Advertising is a complex topic that elicits strong reactions from many people. While some view ads as annoying interruptions, others find them entertaining, informative, or useful. So what exactly do people like about advertisements? Let’s explore some of the potential benefits and positives that ads can provide.
Entertainment Value
For starters, some advertisements are designed to be humorous, heartwarming, shocking, or otherwise entertaining. Clever ads that tell an engaging story or feature cute characters can provide a moment of enjoyment for viewers. Entertaining ads also tend to be more memorable and shareable, which is why many major brands focus on producing ads that aim to delight and amuse.
Humorous Ads
Funny, laugh-out-loud ads are always popular with consumers. Humor helps ads connect emotionally with viewers and gain their goodwill. Amusing ads also tend to get shared frequently on social media, providing free publicity for brands. Some examples of funny ads people love include:
- Geico’s ads featuring its gecko mascot
- Snickers’ “You’re Not You When You’re Hungry” campaign
- Skittles’ offbeat and surreal commercials
- Doritos’ highly-shared Super Bowl ads
Heartwarming Ads
Emotional ads that touch people’s hearts, make them smile, or even tear up also tend to be crowd-pleasers. These ads build goodwill by appealing to positive emotions like love, nostalgia, inspiration, patriotism, or generosity. Some examples of popular heartwarming ads include:
- Budweiser’s famous Super Bowl puppy ads
- P&G’s popular Olympic mom-themed ads
- Google’s Reunion ad about Partition in India
- Dove’s Real Beauty campaign
Shocking/Surprising Ads
Sometimes ads grab attention by taking an outrageous, controversial, or shocking approach. While this style can alienate some viewers, it gets people talking which can drive brand awareness. Some memorable shockvertising campaigns include:
- PETA’s provocative animal rights ads
- Carl’s Jr./Hardee’s racy burger commercials featuring models
- FCKH8’s profanity-laced equality ads
- Kraft’s “Zesty Guy” ad for salad dressing
Memorable Storytelling
Impactful ads often suck viewers in by telling an interesting or compelling story. Well-crafted mini-stories can captivate attention while building awareness and positive associations with a brand. Storytelling ads also tend to perform well on social media since people naturally want to discuss and share impactful stories.
Mini-Stories in Ads
Some examples of popular storytelling ads include:
- Apple’s “Misunderstood” holiday ad campaign about a teen using his iPhone creatively
- Budweiser’s “Puppy Love” Super Bowl ad about a unlikely dog-horse friendship
- Levis’ “America the Beautiful” ad showing diverse everyday Americans
- Dove’s “Daughters” campaign documenting how mothers discuss beauty with their daughters
Slice-of-Life Ads
Slice-of-life ads that provide a snapshot into relatable experiences, relationships, and moments can effectively tap into viewers’ emotions and nostalgia. These ads showcase “real” people in familiar situations that many can identify with.
- Coca-Cola’s “Coming Home” ad surprising travelers at an airport
- Budweiser’s “Lost Dog” Super Bowl ad about a puppy’s journey home
- Cheerios’ interracial family campaign celebrating diversity
- Google’s India-focused ads capturing family connections
Positive Affirmations and Representation
In recent years, many popular ad campaigns focus on celebrating diversity, inclusion, and positive values. These ads provide feel-good messaging and uplifting portrayals that resonate with many consumers.
Body Positivity Ads
Ads depicting diverse models, body types, and standards of beauty have been praised for positive representation. Brands like Aerie and Dove have won over many fans with body positive ad campaigns like:
- Aerie’s unretouched models and #AerieReal campaign
- Dove’s Real Beauty initiative showing women of all sizes/shapes
- Billie’s Project Body Hair campaign with unshaven models
LGBTQ Representation
Many viewers applaud ads that feature LGBTQ representation and relationships. Brands that have led the way with LGBTQ visibility in ads include:
- Ikea’s sweet ad depicting gay couples shopping
- Honey Maid’s wholesome ads showing LGBTQ families
- Coca Cola’s inclusive #TogetherIsBeautiful Super Bowl ad
Racial Diversity
Ads that showcase interracial families and ethnically diverse casts receive praise for promoting inclusivity and racial harmony. Popular campaigns include:
- Cheerios’ matter-of-fact ads with mixed race families
- Nike’s empowering ads featuring Black athletes like LeBron James
- Gap’s holiday ad highlighting an interracial couple
Useful Information & Education
Informative ads can provide helpful education or key product details that aid consumers in making informed decisions. Some genres where informative ads are common and appreciated include:
Public Service Announcements
These nonprofit ads aim to educate the public on important issues or social causes like:
- Anti-smoking and anti-drug PSAs
- Seat belt safety campaigns
- AIDS awareness messaging
Prescription Drug Ads
These pharmaceutical ads highlight medical conditions and treatment options to prompt informed patient-doctor conversations.
