Stress
Ads and videos written to this emotion: 109. 104 make the Say move, 0 make the Avoid mistake.
The Emotion Map's entry, written for B2B buyers.
What it is
The demands feel bigger than you can handle, but you are still keeping things moving.
Where it shows up
A marketing lead running campaigns, reports and agencies at once, still coping.
Sounds like
"We're stretched, but it's working."
Say
Lighten the load: what can be handed off, automated or stopped without losing control.
Avoid
Selling a transformation. A buyer who is still coping hears "big change" as more load.
In consumer ads
Say: Lighten the load: the chore the product takes off the reader's day, the step it saves, the thing they can stop doing.
Avoid: Selling a whole new routine or a new life. A reader who is still coping hears big change as one more job.
Doing it right
Ads that make the Say move.
Misr Travel travel agency ad, al-Musawwar 1936
Under 'The hard has become easy' it lists each chore it takes off the traveller's hands, the trip, lodging at every stop, shipping and customs clearance, with three named offices to ask.
Working Mothers: Your Schools Can Help poster
It lifts one load off the working mother, childcare, by handing it to the local school, and the photographs of a happy pick-up and supervised play show the hand-off already working.
Rabso washing powder ad, al-Kawakib 1969
The line it washes without effort names the one load taken off laundry day, and the housewife swinging round a pole as four full baskets fly shows the chore made light, not a new life.
Agency house ad: 'Advertising is an artery of business'
After granting that making the public know a product's value 'is not so easy', it offers to take that whole job off the owner: 'relief from all worry in getting the ear of the public'.
Apex electric washing machine ad, al-Kawakib 1955
It hands off one chore, washing by hand called toil and hardship, to a machine the reader can check: a 22-gallon tub, a timer that stops the wash, and wheels to move it.
Rural Electrification Administration A Turn of the Hand poster
A Turn of the Hand names the labour taken away, and the photo shows it handed off: the farmer's hand on the tap, water pouring into the trough, the horse already drinking.
Thomas Cook travel agency ad, al-Kawakib 1939
The copy takes the trip-planning chore off the traveller: no running between shipping lines and railways, just name the places and the budget, and Cook plans it all for no fee.
"Strong Arms are not necessary" beside a small girl at a full clothesline, plus a rub, roll and back-in-the-water method, hands the hard scrubbing of washday to the soap.
Glax-Ovo nerve food drink ad, al-Lataif al-Musawwarah 1928
It meets the reader with worn-out nerves at the end of a working day and asks for one small thing, a cup of Glax-Ovo at night to calm them, rather than any change of routine.
Lever Brothers Sunlight Soap 'A child can use it' leaflet
The verse names three jobs Sunlight lets her drop, no boiling, no toiling, no scrubbing, and a small girl in clogs washing at the riverbank shows how light the load becomes.
Ovaltine malted drink ad, al-Musawwar 1932
It recasts the tired man's craving as nature's warning that the body needs food, then settles it with one swap, shown as a girl and woman bringing a tray to his armchair.
Lever Brothers Sunlight Soap 'A child can use it' booklet
It shows a small girl doing the wash beside the Sunlight tub and names what the reader can stop: no boiling, no toil, no scrubbing, so washday gets lighter instead of transformed.
KFH Concierge - خدمة "بيتك" كونسيرج
It meets a coping but overloaded customer and lightens the load with specific things to hand off, bookings, schedule, parking and errands, rather than promising a new way of life.
ركّز في أعمالك.. ولا تشغل بالك
It finds an owner who is coping but carrying too much and lightens the load by handing every policy to one expert in one place.
كل أنواع التأمين اللي تحتاجه لمنشأتك بمنصة وحده #منصة_تشيل_الليلة
It shows an owner coping under a stack of insurance errands and answers by handing the whole stack off, اللي بيشيل عنك الليلة كلها, rather than selling a big change.
Emirates NBD Factoring Solutions خدمات تحصيل وخصم الديون في بنك الإمارات دبي الوطني
It names a coping treasurer's load, late cash from credit terms and tedious reconciliation, and offers to take specific parts of it off his hands rather than selling a transformation.
خدمة التحاليل المنزلية من #بوبا_العربية
It does not ask a busy man to change his day; it takes one task off it, the lab visit, and brings it to his desk.
تأمين ممارسي المهن الطبية - التعاونية لتطمئن على مستقبلك
It lightens the load of a busy professional by taking one chore, buying cover, off the plate: online and easy, so the effort goes to patients.
Doing it wrong
Ads that make the Avoid mistake.
No ad in the library does this yet.
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