11 Emotional Advertising Examples Most Used by Brands - Creatopy (2022)

7 minutes read

Everyone knows that emotional marketing is difficult to do right. Marketers tend to focus on conversion rate, impressions, bounce rates, and bids, and we forget about the emotional appeal in the advertising.

According to the research from PsychologyToday, people respond to the emotional part of the ads a lot more than the text itself.

On the other hand, ads that convey strong emotions often go viral and produce awesome results. The study from HubSpot revealed that the most-shared ads relied on emotional content, including happiness, friendship, and inspiration.

In particular, Mariano Rodriguez from LawRank pointed out that “If you want to make people share and buy, improve your PPC campaign through the use of emotional advertising. This is an effective way to drive your campaign goals”.

How to create emotionally charged ads?

Most PPC specialists are using the standard formula while creating ad copy. It includes three points: keywords, CTA, and unique selling points. Fortunately, Google gives more space for creating expanded text ads where you can adopt emotional ad copy and build meaningful connections with potential clients.

Here are some tips on how to make emotional ads:

  1. Check what your competitors are running – especially if you spotted them using emotional marketing. You can take over their ideas and make them even better. To spy on your rivals, use SE Ranking Competitor SEO/PPC Research tool.
  2. Make a list of the benefits your product provides. You can create a customer survey to see what they truly believe the benefits are. You can use the JotForm Survey Maker or Survey Anyplace to get the exact results.
  3. Connect emotional benefits with an image. The image should reflect the emotional values of your statement. Use our platform to make a banner simple and easy.

Emotions are one of the main reasons why people prefer using products of a certain brand. To encourage people to buy from you, use the following emotional trigger examples in your advertising:

1. Instant Gratification

People often expect instant gratification in many aspects of their lives, even if they are negative. The sense of urgency in your message always makes people get this right now. It is important to include words like today, now, within 24 hours, instant access, etc. These are important aspects of emotional advertising.

Don’t make your audience wait – just give what they want. You can give a discount or run a giveaway. Just give them a chance to win.

(Video) Types of Advertising Appeals & Great Examples of Top Brands Using Them | How Leading Brands Use Ads

Here is a good example of this practice from Lavent Law who persuades people to call them to get their money if they are injured in an accident:

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2. Happiness

Many brands want their customer to associate their brand names with smiling, laughing, and positivism. Based on this study, the New York Times’ most-shared articles were positive and had emotional appeal. When creating emotional ads, keep in mind that positive advertising can help you get more engagement and increase sharing.

For example, Coca-Cola’s “Choose Happiness” promotion in 2015 was a powerful example that encouraged consumers to share happy memories and experiences that make them feel happy that summer.

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3. Fear

Fear is a good marketing tool to make people loyal to a brand, a product, or a service. Fear makes people investigate some areas carefully, and showcase warns of dangers that we can lose something if we don’t take measures. Fear helps us grow and prevent people from bad behaviors like alcohol, drug abuse, and smoking.

For example, the World Wildlife Fund uses fear in advertising to increase awareness about the harmful effects of global warming. The image clearly shows that climate change will change you and your descendants if you don’t take action to keep it.

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4. Trust

Nowadays, trust is one of the most effective triggers in emotional advertising, and many brands try to jump on the trust board in their ads. Before customers trust and buy from you repeatedly, you should persuade them to trust you by using emotional appeal advertising.

  • Try to be open and transparent with your customers. Everything should be visible in public view.
  • Show testimonials on your landing page and links to your reviews on third-party sites like Yelp, TripAdvisor, etc.
  • Reduce consumer risk. You can offer a 100% money-back guarantee, free trial, 100% satisfaction guarantee, etc.
  • Stay human. Show real human faces and links to their social profiles on your website to prove that they are members of your team.
  • Show authoritative brands you used to work with and the awards you have won.
  • Be specific. Display numbers, figures, stats, and facts about your brand.

Take a look at The Law Offices of John Rapillo as an example. They promote trust in their clients.

