What are your thoughts after watching Sony’s tear-jerking commercial for mirrorless cameras?

Although I use SONY, I admit that when I saw the NEX-5 advertisement for the first time, I am not very good at writing my impressions. It may not be deep enough, so please forgive me.

Before commenting on the advertisement, let me first explain that I am a 28-year-old man with a touch of rationality and sensibility. This may have something to do with my actual work. My work requires rational thinking to make conclusions.

Let me analyze the impressions of this advertisement from several dimensions.

Emotion, I admit that I shed tears, it was indeed tear-jerking. I couldn’t understand it at first, but when I saw the middle, I understood that I was recalling. When I saw two-thirds of it, I guessed the story that happened next, so my emotional side was exposed. I also imagined that I would have such a memory with the SONY camera in my hand.

Advertising, from an advertising point of view, is not enough to achieve the goals required by advertising. In my concept, the role of advertising should not just stay at the level of cognition. I think this is superficial. , just like the insurance advertisement, it is also very touching. I admit that after watching it, I remembered this brand, this model or others, but I will not buy it, as far as this SONY advertisement is concerned.

First: I am a person who loves photography. From a photography perspective, Canon, Nikon, Leica, Pentax, Ricoh and even Patriot can do these things. Why do I have to buy SONY?

Second: Dissemination. I don’t think this film has a promotional role. It can be used as a reference work for film schools or planning editors. It is difficult to be widely advertised and spread by word of mouth to form a "word of mouth"

< p>Third: Trust. The purpose of many good advertisements is to increase consumers’ trust. I don’t feel that this advertisement can bring me trust. As far as a new product is concerned, consumers can gain more trust. It should come from after-sales service rather than story, appearance or anything else. You can understand that my feeling is that it neither increases trust nor distrust, and I don’t think about it at all.

Fourth: Consumption impulse, advertising is indeed one of the powerful channels to bring about consumption impulse or certain ideological impulses, but the consumption impulse brought about by this advertisement is not deep-rooted and long-term, because this When this type of advertisement is played, it is greatly affected by the environment and takes too long. The viewer must concentrate on watching it and understand it before he or she may have a consumer impulse.

Personal thoughts on the fourth point: There are two types of people’s atmosphere that can lead to impulsive consumption. 1. It is limited to people who have played photography and are familiar with the concept of using cameras to retain memories. However, This group of people often understand the concept of cameras overnight, and most of those who don't understand SONY just take a look. 2. For people who don’t like taking pictures or don’t know much about photography, these people should also be the real audience of this advertisement. However, these people are only infected by emotional people, people like me (incidentally rational or completely Rational), if it meets the audience of this advertisement, its loyalty is not high, and to be honest it has no value. Today I saw such an advertisement for SONY, and the conversion rate into consumption is very low. Tomorrow I will see Canon. . .

Feelings: While watching the advertisement, I did have fantasies. If I wanted to be myself, I would only be moved.