Verbal & Text Based Ads - Do They Share a Mood?

A brand's "voice" is a very important and key factor to whether or not a brand will be able to gain and maintain a relationship with their customers and if that relationship can be converted into brand loyalty. In addition, a brand's "voice" can be defined as "the ability to engage in meaningful conversation, and to make a difference or impact upon key decisions. Voice centers upon inclusive conversations that are grounded in mutuality, understanding, and accessibility ("The Truth of the Importance of Voice", 2017). 

Thus, with this definition, it can be understood that a brand's voice speaks directly to its customers and allows the customer to make a key decision (for company this decisions impacts the customer's opinion on whether or not to buy). 

In many cases, a brand's voice is conveyed through advertisements in magazines, on websites, or on television. This blog entry will dive into a few brand's that convey their brand's voice well through text-based ads without relying solely on an image. 

1. Olay 

Although this ad from Olay has an image of a model, the text alone relates to the customer. Like NIVEA, Olay's target market is Generation X and women in this generation are currently experiencing the signs of aging on their faces and they might feel as if they are getting old and new items and products are not being marketed towards them. Olay recognizes this and reassures this marketing with, "Younger eyes never go out of fashion". Which shows the customer that Olay understands and shares the frustrations of aging and wants the customer to know that the brand can help with the process in a modern and "fashionable" way.


2. Clean & Clear 


 Unlike NIVEA and Olay, Clean & Clear's target market are the younger female millennials (between the ages of 13-20), who are in the prime of of teenage years and want the clear beautiful skin that they see all over TV and on social media. Clean & Clear taps into a teenage girl's mind and emotions by mentioning not being a "morning person" and understanding that many girls want their acne (and probably overall life) under control. These two lines of words provides the brand's target market with a feeling of reassurance that the brand understands their mindset and wants to help. The easy and quick language is also great for teens who don't like to spend a lot of time reading. This ad gets the brand's message across quickly and efficiently.

3. Revlon
In similar fashion to Olay, Revlon ads two images to their ad. However, the lower case phrase "get cheeky", speaks for itself. This ad is targeted towards older millennial women (between the ages of 22-30) who are passed their teenage years but still want to feel fun and flirty as they enter womanhood. Again, this phrase is fun, youthful, and works well with the name of the item "Pinch Me". This partnership with the item and the phrase speaks to the target market in a fun way which makes a customer in the target market eager to go to the store and buy.

 4. Lancome
As one of the more luxurious brands, Lancome, exudes high class and the brand name pretty much speaks for itself. Thus, the voice Lancome must give to its target market (ever changing and evolving, but is now more towards Generation X females) a voice conveys trustworthiness and honesty. Therefore, Lancome released an ad with a quote from a celebrity that has been modeled by the media as real and authentic. Moreover, the celebrity quote from Lupita Nyong'o expresses Lancome's promise to its customers to continue to have a "unique vision" and that the brand believes that women should be free to be "themselves". This tone resonates well with the brand's target audience, which makes this ad very effective.

5. Juicy Couture 
Juicy Couture was once a brand of luxury, but fell off for the radar for a few years due to a decline in popularity. Yet, this ad might bring Juicy Couture back to the market. The commanding and "in your face" "I am Juicy Couture" provides its millennial audience (females between the ages of 16-25) with a voice of confidence and femininity. Besides the picture of the model, the words underneath the first sentence enlighten a girl's mind with the feeling that she can be a "rebel" and be whoever she wants to be because she is a "juicy girl". This bold and fearless language is what girls are looking for in this day and age, and Juicy Couture is giving its audience what it wants. Similar to Lancome's ad, Juicy Couture's ad resonates well with its audience and is very effective.




References

The truth about the importance of voice – Euphony – Medium. (2017, February 22). Retrieved from https://medium.com/@EuphonyInc/the-truth-about-the-importance-of-voice-5f6b3dd5a97d