The Art of Emotion

Today's Marketing Cookie is about how the perfect creative and words can reach the audience and generate the intended emotion. For today, I am using the word "art" in its truest form: expression. Words and images that create an expression of voice, meaning, and relevance. The result of this expression, when done perfectly, can evoke pride, empathy, joy, and even love.

When Clint Eastwood's iconic voice washed over images of American families standing together, talking about how "the hottest fires make the strongest steel," a growing sense of pride welled up inside the collective audience. When he spoke about America not being knocked out in a single punch and that we are coming back ready for our second half, those historic words, "Imported from Detroit," made us feel united. That special moment, created by marketers, is what I am talking about today.

Marketers have the privilege of creating special moments like this, yet sometimes we are given the responsibility of creating awareness and empathy. When Sarah McLachlan's solemn voice sings, "the arms of an angel," and images of neglected and malnourished dogs are shown, the audience feels enraged by the unfathomable abuse they have endured. As she sings, "You are pulled from the wreckage of your silent reverie," a dog that has lost the use of his hind legs is shown struggling to walk. She continues, "You're in the arms of an angel; may you find some comfort here," and a kitten with one eye is shown being kissed and loved by a little girl. It is a moment when the audience understands that there is hope for the helpless. That important moment, created by marketers, is what I am talking about today.

And then there is love.

Every so often, marketers get an opportunity to show love. This is the highest honor of all! In showing love, we get to generate the wide range of emotions connected with love. There may be no greater love than what exists between a mother and her children. I know because I too have a mother.

There's one Oreo commercial that encapsulates these feelings when a little girl interrupts her mother to present her with a gift that she obviously wrapped herself. The daughter's eyes are filled with delight as her mother opens it and discovers that her Mother's Day present is three carefully selected Oreo cookies. This gift is much more than a treat for her mother, who was busy working on her laptop, but rather a precious moment she wishes to share with her mommy. When they realize there's no milk for dunking, the younger brother walks in with a leaking gift-wrapped glass of milk, making the moment quite complete. Not a single word is spoken, yet everything was said. That precious moment, created by marketers, is what I am talking about today.