I attended the inauguration of President Obama, in Washington D.C.. The road trip there was a lot of fun, as road trips often are. I had the chance to do one of my favorite activities, create a themed playlist. The playlist for this occasion was called 'Inauglebration', the combination of inauguration and celebration. This playlist included classic road trip songs such as George Thorogood's One Bourbon, One Scotch, One Beer, there were also a few Obama specific songs including Will.i.am's Yes We Can, and of course we needed some tunes to pump us up. What song could better perform this task for a car full of single ladies, than Beyonce's Single Ladies!?
When we finally arrived in Washington, there was still a long, long walk ahead of us. While walking around the city, with a seemingly endless crowd of people, I felt like I was in the middle of a mass migration. If someone were filming it, the shots could easily be used for the next 28 Days Later type film. I have not experienced the kind of energy and excitement shared by such a large group since I attended a Stanley Cup finals game. As a proud Canadian, I am a little reluctant to say that the inauguration may have out done the hockey game.
A few things really stood out to me during the walk. Most of all, Pepsi did some very effective advertising. They had been giving out bags with the new logo, and words like 'HOPE', 'JOY', and 'YES YOU CAN' printed on them. Everywhere you looked, someone was wearing a bag. I can't remember a time when I craved Pepsi so badly. This experience reminded me of Gap's Red campaign, specifically when Bono was a guest on the Oprah show, to promote the campaign. After watching that episode of Oprah, I craved Gap. I felt like I had been brainwashed, but I suppose that is just remarkable advertising. I think these two examples of advertising were so effective because they strongly associated the product with emotions. 'HOPE' although and inspiring idea, is not very meaningful on its own. But, when you hear Obama say 'HOPE', it gives you goosebumps. Reading the word 'HOPE' on a Pepsi bag at the inauguration also resulted in goosebumps, and a very thirsty Kerry.
Is it unethical for corporations to use human emotions in these ways to sell their products? I would say not, it's just good strategy. However, I am very surprised that corporations do not do this more. I am surprised that companies that use television ads don't purchase airtime specifically to shows, and then imitate the television program in their advertisement. The only occasions I have noticed this is the airing of sporting events, especially the Olympics, and most obviously the Super Bowl. I think Cadbury Chocolate should advertise at the end of The Bachelor, to use the 'past break up' emotions. Monster.com should play their commercials during The Office, when people are reminded how much they hate their job, because of the 'Dwight' or 'Michael' that works there. And everyone/anyone should advertise after President Obama's addresses; because even a Canadian, more importantly, an Albertan (the most conservative province) gets excited when she hears him speak.
