What is Emotional Advertising?

Mar 30, 2023 | by Lakia, Content Marketing, Digital Agency, Digital Strategy

3 min read

Identifying an emotional voice as a marketing strategy is a powerful tool in advertising, and businesses can use them to create a lasting connection with their audience. Emotional advertising is the practice of using emotions to create a connection with an audience and drive engagement with a brand or product. By tapping into emotions such as happiness, fear, or excitement, businesses can create memorable advertising campaigns that resonate with their audience and drive results.

Emotions for Advertising

  • Happiness
  • Fear
  • Anger
  • Greed
  • Sadness
  • Surprise
  • Love
  • Excitement
  • Empathy
  • Trust

Of these emotions, happiness is the most likely to result in someone sharing your brand’s content or making a recommendation. According to a study published in the Journal of Marketing Research, positive emotions such as happiness and surprise are more likely to be shared than negative emotions such as anger and sadness. 

Why Happiness?
1. Universal Appeal: Happiness is a universal emotion that is easy to understand and relate to. People are naturally drawn to positive emotions and are more likely to engage with content that makes them happy.
2. Contagious: Happiness is contagious. When people see content that makes them happy, they are more likely to share it with others, spreading the positive message and increasing brand awareness.
3. Positive Association: Happiness creates a positive association with a brand. When people associate a brand with positive emotions, they are more likely to have a favorable opinion of it and recommend it to others.

Coca-Cola’s “Share a Coke” campaign is an example of the effective use of happiness in advertising. By personalizing bottles with people’s names, the campaign encouraged customers to Share a Coke and create moments of happiness and connection. This approach helped build a positive emotional association with the brand.

And speaking of happiness, here are the top happiest countries in the world according to the 2023 World Happiness Report:

  • Finland
  • Denmark
  • Switzerland
  • Iceland
  • Netherlands

The top happiest countries prioritize their citizens’ well-being, which contributes to their high levels of happiness. Similarly, businesses can tap into their customer’s psychographics to create emotional advertising that resonates and speaks to their customers where they are.

Let’s Get Started
Marketing Insights from Comporium Media Services collects data about customers’ behaviors, preferences, and interests, including psychographic behaviors, demographics, and firmographics for B2B businesses.
Using this data, businesses can target emotions with personalized messaging and promotions. Marketing Insights provides analytics to monitor campaign effectiveness.
Using big data, Marketing Insights helps businesses improve marketing efforts and drive growth. To get started, businesses can reach out to Marketing Insights.

Extra Bonus: If you are intrigued like me and have more than 3 min, read the 2023 Happiness Report.😊