How ads work: Emotions, feelings, moods

 

Many brands invest in sport properties to benefit from the visibility they offer, but ignore their emotional content. However, the Australian football A-League and Adidas in France have tapped into fa ...

An appropriate balance between emotions and reason-based arguments is thought to help advertising achieve two important goals: to engage and persuade consumers. A key question is whether advertising w ...

This paper discusses an apparent paradox: TV advertising is found to be very effective, yet has little attention paid to it and is often poorly recalled. The first step is to understand 'engagement'.

This article proposes a new definition for engagement that is independent of attention. Engagement is defined as “the amount of subconscious 'feeling' going on when an advertisement is being processed

Bio-sensory metrics are emerging to assess engagement and emotion in advertising pretesting and development. Mainstream use in research thus far, however, has been limited by small sample constraints, ...

This article discusses engagement, and argues that the issue is at the foundation of all consumer consumption behaviour. Consumers want to be engaged by brands: they seek rationally and emotionally en ...

This article describes AdEval, the TNS pre-testing technique which discovers what emotions are evoked by advertising. The experiment described looked at pre-Christmas advertising by a number of superm ...

Emotion is central to brand communications, but there has been a failure to define what we mean by 'emotion'. Merely distinguishing it from 'rationality' is not good enough; emotions are complex, with ...

Advertising awareness, the most used ad efficiency metric, is coming under increasing scrutiny, as it is perceived as being based on old economic theories of consumer behaviour, and no longer useful f ...

In this article, Carlos Grande, of WARC Online, reports on Brandworks University 2008. Among the brands under discussion are Procter & Gamble, Harley Davidson, Philips and the Lindsay, Stone & Briggs ...

This paper provides a theoretical framework for exploring how multi-sensory strategies can be used to understand the minds and hearts of consumers. It also assesses how this information can be used to ...

Why don't we read ads any more? This article argues it is not because this is a post-literate age when people don't want to read anything (as the Harry Potter phenomenon shows), but because we don't w ...

This paper discusses emotions and brand perceptions in the light of current knowledge from neuroscience etc. In the traditional model of brand communication, the consumer's mind is a blank page on whi ...

From research in the literature, it becomes clear that persuasive impact is greater if the person targeted is in a happy, benevolent mood. In the field of advertising research, this implies that posit ...

Jakob de Lemos, chief technology officer and co-founder of iMotions-Emotion Technology A/S, looks at the issue of measuring emotional response to communications and describes a proprietary eye trackin ...

Starting from the premise that consumers' decision processes rely less on conscious, rational thought and more on subconscious emotional impulse (which cannot be verbalised), Dan Hill, founder and pre ...

Building on the paper 'Measures of Engagement, previously published by the ARF, this paper discusses the measurement of engagement in brand messages. It features a variety of innovative, but empirical ...

Robert Heath, Bath University School of Management, and Paul Feldwick produce a crushing indictment of traditional information-processing models for how advertising works. They show that theories, suc ...

Over the last decade, findings from neuroscience have demonstrated that reason is not separate from the brain, but embodied in it, and is mediated by unconscious emotional influences. As such, if emot ...

Notions of how advertising works are so deeply embedded in organisational practice that they routinely overrule judgement. While research repeatedly concerns itself with message takeout, product detai ...

Most media research has traditionally been based around the opportunities the target audience have to see or hear an ad. The opportunity, however, does not mean that they will do so, and new technolog ...

Models of advertising have changed dramatically in the last 20 years, as simplistic conceptions of the pattern of consumer behaviour (such as AIDA) have fallen out of favour, and more complex idea com ...

The subject for this issue's Comments section is neuroscience and advertising research. Three researchers who have explored this topic in depth provide their views, showing the benefits that neuroscie ...

David Bonney, a strategic planner at McCann Erickson London, makes the case for advertising that taps into sad emotions, and rails against the endlessly happy and up-beat communications so often used. ...

This article explores the way in which advertising builds brand relationships. Behavioral research by Watzlawick, Bavelas, and Jackson (1967) suggests it is the emotional not the rational content in c ...

The present study presents a biologically based measure of audience engagement. The measure is based on a neuroscience informed combination of signal processing methods that yield a continuous time-lo ...

This article uses a case history from MTV to examine the role that engagement with programming plays in the performance of embedded advertising. A standard technique for measuring emotional engagement ...

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking. However, recent studies show that e ...

This paper discusses how brand advertising can engage with consumers emotionally (for example, by appealing to nostalgia). A case study is provided of Campbell's Soups to demonstrate this. Emotive adv ...

Increasingly, political parties market themselves by appealing to the emotions rather than on their policies. This technique seems to have been lifted from commercial marketing of brands. Yet we conde ...