wrath

n : strong vengeful anger or indignation

     Advertising can work through the message of anger. The purpose is to "rile" up the audience and get them going. This can be very effective if you really piss them off! I can think of political ads that are provocative, they stimulate the audiences moral and ethical reasoning -- maybe not so much with the use of anger, but with the intention of stirring up the audience.

     This Old Spice ad portrays a boxer -- probably symbolic of what most employees feel towards their boss! "Show'em your stamina?." What does that mean, and to whom? Yes, I presume your boss. Is anger shown here? You better believe it. Is this effective? Probably. This ad does send a message that Old Spice can work for those who go a little nuts on the average work day.

     "Abuser Friendly." This ad works for the gen x'er that is into thrash and all that goes with it -- including the thrills and spills that are encountered with in-line skating. This ad is working through anger as well, and most likely speaking to its audience in its language. Quite appropriate if I might say so. 

     I personally do not work well through threats, but if a 5'8", 300 pound running back put the "hurt" on me, I would definately think twice. Heyward did not get that multi-million dollar Nike or Adidas endorsement, so he and his agent had to settle for Zest! Angry? Oh yeah. The TV commercials use the same tone as the print.  

     Is wrath used in advertisements? Yes, indeed it is. It is an effective way to position a brand in comparison to its competition -- and gives the followers of the product an enhanced sense of esteem/worth and even pride. Who wants to be perceived as a whimp? Not many people I know, but then we all have our soft side somewhere. 

     Using anger in ads is not new -- in many cases the product comes out as the "hero" and life goes on. On this terrace is where wrath is reconciled with forms of peacemaking. It is at the next terrace where penance occurs for those who suffered from defective love or insufficient zeal resulting in the fourth sin, sloth.

   intro / pride / envy / wrath / sloth

   greed / gluttony / lust / conclusion