Two months ago a representative of a research institute came to our agency to present methods and technics in qualitative and quantitative research (they also track social trends and attitudes). She spoke about social (and personal) positive values, and consciously ignored negative ones. "Consciously" - she said - because consumption, capitalism, advertising, and clients don't like negative emotions or negative values: they increase consumers' anxiety.
At the end of the meeting one of our creative directors expressed her doubts about the answer given by the researcher.
We spoke a little bit more about it and then... back to work.
1) In the evening I happened to see the Dove ad again (beauty perception)
2) The week after I received the December issue of Admap with the article "Sad-vertitsing"
3) Some days ago I read Russell Davies post "blurry" where he writes that for brands to become interesting they will have to be willing to "embrace negative emotion".
Negative emotions will probably be a good place to look for inspirations: I'm not the first one, and I will not be the last one to say that.
What is interesting, in my opinion, is what it seemed to be the "dumb" question: why not use negative emotion?
Could we say that:
The dumber the question,
the fastest the answer,
the strongest the assumption,
the bigger the opportunity?
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