm and fuzzy” translate to increased ROI?
This year, many companies are increasing their holiday advertising budget beyond previous years, many hoping to combat falling sales in an economic downturn. Companies like Kmart, Wal-Mart, Target, J.C. Penney, Home Depot, and Lowe’s are all up on advertising spending for the holiday season (see Wall Street Journal’s article). Increasingly, these retailers are emphasizing value for frugal consumers in an economic recession, hoping that their holiday appeals will capture the heart (and the wallet) of holiday shoppers.
Retailers like Gap are releasing campaigns with a mass holiday appeal for consumers with a variety of holiday beliefs.
The Crispin Porter + Bogusky TV spot, Gap’s first in over two years, features “Glee-style” dancers chanting, “go Christmas, go Hanukkah, go Kwanzaa, go solstice,” in an effort to include consumers with a variety of beliefs. Embracing the diversity of American consumers, including their religious differences, is an effective way for advertisers to create mass appeal and celebrate the holidays responsibly. Gap embraces the sentiment of the holidays with a message of inclusiveness.
However, the American Family Association called for a two-month boycott of all Gap brands, claiming Gap failed to use the word ‘Christmas’ in its advertising. The War on Christmas happens every holiday season, but this ban is particularly interesting because the Gap spot does, in fact, use the word ‘Christmas.’ But Gap shouldn’t fret about the AFA ban: historically, past AFA bans have had no impact on sales (see LA Times article).
Whatever your holiday beliefs may be, embracing the diversity of consumers is a smart and socially responsible way to usher in the holiday season, especially in advertising. Marketing messages of sentiment, tenderheartedness, and “warm and fuzzy” feelings are the best way to celebrate the spirit of the holidays.
‘I am Second’ Campaign Making Its Mark
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‘I am Second’ is a great example of cause marketing intended to promote God as the source of a purposeful life. Norm Miller, CEO of Interstate Batteries initiated the campaign with the help of partners from e3 Partners Ministry in Dallas. Rather than pushing religion on people who may see the ads, Miller and partners from e3 say that the campaign uses personal testimonials to offer direction and choice to those who may be seeking God’s help. Iamsecond.com features personal stories from well known athletes, actors, celebrities and regular people who each believe they are second to God and stronger because of the strength they seek from Him.
‘I am Second’ specifically uses testimonials in a way that influences others through the use of celebrity as well as normative influence from regular people sharing stories. I think the campaign shares a fundamental message in a unique and highly interactive way, giving active and interested consumers a way to initiate change and gain insight into the important message the campaign stresses: put God first. In my opinion, an effective and truly virtuous example of advertising for a solid cause.
On another level, could more campaigns like ‘I am Second’ affect what society thinks about advertising as an institution? Yes. Maybe with more campaigns like this, people would view advertising in a more positive light.
