You laugh, you cry, you feel driven, responsible, insecure, thoughtful, inspired, jealous, scared, etc… ‘Emotional Advertising’ tends to provoke such feelings in you to elicit a response from you And most often, it does!
Be it a billboard, television commercial, radio promotional, email or a simple banner ad in the corner of a website, every advertisement shouts out for attention and strikes your emotional chord. But out of the lot, there are a handful of ads that will stay with you for some time to make you think, feel, and decide. These are the type of advertisements that allure the customer to buy the product, actually make the consumer weak in the knees to buy the product.
Some classic examples of emotional advertising:
Google Search: Reunion
P&G Thank You, Mom
Tanishq Second Wedding
Despite the invariably advancing technologies in the world, the emotional quotient of consumers hasn’t altered significantly. Statistics too prove the same. According to a research by Millward Brown, ads with emotional appeal have five times greater impact than the rational ads. With sales numbers going up with emotional advertising, ad agencies are making emotional branding as a mainline concept of ads. Emphasizing emotions in ads is not a new thing in the industry; brands have time and again utilized this concept.
Metrics of advertising are changing
Advertising is no more just about knowing the product, it involves much more. [tweetable]Advertising is about understanding the target audience, trends the audience follows[/tweetable], concepts that reach them straight, and a lot more. Long gone are the days when veterans, who knew everything about the product, ruled the business. Younger generations are taking over. Innovation, creativity and logical thinking are becoming the crux of ad agencies. Rather than being just rational or emotional, creative directors are coming up with combination concepts to reach all types of audiences.
Draw a fine line between emotion and hype
Being able to emotionally impact consumers might be an achievement, but forgoing ethics just to win more bucks will damage the brand name in a major way. So, advertising agencies need to understand the thin line between emotion and hype to create the perfect act.
Go ahead, get the new mantra of advertising! Go emotional!
Disclaimer: Strategic Marketing Services does not promote any brands above mentioned. The brand names are cited only as examples.
