The best way to do this is by appealing to their emotions so that they can feel a sense of security. Depending on the brand a company is dealing in and the target audience could range from parents to newly employed youths.
It is inevitable that with time the person your market is will change considerably and so will the manner in which they use your products. It is therefore imperative and of utmost importance to plan for the future even as you strive to get a hold of the present.
There is no better way to maintain your customer base throughout all the changes that by being emotionally appealing to them before, during and after the change. This might probably be the best and most efficient way to advertise.
It concentrates on emotional reactions from consumers to some perceived threat. A fear appeal is effective because it is quite persuasive and efficient at capturing the attention of an audience. The downside to fear appeal is that too much fear will scare away potential customers from your advertisements while the use of less than optimal fear will lead to no one noticing your advertisements or products. Just enough fear appeal will help you gain a lot more customers.
Even though a lot of people have negative reactions to advertisements they do have a positive attitude to humor. Watching a humorous advertisement is more likely to stick in the mind of the customer than an advertisement that is simply flat. A funny advertisement is twice more likely to be remembered as opposed to a flat advertisement because humor captures attention easily.
I believe that emotional appeals are ethical because it lets the audience feel what you feel. They can be ethical if you avoid hasty generalizations, avoid circular reasoning, avoid attacking an opponent, avoid oversimplifying a complex issue, avoid mistaken assumptions of cause, and avoid faulty analogies.
As long as the person proves to be trustworthy the emotional appeal could be regarded as trustworthy. In the book Business Communication Essentials it states that all claims should be believable and have supported evidence. It is important to ask for something that they would benefit as well, so they are more willing to accept their idea.
I think that emotion that shows your real feelings and correlates true information with other readers it would benefit the reader because it is information that they would want to hear.
I know that if I was reading a book or an article and I caught a lot of errors I would not trust what the person was saying and just exit out of the web browser. When we address our feelings we show that we have knowledge about a subject and it is able to be seen by others who will take you more seriously. It is also important not to be negative because then it would prove not to be ethical because you are not addressing the subject properly and it would seem like you are attacking the person or the company.
This shows that strong emotions and memories are intertwined. Well, the longer an ad lingers in the mind of a potential customer, the more likely it is that they will consider the brand when making a purchase decision. A common way advertisers ensure that their target audience remembers their ad is by showing the ad repeatedly. Familiarity breeds likeability, and sometimes contempt as well. Unfamiliarity breeds mistrust, always.
This is why advertising is a thing. It works. Now that you know how effective emotional appeal is in advertising, the next important question is: What type of emotions should ads seek to trigger? Emotions are broadly classified into positive and negative emotions that vary in intensity.
Positive emotions let audiences create positive associations with the brand, which, in turn, lead to positive brand attitudes. However, going overboard with trying to elicit strong positive emotions is not a good strategy. Studies show that a mild, pleasant emotional tone elicits the strongest attitude toward the brand, and intention to share the message of the brand. Evoking negative emotions via advertising can backfire. When Nationwide, a US-based insurance company, aired this ad during the Superbowl sporting event, it resulted in a backlash:.
While the ad had an important message, it was disturbing to many people- some even called it depressing. I, sitting here in my room with a neutral emotional state, found nothing discomforting about it. The generic consumer decision-making process that Marketing students are taught in universities looks something like this:.
The third stage of the model i. Evaluation of Alternatives is where emotional advertising influences the consumer decision-making process. This is the stage where the consumer evaluates the available alternatives, choosing one that provides maximum perceived value. The role of advertising is to make a brand and its offer more valuable to the potential customer. When you think of buying something, you often have a list of brands in your mind that you know can potentially satisfy your needs.
This list is formed by your experiences, information search, and exposure to advertising. As you evaluate these alternatives, you narrow down the option that offers you the greatest perceived value. Advertising not only makes you recall a brand and its offer, but also makes you attach a value to the advertising message.
This value can be in the form of product benefits, unique features, discounts, and, sometimes, emotional connection. If an ad successfully evokes positive emotions in you, you associate the brand and its offer with these positive feelings. These positive feelings attach additional value to the brand and its offer during your purchase decision, making you opt for the brand over other available alternatives.
Therefore, emotional advertising that shows a brand in positive light succeeds on two fronts during the Evaluation of Alternatives stage- creating positive brand associations and improving recall.
Other than using emotions, advertisers also use things like creativity and humour to stand out from the rest and improve brand recall. Let me give you a real-life example of a brand that used emotional advertising to reach its marketing goals:. John Lewis is a UK-based department store that offers a wide range of products.
They published a paper for the Institute for the Practitioners in Advertising IPA , detailing the marketing campaign that they carried out from to you can access the paid case study here.
Gift-purchase during the Christmas season comprised a large share of their revenue each year. Christmas enabled John Lewis to pay bonuses to its employees every year.
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