Emotional Profile of Mother's Day Ads.

Mother's Day is a special occasion for celebrating the mother figures who have nurtured us, and marketers often use emotional ads to tug at the heartstrings of viewers. Emotional advertising can help create a lasting impression on customers by connecting with them on a personal level. The 2022 Vicks Vapor Rub and Google #HeyMom ads effectively use emotional storytelling to create a relatable narrative that resonates with viewers.

Emotional ads are more likely to be remembered and shared, leading to increased brand awareness and exposure. Ads that effectively evoke positive emotions like happiness, love, and gratitude in the viewer are more likely to successfully create a positive brand image and induce purchases.

We evaluated four different Mother's Day ads with varying emotional profiles using your favorite AI-powered Creative Effectiveness tool, Incivus. We investigated 3 elements i.e., Music, Ad Copy & Human emotions that effectively lead to building the emotional profile of these ads.

1. Babyshop’s ad, which uses visuals that contrast hard facts with the happy faces of children who learn to make friends and have fun against all odds. The rock music and contrasting emotions portrayed by the characters evoke a feeling of happiness and gratitude in the viewer.

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2. Mondello Park's ad plays the humor card, showcasing the humorous side of motherhood through a thrilling adventure of a mother's spirit. The ad stands out among somber emotions of other Mother's Day ads, and the witty ad copy suggests giving your mother an adventure she will always remember.

3. Body Shop's ad uses a comical parody of the Royal Family to represent their British Rose range, highlighting how their product range captures the essence of authentic British roses. The shaky visuals and range of emotions displayed by the characters make it difficult to engage the viewer, but the positive ad copy towards the end of the ad adds to the storyline, indicating that the emotion in the ad boils down to love.

?4. The SickKids VS MomStrong ad is a powerful and emotional depiction of the strength and resilience of mothers of seriously ill children. The ad's music and visuals effectively evoke feelings of distress and hope, and the ad's positive tone encourages viewers to support the brand's message of supporting these strong moms.

So, which emotion makes for a consumer purchase?

The findings of a paper written by Aysha Anwer, Muhmmad Farooq, Shahid Minhas & Hamza Rehman Butt demonstrate that pleasant emotions such as?love, laughter, and happiness?have a positive influence on customer purchasing intentions.?

The four ads that we evaluated here, have common emotions such as happiness, love & sadness which create a positive impact on consumer purchase decisions.

Furthermore, you can read a more detailed version of our research-backed blog here.