This is a very touching yet clever
advertisement by Google. It is emphasising globalisation and how the world shrinking
through the use of the Internet and technology. It shows two best friends who
lost touch during the partition between India and Pakistan were able to reunite
decades later by using Google.
Google is the most used search engine all
over the world. This video highlights how anything can be searched on google; from
old heritage sites to getting directions, weather forecasts and even phone
numbers. The brief display of these searches on the Google home page helps the
viewer relate to the advertisement, as it is the same page that appears when
google.com is loaded. However one of the
most gripping facts about the advertisement is that it creates a bond between
the consumer and the product by provoking emotion. It uses the mood congruency
effect (Mathur & Chattopadhayay, 1991). The viewer’s mood consistent
knowledge structures are activated when a mood is aroused. In this example, the
advertisement instigates the emotions of nostalgia and happiness among the
viewers. This activates past memories of friendships and reunions viewers may
have had which could help them relate to the advertisement. By reminiscing, the
mood could improve further and as a result could produce positive cognitive
responses towards Google (Goldberg & Gorn, 1987). This idea is consistent
with Plutchik (1980) who postulated that feelings mediate situation perceptions
and instinctive responses.
The most interesting thing about this
advertisement is that there is a subtle product display (Avery & Ferraro,
2000). “Google” is integrated so seamlessly and briefly in a way that the
viewer does not really feel like it is an advertisement. The viewer does not
feel like they are being sold a product but in fact just being shown a short
film. This keeps the viewer involved as there is a gradual build up and every few
seconds the scenes change between India and Pakistan. These beautiful sceneries
and the traditional background music add to the enjoyment, making the advert
light hearted and encapsulating.
This advert is very effective and the best of
its kind because the viewers are being sold a brand in an understated manner.
Although most ads focus on the brand name, this ad is focusing on how the Internet
is effective in maintaining friendships and doing a variety of searches through
the subtle presentation of Google. It also targets the emotional aspect of the
viewers by creating a positive and happy mood. Thus, the viewers are able to
relate practically and emotionally to the advertisement and as a result will
have a very favourable response towards Google.
Avery, R. J., &
Ferraro, R. (2000). Verisimilitude or advertising? Brand appearances on prime‐time television. Journal
of Consumer Affairs, 34(2), 217-244.
Gorn, G. J., Goldberg,
M. E., & Basu, K. (1993). Mood, awareness, and product evaluation. Journal
of Consumer Psychology, 2(3), 237-256.
Mathur, M., &
Chattopadhyay, A. (1991). The impact of moods generated by television programs
on responses to advertising. Psychology & Marketing, 8(1),
59-77.
Plutchik, R. (1980). A
general psychoevolutionary theory of emotion. Emotion: Theory,
research, and experience, 1(3), 3-33.
Isma Khan
Very nicely written Isma. I'd say also that the storytelling technique is used here also.
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