Emotional advertising: what it is, application and examples

When a customer is going to make a purchase, two elements intervene in their decision: the rational and the emotional. (not always to the same extent). Therefore, for a brand’s advertising to be effective, it must appeal to both aspects. However, in some strategies the rational aspect is usually worked more and in others the emotional aspect, depending on the target we are targeting. Today we want to talk to you about emotional advertising, and the benefits it can bring to your company’s results.

What is emotional advertising

Emotional advertising is one whose message appeals to the public’s emotions. with the aim of encouraging you to purchase certain products or services. In this type of marketing, the resource of symbolism is often used a lot and objective data is not usually mentioned, but rather subjective feelings.

The key to good emotional advertising is that the target audience quickly identifies with the values ​​we transmit and, therefore, he has the need to buy what is shown to him. Thus, the product or service would not be the protagonist of the campaign (remaining in the background); In its place would be the sensations or feelings that the viewer experiences.

Neuromarketing is the discipline that studies the different types of advertising techniques that are included in emotional advertising.

There are 5 elements or characteristics that define emotional advertising:

  • Impact positively on the viewer.
  • Make an impact and Connection with the brand in the long term.
  • Appeal to the emotion and consumer feelings.
  • Reflects the values Of the brand.
  • He storytelling It is very worked.

How to apply emotional advertising in a marketing strategy

Normally, advertising usually appeals to both rational and emotional elements. But this is not always the case, emotional advertising focuses only on the seconds and is used by those brands that have proven that appealing to the feelings and emotions of their customers is what works best to boost their sales. If this is also the case for your company, below we want to give you some tips so that you can implement this type of advertising correctly.

Know your clients

In any marketing strategy, the first step is know our clients, what they are like, what their interests are, what they expect from us. And this, in emotional advertising, becomes a much deeper, crucial and complicated task, since we must know what emotions are capable of moving our audience. Sadness or happiness? Safety or freedom? Hope or nostalgia? We recommend that you thoroughly analyze the characteristics of your target audience to get closer and closer to the right emotions.

show yourself real

This type of advertising does not consist of manipulating consumers to get them to buy our products or services, but rather create real and lasting connections. Therefore, try to ensure that your message represents the values ​​of your brand and is honest. If the client perceives that your nice words are empty and only sales-oriented, your emotional advertising strategy will have failed. What the audience should feel is a real and organic emotion.

Take advantage of inspiration

Inspirational messages are very powerful, as they motivate the public and encourage action against inaction. Sports brands such as Nike, Adidas or Reebok usually use this resource a lot in their spots. In this Adidas ad, for example, we see how the brand tries to inspire women to have their own space within sports.

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Enhances the feeling of community

The feeling of community or belonging to a group is very strong in human beings.. It makes you feel integrated, part of something important and valuable. For this reason, brands use it a lot in their emotional advertising strategy.

Tells a story

The advertising that most excites is the one that tells something, that transmits a story., since it gets the viewer interested and not only receives messages about products or services, but something beyond. The Estrella Damm beer brand is something that it achieves very successfully every summer with its advertisements, in which it tells different stories closely related to the season that always move the public.

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Use visual resources and music

Estrella Damm’s spots also serve to highlight how important musical and visual resources are in an emotional advertising strategy. A good video and a good tune can do a lot for the effectiveness of your spotdon’t be afraid to use them.

Successful examples of emotional advertising

Coca Cola

Coca-Cola ads are the best example of emotional advertising. If we look at any of its spots, the brand never appeals to the characteristics or benefits of its products directly, but it does so through feelings that people can experience when consuming them. In this case, and as you surely already know, the brand focuses most of its spots on the concept of happiness.

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Teka

The kitchen appliance brand wanted to highlight its products with this campaign in which they showed the importance of the space where we prepare food. Through powerful storytelling with which many people can identify, the company manages to excite and give value to that space of the house and what is done in it.

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Benefits of emotional advertising for a brand

  • Brand awareness: Brands that use emotions and feelings in their campaigns are more likely to remain in the public’s memory in the long term, causing them to immediately remember that brand when they think of a product in their sector.
  • Customer loyalty: this type of advertising is capable of strengthening the bond between consumer and brand, in addition to making them more durable. Therefore, it is very interesting to use it to face the competition.
  • Humanization: yes, you are a brand, but you can be much more. The humanization of a brand consists of getting the public to see you not only as a company, but as an entity that wants to make the world a better place. Through this type of advertising it is possible, including your values ​​in the message.