When I first saw the video advertisement I understood that it was targeting at "Millennials". Just from the beginning we have a strong message that establishes a ‘father to daughter relation' which is a clear sign of targeting different generations. In fact, the elderly or "experienced people" try to teach life lessons to the younger generations ‘Millennials', which at the same time want to face them. Scenes as the father's flashbacks, show and explain a ‘past generation' full of bad moments, anger, disappointments. Otherwise, the scenes with his daughter describe the ‘actual generation', the fresher one, which sometimes (as in this case) can be wiser.
I would definitely affirm and state that this story advertisement belongs to the emotional information processingas you could notice by my analysis in the paragraph above. After I watch the ad countless times with critical eyes as a student in Marketing, I found several messages like family unity, hate, disappointment, guiltiness, but the most important is the harsh relationship between father-son. And now, at this point comes the marketer/advertiser, which sees the opportunity to make his product more engageable. He tries to use these emotions to thigh a link between the brand (LG) and the Indian customers, and I personally think that is the most powerful appealing technique as a Marketing tool (using emotions without abusing them nor disrespecting the others). Another point in favour to my statements is that we can barely notice the LG product if we don’t pay attention, but the product is there and it is being used during the video (subconscious).
I think that a Sociological (Culture) perspectivecould be the most suitable for this ad. Who made this emotional advertisement wants to target Indian people by taking into consideration the Cultural segment. That is why the ad works incredibly well because the customers identify themselves in it and share some (or all) contents in the ad. They will think first on the emotion that the ad generated and after, they will link those emotions with the brand image; so, more are intense the emotion more the customer is likely to buy an LG. As usual not everyone agrees with this kind of ads, some people consider them unethical and misleading. But as we know every marketer has to manage these situations and the "total target satisfaction" is quite impossible, especially if you are targeting a vast country like India. Finally, the ad shows scenes of anger but even scenes of love, forgiveness and openness, breaking those canons of the harsh and narrowminded Indian family. So overall the LG company engages a difficult type of ad, it focuses on the cultural and emotional aspect and it is able to manage it with right balance avoiding misunderstandings.
If I was the Brand Manager of LG, I would probably put more stress on the product, trying to engage more the customers’ subconscious. Overall is a very good ad that could definitely improve the LG brand image and visibility, at least in India.
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