Classic summertime advertising mediums

June 29, 11:19 PMChicago Advertising ExaminerScott Vandenbroucke

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Geico airplane banner in flight.

Every year as Chicago’s weather turns from tundra to tropic, people emerge from their shelters and flock to baseball fields, event grounds, and beaches where they bask in the long awaited warmth of the summertime sun.

With the excitement that comes with the sand castles, food, and home runs, peoples’ emotions of happiness, fun, and relaxation adhere to their memories of summertime in Chicago. Unsurprisingly, advertisers have recognized the image building potential of these large congregations and have developed advertising mediums that are capable of transferring the summertime emotions to a company or product.
 

For many years, planes have been towing advertising banners across Chicago’s lakefront like giant kites, and blimps have been hovering over ball parks full of spectators like enormous balloons. After all the years, they have become a classic sign that summer has started in Chicago. The summertime connotation that these mediums have are a powerful tool with the ability to revive emotions from viewers’ memories which are to be associated with the advertising message.

Similar to how the smell of moisture in the air triggers recollections of rainy days, or how remnants of a loved one’s perfume ignites a burst of emotions and memories, these mediums have become a visual trigger which floods the minds of beach-goers and spectators with the good feelings and memories of previous summer activities and rituals. So, when that blimp or banner ad passes by, it subconsciously triggers the viewers brain to recall emotions from previous encounters with the same medium and associate those positive emotions with the company, product, or brand being advertised. It’s this power of emotional recollection that makes blimps and plane banners an extremely effective advertising tool for companies attempting to create the desired emotions, feelings, and overall image for their brand or company.