Calendar 2017 - December

12 dezember

How Advertisint Targets Emotions

It is the aim of advertising to influence behaviour. Besides increasing the product's level of brand awareness, it is supposed to improve the image of the company. For any advertising to be noticed, it must first of all arouse the target group's attention. Therefore, the advertiser must know the target group as well as possible. The (potential) costumers' senses will be influenced by conveying messages to them. In contrast to informative advertising, in which the content of the message to be conveyed is objectively verifiable, emotional advertising focuses on conveying feelings. Its purpose is to connect the product or service to an emotional experiential value.

Emotions accompany our daily thoughts and feelings, and can have a strong impact on our perception as well as on our experience and behaviour. They develop from observing, interpreting and assessing an event, which also is the case when look at advertising, for instance. Events can be interpreted in different ways, however, so that some people experience strong emotions whereas others will not react at all, because they assess something as unimportant. Emotions are often used in visual communication, less so in verbal, as for instance in TV or cinema advertising. Consumers will remember products or services better if they have an emotional image in mind. With negative emotions, there is a risk that they will elicit a reaction of avoidance or suppression from the consumer, and fear can therefore develop.

We meet advertising everywhere: in newspapers or professional magazines, on radio or television, and on advertising surfaces in public spaces. The scope for design of TV advertising is versatile, since language, audio and video can be used in combination. Humour is often used in order to increase attentiveness, but this is not appropriate for every target group.

The consumer's personal mood plays an important role for forming an opinion. It influences how information is processed and thereby also how it is accessed. This ultimately has an effect on the consumer's purchasing behaviour. Advertising in cheerful programme surroundings tends to be perceived more positively and will therefore obtain a greater effect. Memory performance increases when TV spots combine music with text or language. A similar pattern can often be detected: textbook-like formulations run through familiar pictures or advertising on various products and companies. By presenting healthy families, profound friendships or landscape and holiday pictures, the viewer is inspired to dream (e.g. the Raffaelo ad). With increasing frequency, (supposedly) positively connoted stars are advertising brand-name products and cultural or athletic events (e.g. the German football association DFB advertising for Nutella).

It is often attempted to advertise the regular use of a product in order to increase consumption and thereby sales, as is the case with toothpaste advertising, for instance, which recommends brushing your teeth three times a day. Moreover, additional occasions at which to use the same product are created, e.g. during morning break at 9:30 in the Knoppers ad. It is also effective to combine a dreamscape with an animal, a child or a sexually attractive person. Hence the ad for German evaporated milk brand Bärenmarke pretends that the milk is produced in a chalet in the Alps instead of in a factory. Advertising divides consumers between gullibles and abnegators, but the number of people seduced outweighs the other.


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