The Power of Emotional Advertising (Infographic)

Emotional ads create a deep, visceral impression on the brain, and consumers are both consciously and subconsciously motivated by them. Let’s take a closer look at how emotions drive consumer behavior. Ads that focus on emotional drive rather than rational thought see nearly twice as much return on investment. In a neuromarketing study, campaigns that used strictly emotional content saw a 31% increase in sales, while ones with simple facts saw only a 16% increase.

The Power of Emotional Advertising Infographic

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[Transcript] The Power of Emotional Advertising

Emotional ads create a deep, visceral impression on the brain, and consumers are both consciously and subconsciously motivated by them. Let’s take a closer look at how emotions drive consumer behavior.

Passion is Powerful

Ads that focus on emotional drive rather than rational thought see nearly twice as much return on investment. In a neuromarketing study, campaigns that used strictly emotional content saw a 31% increase in sales, while ones with simple facts saw only a 16% increase. (1)

Certain emotions are more likely to trigger action in consumers, including: (2)

Amusement

According to a Nielsen survey, 50% of consumers in North America feel that humor resonates with them in ads the most. (3)

Outrage

Stories of injustice or discrimination in the world are likely to call consumers to action.

Surprise

Ads that give surprising information or encourage more research are ones that stick.

Hope

Offering hope for the future, especially with a message of togetherness, are very effective.

Excitement

Ads with enthusiastic music, colors and images make consumers excited to experience products themselves.

Nostalgia

A consumer is more likely to remember and relate to ads that remind them of happy times in their life, especially their youth.

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Measuring Emotional Success

Businesses use multiple tools to measure consumers’ emotional reactions to their advertisements. (4)

Neuromarketing

This involves the use of medical imaging tests like the MRI and EEG to study the brain activities of consumers during content.

Eye tracking

Just as it sounds, this method creates heat maps based on consumer eye movement and properties during print or video content.

Net promoter score (NPS)

Key performance indicators (KPIs) like NPS measure immediate customer satisfaction and engagement using a 0 to 10 scaling system.

Examples of Emotional Advertising

Here are a few companies that use emotions effectively to drive consumer interaction. (5)

Dove

In 2013, Dove’s “Real Beauty Sketches” campaign highlights the beauty of all types of women earned nearly 30 million views in 10 days. In two months, Dove had 15,000 new YouTube subscribers. (6)

Airbnb

In 2014, Airbnb started a campaign that focused on the individuals opening their homes to guests. This aligned the company with the everyday person and appealed to those with the desire to help others. In 2017, the company saw a 62.5% growth in guest arrivals. (7)

Apple

Apple’s continuously clean cut, white and gray designs excite consumers on a very subconscious level. They speak to people’s desire to have order, as well as a need to belong to a lifestyle movement. In 2017, Apple sold 216.76 million iPhones worldwide. (8)

Gillette

The company’s “Perfect Isn’t Pretty” campaign for the 2016 Summer Olympics followed athletes’ personal and professional struggles on their way to becoming Olympic athletes. It struck a chord with people who felt driven to better their lives; a TV ad from the campaign got about 30 million YouTube views around the Olympics, making it the second most-watched ad of the Games. (9)

Sources

  1. https://www.neurosciencemarketing.com
  2. https://blog.hubspot.com
  3. http://www.nielsen.com
  4. https://blog.emolytics.com
  5. https://hbr.org
  6. https://instapage.com
  7. https://ipropertymanagement.com
  8. https://www.statista.com
  9. https://www.ve.com