Selling a sad story

On-Usa adds that the advertising industry’s most important job is still to convey information of certain products, but things are more complicated these days. “Sometimes advertisements are similar to any entertainment that can bring people to tears, laughter, etc. It is important that an advertisement has a dialogue and creates relationships and conversations with people to form a long-term bond.” She adds that such a long-term bond “doesn’t have to be manipulative”.

While Thai ads win praise from observers for their approach, some people interpret this fad as mere sob stories and consumerist ploy.

But is it always necessary for sentimentalism to be used in an advertisement to make a good impression?

“Drama is relatable and it creates an emotional interaction with the audience,” said film lecturer Prawit Taeng-Aksorn, who has taught and written about film language for over 20 years. “It makes it easier to understand [the content] but it also makes the advertisement unrealistic.

“Emotions sell and sometimes it’s crossing the appropriate line.” Prawit said, though he’s not referring to any ads in particular. “It’s a challenging time for consumers because the level of media literacy isn’t the same for everyone and it’s getting harder to see if we’re being persuaded to buy products or become a victim to its dramatic manipulation.”

So where does the barrier between sentimentality and neutrality lie? In a way, the strength of advertising is to remind us of our need, though it can also toy with human weakness in order to sell or make a particular product stand out within a minute or 30 seconds. As long as an ad is permitted to air, the question of “going too far” is moot. But still, can creativity go hand in hand with charity or sentimentality?

“It is just about plugging products after all. The main purpose is always to sell the brand,” said Prawit. “If someone wants to sincerely change society, they shouldn’t credit themselves [as having done so].

“[In some ads] human relationships are compared to business relationships — a brand guarantees to take care of a consumer like a father and daughter relationship. It aims to create a good feeling, but it is also crude.”

Advertising is a means of communication and legally and creatively there are no restrictions on the strategy to connect with consumers. This begs the question as to whether the “sentimental fad” is responding to Thai society’s overemotional nature, or whether it is merely a desperate attempt at grabbing attention as the mainstream advertising industry increasingly finds competition from other platforms, such as digital media.

“[Back in the old days] advertisements were memorable and in-depth with big ideas,” explained On-Usa of the Advertisement Assoc. “But these days, it’s hard to remember any ads because the world has changed, there are more digital entertainment platforms and advertisement is fragmented.

“Digital platforms will take over the mainstream media in five years because people are watching less TV.” On-Usa said.

“The Thai advertisement industry used to be at the top, but now it’s not in that position. Many ads are too superficial without depth and that’s why ads that can capture consumers’ attention and looks at things from a different angle are very important.”