Timberland: Unspeakable Truths – Neuro-science and AI enable better identification of the emotions conveyed by advertising
Whitney Xi, Rupam Borthakur, Mike Underhill, Tarun Menon, Bruce Bogle, Natalie Ho and Subba Kumari
Timberland, the shoe brand, tested the role emotions played in its ads in China, and revealed that ads which make audiences smile – while keeping frowns and disgust to a minimum – amplify potential success.
This research sets out to better understand an often mentioned but not well understood feature of advertising: Emotion.
For researchers, emotions in advertising are slippery beasts to catch hold of. Qualitative approaches can be very effective...