(Video) Ed's Heinz Ad

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5. Sadness

Using negative emotions like sadness helps you deliver a sense of empathy or compassion. Many brands have noticed the effectiveness of using emotional content that creates public awareness of social issues like violence, gender equality, poverty reduction, immigration, and others.

It is essential to keep the balance when creating such kind of ads. You don’t need to upset your audience and evoke negative feelings made by your brand. Conversely, these emotions should motivate people to act and donate money to improve the situation.

For example, Children of the World promoted the Help Me Read This campaign to improve child literacy in New Delhi.

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Related articles:

20 Powerful Advertising Appeals You Can Use in Your Campaigns

Creative Advertising Meets Pop Culture: Creative Ads That Pop

15 Compelling Advertising Techniques That Work

6. Anger

Using anger in emotional advertising makes people upset or annoyed about things like politics, environmental issues, political candidates, etc. Anger evokes a negative emotion that can cause negative associations.

(Video) Neuromarketing: How brands are getting your brain to buy more stuff

Brands that use this emotion want to stimulate people to solve important questions and reconsider their perspective. They want to show people the overall situation and show positivity to change it for the better.

For example, the Always’ Like a Girl campaign uses a famous offense to catch more attention and encourage women to share their stories and the difficulties they face and play sports.

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7. Belonging

Every person wants to belong to a group, a community, a family or a social network. The feeling of belonging helps customers satisfy their key psychological needs. Many companies use this emotion to make customers feel part of a particular group.

Especially, it is widely used in sport. It is a great place to show the feeling of belonging in action. The Rapha Cycle Club (RCC), a membership organization, is a great emotional appeal example. They offer people to ride with RCC members each week in your city and travel the world for RCC hangouts and meetings.

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8. Guilt

Martin Lindstrom noticed in this article that guilt is the most puritanical among all our emotions that became an emotional consumer pandemic in the 21st century. People are easily influenced by messages that make them feel guilty. Many nonprofit organizations use this trigger in their advertising campaigns. They can be very effective and don’t have a negative thing. The Sears Craftsman is a good example. The message of guilt positions the brand as the solution to current consumers’ issues.

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9. Values

Values are one of the hottest trends in marketing. Every day people make purchase decisions based on judgments and values. Many promotions are directly connected with the emotional trigger of making the best deal. It can include time, price, and money.

Make sure that values are very subjective, and many companies do their best to boost the perceived value of their products. Once you understand your target customers’ values, you can create the best compelling and targeted ads.

For example, Citywide Law Group promotes the message “If you have been injured, you shouldn’t pay until we win” which is effective in arousing the feeling related to value.

(Video) 23 Advertising Techniques Used to Create Powerful and Persuasive Ads

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10. Leadership

Consumers want to be the first to try new products or services. Brand promotions appeal to the emotional trigger related to leadership and make their target customers feel like they are first for this audience.

Do you remember the famous Nike’s campaign “Just Do it”? It is a great example that demonstrates the emotional trigger of cultural leadership.

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11. Pride

This emotion is intended for all consumers who want to look smart and be proud of making a good choice. They want to be proud of purchasing organic food, a bestselling book, or any money-value purchase. It is difficult to use this emotion because each person has different needs and desires, and you need to do in-depth marketing research to support your offering with solid arguments.

Here is how Amazon Flex proposes to its customers to earn a good wage when delivering parcels with Amazon.

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Bottom Line

Using emotions in your ads directly affects the buying process of a target audience. There is an old expression: “people buy emotionally, then justify logically”. No matter what you choose: happiness, fear, belonging, or trust – the emotional triggers should resonate with your target consumers. Including facts and enough information about your products can increase the chance of purchase.

I hope the emotional advertising trigger examples mentioned above will help you motivate your customers to take action and become a global leader in your industry.

FAQs

What is an example of emotional advertising? ›

For example, suppose you're launching a commercial about adopting dogs from a local shelter, and you're using compassion to appeal to your target audiences. You can attach a snippet of a dog running to its owner or pictures of smiling puppies in the advertisement to engage viewers and helped illicit those emotions.

