Love: In the Name of Advertising

The use of the concept of love is one propaganda technique that advertisers usually take for granted, and which effectively draws the attention of the consumers. It is different from transfer in a sense that the products being advertised are not really associated with a respected symbol like a church or flag as an emotional approval. In this technique, the plot revolves around a story that portrays different kinds of love. It could either be about two people of the opposite sex who are in love with each other, or a familial love, or a love that bonds friendship. Effectively, any manner of showing love to other people stirs the emotions of the consumers that they actually patronize the product.

Examples of advertisements that use such technique include McDo (Lolo and Karen), Nestea Iced Tea (Nicos and Matina), Coca – Cola (in their 100 hundred years in the industry), and Rebisco (the sense of spending quality time with family and its “Lolo” commercial).