Now is an era of communication and sympathy. It has become important for different individuals and groups to communicate and sympathize with one another in every area of modern life including politics, economics and culture. To better communicate with each other, it is essential to place oneself in others’ shoes instead of relying on simple one-way communication.

An advertisement is the strongest tool for a company to communicate with its clients. Consumers build a certain notion about a product through an ad before encountering the actual item.

As consumers rely as much on their perceptions as well as the actual products, it is becoming crucial that advertisements should establish unique and affirmative images of the products they promote. To this end, establishing a thorough understanding on the fundamental role of an advertisement is a must.

Role of advertizing

The fundamental role of an advertisement is to introduce a product to consumers, promote it and increase sales. We should take a closer look the relevant marketing strategies.

Firstly, advertisements enhance brand recognition. Marketers invest in advertizing to make the brand and product better known when they roll out a new product. This is because consumers are more likely to purchase something when they know the brand. Most automobile makers build up brand recognition through advertisements when they launch a new model.

Secondly, advertisements offer information. They inform consumers and enhance their trust of the brand by offering information about the products. Mobile network operators, for example, introduce new technologies such as “3G” or “LTE” that consumers might otherwise not have known about through TV advertisements. The outdoor apparel industry also informs consumers on new products like “Gore-tex.”

Thirdly, advertisements contribute to building a favorable image. The reason it is important to create a good advertisement that wins consumers’ hearts is because that leads to a establishing a good image of the actual product.

Lastly, advertisements encourage product purchases. Advertisements give the impression that their product is the best choice and attract consumers to make immediate purchases. That is why ice cream promotions increase in the summer and beer or ramen ads are more often seen at night.

Ways to communicate, sympathize

Advertizing has developed through time, from simply offering knowledge on a product to acting as a communication platform that reflects the era’s values by providing psychological satisfaction to consumers and building relationships. Instead of arguing and persuading from the company’s point of view, advertisements should be made with efforts to earn sympathy from the consumers by containing a meaningful story, being fun, or showing care for the clients.

For example, Hyundai Heavy Industries delivered its company spirit ― which could be considered too abstract ― through the specific success story of its founder Chung Ju-young.

Lotte Chilsung Beverage connected with youngsters through the “humorous code” in its advertisements on the energy drink Hot Six. Caring for others and sharing their agonies can be another way of expressing sympathy.

Seoul Milk let consumers know that it also cares about their wellbeing through a TV campaign that features a daughter worried about her old mother’s health. 

Futurologist Rolf Jensen forecasted in Dream Society that sympathy would be the psychological value that dominates the 21st century.

To sympathize with others, one should have an open heart based on profound understanding of them. Good advertizing should not only reflect the trends of the age, but also lead them. I hope companies will make the best use of good advertizing that reflects the current demand for communication and sympathy.

By Park Heung-soo, Professor, Yonsei School of Business