Question

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Using Emotional Appeals to Reach Customers

Parents fret about their teenager driving the car for the first time alone. Subaru of America taps into this emotional moment in a television commercial called “Baby Driver.” The commercial shows a father leaning into the passenger side window to give driving instructions to what appears to be his 6-year-old daughter, who is sitting behind the wheel. After giving his safety talk, the father hands the car keys to his daughter, who now appears to be 16 years old. To add to the realism, Subaru chose a real father and his two daughters as the actors in the commercial. As is the case with many fathers, this one still sees his older daughter as his “little girl.” “We knew this day was coming, that’s why we bought a Subaru,” says the father.

The advertisement highlights two of the top reasons why people buy Subarus-high safety and reliability ratings. Safety is one of Subaru’s core brand values, but the company chose not to drill viewers with a list of its top ratings from the National Highway Traffic Safety Administration or the Insurance Institute for Highway Safety. Instead, Subaru created an ad that tugs at the heartstrings of parents. Many parents can identify with this commercial because they someday will be handing over the car keys to their son or daughter for the first time. In the ad, Subaru also emphasizes that many owners pass down their Subarus to their children because they are so highly dependable. The Subaru commercial is based upon the theme that Subaru owners have “Like-Minded” values.”

The Commercial also addresses teen and distracted driving issues, which are frequent topics in the news. Motor vehicle accidents are the leading cause of death among 15 to 20 years old, and 16 years old have higher crash rates than drivers of any age. Parents have a real reason to be concerned. The Subaru advertisement attempts to get parents thinking about the importance of selecting vehicle that can increase teens’ safety while driving.

Subaru’s message seems to be working. Its sales increased 30 percent compared to previous year’s sales. If an advertiser can appeal to the consumers’ emotions, it may make a connection that leads to sales.


WHAT IS THE ADVANTAGES AND DISADVANTAGES IN THIS. GIVE AT LEAST 5-7 SENTENCES EACH.

Answer 1

One advantage of using emotional appeals to reach customers, as exemplified in the Subaru commercial "Baby Driver," is that it can create a strong connection with the audience. By tapping into the emotional moment of a parent handing over the car keys to their teenager for the first time, the commercial is able to speak to the fears and concerns of many parents and create an emotional bond with them. This can make the commercial more memorable and effective at persuading viewers to consider purchasing a Subaru.

Another advantage of using emotional appeals is that they can help to differentiate a brand from its competitors. By connecting with consumers on an emotional level, the commercial is able to create a unique and memorable brand identity that sets Subaru apart from other car manufacturers.

However, there are also some potential disadvantages to using emotional appeals in advertising. One disadvantage is that it can be difficult to predict how audiences will respond to emotional appeals. Some people may find the commercial moving and effective, while others may find it manipulative or overly sentimental. This can make it harder to predict the success of an emotional appeal-based campaign.

Another disadvantage is that emotional appeals may not be as effective at persuading some audiences. Some people may be more swayed by logical arguments or facts and figures, and may be less responsive to emotional appeals.

Additionally, relying too heavily on emotional appeals can make a brand appear superficial or insincere. If the emotional appeal doesn't feel genuine or authentic, it can backfire and turn off potential customers.

Finally, using emotional appeals can also be more expensive and time-consuming than