Facebook launched a new advertising campaign that aimed to promote their messenger application. "Say Love You Better" tells the story of a couple exchanging cute messages, audio, pictures and stickers over the Messenger app to the ukelele version of Elvis' "I can't help falling in love with you".
This is an adorable advertisement, but I couldn't help but feel confused. Why is Facebook, the most popular social network on earth advertising itself? I think it is because there are several other messaging apps such as Line and Snapchat that has its own unique characteristics. In Line we can send cute stickers, in Snapchat we can send silly pictures and videos of ourselves. Facebook wants to emphasise that you can do it all in Messenger. You can send voice messages, pictures and sticker. So why use 4 different messaging applications when Messenger merges all of it into one.
However, the underlying message in the advertisement is quite worrying. Are we at that stage when saying Love You is better done on technology and social media? Those three words carry such powerful meaning that sometimes, using audio, video and emojis take meaning out of the actual phrase. Afterall, wouldn't it be more sincere to hear someone say I love you in person?
http://www.adweek.com/news/advertising-branding/ad-day-whoa-facebook-actually-made-great-little-tv-ad-about-modern-love-160919
I like the points you make about this ad, Carissa--and I agree with your analysis. I think FB is advertising it because it has been universally unpopular, actually. But there is one thing I like about this ad: it features an interracial couple, and neither of them is white. When was the last time you saw an ad with two or more people in which not a one was white? And when have you ever seen a black/asian couple featured in an ad?
ReplyDeleteThis ad is soo cute! It makes me want to use Facebook messenger hahaha. I agree with you, Facebook feel the need to advertise its new element (Messenger) because it has so much competition with the other apps that you mentioned.
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