What emotional triggers in advertising resonate most with consumers today?

As ondas de nostalgia vez ou outra aparecem na internet e nos remetem a momentos que gostamos de reviver. Essa estratégia é muito usada pelas marcas para alavancar um produto e funciona, mas tem que ser medida para que o produto/marca n?o transmita a sensa??o de ultrapassado.

One build on AI's writeup on Nostalgia. Research (see Constantine Sedikides’s paper) concludes that memories, especially nostalgic ones, tend to be positively biased. We focus on the good times, subconsciously downplaying or even supressing negative memories from that same period. Brand marketers can capitalise on this by leveraging positive connotations that consumers associate with their brand and not worrying too much about their past PR disasters they managed to recover from. E.g. Thinking about a major chocolates brand in India, a 35 y.o. is likely to reminisce solely about the joyful experiences linked to the brand, with no recollection of the 2003 pre-Diwali worms incident that rocked the brand there

Nostalgia has always been a key emotional driver in every generation. And as the world changes faster everyday nostalgia’s impact is only going to get more important. This was most vivid during COVID, when old ads were run by brands to remind people of better times. But as with everything we need to consider emotions as a means to an end - the being positive depiction of the brand so we build brand equity, drive consideration, build salience etc. this also means brands need to have a right to play in an emotional space that is true to who they are, rather than tap into nostalgia for the sake of being present.

Fear in its primal version has been used in ads by multiple industries - Insurance in particular but also automotive, healthcare, home security industries. Fear can be a powerful motivator, prompting consumers to take action to avoid a negative outcome. However, if the fear is too intense, it becomes ineffective as people shield-up. Planning to use 'fear. Consider these: -Severity of the threat: Is the fear presented a genuine concern or an exaggeration? People are more likely to respond to realistic situations -Solution focus: Does the ad offer a clear solution or it's just fear? You need to show an accessible way out of the negative situation -TA: How receptive is the TA to fear-based messaging? Some demos are more sensitive vs others

Ice-cream goes into our mouths but it stays in our hearts. It has the power to fix a bad mood. We captured this feeling with an umbrella campaign for our brands Froops, Scoops and Cream Stone Concepts titled “Ice Cream Khaao Mood Banaao.” We tied it to the days when your AC stopped working and you feel so hot until ice cream comes to the rescue. We connected it to family get-togethers feeling incomplete without ice cream. The result? A strong brand association between good times and all three of our ice-cream brands.

The key point for anyone using Happiness Hooks as the central emotion is that happiness alone might not drive action. Why?: - Happiness + Passivity: Happiness is often a passive emotion. Consumers experiencing happiness might be content with the status quo and less motivated to change or try something new [Ref HBR articles]. For the Happiness Hook to be effective, the ad needs to nudge viewers beyond just feeling happy. Consider these: -Actionable Happiness: Focus on happiness that leads to action. Show how the product enhances experiences or helps achieve goals, creating a sense of positive accomplishment -Aspirational Happiness: Portray happiness associated with using the product, making it desirable & worth pursuing

Using "Trust Ties" as the central emotion in your ad? First build authenticity & credibility Consumers today are increasingly skeptical of marketing comms and rely on trust before making purchasing decisions. An ad that focuses on trust ties needs to go beyond simply saying "trust us." Why?: -Trust is earned, not bought: Consumers develop trust through positive experiences and a brand's reputation. Ads can build on existing trust, but they can't create it from nothing -Transparency is key: Be upfront about your product/ service. Acknowledge limitations & highlight strengths. People appreciate honesty. -Social endorsement matters: Leverage testimonials, reviews & endorsements from trusted sources to build trust with new audiences

Planning to leverage 'Surprise'? Type of surprise matters a lot! Surprise can be positive (delight, wonder) or negative (fear, annoyance). For marketers, positive surprise is the goal but it's important to understand that surprise alone doesn't guarantee a positive reaction Why? - Unfamiliarity: People are more likely to be surprised by things that are unfamiliar. But unfamiliarity can also lead to discomfort if it's too different from their expectations. Balance it out - Context matters: A surprising element in a horror movie ad is expected and might create positive chills. The same element in a children's cereal ad could be scary, off-putting, inappropriate and likely disastrous for your brand

Surprise, is a beautiful expression to use in advertising to create positive experiences. It is one of the expressions of a magician archetype. #MagicalTransformation Creating truly magical experiences will surely keep the consumers engaged in the communication. It will also increases the chances of being noticed and remembered. One of my Fav brands that uses ‘Surprise’ well is Dairy Milk Worth watching DairyMilk - Girl Dancing in the Cricket Stadium ad from India

There is an increasing discourse in the state of creativity in advertising, with the most recent discourse being the Cost of Being Dull, by Adam Morgan and Peter Field. What do we mean by dull advertising - for me dull advertising essentially is one that is not noticed. It is advertising that so blends into the background that it does not merit active attention. It works so well with our System1 that we think there is nothing new here that merits focus. An element of Surprise is the best route to bring active attention, System 2 to bear. Surprise in advertising is all about generating a response of “that’s interesting, tell me more”. If it remains at “that’s interesting” then it is just clickbait. It needs to move into “tell me more”.

A prova social é uma estratégia muito eficaz quando queremos vender um produto ou criar reputa??o de uma marca. Em comunica??o usávamos o pensamento de que recomenda??o positiva de consumidor impactava média de 6 pessoas e negativa, de 15. Com a internet, esse número cresceu exponencialmente e usar o endosso se provou ser a melhor estratégia.

Hoy en día, los desencadenantes emocionales más efectivos en la publicidad son aquellos que apelan a la autenticidad y la inclusión. Los consumidores modernos valoran profundamente las campa?as que reflejan la diversidad de sus experiencias y comunidades. La publicidad que celebra la individualidad y promueve la equidad y la pertenencia crea conexiones emocionales genuinas y duraderas. La empatía y la narración auténtica son claves para lograr que los consumidores se sientan vistos y comprendidos, lo cual es fundamental en un entorno de mercado cada vez más consciente y exigente. Marcas que abordan temas de inclusión y diversidad de manera honesta no solo generan un mayor impacto emocional, sino que también fomentan la lealtad y el respeto.

At its fundamental level, emotions are physiological responses to a stimulus. In advertising, we hope to engineer an emotional response as it is a means to ensure people pay attention and more importantly the experience has a better chance of being remembered. So emotion is a means to an end. And to be truly effective, the role of the brand needs to be the reason for the emotion. It is only then that positive associations and salience will build for the brand, which is foundational for advertising to be effective.

Gone are the days of broad, manipulative tactics. People connect with ads that trigger genuine emotions, like: Belonging & Community: Showcasing how a product fosters connection resonates with our desire to be part of something bigger. Empowerment & Achievement: Highlighting how a product helps us overcome challenges or reach goals taps into our drive for self-improvement. Humor & Lightheartedness: A touch of well-placed humor can disarm and create a positive association with the brand. Remember, emotions drive decisions. By understanding what resonates with your audience, you can craft advertising that fosters a real connection and motivates action.