Thursday, February 9, 2017

Emotional Advertising: How to make people buy

There is one thing that make people share the video adverts and make them buy products – its emotional appeal of the content. It has been true ever since videos became popular. Videos loaded with emotions, rather than information attract the attention more effectively.

This works more for adverts prompting people to take spot decisions. The emotional sway is more effective than an intellectual appeal, studies show. Market is found to respond more positively to emotional appeal and they influence a person’s intent to buy than the content of the advert in its totality.

Some of the most viral adverts in recent times harped on the emotional content – especially on themes like friendship, inspiration, warmth, and happiness. The basic idea is to leave a sense of goodness and well-being and make a tug at the heart with visuals. Experts say the audience does not think their way to logical solutions, but feel their way to reason. Decisions are based on emotions and it is up to the advertisements to capitalize on this.

How to plan emotional advertising

The segment of advertising is started with humour and sarcasm during the initial stages of video advertising, which started to find its footing in the 1990s and early 2000s. Since then the advertisement scene has changed a lot and advertisements have started playing around with six core emotions: happy, surprised, afraid, disgusted, angry, and sad.

Recent studies brought down the number further down to four: happy, sad, afraid/surprised, and angry/disgusted.


Happy: This is the most popular among the lot, catering mostly to brands that prefer to present a feel good presence and create smiling, laughing, happy customers, and maintain positivity. It is found that such adverts are shared more and get more engagement.

Sad: This component comes in second position and is used to gain easy access to the emotional realm of the audience. This is found to be effective in inspirational and moving adverts, as the message is delivered with an overdose of emotion.

Afraid/Surprised: These adverts cater to the natural instinct of fear in all of the audience. This brings in a sense of urgency and calls for immediate action. So this is effective in campaigns like those against drunk driving or cigarette smoking or adverts for the cause of environment.

Angry/Disgusted: Even though considered as a negative in content, these adverts can be effective to raise an issue. Not preferred for branding, and mostly employed in campaigns, this can mobilise large audience in short time span. 

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