Why it makes sense to use familiar characters in communication
What happens when the big, bad wolf that huffs and puffs gets boiled alive? It kicks up a storm, at least in The Guardian’s ad. The news-house used this fairy tale to tell its audience about its open journalism concept. The response was overwhelming.
Using familiar characters from fairy tales, mythology or comics is nothing new. Superman inspired Vodafone’s Zoo-Zoo to heroic acts. Volksawgen’s Jetta got Ravan to drop his 9 heads to drive the car.
Why use these kind of familiar stories and characters in your communication?
They attract attention. You take a second look at the jumbled piled when something familiar in it catches your eye.
They evoke familiar associations. Earlier exposures to these characters and tales would have created certain associations. For instance, Superman is a hero. Ravan is an ambitious villain. The three pigs are victims chased by the wolf. These familiar associations extend to your communication. If your character is attired like Superman, it’s easy to tell he’s a hero, he’s a good guy. It doesn’t need extra effort to drive home the point.
There’s the mere-exposure effect. It’s a theory by scientist Gustav Fechner that we are more comfortable with familiar things. (http://en.wikipedia.org/wiki/Mere-exposure_effect)
Put them together and you have the right ingredients for any communication. Here are some ways in which you can use familiar characters from popular tales to jazz up your company’s communication.
- Create a mascot. Use a familiar character to symbolise an idea. The thirsty but intelligent crow works as a great example of smart thinking.
- Do a twist in the tale. Start with the familiar story but change it mid-way for the element of surprise. Let the hare and tortoise race, but then both share the prize. It’s a great way to convey the message of inclusiveness.
- Bring together opposites. Picture Ram and Ravan joining hands. Or Red Riding Hood and the wolf sharing a meal. You’re bound to look at such visuals.
What are the other possibilities? Can you think of other ads and campaigns built around familiar characters from stories? Tell us.
