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🌙 DREAMS AND EMPATHY in Advertising - Coggle Diagram
🌙 DREAMS AND EMPATHY in Advertising
1. 💭 The Importance of Dreams
Man cannot live by bread alone"
→ people have emotional needs
Ads appeal to hopes and dreams, not just needs
🧑🚀 Case Study: Mission Juno (1989)
➤ Soviet Space Agency Glavcosmos looked for British candidates to fly to Mir
➤ Campaign by Saatchi & Saatchi
➤ 1,500+ applications
➤ Slogan: “Astronaut wanted. No experience necessary”
2. 🤝 Empathy in Branding
2.1 Consumers are drawn to brands that:
2.1 Consumers are drawn to brands that:
✅ Address their pain points (e.g. anxiety, stress)
✅ Understand them
2.2 The goal: make customers feel understood, not targeted
2.3 Empathy leads to trust, action, and loyalty
The goal
: make customers feel understood, not targeted
Empathy leads to trust, action, and loyalty
2.4 🧍♀️ Customer Personas
➤ Ideal representation of target audience
➤ Helps tailor messaging and improve campaigns
➤ Builds emotional connection
2.5 📱 Social Media
➤ Platforms like Facebook Insights provide:
➤ Platforms like Facebook Insights provide:
👥 Demographics (gender, status...)
📊 Engagement stats
🎯 Ad response metrics
3. 😂 The Appeal of Humour
3.1 Based on Aristotle's Rhetorical Appeals:
🧠 Logos (Logic)
🫀 Pathos (Emotion)
👤 Ethos (Credibility)
3.2 🧲 Humour = Attention Grabber
➤ Laughter connects people
➤ Helps process tough or complex situations
➤ Used to stand out on mobile devices
3.3 🎭 Being "Punny"
➤ Puns = pun + funny
➤ Copywriters use wordplay, idioms, metaphors
➤ Works well for non-controversial products
⚠️ Avoid humour in sensitive or controversial contexts
4. 😔 Guilt, 😨 Fear & 💪 Empowerment
4.1 😔 Guilt Appeal
➤ Exploits feelings of responsibility or shame
➤ Encourages action to "make it right"
➤ Example: Social/environmental campaigns
4.2 😨 Fear Appeal
➤ Fear is a strong motivator
➤ Not meant to depress, but offer security
➤ Example: Listerine ad → fear of being unpopular due to bad breath
4.3 💪 Empowerment in Marketing
➤ People don’t buy products, they buy what it lets them become
➤ Brands empower customers to:
✔️ Gain skills
✔️ Change their life
✔️ Help their family
5. 💓 Emotional Appeal
➤ Creates emotional feedback
➤ Leads to emotional decisions
➤ Encourages:
✅ Belonging
✅ Uniqueness
✅ Social responsibility
➤ Common in cause-driven ads: empathy + action