How is Emotional Advertising the Key to Successful Brand Promotion

The 90s were an interesting time as globalization was initiated and India had begun its journey towards becoming one of the giant economic powers in the world. Advertising was at an all-time high and many brands understood the importance of marketing. Not because of realization but from the fear of getting obsolete in the tough & competitive market!

One of the most memorable ads of that time was of Dhara cooking oil. A young boy who is planning to leave home as everyone gets angry at him, makes a last-minute change of plans. Why you might ask? Because his mom has made delicious jalebis at home! We instantly connect with the feel-good emotion & the engaging theme music of the TVC. Not once did the ad talk about the product’s benefits, features, price etc. Yet it’s one of the most memorable ads of that era.

Emotions are a big factor that generally stirs all of us. Emotions can be used as a great catalyst in advertising & marketing too. Many brands in the past have used it efficiently to pull consumers to their side. But why is it so effective? How can your brand leverage it in an optimal way to increase your brand presence in the market? Let’s dive in to know more about this in detail.

What is Emotional Advertising?

Emotional advertising is a way to direct your promotional technique by tapping into the consumers’ singular emotions like happiness, anger, sadness, fear, etc. and urging a response that usually leads to purchase. 

We often like to think that every purchase decision we make is based on rational & logical reasons keeping our needs in mind. But you’ll be surprised to know that it is not true very often. Many times our purchase decision is spontaneously influenced by emotions and feelings we experience at a particular time. 

The above image signifies the plethora of emotions that humans generally feel & exhibit. Understanding the nuances and turning on the specific desire of the consumers is a big win. The most important thing to figure out is which emotion goes hand in hand with your product and brand to make the most out of emotional advertising. 

Why does Emotional Advertising Work?

Emotions are an inherent part of us. Combining that with advertisements, stays much longer in consumers’ minds and becomes memorable. Emotional marketing makes for a great first impression and we all know how important first impressions are! New brands always want to be on the good side of their consumers and emotional advertising helps achieve that. Connecting emotions to your brand gives a humane angle that people can relate to. 

For Example, look at this new ad by Prega News on Mother’s Day. While it sends the message that it’s okay to be imperfect even for mothers, it pulls on the emotion of admiration & trust among the audience. The ad has done wonders for the brand, gathering over 11 million views in less than a week. 

Emotional Advertising Tips & Tricks

Play With Colours

Colours play a very important role in evoking emotions. It is known as colour psychology. People associate colours very closely with brands. Some brands have made colours so significant with their branding that a mere sight makes us think about them and their products. For example, Cocacola with red, Starbucks with green or McDonald’s with Yellow. Take a look at this colour chart below to know what different colours mean in the emotions tangent to use in your branding. 

When in Doubt, Go with Happiness

Happiness makes people share content & sharing is the primary catalyst for increasing brand awareness. Research shows that people share happy content more than anything else on social media. So, pulling on the happy heartstring in your brand’s communication can help drastically improve your brand awareness.

Always Involve Personalized Stories

Everyone loves a good story, don’t they? Stories are the best way to connect with your target audience and encourage them to take action. That’s why it’s a great tool in emotional advertising where you can build a story around your product and invoke the desire in your potential customers. Much like Paperboat, which beautifully weaves tales of nostalgia with their various drinks. 

Advertising is a vast concept and needs even bigger execution to get the proper advantage. It can be a big task when you’re running your business simultaneously. Therefore, the wise step forward is to hire the best advertising agency that can develop a good strategy to promote your brand the right way. Choosing a full-service advertising agency that can handle your emotional advertising will produce great results while making your job easier.

About Author

Sandeep Hati is a copywriter at Sanket Communications. He is passionate about advertising trends and stories. He aims to explain the many intricacies that run the advertising and marketing world. When he’s not working, you’ll find him buried in a book or watching period cinema or failing gloriously on the same level of video game infinitely.