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Advertising themes are repetitive messages that promote brand awareness across various media. They can use animals, music, prestige, or comfort to create an association with the brand. It’s important to create an artificial link to the product to achieve the goal of brand or product awareness.
An advertising theme is a central, repetitive message that promotes brand awareness and is intended to provide impact beyond just one-on-one or disconnected advertising. In general, such an advertising campaign using a theme may not only use that theme in television advertising, but also in radio, print and Internet advertising. Themes can be easily recognizable as promoting a certain emotion, such as fear or patriotism, but they can also be strictly humorous in nature.
The most important thing about an advertising theme is that it builds an association with the brand almost immediately. Many companies use animals to do this, but others may use celebrities, objects, or even certain types of jokes. Frogs, dogs, and even geckos are just some of the animals used in the most recent advertising campaigns that have created awareness for a particular company or product that the company may be promoting. In some cases, advertising themes can be so successful that they create a secondary market for the merchandise.
Advertisers often use music to associate a message with a particular product or brand. The music can be a well-known song or jingle that plays with almost every announcement on television or radio. The jingle lyrics may even appear in print ads, reminiscent of what would likely be a familiar song. This could lead to expanded thoughts about the product being offered.
Some ad-themed campaigns use prestige as a way to entice people to check out a product. Of course, this is a common theme for some automakers, especially when promoting certain car models. This advertising theme can also create a dramatic effect when used in conjunction with a product that is not commonly associated with luxury or prestige, such as mustard.
Another popular advertising theme involves being comforted. This is a favorite of those who promote things like bath products, household products, and certain types of foods. Using this approach, advertisers hope to show how using the product could make a person’s life a little easier or more enjoyable.
While an ad theme doesn’t have to be logically related to the product it might be promoting, it is important to create an artificial link. Otherwise, an advertiser risks creating a campaign that is memorable, but one that may not include much brand or product awareness. In such cases, consumers may remember the advertisement, but have difficulty remembering the product advertised by the advertisement. This may mean that a memorable campaign was created, but it ultimately means that the advertiser failed to achieve the goal.
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