There is increasing evidence and consensus that using emotion in advertising builds a brand and its business, especially in the long term. Emotion is also proven to drive advertising attention and memorability. However, opinions differ on whether emotion should be the sole focus or a balance struck between emotional and more rational motivating messages.
Definition
Emotion-based communications aim to evoke and appeal to human emotions to encourage brand preference, which will build the brand's business in the long term.
Key Insights
- Bravery, consumer insight and the right emotion fuel effective emotional creative
Emotional campaigns are more effective than rational...