Emotion In Advertising

Introduction

Emotion is defined as any conscious experience that is characterized by extreme mental movement and some degree of either pleasure or displeasure. According to the oxford dictionary, an emotion is a resilient feeling derived from an individual’s mood, surrounding, or relationships. Advertising is defined as the attempt to influence the purchasing behavior of consumers by offering a persuasive marketing message about an organization’s products. Brand recall is the most essential aspect of advertising, because it determines the success or failure of a product.

Emotion is considered as a powerful facilitator in advertisement. When used properly, emotions have the ability to boost the understanding of consumers and facilitate the

Businesses appeal to various emotions to help market and boost their sales. This is because customers are usually motivated by emotions whether positive or negative. Such feelings appeal to buyers and influence their capacity to purchase products since they often speak to the needs or interests of an individual. The most common form of emotion expressed in marketing include humor, fear, rational, sadness, and an element of surprise.

Fear is used to demonstrate the negative results of a certain action or failure of taking that action. It is adopted in advertisement to enhance an instantaneous behavior such as adoption healthier eating habits or avoiding and quitting smoking. Fear is also used to instill or promote some level of isolation making buyers purchase certain products to avoid the feeling of isolation from others who are seen to have better hygienic practices. This tactic is often demonstrated in toothpaste and deodorant adverts. Governmental and some non-governmental organizations usually instill the fear of demise to prevent irresponsible behavior such as drinking and driving. When an action is effective, specific, and reasonable, fear is able to appeal and cause some sort of reaction from

This results to the formulation of purchase loyalty. When brands or businesses consistently involve the emotions of their potential buyers by engaging their emotional satisfaction, they create consistency in telling their story and further create a link with these buyers (Hollis, 2010). Adverts influenced by emotional elements discriminate destructive feelings while encouraging positivity thus working in favor of the brands product by capturing the attention and conscious of