What are the 3 most common uses of emotion in advertising? ›

Emotional advertising lets you use emotions to encourage customers to purchase your products. One way to approach emotional marketing is via the rhetorical triangle. This triangle's three sides are the speaker (ethos), audience (pathos), and message (logos).

What companies use emotional advertising? ›

15 examples of Emotional Marketing
  • Always #LikeAGirl Campaign. ...
  • Gillette's “Perfect Isn't Pretty” Emotional Advertising Campaign. ...
  • P&G “Thank You, Mom - Strong” ...
  • Gatorade's “The Boy Who Learned To Fly” ...
  • Airbnb's “Let's Keep Traveling Forward” Campaign. ...
  • Lysol “Protect Like A Mother” ...
  • Lean Cuisine #WeighThis Campaign.
6 Feb 2020

How is emotion used in advertising? ›

Emotional advertising can be used to elicit an emotional response such as happiness, fear or anger in a consumer, which means the ad has a good chance of being remembered. Used effectively, emotional advertising can lead to more social shares and product purchases.

What are some examples of emotional appeal? ›

An example of the appeal to emotion is the following argument: “They're saying that what I did was a crime, but I'm not guilty, because if I am then I'll have to spend years in jail”.

What is emotional advertising appeal? ›

advertising messages, usually based on imagery rather than information, which attempt to achieve the advertiser's objectives by evoking strong emotionsl feelings (fear, anger, passion, etc) rather than by a rational appeal. See: Rational Appeals in Advertising.

What are emotive words examples? ›

Emotive Words
  • Adjectives - appalling, wonderful, magical, and tragic.
  • Abstract Nouns - freedom, pride, justice, love, and terror.
  • Verbs - destroyed, vindicated, saved, betrayed, and adored.
  • Emotive Adverbs - angrily, defiantly, proudly, and beautifully.

Where are emotional appeals more commonly used? ›

Emotional appeal is often effective in advertising for a few different reasons. Foremost, using emotional appeal can make a brand or product more relatable by connecting the viewer to the brand or product on a more personal level.

What is an example of emotional value? ›

unity—community, inclusiveness, cooperation, valuing our interdependencies, tolerance—acknowledging the dignity of all, respecting the rights of others, refusing to hate, being open to other points of view, responsibility—care for yourself, care for others, care for the future, and.

What are emotional products? ›

The consumer at times, is driven by emotions while buying certain products. In such cases, the consumer does not bother to make intelligent or right decision. He is generally carried away by emotions. Emotionally, the buyer develops a sort of affection towards the product.

How do brands make emotional connections? ›

If you want a marketing strategy that builds on emotional connection, there are certain things you have to remember: Focus on building authentic connections with your audience through your shared values. Take time to listen to your customers and let what they say inform future strategy.

What is emotional advertising called? ›

Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer's emotional state, needs and aspirations.

Why is emotion good in advertising? ›

Connecting to your audience using emotional advertising is important. Whether you're pulling at their heartstrings or making them laugh, this makes your brand more memorable. Your audience is more likely to trust you if you appeal to their emotions because it makes your brand more relatable.

What are the 3 emotional appeals? ›

Ethos, Pathos, and Logos are three strategies commonly employed when attempting to persuade a reader. Pathos, or the appeal to emotion, means to persuade an audience by purposely evoking certain emotions to make them feel the way the author wants them to feel.

Why do you think emotional appeal is very appealing to most readers or audience? ›

Emotional Appeal (pathos)

Not surprisingly, emotional appeals target the emotions of the reader to create some kind of connection with the writer. Since humans are in many ways emotional creatures, pathos can be a very powerful strategy in argument. For this same reason, however, emotional appeal is often misused...

What is emotional appeal in creative writing? ›

Emotional Appeal Definition. A common question in literature is, "What is an emotional appeal?" An emotional appeal is a mode of persuasion that relies on descriptive, sensory language and imagery to evoke an emotional response and convince an audience of an argument.

