Hallmark is at the top of the leaderboard when it comes to incorporating emotional appeal into their advertisements. As a brand that is “dedicated to creating a more emotionally connected world and making a difference in the lives of others” (About Hallmark), Hallmark aims to inspire creativity and caring through meaningful cards and gifts.
Have your tissues ready because like many Hallmark commercials, this one is a tearjerker.
The story “Dear Mom” focuses on a mother raising her daughter who has Down syndrome. The conflict presented is human vs. self, demonstrating the challenges faced by a mother raising a daughter having a disability with normalcy and dignity. Soft piano music and gentle lighting complement the story and allow the narrator’s voice to shine through. The commercial shows us events in their lives as the daughter reads a message she wrote to her mother in a voiceover.
“Dear Mom, You taught me so much: that practice makes perfect, and perfect is overrated. Thank you for holding me when it hurt, sharing your sense of wonder and humor, for knowing when to stay close and when to let me go. You’ve always seen my beauty, my hard work, and never underestimate what I can do. I am who I am because of you.”
Hallmark clearly portrays a beginning, middle, and end in their commercial. The story begins with a flashback of the mother holding her daughter as an infant. From bath time to learning to walk and learning to tie her shoes, we watch the daughter as she grows up. We see her go through puberty, attend prom, graduate high school, and work her first job. As the commercial comes to a close, we witness the daughter writing her message in a Hallmark greeting card and wishing her mom a Happy Mother’s Day as she hands her a gift. The timeline looks extremely similar to that of any mother and child and allows the audience to relate to and connect with the character through shared experiences.
Hallmark’s Emotional Appeal Influences Action
Hallmark’s commercial triggers an emotional response and provokes empathy in its audience. This story reflects on the relationship between a mother and her daughter and connects us as most of us who share this mother-daughter relationship can relate to and have experienced the same things. It is through these everyday moments that we are able to appreciate the impact that mothers have on our lives and “celebrate the love they give.”
“When your audience feels something, they are more likely to do something (to act in the way you want them to act — buy, get on board, change their behavior, etc.)” (Biesenbach, 2018, p. 24).
When I came across “Dear Mom,” Hallmark Gold Crown’s Mother’s Day 2020 Commercial on Facebook, I had not left my house or had human interaction for more than a month due to the COVID-19 pandemic. This story left me emotional and moved me so much that not only did I purchase a Hallmark card, but I booked a flight home to be with my Mom on Mother’s Day.
In summary, Hallmark managed to create a deep emotional connection with their customers by engaging them with a personal story. They did this not by explicitly telling us to go out to one of their stores and buy a Mother’s Day card, but by creating a thought in our head about why we love our mothers so dearly. This riveting story tugs at our heartstrings and is an incredibly effective method for a short commercial, albeit one that should not be overused.
References:
Biesenbach, R. (2018). Unleash the power of storytelling: Win hearts, change minds, get results. Eastlawn Media.