Product Demonstrations
How-to demonstrations showing a product’s benefits in action can provide useful knowledge on what the brand offers. Examples include:
- Infomercials with cooking gadgets like the George Forman Grill
- Cleaning product demos showing stains being tackled
- Makeup and beauty tutorials
Aspirational and Motivational Messaging
Ads can provide inspiration through aspirational imagery depicting attractive lifestyles and success. Empowering messages and representations of ambitious people achieving dreams also motivate audiences.
Luxury Dream Lifestyles
Lavish ads projects images of upper-classwish fulfillment with luxury homes, cars, vacations and products. These fantasy-world ads let people escape to envision desired lifestyles.
Motivational Success Stories
Ads showcasing entrepreneurs, small businesses, and people who have made it big provide inspiration. Famous examples include Nike’s empowering ads with athletes like Serena Williams and Michael Jordan overcoming adversity.
New Year Resolution Ads
These motivational ads typically air near New Years, urging people to improve their lives by getting fit, eating healthy, traveling more, etc. They tap into resolution season optimism.
Captivating Creativity and Design
Clever, artistic, and innovative ads can capture attention through their creative brilliance alone. Even if the product or brand itself isn’t fascinating, ads with imaginative design earn appreciation.
Visual Spectacle Ads
Some ads wow with budgets for incredible special effects, CGI, and dramatic imagery. Eye-candy extravaganzas include:
- Super Bowl ads with explosions, talking animals, celebrity cameos
- Movie and game trailer “world premiere ads”
- High-concept ads from brands like Old Spice
Pop Culture Parody Ads
Ads that playfully parody TV shows, movies, social media trends, and other aspects of pop culture tend to delight and engage viewers. These include:
- Geico’s ads referencing famous films like “The Exorcist”
- Totino’s Super Bowl ads mocking Bachelor drama
- Skittles ads bizarrely remixing viral moments
Clever Interactivity
Technology has allowed new forms of interactive ads that react to users or connect across devices/platforms. Innovative examples include:
- Billboards that respond to gestures or changes in traffic flow
- AR filters on Snapchat/Instagram that transform faces
- Netflix ads that matched viewers’ tastes based on account data
Celebrity Appearances and Pop Culture Tie-Ins
Ads often leverage celebrity star power and pop culture references to gain attention and engagement from fans.
Celebrity Endorsements
Big brands shell out millions for famous celebrity sponsors and spokespeople. Michael Jordan’s decades-long deal with Nike is one of the most successful examples. Other celebrity ad pairings include:
- Beyonce for Pepsi
- Matthew McConaughey for Lincoln
- Britney Spears for Pepsi
- Brad Pitt for Chanel
Athlete Ads and Sponsorships
Top athletes frequently endorse athletic brands that align with their sport like:
- Serena Williams for Nike
- Tom Brady for Under Armour
- Stephen Curry for Under Armour
- Simone Biles for Athleta
Music and Pop Culture References
Ads regularly borrow or remix popular songs, TV shows, movies, memes and trends as tie-ins. From Drake lyrics to Stranger Things characters, these references excite fans.
Captivating Hashtags, Slogans, and Jingles
Sticky ad slogans, tuneful jingles, and viral hashtags help ads stick in people’s minds for years. These creative hooks lock brands into our collective memory.
Catchy Ad Jingles
Unforgettable ad tunes include:
- The Meow Mix cat food ditty
- McDonald’s “I’m Lovin’ It” anthem
- Nationwide’s “Nationwide is on your side” slogan
- GEICO’s “15 minutes could save you 15% or more” tagline
Trending Hashtags
Hashtag campaigns for major ad launches aim to spark viral moments. Top examples include:
- IHOP changing to IHOb (#IHOb)
- Doritos’ #crashtheruperbowl hashtag for Super Bowl ads
- Oreo’s clever real-time #dunkintheblack for Super Bowl blackout
- McDonald’s #promnight spoof of teen romance tropes
Iconic Slogans
All-time classic ad slogans that stick in pop culture include:
- Maybeline’s “Maybe she’s born with it. Maybe it’s Maybelline.”
- L’Oreal’s “Because you’re worth it.”
- De Beers’ “A Diamond is Forever.” slogan
- U.S. Army’s “Be All You Can Be.”
Conclusion
While ads certainly can feel intrusive or annoying at times, they also have many upsides that people respond positively towards. Entertaining storytelling, inspirational messaging, clever humor, useful information, representations of diversity, creative artistry and more all make many ads not just tolerable but quite enjoyable. For consumers, ads can sometimes provide delightful content worth seeking out and sharing. Meanwhile, for brands, compelling ads build lasting emotional connections with audiences.