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Exaggeration in advertisements!!

We have seen advertisements with emotional content like the latest Titan with Aamir Khan acting as the CEO, rational content like the Dove soap ad, and humorous content like the recent Maruti ads talking of mileage.

There is another trend hitting off in this industry.

It is of “exaggeration”.

It is also called as “visual hyperbole” by some.

Take the example of the series of Fructus ‘long and strong’ shampoo ads and especially the latest one where a girl helps a truck ,stuck on road , move forward by pulling it with her hair. Indeed expressing the length and strength.

This way it is way easier to emphasize n the product attribute.

Take the examples of various fairness creams which claim to make you fair in few days. Some may complain that it is nothing but deceptive advertising.

So is it?

I disagree.

It’s just the way of making the product more desirable among the masses.

It is also a way to express subtle humor. Take the memory maker ads of or for that matter, the memory sharper ad of Kellogg cornflakes.

So what about the authenticity factor?

It is true that there is a danger of puffery breeding into the minds of consumers; hence it is a risky walk when using exaggeration as an advertising key.

But usually it has been found out that exaggerated ads have always been very fruitful. Best example is the series of Happydent ads.

But it has been seen that even in this regards, competitors end up using the same theme for their products. Take the example of Axe deodorant ads.

All major competitors have been following the same theme.

So yes, in such cases the tool no longer remains a differential advantage for your brand.

Therefore what we see is that visual hyperbole is a gamble of attribute promotion, puffery risk and short-lived competitive advantage

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