Are There Grounds For Positivity in Print Media?
Life during a pandemic seems decidedly negative. After all, we are contending with the worst pandemic in recent history, severe economic downturn, and everything feels hyper-partisan. It might seem that taking a positive tone with print media could be construed as out-of-touch but the truth is that people are craving authentic positivity and wholesomeness now more than ever.
A great example of our real need for positivity was the success of actor John Krasinski’s self-produced “Some Good News” show on YouTube. While most people know of John Krasinski for his lovable character on The Office, his YouTube-based show gained a massive following within its first episode. His heartwarming approach to delivering positive messages was well-received and lauded for its content.
The Scientific Case for Positivity
It turns out there’s science to back up the notion that positivity is good for business. Advertisers and marketers have found that positive messages in all kinds of media, including print, make lasting impressions on consumers. A study conducted in Belgium found that its participants overwhelmingly favored positive messages in advertising. This study also found that advertising with pleasant messages translated to the development of positive associations with a brand and its products.
Psychological Elements of Positivity and Negativity in Advertising
It’s important to note that negativity in marketing garners reactions, too. Negativity does capture our attention. Human beings are hard-wired to perk up in the face of negativity as our brains see negative emotions and situations as a threat to our wellbeing and survival. Although we are hard-wired to be attentive toward negative sentiments, it might not yield the results we want in business. There are times when a snarky or competitive tone can elicit a chuckle or two but consumers might be more likely to remember the advertisement and not the company doing the advertising.
When things are going relatively well economically and socially, negative advertising doesn’t tend to fall too flat. However, when times are tougher than normal, positive messages resonate more strongly with consumers.
Tips for Focusing on the Positive in Your Marketing Strategy
It might be tempting to use advertising to highlight the shortcomings of your competition—especially if you can do it in a humorous way. But it’s best to focus on your positives rather than your competition’s negatives. Framing your advertising to highlight your company’s strengths, whether that’s exceptional customer service or a revolutionary product is the best way to stand out from the crowd and develop pleasant connections to your brand.
Another aspect to positivity in print media is to celebrate diversity or a specific community. Great examples of this message are Dove’s body positive advertisements that featured women with a range of body sizes without digital retouching. Dove’s messaging has been one of celebrating diversity instead of glorifying glossy perfection. This messaging resonated with women from diverse age groups and socioeconomic backgrounds.
Your business’ message matters. If you need help developing great print advertisements, our team of graphic designers and print experts can help. Pel Hughes serves business of all sizes. Give us a call at (504) 486-8646 or fill out a contact form to learn more.
