Emotional Advertising – Right into Your Brain

By

 Neha Amar (M.B.A)

Advertising has always been a very common form for the promotion of goods, services, companies and ideas since the very ancient time. As the trend is changing dynamically nowadays, Emotional Advertising has become one of the most powerful techniques as a part of Commercial Advertising.

Emotional Advertising is alluring importance these days because of the fact that experiences trigger our emotions and are saved in our long lasting memory. The emotions generated by experiences signals our brain that is important to remember. There are eight basic universal emotions, namely – joy, surprise, anticipation, acceptance, fear, anger, sadness and disgust. The audiences understand, learn and respond to these advertisements easily.

As we are aware of the fact that consumers choose Products (Brands) to fulfill both rational and emotional needs, it will not be surprising to discover that advertisements which raise emotions inside human brain have been found to be highly effective.

Emotional Advertising is on a great extent influenced by experience, expression and the gender differences. It has been felt that females, children and older people are most easily persuaded by emotional advertising. These groups are more likely to feel empathy towards the situation presented in emotional ads and as a result, view the brand more favorably than those of competitor’s advertising based upon rational appeals.