The purpose of an advertisement is to create a memory


The purpose of an advertisement is to create a memory. For long we have been told that purpose of an advertisement is to inform, persuade, and to remind. However, you can’t do that if a memory is not created in your mind. Think of all the advertisements you remember, you remember them because you have a memory of them. However, we could go on and on and be philosophical and say you remember them because you have a memory or a brain. The idea main idea is, and should be to create a memory, and not just to be funny. Even all the ads that went viral, the ones you know were memorable, and not just funny. But in the process of being funny, make sure you brand or product or message is associated with the ad otherwise it would be a waste.

Let’s talk about some of the clips and ads from both Zimbabwe. Below I have reproduced some of the advertisements I remember. You my know them and in each case I can even tell you the brand.

Zimbabwe

  1. “Tendai mwanangu…”
  2. “Mwana wangu iyeye….”
  3. “We’d been waiting for years to get a phone line, then, the cables got stolen in the first week, then…and of course the phones never work when it rains!”
  4.  “Ask Charlie”
  5. “Chigutiro”
  6. “Star so bright….” normally around Christmas time
  7. “We want B….cup….”
  8. “You can’t beat the feeling…”
  9. “Kiddy bank. Kiddy bank. Kiddy bank club. We are the Kiddy bankers.”
  10. “I’m on target. So are we. Our investment is tax-free.”
  11. “Hoooooo. USA. USA. USA.”

South Africa

  1. Comrade Julius: We want change (the puppet)
  2. “Make the circle bigger”
  3. “We’ve been having it”
  4. “Hey wena mtwanami” (a little kid then goes to an elder who has finished eating something and the elder then anoints the kid’s bald head with oil on his fingers saying to the kid “you will have many cows”.)

In each of the above cases, most Zimbabweans and South Africans who were exposed to the adverts will even recall the advertising company and/or the product. All the Zimbabwean advertisements above are more than 10 years old. Fact that you still remember them today shows that they did their job well. The purpose of an advert is not just to be funny or even shocking, it has to be memorable so that people can remember what you are selling or your message or even your brand.

Anyway, going back to our list, the advert and the service provider were:

Zimbabwe

  1. “Tendai mwanangu…” (Econet)
  2. “Mwana wangu iyeye….”  (Red Seal)
  3. “We’d been waiting for years to get a phone line, then, the cables got stolen in the first week, then…and of course the phones never work when it rains!” (Econet)
  4.  “Ask Charlie” (Econet)
  5. “Chigutiro” (Blue Ribbon Foods)
  6. “Star so bright….” normally around Christmas time (Bata)
  7. “We want B….cup….” (Buttercup)
  8. “You can’t beat the feeling…” (Coca Cola)
  9. “Kiddy bank. Kiddy bank. Kiddy bank club. We are the Kiddy bankers.” (Zimbank, now ZB bank)
  10. “I’m on target. So are we. Our investment is tax-free.” (Founders Building Society)
  11. “Hoooooo. USA. USA. USA.” (Of course, no advert but Hucksaw Jim Duggan in the then WWF now WWE)

South Africa

  1. Comrade Julius: We want change (the puppet) (Nandos)
  2. “Make the circle bigger” (FIFA 2010, that’s what JR’s song is known for.)
  3. “We’ve been having it” (Vodacom)
  4. “Hey wena mtwanami” (a little kid then goes to an elder who is eating something and who then anoints the kid’s bald head with oil from his fingers saying you will have many cows.)(KFC)

In each case you will find that we can recall whose advert it is and even the name of the product that was advertised. Some adverts are just funny and no one remembers who they were from or even what they were for or about.

All the advertisements you cannot remember right now were inefficient and ineffective, well, at least in so far as you are concerned.

In some cases you can’t really create a memory such as in the case of an advert that says “Win a trip for two to Victoria Falls or Great Zimbabwe”. It’s hardly a memorable advertisement. But if you say win a trip to Kennedy Space Centre, yes, people will remember it and even talk about it. It has to generate excitement and thought, which is what will make it memorable. Most Zimbabweans will hardly be excited by a trip or vacation to any location within Zimbabwe.

A memorable advert, one that creates memories, sets you apart and does the job. An advertisement that is only funny but does not do the job it is supposed to do for the advertiser and/or the  advertised service/product is wasteful.

About the author

Prosper Chikomo is the author of Turning Iron into Gold: Golden Opportunities: How to Spot Them, Create Them, Make Money from Them, and How Not to Miss Them.

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