Personalities in Commercial Advertising

Advertising is everywhere we go. It has even invaded the Internet world. Whenever I want to watch a video clip or check the weather, I’m forced to watch an ad before I can see what I really want to see. Because of the invasion of advertising, I started to notice how targeted advertising is connected with different personality traits.

Have you ever wondered why one of your friends will love a particular commercial, while you think it is dumb? It’s not that one of you is dumb; it often has more to do with different personality traits being attracted to media campaigns that match a particular personality. Advertisers spend millions of dollars every year analyzing the right type of ads that will meet their target audience. Some companies even make a variation of ads to reach different types of people and markets. Let’s take a look at some advertisements I’ve analyzed over the past few weeks and compare them to the four personality traits.

Sanguine

A person with the Sanguine personality is usually all about having fun in groups. The typical Sanguine is not a loner and prefers to be part of a group. When in the crowd she is usually the person who is the center of attention because she knows how to be humorous and energetic. Typically the cheerleader, she can get others to follow her lead. Vacation commercials, such as Sandals, usually appeal to the Sanguine personality.

I came across this Group Travel Directory while searching for deals. This ad would appeal to a Sanguine because she can invite all her very best friends to a giant travel extravaganza at very affordable rates. Since a person with the Sanguine personality can be forgetful sometimes because she is busy having fun, I think the Sanguine may relate the Netflix commercial. In the commercial I saw, a woman was seated behind the wheel of her car when she looks down and sees a video in the passenger seat. She immediately squeals out of the parking lot rushing to the video store. It was a late return. Then the announcer states, “Take the drama out of life.” So for the Sanguine who can never remember to get the video back to the store on time, Netflix can solve the late return problem.

Choleric

The Choleric person typically has the take charge and get things done attitude. Fun is alright after all the work is done. (But when is work ever finished?) An obvious commercial on television I recently saw that screamed “CHOLERIC!” was by Home Depot. The commercial showed a couple painting and repairing their home set to fast-paced music. Then the tag line or slogan for Home Depot is “More Saving. More Doing.” Concise and to the point is how a choleric person thinks—just get to the point. What is the bottom line? Another commercial I saw that shouted out Choleric was by Bing the new search engine. Their take action line stated, “Bing. Stop searching and start deciding with Bing, the decision engine from Microsoft.” Choleric people relish quick decisions!

Melancholy

A Melancholy person is usually pursues perfection, precision and detailed points. A television commercial that came across my screen the other night was by UPS. It's advertising slogan is “The Perfect Mix,” which shouts Melancholy. The guy uses a whiteboard and draws a graph; this personality type loves charts and graphs because they love details.Then the guy in the commercial “fixes” a little detail before the clip ends. Typically a Melancholy works out all the details before a project is completed. Click on the UPS image to the left if you'd like to view the commercial.

Phlegmatic

A person with the Phlegmatic personality usually takes life in easy strides. It took me a while to find a commercial for this personality trait, but it finally came to me at the midnight hour (literally as I was trying to fall asleep it came across my screen which I was able to grab the remote and press record so I’d remember it). Stouffer’s Anytime Gourmet meals make life more pleasant for a Phlegmatic. Being the opposite of a Choleric who makes decisions quickly, she may not want to have to make a decision on what to have for dinner. But if she can go to her freezer, pull out a meal in a box, heat it up and serve it in twenty minutes; it is a winner for her. Stouffer’s tag line is “The new concept in culinary convenience.” Isn’t that a fancy line for easy meals? Another commercial touted “restaurant quality Chinese from your grocer’s freezer “ was by Wanchai Ferry. Many times a Phlegmatic may not want to trouble herself to dress appropriately for restaurant dining. Therefore, the idea of having a restaurant quality meal at home would be enticing to this personality.