What are the emotional quotes? ›

Emotions Quotes
  • “The best and most beautiful things in the world cannot be seen or even touched. ...
  • “I don't want to be at the mercy of my emotions. ...
  • “One thing you can't hide - is when you're crippled inside.” ...
  • “The emotion that can break your heart is sometimes the very one that heals it...”

How do you write an emotional sentence? ›

Here are some writing tips to help you write and evoke emotion:
  1. Be specific with word choice. When writing your first novel, it's easy to fall into cliché when writing emotions. ...
  2. Make sure readers identify with the protagonist. ...
  3. Vary your descriptions. ...
  4. Build up to intense emotions for greater impact. ...
  5. Try journaling.
19 Aug 2021

How effective is emotional advertising? ›

Consumers that have an emotional relationship with a company will likely recommend the brand at a rate of 71%. The average rate, by comparison, is 45%. Why Is It Effective? Emotional marketing asks brands to consider something beyond what functions their products serve.

What are the 5 advertising appeals? ›

The seven major types of advertising appeals include musical, sexual, humor, fear, emotional, rational, and scarcity, which all have the common goal of influencing the way consumers view themselves and the benefits of the products or services being advertised.

What are the four emotional appeals? ›

And right there, you have the four Emotional Magnets: Safety, Value, Experience, and Achievement. I find it helpful to remember the acronym, S.A.V.E. for the four emotional needs (probably because they literally saved my life).

What emotions make people buy? ›

6 Emotions That Make Customers Buy
  • Greed. "If I make a decision now, I will be rewarded."
  • Fear. "If I don't make a decision now, I'm toast."
  • Altruism. "If I make a decision now, I will help others."
  • Envy. "If I don't make a decision now, my competition will win."
  • Pride. ...
  • Shame.
8 Feb 2012

What is emotive language in advertising? ›

Emotional marketing uses language with emotional appeal to get customers to like, remember, buy, or share their message, products, or services. Emotive language motivates consumers to respond, usually by focusing on generating a single emotion.

What is emotional writing? ›

In sum, emotional writing means to get the audience immersed. Well set up protagonists are key to doing just that! Furthermore, don't tell your audience how they should feel; show them the circumstances and let them decide how they WANT to feel.

What is emotional language? ›

Emotive language or emotional language is the kind of language that through the choice of words, causes emotions in the reader.

Which emotional appeal is most effective? ›

Fear. Feeling a sense of fear is one of the most powerful motivators for most people, which makes it a useful appeal to emotion when trying to promote your product. An appeal to fear calls attention to a negative situation that the average consumer is likely to want to avoid.

Why do companies use emotional appeal in advertising? ›

Advertising professionals can use emotional appeals to establish a connection with customers because these can elicit an emotional response and make them feel more engaged. Improving your understanding of various emotional appeals can help you learn how to advertise products and services to a variety of audiences.

Why is emotional appeal important in writing? ›

It can help you control the emotional reaction from your audience more effectively. Emotional appeal is an extremely powerful instrument which can help you cause different emotions among the people. If you use pathos tool effectively, you have an opportunity to urge your audience to action.

What is emotional value of a brand? ›

Emotional value refers to "the value that the customer himself / herself finds additional meaning in the product beyond the function described in the specification of the catalog".

What are the emotional benefits of a brand? ›

Emotional benefits provide customers with a positive feeling when they purchase or use a particular brand. They add richness and depth to the experience of owning and using the brand.

What is emotional marketing value? ›

Emotional marketing value refers to how well your marketing influences and relates to people's emotions. Emotional marketing takes a different approach from sales marketing.

What are emotional products in marketing? ›

Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.

What is an example of emotional buying motives? ›

Emotional motivations can include qualities like pleasure, vanity, comfort, or prestige.

How does Apple use emotional branding? ›

Apple's Emotional Right Space

Apple not only understands emotions, they use emotions as the beacon to guide their strategy and marketing. Apple has identified its emotional 'Right Space' – the core emotions it wants every customer to feel across every single touch point with which they engage.

What are the 7 functions of advertising? ›

The 7 marketing functions
  • Promotion. Promotion fosters brand awareness while educating target audiences on a brand's products or services. ...
  • Selling. ...
  • Product management. ...
  • Pricing. ...
  • Marketing information management. ...
  • Financing. ...
  • Distribution.

