Why Are Thai Ads So Freakin' Emotional?
Anonymous posted one of my two favorite Thai ads which is incredibly touching but not sad at all—it is uplifting!
The ads that gain the most international attention are those like the heartwarming and highly produced ones from Select Tuna Top Charoen. However, these are exceptions to the rule. The average Thai ad doesn't even come close to these high-quality, very expensive commercials.
Thai People and Emotional Ads
Because Thai people are incredibly warm-hearted, they love touching stories. This is why their advertisements are so compelling and meaningful.
Advertisers want to bypass your mental defenses and touch your heart to influence your behavior and lead you to purchase their product. This is achieved by creating an emotional connection between consumers and the products. Without this emotional and sentimental bond, products might seem meaningless to consumers. Thai people, known for their love of melodramatic situations, appreciate this approach.
Strategic Use of Emotion in Advertising
Thai advertising agencies excel in playing with the emotions of their audience. By creating an emotional connection, they can make their products more significant in the eyes of consumers. It has become a matter of mastering emotional advertising in a very short period when every second counts.
The creators are clever from their previous trials and errors. When people are emotional, they tend to stop thinking logically for a while and rely on their feelings to make decisions. Brands take advantage of this to promote their products. Even if the emotions in the ad are not directly related to the brand, they can still captivate the audience.
Effectiveness of Emotional Ads
During this week, the commercial that I watched is the longest one I have ever paid full attention to. I will likely remember it throughout the week and even search for it again to re-watch it. My view is that companies create commercials designed to emotionally resonate with their audience and their products. Coca-Cola often employs this technique with their commercials.
Emotional ads provoke awareness and inform consumers about a particular situation or development. By creating this awareness and causing concern, they gain the audience's undivided attention. The use of human emotion is one of the best ways to draw interest. These emotional commercials effectively capture awareness and make the viewer concerned and informed about the situation.