Businesses are all trying to persuade consumers to do something. This something is generally an action.  For decades companies have tried to use various marketing tactics and/or strategies to get consumers to perform favourable actions.  Some have tired to provoke the feeling of fear or guilt to persuade viewers to donate to different causes.  For example, using starving children images to trigger those unpleasant feelings in viewers.  This depends on what a company is trying to market.   An airline has taken their safety orientation to new heights. The mandatory safety orientations that airlines have to give to passengers are standard and safe to say, boring. To opt out from the norm, Virgin America Airline has transformed their safety video into a source of entertainment, a music video.

There has been mixed feedbacks regarding their approach to differentiate its way of delivering airplane safety precautions.   The playfulness and humour used in the video catches the attention of viewers. However, does this approach lessen the seriousness of air safety issues?  Many companies have embraced entertainment as a new marketing strategy to capture the attention of their consumers.  There needs to be a boundary between entertainment and getting the right kind of message across.  Companies should be careful of overdoing the entertainment aspect in their advertising efforts and to not dilute the meaning of their message they are trying to get across. Poorly executed marketing campaigns compensate the meaning of the message to obtain the entertainment quality. It is easy to get carried away by online platforms such as YouTube to upload fast and cheap videos. It might gain consumer attention, but is it really the reputation a company wants to create for its brand?