Let's Talk Love Marks: High Concept Ads

            Introducing love marks, otherwise known as irrational emotional connections that advertisers coax us to form with their product or company by using the brand experience or high concept ads. This post will focus more on high concept ads.

            But what is a "high concept ad"?

            High concept ads are ads that attempt to establish an emotional connection with the viewer or portray themselves as a means to fulfill an emotional need that we have. In The Persuaders, a documentary film by Frontline, there is a discussion of high concept ads and how they are used to convince us to consume a specific product.

            A fantastic example of the high concept ad is "Extra Gum: The Story of Sarah & Juan".

            This commercial attacks one of the greatest emotional needs of mankind: the need for affiliation. Most people desire affection and love, and boy, Extra is really playing to that. I mean, c'mon, a montage of romantic scenes set to Haley Reinhart? The emotional connections will be forthcoming. Just in the comments, many people expressed the pull they felt towards this particular commercial, and their emotional reactions to it. Some people attributed the couple's relationship success to the gum, which is the exact line of thought that Extra wanted them to pursue. However, despite the charming atmosphere of the commercial, it is clear that this is a high concept ad attempting to create an emotional bond with the viewer. Extra did not fail.

            Another example of the high concept ad is "SK-II : For every moment shaped by your touch".

            Again, cue the emotional music and montage of cute scenes. Only this time, it's a mother and her daughter, and the product isn't explicitly shown until the end. This commercial still attempts to fulfill the human desire for affiliation (and nurture, in case that baby/small child at the beginning escaped you). I think SK-II also succeeded in their attempt to ensnare their consumers. Many commenters responded to the video stating how they had to find the video again after they saw it pop up on one of their videos. Admittedly, I too did that. It was hard to resist. But while I enjoyed the commercial enough to watch it again, I was not very interested in the product being marketed. However, I was filled with a strange urge to start touching people's faces. Regardless of my personal reaction, however, SK-II was indeed successful in bridging the emotional gap between company and viewer.

            High concept ads: do they really work? While I enjoy them immensely and have an emotional reaction from watching them, I think that they are less than effective on me. However, other consumers appear to believe in the power of the emotional bond. Regardless of whether these ads are truly what sells the product, they do emboss a sort of love mark on the viewer. I guess I'll just have to wait and see if I feel that indomitable craving for Extra mint gum.