Do you remember a particular scene in Baazigar where Shah Rukh Khan, in a bid to propose to Shilpa Shetty gently kneels down at her feet but tips her off balance to throw her to the ground at least 100 feet below? Well, that is the most intriguing film I have ever seen and that particular scene remains etched in my memory. Why? you may ask. I do not have a real answer to that. Is it because of the shades of negativity? Does negativity impact us more?
Well, negative emotions are indeed a key element in storytelling. And the best movies usually have the best villains. Even in romantic stories, where the hero’s fortunes turn from good to bad or even worse, the plot sustains our interest. In fact, negative emotions increase our interest in the story. The same holds true for advertisements. The ones conveying a negative message grab eyeballs and motivate us to buy the product.
At least that’s what ad makers think. Remember how the Onida ad im-pressed us with its punch line, “Neighbour’s envy, owner’s pride.” It was definitely negativity par excellence. Saumya Chattopadh-yay, Director, Strategic Planning, Ogilvy Africa, says, “It may seem a bit strange but negative emotions can sometimes have a stronger impact.” Think of the advertisements promoting road safety. These advertisements that are meant to change customer behaviour go all out to create fear in the human psyche. “You can find these advertisements at almost every road crossing asking you not to drink and drive or encouraging the good practice of wearing a helmet even when you are riding pillion,” says Chatto-padhyay. These advertisements, intended to change human behaviour, are almost always negative. But ad makers believe that negative emotions should not under-deliver. Other-wise a customer’s involvement with the product will merely fizzle out. The ad may simply become boring.
Experts say in order to create an impact advertisements must be hard hitting. For instance, negative emotions generated by problems like hunger, activate the higher mental process of problem solving. Hence, advertisements charged with negative emotions can create that much-needed impact. “I still remember the writing on a billboard that said your monthly mobile bill can feed a hungry child for a year,” says M. Deb, an advertising professional. The message packed in a powerful punch. “You cannot remain lukewarm to such a powerful message,” says Chatto-padhyay.
The intent is definitely to make consumers sit up and take notice. React. Like it or not — but you must react. Remember the Axe Body spray ad? The ad that showed how the fragrance of a body spray is so alluring that women are drawn towards it automatically, created quite a few ripples. It is certainly an example of how negative emotions can attract attention.
Marketeers have resorted to play up negativity in advertisements as they have realised that consumers are constantly being bombarded with advertisements from all quarters. Most of them do not make a dent on their memory at all. As Ishani Dutta, an IT professional says, “With so many communication channels bombarding us with information, it is like an information overload. Who cares if a product will make you slimmer or fairer? I can’t seem to remember all of them.”
“Hence, it has become a constant challenge to attract attention and negative emotions definitely attract,” says S. Chatterjee, an advertising professional. Under the circumstances, consumers in the desensitised category can only be motivated by negative ads. Fear is one of the most powerful motivators, says Chatterjee. So, as far as advertising goes negative emotions indeed play a major role in swaying consumers.
The writer is a well-known industry watcher