Liking is essentially classical conditioning — liking for the object (i.e. brand) develops following consistent and long term association with the execution. Likeable advertisements work well for big established brands, imbuing them with interest, appeal and status.
Being a soft measure that can easily be influenced through creative treatment, likeability is particularly popular with advertising agencies. It is also one of the hallmarks of online advertising. Popular and effective commercials on the internet are good at linking the ad’s message with the brand, through an entertaining storyline.
Apple’s 1984 commercial (Exhibit 22.4) is an example of an advertisement that is widely liked, well remembered and highly acclaimed. The Clio Awards added it to its Hall of Fame, and Advertising Age placed it on the top of its list of 50 greatest commercials.
The ad was an example too of the use of symbolism in advertising. Alluding to Gorge Orwell’s Nineteen Eighty-Four, the heroine in the ad represented the coming of the Macintosh, and IBM was depicted as “Big Brother”.
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