Emotion and advertising2012

Work in pairs and decide on three words which come to mind when you think of these brands

Work in pairs and decide on three words which come to mind when you think of these brands

Work in pairs and decide on three words which come to mind when you think of these brands

Work in pairs and decide on three words which come to mind when you think of these brands

These products do the same job. Which do you prefer?

These products do the same job. Which do you prefer and why?

These products do the same job. Which do you prefer and why?

The role of ‘Emotional Connection and Communication’

Successful advertisements appeal to the emotional needs of the audience using a promise that the product being advertised can satisfy emotional needs such as:

The need for acceptance/belonging to a group The need for security The need for change, variety and excitement The need to be attractive The need for self acceptance

Advertisements also make use of the oldest persuasion method, FEAR. They suggest that terrible things can happen to a consumer if you don't use their product. As consumers we are afraid of:

Being unattractive Being rejected Being ridiculed Being unsafe/in danger

• Do emotions have a crucial role in the human ability to understand the world, and how they learn new things?

• For example: Do aesthetically pleasing objects appear to

the user to be more effective, by virtue of their sensual appeal? Is this due to the affinity the user feels for an object that appeals to them, due to the formation of an emotional connection?

Annoyance – relief

Fear – relaxation

Disappointment – optimism

Conflict – peace of mind

Bored – excited

Naïve – competent

Apprehensive – flattered

Ashamed - proud

• Read Montague: neuroscientist at Baylor College of Medicine.

• “In 2003, he decided to perform a taste test of Pepsi vs. Coke. Each person swallowed sips of cola from a plastic tube while their brain was being scanned. When Coke and Pepsi were offered unlabelled, the subjects showed no measurable preference for either brand. Most of the time, they couldn't even tell the two colas apart. But Montague's second observation was more surprising: subjects overwhelmingly preferred drinks that were labelled as Coke, no matter what cola was actually delivered through the tubes. In other words, brand trumped taste. We cared more about the logo than the actual product.”

http://scienceblogs.com/cortex/2007/01/emotional_advertising.php

• But what was happening inside the brain? When the two soft drinks were offered unlabeled, the part of our brain that processes appetitive rewards, like sugary drinks, was turned on. This makes sense: soda tastes good, and provides us with a rush of sweet pleasure. However, when the subjects drank a cola with a Coke label, an additional brain area became extremely active. The ventromedial prefrontal cortex and our mid-brain emotional areas reacted strongly to the red cursive of Coke, but not to the blue Pepsi logo. (This happened even when subjects were given Pepsi with a Coke label.) For whatever reason, certain brand names are able to excite our emotions, and those emotions influence our decision. The end result is a strong preference for Coke, even though it tastes

identical to Pepsi.

• Why does Coke trigger our emotions? As Montague notes, Coca-Cola is "advertising incarnate." The company was the first sponsor of the Olympic Games, gave its cola free to U.S. soldiers during World War II, and is credited with inventing the modern image of Santa Claus.

• Despite the fact that Coke is the most widely recognized consumer product in the world, the brand is still supported by more than $1 billion worth of advertising every year. Whether it's animated images of a penguin family, or inspirational shots of a high-school football game, Coke ads are designed to trigger feelings of warmth and nostalgia. They are sentimental, not informative.

• Effective products, systems and

brands are often those with which we feel an emotional bond;

• Increasingly designers are trying to tap into these emotional links and build them into their products;

• Consider the way in which TV advertisers play on our emotions and try to hijack them and connect them to their product;

• What products do you really want to own? Is it because of the quality of that product or is it because of your allegiance to the brand? Be honest!!!!

What is this ad trying to make us believe?

• The Clover ad

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