emotional appeal in advertising
TRANSCRIPT
Emotional Appeal in
Advertising
PARTH B. SHAH MBA PHARMA
SEM 1
EXAM No. 38
Content
Overview
Types
Advantages
Disadvantages
What is it? • Emotional appeal is the type of advertising in which the copy is
designed to stimulate one's emotions, rather than one's sense of
the practical or impractical type of advertising.
• This relates to the customers’ social and/or psychological needs
for purchasing a product or service. This appeal is much
effective because many consumers’ motives for purchase
decisions are emotional.
• Many advertisers believe an emotional appeal work better at
selling brands that do not differ markedly from competing
brands.
• India is a hugely emotional country. Therefore, a heart-touching
commercial will definitely help to convince the target audience
to buy that particular product.
Classification of advertising having
emotional appeal
Personal Feelings
Care, Safety, Security,
Affection, Happiness,
Joy, Excitement, Arousal/
stimulation,
Sorrow/grief, Pride,
Achievement/accomplish
ment, Self-esteem,
Actualization, Pleasure,
Ambition, Comfort etc.
E.g. AXE, Nissan Sunny,
Nokia C1
Social feelings
Recognition,
Status, Respect,
Involvement,
Embarrassment,
Affiliation/belonging,
Rejection-
Acceptance, Approval
etc.
E.g. Bajaj Endeavor
Raymonds
Types of Emotional appeals POSITIVE FEELINGS
• Love and sentiments
• Laughter
• Attitude
• Happiness
• Joy
• Excitement
• Affection
• Pride
• Respect
NEGATIVE FEELINGS
• Jealousy
• Anger
• Tears
• Hate
• Nostalgia
• Fear
• Attitude
Love and sentiment Associated with a close and happy home life.
Baby products, pet products, foods, cameras, greeting cards.
Dairy Milk ICICI Prudential
Laughter, joy, and happiness
Ego appeal Desire for status
For comfort items, luxury items, big ticket
Credit cards, luxury cars, designer clothing
Hero worship Uses athletes, celebrities
You will be like your hero, if you use the product
Attitude
Anger, jealousy, envy and obsession After an era of tragedies and raging hearts, where positive
emotions such as happiness, love, compassion and joy had been
the dominant moods, ad makers are now increasingly beginning to
focus on the negative palette of human emotions.
Reliance Mobile Scooty Pep
Fear Appeals • Fear has facilitating effects and inhibiting effects.
– Facilitation = motivation to approach / avoid something
– Inhibition = discouragement from approaching / avoiding something
• Moderate fear appeals work best by encouraging facilitation and minimizing inhibition. – Too much fear: the audience tunes out the message
• Low credibility or elaboration of harmful consequences is unpleasant.
– Too little fear: the audience isn’t motivated enough to do anything.
The exploitation of an individual’s fears and
insecurities.
Deodorant commercials
Insurance Commercials
CEAT Tires
Advantages Long lasting impact
Promotions like small offers & reduction in prices or buy & win
leaves short term impact on customer’s mind where as
emotional appeal helps an advertiser to put long lasting impact.
Improves brand’s impression, personality and
value with feelings. Such emotions helps advertiser to create brands. Brands are built
in the minds and hearts of customers and it is important to
understand that consumers like and consume brands rationally
as well as emotionally.
India, being the country of rituals and festivals
gives an opportunity to advertisers to generate
emotions for their brand amongst consumers.
Disadvantages Emotional appeal advertisements have often had
negative effect on the audience. People have been seen
to commit suicide too. Also, there has been a
restrained desire in the heart of people who are not
sufficient enough to purchase a produce that generates
a desire in them. This leads to disappointment!
Advertisements for fairness creams in which people are
emotionally targeted.
Unrealistic Claim
Is this the only way left to connect with Indian consumers?
Can’t Indian advertisers be more rational?
It’s true that there are certain products that need an emotional connect with the consumers. But does it make sense to use sentiments in a low-involvement category such as cement, where the purchase decision should be driven by rational thought? It’s easier to sell a brand through emotional connects, even in drab categories such as cement or a money transfer service Electric switches have become a symbol of sensuality. Cement is a carrier of legacy. Even a money transfer service can strengthen familial bonds.
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