Using Emotions in Advertising
Whether it be traditional or modern advertising media, one thing is for sure, marketers love to use consumer’s emotions as a way to encourage them to use their product or service or to have a good impression of the brand’s name in their minds. There are hundreds of ads whether they are billboards, television, or social media that take advantage of people’s feelings. Usually when people think of emotions, sadness comes to mind, but that is not always the case. Advertisers use happiness, fear, sadness, and even motivational advertisements as a way to develop a perception of their brand in consumer’s minds.
Below is a Coca-Cola ad that is a perfect example of how companies use happiness in advertising.
Coca-Cola Ad – Bringing India & Pakistan Together
There are many other ads in this campaign that focus on bringing people together, whether by surprises or hugs. All of these ads however, have the same goal, to make people feel a sense of unity. When consumer’s watch this ad, they usually have positive reactions and feel a little happier. This then causes these consumers to have a positive feeling towards the brand.
There are many other ads in this campaign that focus on bringing people together, whether by surprises or hugs. All of these ads however, have the same goal, to make people feel a sense of unity. When consumer’s watch this ad, they usually have positive reactions and feel a little happier. This then causes these consumers to have a positive feeling towards the brand.
Some of the other ads in this Coca-Cola campaign are linked below if you care to watch them.
Coca-Cola Holiday Season Surprise
Fear
Fear is also a popular tactic that advertisers use to encourage consumers to do (or not do) something or to feel the need to purchase a product or service. Below is an advertisement that is meant to scare viewers into not texting and driving.
Fear
Fear is also a popular tactic that advertisers use to encourage consumers to do (or not do) something or to feel the need to purchase a product or service. Below is an advertisement that is meant to scare viewers into not texting and driving.
This advertisement has no intention of encouraging people to purchase a product or service, but it is meant to make viewers rethink their actions and think about the consequences.
Other advertisements use fear to prevent people from drinking and driving or smoking cigarettes, or to help prevent climate change. Although it is more popular to use fear to change people’s actions, fear is also used to encourage consumers to purchase a product or service. Below is an example.
These commercials are meant to remind you that life is unpredictable so it is better to be prepared because if you are not prepared you may lose a lot of money. This then will encourage you to want to buy insurance.
Companies also use many other emotions to encourage an action or a purchase from consumers, or to create a positive perception of a brand in consumers minds. Below are some examples of different emotions used in advertisements.
Motivation
Sadness
Great blog Raquel!
ReplyDeleteI personally love advertisements that evoke strong emotions- both positive and negative. When ads carry great emotion, I'm so much more likely to remember the ad and the product it is representing. I have realized that without emotion, marketing efforts often feel shallow and too informative.
Thanks so much!
DeleteCouldn't agree with you more. Ads that use emotions definitely resonate with you more and make them super memorable.
I really enjoyed reading your blog its one of the best. Coca-Cola ads are perfectly done they have genius ideas. The one that made me smile is the Hug Machine ad. In my opinion, these type of ads build a strong relationship with consumers.
ReplyDeleteThank you!! Glad you enjoyed it. I agree, ads that use emotion definitely build stronger relationships with consumers.
ReplyDeleteI never thought about this before but it’s so true! When I see commercials that make me happy or sad I definitely remember them more.
ReplyDeleteDefinitely agree with you!
DeleteI love these examples. However, I am not sure that negative emotions always work the same with people. For instance, my research shows that fear appeals work better at keeping people who never engaged in a harmful behavior (e.g. texting while driving, excessive drinking) from ever doing that. However, the same research showed that fear appeals were less effective at getting people who actually do these harmful things to stop. For the current users, a more positive message that shows you understand why they engage in the behavior in the first place and offer a good solution were more persuasive.
ReplyDelete