對於廣告的情感、關注與記憶 — 章節1/2

我們都知道，一個能夠搧動情緒的故事比較容易被記住，而這些故事也常常能夠影響我們的行為，因此，以情感為基礎的廣告通常比較能達到廣告效果。不過，一個真正有效的廣告，需要的不只是一個好的故事。 We have always known that stories with the ability to stir our emotions get remembered. They also have the capacity to influence our behaviour. So emotion-based advertising can be highly effective, but to be truly effective it needs to be more than just a good story.


 鑽石生產商協會（The Diamond Producers Association）最近發表了一系列全新廣告，計劃將鑽石的理念重新與千禧世代的交往關係及期望產生連結。千禧世代認為「永遠」跟傳統、永恆和承諾一樣，對他們來說是毫無意義的概念。他們所關注的是旅程，而不是終點。
他們給鑽石的新意義是誠實、真實和真理，將真與假分離。這次廣告概念拋棄了從1947 年起就一直使用的「Diamonds are Forever（鑽石恆久遠，一顆永流傳）」，轉而使用新的主題：「Real is Rare. Real is a Diamond」。這是一系列在每個層面上都充滿情感的行銷企劃，在傳統媒體和數位媒體中都使用了說故事的手法。
The Diamond Producers Association recently released a new set of ads. They aim to reintroduce the idea of diamonds to the relationships and aspirations of millennials. This is a group for whom “forever” is a meaningless concept along with tradition, eternity and commitment. Their focus is the journey, not the destination. 
The new theme is about honesty, authenticity and truth, separating the fake from the real. The campaign moves away from “Diamonds are Forever” which has been used since 1947, to the new, “Real is Rare. Real is a Diamond” theme. It is a thoroughly emotional campaign at every level and leverages story-telling in both traditional and digital media.
 

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