What we know about using emotion

Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.

There is increasing evidence and consensus that using emotion in advertising builds a brand and its business, especially in the long term. Emotion is also proven to drive advertising attention and memorability. However, opinions differ on whether emotion should be the sole focus or a balance struck between emotional and more rational motivating messages.

Definition

Emotion-based communications aim to evoke and appeal to human emotions to encourage brand preference, which will build the brand's business in the long term.

Key Insights

  1. Bravery, consumer insight and the right emotion fuel effective emotional creative

Emotional campaigns are more effective than rational...

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Insights Team
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