Emotion-based advertising

Topics: Advertising, Google, Communication design Pages: 1 (283 words) Published: October 13, 2014
Emotion-based advertising
Discuss some of the reasons why emotion-based advertising appeals are effective. Give example of a company or brand that is using an advertising campaign based on emotional appeals. Emotional appeal refers to a promotional activity aimed at highlighting emotional factors such as appearance, status value, and popularity of a product, rather than the logical or practical factors. It is a method of persuasion that’s designed to create an emotional response. Emotional-based advertising appeals are effective because the right emotional appeal can touch the consumer’s cores and make it easier for them to recall the advertising message. Besides that, linking positive emotions to a brand name may help in creates goodwill for the product. In addition, it’s also reasonable that the more positive and frequent the emotional associations, the more likely consumers will favor the product compared to competitors that are less well known. For example, Google Chrome used an advertising appeals based on emotional appeals. Google Chrome created a touching video campaign that highlighted some of life’s most emotional and heartfelt experiences and how people can share them across multiple media platforms. This campaign attracted the audience’s attention by connects to real-life situations using real people and events. The advertisement called “Dear Sophie” is shown from a father’s perspective as he documents his daughter’s life through email, YouTube and other Web applications. It covers some of the milestones in life such as her birth, illnesses, birthdays and the first day of school. The “Dear Sophie” video reached 169,000 views on YouTube just a few days after its release (it currently has more than 1,563,500). Hereby is the link for the “Dear Sophie”: http://www.youtube.com/watch?v=R4vkVHijdQk
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