Emotions on the face: Dove campaign for real beauty

John Habershon

When we view an ad, how does it affect our emotions? This paper argues that this question is so fundamentally different from those such as 'What do you think about the ad?' or 'Do you like the ad?' that it requires more non-verbal information from respondents to help us to identify their emotions.

Emotions on the face: Dove campaign for real beauty

John HabershonMomentum Research

When we view an ad, how does it affect our emotions? This is obviously a different question from, 'What do you think about the ad?' or 'Do you like the ad?'. I want to argue in this paper that it is so fundamentally different that it requires more non-verbal information from respondents to help us to identify their emotions.

There has been a greater focus on emotions in recent years, with a return to the basics in marketing, reminding ourselves that branding is primarily about evoking an...

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