Emotions are characterized by expressions, biological reactions, and mental states. It's a person’s response, whether verbal, physiological, behavioral or neural, to events or circumstances which have a particular significance.
Most
advertisers don’t realize
the importance of incorporating emotions in their ads. Although advertising is about introducing a product and selling it to potential customers, the use of emotions is very important to be able to convey your
message to the public. Imagine the La Rêve painting by Pablo Picasso which depicts his mistress, Marie Therese Walters. This painting is so popular and sold for millions of dollars, because seeing the painting makes you feel the love Picasso had for Walters.
That is what consumers want.
Advertisements must be able to reach out to people and make them feel like they are part of the story. While logic and practicality will dictate to
customers what to buy, they often don’t realize that emotional responses can also influence their decision-making. If you want your ads to stick in the minds of the public, here are few emotions which you can incorporate in your ads in order to induce buyers to purchase your product.
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Fear
This is probably the
most powerful emotion when it comes to selling a product or service. This is often used in order to sell exercise equipment, nutritional supplements, prescription medicines which can address sexual dysfunction issues, or any other products which are believed to address an existing or impending problem.
For instance, the hair loss product Propecia will present a commercial where a bald man is being laughed at. Because of his fear of being ridiculed, he will use Propecia. After using it, hair will grow and he will no longer be embarrassed about his baldness.
If you want to sell a particular product, present something that will make consumers believe that it is a solution to a problem. Be careful however, when incorporating fear in
your ads you need to make sure the right amount of the emotion is used.
Love
Love is a strong emotion which can touch the lives of millions of people, no matter how heartless they may be. Check out the “
Save the Children” advertisement where a crying child is looking for food in a dump site, or the advertisement by St. Jude Children’s Hospital where they share actual stories of patients.
Because of the love and compassion depicted in those ads, an emotional connection is made between the
advertisement and the consumer which will stick in their memory. Whenever someone sees an
advertisement that was able to touch his/her heart, he/she will buy the product.
Happiness
Everyone wants to feel happy and feel good about themselves. Have you seen the “
Faithful” ad by Mercedes Benz? Notice how the commercial emphasized your feeling of happiness and fulfillment rather than the features and mechanics of the car. As a potential buyer, that emotion will make you think and feel that owning a
Mercedes Benz will give you a feeling of happiness.
How about Coca Cola’s Happiness Factory and Christmas campaigns? Because their commercials depicted a happy family eating together on special occasions with Coke on their tables, the product has been associated with happiness and togetherness of families. It’s no wonder that most families purchase Coke products when celebrating a special occasion.
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Greed
Greed is common everywhere, even in making advertisements. As an advertiser or business owner, you always want your product to stand out among the rest in order to make more sales which in effect, can bring higher profits to the company. Hence, most advertisements of different companies will claim that their product or service is superior to their competitors. Oftentimes, their strengths and track record will be
highlighted in order to attract more customers to buy their product or avail them of their service.
With
banks for example, Bank A will claim they are number one based on
surveys and studies. It will also emphasize their products with low interest rates and commendable service. Hence, greed is being employed with the hopes of attracting more customers.
Being able to generate an emotional response in your advertisements, combined with factual claims are effective tools in persuading and encouraging potential
customers to buy your product or service. You should be able to link the emotion from the
advertisement to the brand and therefore into people’s minds. This makes the ad more effective and helps build a lasting relationship between the consumer and the brand.
About Author
Stephanie Strazinsky is a chief writer at
bestessays.com with a background in psychology, e-learning, and marketing.
