Emotional Appeal in Advertising
Content
What is it? •
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Classification of advertising having emotional appeal Personal Feelings
Social feelings
Care, Safety, Security, Affection, Happiness, Joy, Excitement, Arousal/ stimulation, Sorrow/grief,, Pride, Sorrow/grief Achievement/accomplish ment, Self-esteem, Actualization, Pleasure, Ambition, Comfort etc. E.g. AXE, Nissan Sunny Sunny,, Nokia C1
Recognition, Status, Respect, Involvement, Embarrassment, Affiliation/belonging, RejectionAcceptance, Approval etc. E.g. Bajaj Endeavor Raymonds
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Love and sentiments Laughter Attitude Happiness Joy Excitement Affection Pride Respect
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Jealousy
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Anger
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Tears
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Hate
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Nostalgia
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Fear
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Attitude
Love and sentiment
Dairy Milk
ICICI Prudential
Laughter, joy, joy, and happiness
Ego appeal
Attitude
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
Anger, jealousy, jealousy, envy and obsession
Reliance Mobile
Scooty Pep
Fear Appeal Appeals s •
Fear has facilitating effects and inhibiting effects. – –
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= motivation to approach / avoid something = discouragement from approaching / avoiding something
fear appeals work best by encouraging facilitation and minimizing inhibition. : the audience tunes out the message
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Low credibility or elaboration of harmful consequences is unpleasant.
: the audience
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anything.
isn’t motivated
enough to do
CEAT Tires
Advantages
Long lasting impact
Improves brand’s impression, personality and value with feelings.
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.
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
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. legacy. Even a money transfer transfer service can strengthen familial bonds. It’s
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