A 2016 Al Futtaim campaign featured a smiley face. Courtesy Al Futtaim
A 2016 Al Futtaim campaign featured a smiley face. Courtesy Al Futtaim

Happiness in advertising: Too much of a good thing?



Don Draper from TV's Mad Men memorably said in one episode that "advertising is based on one thing – happiness".

That show was set in the 1960s, and while we still see many depictions of happiness in Arab advertising, some question if the concept remains as useful as in the past.

Ramzi Raad is not one of them. The group chairman of the TBWARAAD advertising agency, which is headquartered in Dubai, says he wished happiness was, in fact, used more in the wider Middle East.

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This article is part of our supplement on happiness, which unites us all. For more happiness stories visit our dedicated page.

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“It’s not overexposed. We need it,” he says. “There is scope for the concept of happiness to be manifested in Arab advertising much more. Particularly with our current situation – with sadness, misery, people running away from their countries.”

There is a long history of Arab advertising using happiness to sell. Mr Raad points to the humour and dancing common in Egyptian adverts of the 1970s and 1980s.

More recent examples include his company’s 2013 campaign for the Nissan Tiida, which had the tagline “All the great moments in life – that’s Tiida”.

Uses of happiness in UAE advertising vary widely.

An email blast sent out this month on behalf of Al Futtaim Motors, for example, merely consisted of a giant red smiley face, with the words “A brand new Toyota for only AED 42,900... HAPPY DAYS”.

Coca-Cola made some waves this year when it dropped its global "Open Happiness" tagline. A company executive, Rodolfo Echeverria, said at the time that the happiness concept had been overused – citing widespread use of songs such as Pharrell Williams' Happy.

But that is no reason to ditch the concept altogether, especially in the UAE, says Remie Abdo Nehme, senior strategic planner at TBWARaad.

“The question shouldn’t be ‘should we be done with happiness?’, but ‘how can we use this universal and eternal concept in a disruptive way that makes a difference?’”

Mohamed Hammad, founder of Benchmark Middle East – an advertising agency specialising in the healthcare industry, points out that much of today’s advertising spending goes towards making people feel happy about doing unhealthy things.

“They feel good when they are smoking shisha, and smoking cigarettes. But at the same time, nobody is pointing out the consequences,” he says, urging a greater investment in health education and awareness to truly build a happier society.

But do we really know what happiness is?

Iain Akerman, contributing editor at Campaign Middle East magazine, which covers the industry, says it is very hard to define – meaning that happiness is “largely intangible” as a marketing tool.

“What is happiness? How do you know when you’re happy? Do smiley people in advertising epitomise happiness? How can a brand even own the concept of happiness?,” he asked.

business@thenational.ae

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Artist: Coldplay

Label: Parlophone/Atlantic

Number of tracks: 10

Rating: 3/5

What is 'Soft Power'?

Soft power was first mentioned in 1990 by former US Defence Secretary Joseph Nye. 
He believed that there were alternative ways of cultivating support from other countries, instead of achieving goals using military strength. 
Soft power is, at its root, the ability to convince other states to do what you want without force. 
This is traditionally achieved by proving that you share morals and values.

BEETLEJUICE BEETLEJUICE

Starring: Winona Ryder, Michael Keaton, Jenny Ortega

Director: Tim Burton

Rating: 3/5

Empty Words

By Mario Levrero  

(Coffee House Press)
 

THE SPECS

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Key figures in the life of the fort

Sheikh Dhiyab bin Isa (ruled 1761-1793) Built Qasr Al Hosn as a watchtower to guard over the only freshwater well on Abu Dhabi island.

Sheikh Shakhbut bin Dhiyab (ruled 1793-1816) Expanded the tower into a small fort and transferred his ruling place of residence from Liwa Oasis to the fort on the island.

Sheikh Tahnoon bin Shakhbut (ruled 1818-1833) Expanded Qasr Al Hosn further as Abu Dhabi grew from a small village of palm huts to a town of more than 5,000 inhabitants.

Sheikh Khalifa bin Shakhbut (ruled 1833-1845) Repaired and fortified the fort.

Sheikh Saeed bin Tahnoon (ruled 1845-1855) Turned Qasr Al Hosn into a strong two-storied structure.

Sheikh Zayed bin Khalifa (ruled 1855-1909) Expanded Qasr Al Hosn further to reflect the emirate's increasing prominence.

Sheikh Shakhbut bin Sultan (ruled 1928-1966) Renovated and enlarged Qasr Al Hosn, adding a decorative arch and two new villas.

Sheikh Zayed bin Sultan (ruled 1966-2004) Moved the royal residence to Al Manhal palace and kept his diwan at Qasr Al Hosn.

Sources: Jayanti Maitra, www.adach.ae

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Based: Abu Dhabi
Sector: Generative AI
Initial investment: Undisclosed
Investment stage: Series A
Investors: Core42
Current number of staff: 47
 
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ADCC AFC Women’s Champions League Group A fixtures

October 3: v Wuhan Jiangda Women’s FC
October 6: v Hyundai Steel Red Angels Women’s FC
October 9: v Sabah FA

How to report a beggar

Abu Dhabi – Call 999 or 8002626 (Aman Service)

Dubai – Call 800243

Sharjah – Call 065632222

Ras Al Khaimah - Call 072053372

Ajman – Call 067401616

Umm Al Quwain – Call 999

Fujairah - Call 092051100 or 092224411

Types of bank fraud

1) Phishing

Fraudsters send an unsolicited email that appears to be from a financial institution or online retailer. The hoax email requests that you provide sensitive information, often by clicking on to a link leading to a fake website.

2) Smishing

The SMS equivalent of phishing. Fraudsters falsify the telephone number through “text spoofing,” so that it appears to be a genuine text from the bank.

3) Vishing

The telephone equivalent of phishing and smishing. Fraudsters may pose as bank staff, police or government officials. They may persuade the consumer to transfer money or divulge personal information.

4) SIM swap

Fraudsters duplicate the SIM of your mobile number without your knowledge or authorisation, allowing them to conduct financial transactions with your bank.

5) Identity theft

Someone illegally obtains your confidential information, through various ways, such as theft of your wallet, bank and utility bill statements, computer intrusion and social networks.

6) Prize scams

Fraudsters claiming to be authorised representatives from well-known organisations (such as Etisalat, du, Dubai Shopping Festival, Expo2020, Lulu Hypermarket etc) contact victims to tell them they have won a cash prize and request them to share confidential banking details to transfer the prize money.

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The five pillars of Islam

1. Fasting

2. Prayer

3. Hajj

4. Shahada

5. Zakat 

How to protect yourself when air quality drops

Install an air filter in your home.

Close your windows and turn on the AC.

Shower or bath after being outside.

Wear a face mask.

Stay indoors when conditions are particularly poor.

If driving, turn your engine off when stationary.