This essay will seek to identify if emotional advertising influences consumer behavior & importance of strategy w.r.



Marketing and Advertising are two words that have in the past been used interchangeably despite the fact that they are used to define different things. From an overview look of it, one can use marketing to mean advertising and vice versa. Advertising is part of marketing. It is the communications conveyed using a sponsored media or better still a non personal message to promote a particular product or service. The strategy is aimed at improving the sales of a commodity. Advertising can also be employed to introduce a new brand to the market.Advertising can be classified into various forms based on the style used, the target audience, the scope or area to be covered and the intended purpose. Advertising may be done locally or globally. In other instances, it may be intended for consumers or in other instances for businesses. 

Marketing describes the different ways used by a company to sell its products. Advertising being one of this is aimed at creating new client portfolios, keeping the existing ones and also trying to satisfy any potential clients in future. Dynamism in the market calls for new ways of doing adverts. Information Technology has been a key factor in the growth of advertisement. Its Key benefits are seen in ways like making communication much more efficient and faster. It has been key also in improving producer-client interaction. It has brought the producer to the palms of the consumer. 

Marketing has been modified to make advertisement much easier. Digital marketing, one of the forms brought by information technology has played a big role in Ads. Digital marketing has been made possible through different media platforms. The most common one is social media which includes twitter, instagram, facebook and others. 

According to different scholars, Marketers use pictures, animations texts and other multimedia materials to post an advert about a product in various cultures and languages. Social media is said to have immensely contributed to product branding. It has equally helped accommodate various groups based on preference. The use of social media however requires the company to know what the consumers frequently search for in online platforms. They must equally understand the trends to keep up to date with the changing needs. 

Emotional advertising is the use of emotions to drive a consumer into buying a product. Oetting defines emotional advertising as a marketing practice where a company uses emotional connection with their products to help separate them from rival products. He argues that emotions influence the buyers’ attention. According to study, people use emotions rather that information to make decisions.  This kind of marketing banks on the fact that we are generally driven by our emotions in decision making. Coming up with adverts that control the emotions is a psychological skill used by sellers to influence consumerdecision. It is aimed at compelling a consumer to buy in a legal, ethical and respectful way..

Over the past two decades, advertising has changed drastically. The target audience has shifted their attention online. It is therefore essential for business to know what emotions to use on theirtarget audience. The greatest threat in marketing would be not knowing what your customers feel about the content you create. An ad depicting the generating the wrong emotion would be a minus to the sales. For instance an ad intended to inspire a certain clique of consumers in involves the use of a peachy tone that will annoy them. Also imagine trying to create empathy but instead what is created is depression. These two scenarios will not lead you to the needed target group.

It is safe to say that an emotional ad is vital in any advertising success. However it is important that a reliable medium of measuring at how people respond to the emotional branding be employed. This therefore brings in the use of emotion analysis in adverts. This helps you discover if the customers are engaged or interested or do they feel bored, confused or end up getting irritated.

The emotional ad used should equally be able to generate memories in future. It should be designed to make people recall a message later. The ad should equally be designed to create a positive association with your emotions. This can be attained by use of friendly images in your marketing campaign.

Factors contributing to the use of emotional ads.

There are several factors that have aided or helped in selling emotional ads. Information Technology. The growth of IT is the greatest contributor to the use of ads. It has helped sell the message on time and to several people across the world. It has equally helped in content search and consumer feedback programmes.

The introduction of emolytics. The development of emoji’s is has been an evolution to the process. Emojis help to create that feeling in the face of the recipient. He is able to internalize the perceived emotions by the impression with the emoji.

Evolution of mass media. Both print and video have played a huge role in selling of ideas. The advertisement of ads on televisions and print media has helped advertise brands to different viewers and readers across the globe with much ease. This has been taken a notch higher to include the use of animations in it.

How do emotional ads influence decisions?

In emotional advertising, there are various assumptions that are used to dictate the form to use. This general assumptions ride on the reactions from a particular emotion created.For instance, it is generally assumed that joy can to a greater extent stimulate sharing. Joy is associated with a rush of feel good hormones. Joy marketing therefore incorporates happiness into your promotion. This happiness is believed to not only motivate but also inspire us into taking action and end up buying a product.

Secondly, it assumed that sadness will most likely motivate generosity. Sadness is believed to produce hormones will cultivate stress and empathy. This goes along in creating trust and compassion. It is believed that the moment this happens, you will feel the need to go ahead and spend. These ads effectively help in bringing attention to social issues like.

Another belief is that fear goes a long way in improving brand attachment. Marketers believe that people in fear have the need for brand attachment. They live with the notion that someone in fear will seek human companions. If they don’t find any, they will get a brand to fill in that role. This therefore gets them attached to that kind of brand. 

Use of fear to deter particular consumptions has equally found its way in the ads. This involves use of images that create a sense of fear on a bad eventuality should the consumption of a particular item prolong. It can also be used to create fear that will encourage consumption. For example use of fear to discourage consumption of alcohol and cigarettes by bringing in words like cancer will make people stay away from its consumption. Again use of fear on the effects of unprotected sex for instance will increase sales on condoms. Sale of things like malaria repellants in the tropics involves the use of fear.

it is equally believed that anger generates action. Use of anger has been found to be most essential in prompting viral contents. It is designed at making people get upset about things such as environmental issues. 

Use of surprises in combination with other severalemotionswhich might be positive or even negative is another type of emotional adIt is mostly designed to create the impression that the unexpectable can actually happen and that you need to try it out. It is majorly used in things like household chemicals and disinfectants. 

From the above, it is safe to say that emotional advertising influences consumer behavior positively. It shows that when properly employed the target audience is reached and the net effect on sales is good. It goes a long way in helping increase the sales. It further assists the organization get to the various groups of people by designing ads top suit several age groups. Use of emotional ads has equally helped sell products that would have been so hard to market face to face. 

Challenges faced in the use of emotional ads.

There are several challenges associated with the use of emotional ads. Cost of set up is one of these challenges. The initial capital outlay needed to come up with an emotional ad might be so high for any business to afford. Secondly is piracy. It is easier for a rival firm to copy the same contents that you use to sell his own brands. Use of emotional ads may at times be misinterpreted. It is possible for someone to get the wrong impression away from what the seller what trying to convey. Again it is even more difficult because the seller might not be there in person to explain it to them. Another thing to factor is that these ads might at times be interfering with someone’s favorite programme on TV. They will therefore see it to be a nuisance.


The evolution of advertisement has played a key role in selling. The increase in competition by businesses has seen drastic changes in the ways marketing is done. Emotional ads have been of great contribution to the top selling brands. However this is only possible when well used. At times we may think that we are selling but instead we are creating the wrong impression. It is therefore important that the designed ad convey the intended message. We live in ages of millennial that havemade it harder to use the older ways to pass information. It is therefore vital to employ the use of ads that can well reach them to increase sales.

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