Julie A. Pleasant

Holiday advertising starts earlier and earlier every year. The ads around Christmas increase our yearning for things we may not need. They drag us in and play with our emotions. Any parent will tell you how difficult toy ads make their lives.

It seems every year there is the “IT” toy that is hawked everywhere, but out of stock before Thanksgiving. How do you explain to your child that Santa couldn’t find the toy? Parents stand in line for hours waiting to buy the “IT” toy only to discover that it’s sold out when they get to the front of the line.

To see the look on a child’s face because Santa did not bring them what they asked for is heart-breaking.

Yes, I think we do we tend to over commercialize around the holidays. But whereas some holiday commercials are annoying; others you fall in love with.

Take for instance the Kay Jewelers commercials that tell you “Every Kiss Begins with Kay”. Here, they’re either trying to get women to want diamonds or are they’re telling men that if they don’t buy diamonds for their woman, they are bad mates. But then again, buying diamonds has always been about guilt, hasn’t it?

I love the Coca-Cola holiday commercials with the polar bears. Notwithstanding their cuteness, though, they don’t compel me to run out and buy a Coke.

Emotional charm in advertising sells products. In most cases, consumers are aware of the emotions involved in their purchasing decisions, but can’t always control them.

I’ve made emotional impulse buys? How about you? What is that “IT” toy this year? Did you find one yet?

Photograph Credit:
Sabrina Segal