The Role of Emotion in Advertising

The Role of Emotion in Advertising

In marketing, a consumer’s emotions, whether good or bad, play a large part in the effectiveness of an advertisement. They readily respond when anything is found to be interesting, enjoyable or noteworthy. Ad campaigns are targeted based on an engaging image, music, a story or the brand itself.

Feelings rank higher than thinking. The best performers in advertising are memories, friendships, pride, love, achievement, man’s empathy or loneliness. When an advertisement brings an emotional response rather than just the ad’s actual content, the emotion plays a great influence on the intent of a consumer to buy a product.

Another influence on the consumer is the impact of color which evokes certain feelings. Studies have found by using color and color contrast, the advertisement can increase the conversion rate.

Two types of emotional responses, empathy and creativity have provided amazing results. An
empathetic response is achieved by showing images such as children, cats, dogs and babies in an advertisement. A creative response is when the ad makes a person feel the product is in a “class all its own.” Voice-over, proper casting, storyline, setting and background music play a major part in emotional responses. Unilever’s “Dirt is Good” is a message that resonated with consumers. This campaign is about dirt and stains as part of kids’ natural experiences. Dove’s “Real Beauty” campaign helped women feel empowered and more confident.

Using these strategies encourages consumers to want to buy or use certain products and services with the emotional route being one of the best ways to do so. Miller Advertising Agency will work with you in creating a campaign that will capture your target audience. Give us a call.

Debbie Jennings

Armed with the knowledge of running an office, she is a creative soul, thrilled to be working in the advertising atmosphere. More info
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