Emotional Branding
Ms. McEwen
Emotional branding refers to the practice of building brands that appeal to a consumer’s emotional state, needs, and aspirations.
Studies show that people rely on emotions, rather than information, to make brand decisions.
The most shared ad of 2015…
How would you describe the overall emotion of this ad?
(1 min)
Second most shared ad…
1:40 min
In the 1990s and early 2000s, advertisers were more concerned with humour and sarcasm.
Boring Products...
(3 min)
EMOTIONAL TRIGGERS
USED BY ADVERTISERS
Advertisers call these “hot buttons”
Desire for control;
I’m better than you;
Excitement of discovery;
Family values;
Desire to belong;
Fun is its own reward;
Desire to get the best;
Self-achievement;
Sex, love, romance;
Nurturing response;
Reinventing oneself;
Make me smarter;
Power, dominance and influence; and,
How I feel when I see cute babies or kittens...
Disney
fosters
family
values
By using key terms like “state of the art” and “luxury,” this website design for Rolls Royce manages to trigger the hot buttons ‘desire to get the best’ and ‘power, dominance and influence’.
This campaign by Burberry triggered the hot button ‘Sex, love and romance.’
This social media post from Dove evokes the ‘Desire to nurture’ hot button.
In 2016, Coca-Cola’s tagline was changed to “Taste the Feeling;” the commercials show happy images of people connecting and engaging one another.
Sadness also sells…
As brands have recognized the popularity of emotional content, more and more companies have focused on creating inspirational and moving ads.
(My Dad’s Story 3 min)
FEAR
Fear creates urgency and prompts us to take action; to change or, more importantly, buy something that will prevent terrible things from happening.
Although this next ad grabbed viewers’ attention
it was later pulled off the air and the CEO of the company was fired…
Preventable Injuries…
Here’s one that worked…
(3 min)
Reassurance
Anger
Disgust and frustration can cause us to reconsider our perspective and ask important questions.
(Always Like a Girl” 3 min)
Watch this insurance ad geared to
middle-aged men. What emotion is it emitting?
Marketing to younger men…
Emotion: Peace/Relaxation
What emotion is associated with the Corona Brand?
Control/Independence
How about this one…
(2 min)
A technique to make you remember the commercial and brand… absurdity
Injustice Marketing
(3 min)
Emotion: Heroism
Describe the features advertised in this car ad…