The Ultra Snuggle fabric softener advertisement is cute.
This is my initial response to the adorable image of a little girl posing next
to the friendly “Snuggles” the bear stuffed animal. The beliefs of the ad imply
an ideal childhood with an animated sweet little bear. Thus, it evokes feelings
of innocence and happiness. Therefore, Snuggle is trying to sell me sentimental
good feelings to persuade me to buy their product. The advertisement is persuasive because it endeavors
to associate its product with feelings of nostalgia without making people
become aware of the “unconscious” link to childhood. The ad suggests that it is
just an innocent picture to symbolically show how soft and fluffy our clothes
will be (like the bear) if we only use Snuggles’ fabric softener.
Snuggles the bear is a very successful marketing tool
because it appeals to the attachments people held as children for their
favorite dolls or stuffed animals etc., and the stories we created with them.
Some children become so attached to their favorite “cuddly” that the thought of
losing one would be as devastating as losing a friend. Thus, the bear is not
only animated—he’s life-like. Snuggles had
appealing television commercials
as well: the bear could speak, move around, and lift up blankets. As if a kid’s dream came true—their bears are
realistically interacting with them! Thus, this appealed to children, and was
an excellent way to begin building brand loyalty at an early age. Or to at
least persuade children to become so interested in saying, “Oh, Mommy, why don’t
you buy the softener with the cute little bear on the label?”
The Snuggles bear also holds nostalgic feelings for American
history: the American version of a stuffed bear—“Teddy”—bear’s name—was inspired
by President “Teddy” Roosevelt. Therefore, Snuggles’ fabric softener appeals on
many levels of our emotions to persuade us to buy their product. Does it make
me feel like I need something that I truly don’t need? Of course, but
personally, and perhaps ironically I have never purchased Snuggles’ products. However,
I continue to adore the cute cuddly bear!
Note: I could not find a copy of the ad I have on the
Internet. However, here’s a commercial link for the bear. http://www.bing.com/search?q=+Snuggles+commercial+ads+from+the+1980s&qs=n&form=QBRE&pq=snuggles+commercial+ads+from+the+1980s&sc=0-0&sp=-1&sk=&cvid=94d377187cf84f76895a718205fc99af
I loved your analysis. I thought it was spot on! Great observation with the brand loyalty idea in that the commercials appeal to children so when they grow up they're more likely to buy. I also agree when you said that children are more likely to ask they're parent to buy them that particular fabric softener simply because there is a teddy bear on the front. Another way I interpreted this was not only nostalgia for childhood, but that as a parent, they want what is best for they're kids. Those are their babies!! So because of this, snuggles is advertised as family, and child friendly. Who wouldn't trust this brand for their kids? They see a soft cuddly bear who is gentle, thus thinking that snuggles fabric softener will be gentle and friendly on their children's clothing. It is a brilliant way to market their brand.
ReplyDeleteGood god that bear scares me...all bias aside i do think it is an effective marketing strategy. we as humans have always been looking for that one thing that is familiar to us. emotional connections are of the strongest we possess and when advertisements can play on those emotions they can do amazing things. that is probably the only reason i change the Sara McLaughlin commercial every time i see it. it makes me cry and makes me want to go to the nearest animal shelter and adopt all the dogs.
ReplyDeletegreat analysis, very spot on.
I completely agree with Aiza. The way that the advertisements are presented is geared toward those purchasing the product but it also does have an angle that allows children to find interest in it. I can totally see a mom walking down the laundry aisle when their kid grabs a box of snuggle because they see the bear they see on tv and begging to get that softener. A parent will remember hearing such positive advertisements that they say yes even if it's not their go to detergent. It is a really smart marketing ploy in my opinion.
ReplyDeleteGood analysis. I like the part mentioning how the bear appeals to people's childhoods. It makes me wonder if the iconic childhood symbol is something that's always changing. Well, I'm sure it's obvious that it is, but I suppose what I'm really wondering is how that symbol will be different for generations in the future. Teddy bears remind older people of their childhood, but what will remind people of their youth in a few hundred years?
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