From the course: Storytelling for Advertising Campaigns
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Empathy vs. manipulation
From the course: Storytelling for Advertising Campaigns
Empathy vs. manipulation
- When brands, products, or services insert the emotion they want the consumer to feel into their marketing this is often seen as manipulation. Advertising in particular has gotten a bad rap over the last 20 years for this exact scenario. There's a natural barrier that builds around all of us when we think we're being sold something we don't want or need. And this includes being made to feel something inauthentic for the self-serving desires of a brand, product or service. But when marketing understands the way a consumer already thinks, acts, and what they inherently believe, and they produce content and artifacts that prove this it's not seen as manipulative. It's seen as empathetic. Empathy is the act of understanding and ultimately, exhibiting the feelings of another. When brands do this that content, and those artifacts are recognized as value, not marketing. We share that content and advocate with those artifacts. This is the by product of a well-crafted story. People deeply…
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