What is sadvertising?
Sadvertising refers to a consumer advertising trend in which advertisers use certain strategies to address people's emotions and cross out feelings of sadness, melancholy, or nostalgia. Touching or emotional advertising has become increasingly popular in recent years as companies work to build strong emotional bonds with their products.
Ads that trigger an emotional response from viewers are also believed to be more likely to be shared, especially online and via social media. In trying to reach consumers on a deeper level, sadvertising is an attempt to grab their attention in an increasingly cluttered world.
One of the big ideas behind sadvertising is the sudden shift in advertising across generations. Not so long ago, comedy and laughter were the most common advertising strategies. Sadvertising is kind of a logical progression, although it doesn't work the way comedy does.
While there is plenty of potential for innovative advertising to evoke a wider range of emotions, some experts point out that there are inherent limitations on sadvertising in comic book advertising. While many forms of comedy in advertising can be considered harmless in advertising, sadness at its core is a negative emotion based on negative outcomes, which marketers have classically avoided. This means that in the sadvertising campaign, marketers have to draw a fine line when pulling on consumer feelings and making them feel depressed.