What are 3 types of advertising? ›

There are 3 main types of digital advertising at your disposal: display advertising. paid search advertising. social media advertising.

What is the most popular form of advertising? ›

Television. An average person spends 30 minutes reading a newspaper and 10–15 minutes on the audio devices. After the internet, it's the television where the audience watches ads.

What is emotional content? ›

themes or characteristics of feelings that tend to elicit strong emotions, especially as they are portrayed in various forms of communication (reading material, motion pictures, etc.) or as they are manifested in specific situations.

What is emotional bonding in advertising? ›

Emotional bonding in advertising is a link between the brand and customer feelings. For example, Apple tries to evoke feelings of being hip and cool by using alloys, bright lights and calling their representatives geniuses. Starbucks uses earthy tones and natural settings in its ads.

› sites › 2019/11/04 › emotion-th... ›

Emotional engagement inspires a potential customer to notice and remember your marketing campaign if you do it right.
Emotional advertising can be effective when using attraction marketing to ensure your audience will emotionally connect with your brand.
Businesses use emotions to make customers inclined to their brand. Everything, right from your logo, can elicit positive responses from the target audience. You...

What is an example of emotional value? ›

unity—community, inclusiveness, cooperation, valuing our interdependencies, tolerance—acknowledging the dignity of all, respecting the rights of others, refusing to hate, being open to other points of view, responsibility—care for yourself, care for others, care for the future, and.

What is an example of an emotional purchase? ›

He doesn't really feel hungry at all, dinner is supposed to be in three hours, but he takes a big bite and thinks, “yes, that's exactly how I imagined it!” He doesn't necessarily need to eat right now, but he went ahead and purchased anyway. That is an example of an emotional purchase.

What are emotive words examples? ›

Emotive Words
  • Adjectives - appalling, wonderful, magical, and tragic.
  • Abstract Nouns - freedom, pride, justice, love, and terror.
  • Verbs - destroyed, vindicated, saved, betrayed, and adored.
  • Emotive Adverbs - angrily, defiantly, proudly, and beautifully.

What is emotional value of a brand? ›

Emotional value refers to "the value that the customer himself / herself finds additional meaning in the product beyond the function described in the specification of the catalog".

What are the emotional benefits of a brand? ›

Emotional benefits provide customers with a positive feeling when they purchase or use a particular brand. They add richness and depth to the experience of owning and using the brand.

How do brands make emotional connections? ›

If you want a marketing strategy that builds on emotional connection, there are certain things you have to remember: Focus on building authentic connections with your audience through your shared values. Take time to listen to your customers and let what they say inform future strategy.

What are emotional products in marketing? ›

Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.

What are the emotional products? ›

Emotional Product Buying Motives
  • Pride. People always want to be admired and appreciated by the members of the society. ...
  • Fashion or Imitation. Fashion or imitation is closely related to the motive of pride. ...
  • Attraction towards opposite sex. ...
  • Comfort. ...
  • Affection for family. ...
  • Habits. ...
  • Vanity. ...
  • Jealous.

Why is emotional branding important? ›

Emotional branding is when brands appeal to consumers' emotions, needs, and aspirations when marketing products and services. Emotional messaging in branding and marketing will help make your business more relatable, build credibility, and help you stand out from the competition.

What is emotive language in advertising? ›

Emotional marketing uses language with emotional appeal to get customers to like, remember, buy, or share their message, products, or services. Emotive language motivates consumers to respond, usually by focusing on generating a single emotion.

How do you use emotional language? ›

Emotive language is the term used when certain word choices are made to evoke an emotional response from a reader. Emotive language often aims to persuade the reader or listener to share the writer or speaker's point of view, using language to stimulate an emotional reaction.

What is emotional writing? ›

In sum, emotional writing means to get the audience immersed. Well set up protagonists are key to doing just that! Furthermore, don't tell your audience how they should feel; show them the circumstances and let them decide how they WANT to feel.

› Blog ›

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