Appealing Advertisement

An advertisement needs to be appealing for one to remember the brand. For this the attribute being communicated need not always be the core attribute. For example the advertisements of Vodaphone regarding the largest collection of songs ( the child singing Kabhi Kabhi number at all stages of life) is not the core product of the Vodaphone service. However the interesting creative representation made the communication sticky leading to mind share( the real objective of mass media advertising) . Thus communication should be designed to appeal to the mind. The mind we all know gets turned on by content that connects with it at an emotional level. After all we love movies even after knowing very well that they are all make believe. We also love to follow news stories of a child being stuck all day in a well for we can emotionally relate to it. That is how we are and we need to understand that. The success of communication is in this understanding.
In the latest communication from Vodaphone the pug is shown helping the girl in various things to highlight their service. Earlier the pug was used to communicate their network . However I doubt people evaluate so much . What really touches them is the the cute looking pug and child. It is the representation of the context that strikes an emotional cord with most of us as we can relate to it.
Thus high quality insightful and relevant execution is the key in communication which acts as a glue to brings minds together and help them step into the brand world . Once inside the brand world the mind might get sensitive to absorb the rational messages. ( network, service, song bank etc).
It is rather unfortunate that advertisers still search for the key brand differentiators for communication purposes