Emotions Commonly Used In Ads

Evoking emotion is a tried and tested strategy that brands use to draw interest to their products and/or advocacies. It enables brands to relate and connect with consumers more through the universality of how people view common situations. With that said, let’s see how brands use emotion as a way to drive connections with their viewers.

Here are 4 commonly used emotions in ads and their examples:

1. Happy

For the longest time, funny ads were popular in the airwaves. A lot of brands want to be associated with laughing, smiling, happy customers because positivity has shown to increase sharing and engagement in ads among consumers.

This type of ad may also include giving a sense of awe, hope, or aim to inspire just like in the Dove Real Beauty ad.

Dove Real Beauty

When Nestle released their centennial TVC titled Pag-Ibig, it gave viewers a sense of nostalgia as it depicted how a family goes through generations with nothing but unwavering love and support for each other.

Nestle Pag-ibig

2. Sad

Companies are focused on creating meaningful and moving ads now more than ever. The popularity of emotional content has made storytelling become more important to the audience, thus creating a slew of commercials appealing to the heart more than the mind.

If you think true friendship can overcome anything, you might have to think again. In the Max’s BFF ad, we see the struggle of a three best friends as they keep secrets that can make or break their friendship.

#MaxStories BFF

In Jollibee’s Almusal ad for their Kwentong Jollibee series, we see a sweet and loving old couple going through their daily routine only to be crushed by the plot twist at the end.

Kwentong Jollibee Almusal

3. Fear/Surprised

Fear focused ads usually take negative situations and frame the brand/product as the solution, hero, or as a means of prevention. It promotes a change in behavior or perspective for the benefit of the consumers or to spread awareness about a cause.

The “scare-vertising” tactic can be commonly seen in ads that promote safe driving such as this Embrace Life ad by Sussex Safer Roads.

Sussex Safer Roads Embrace Life

Surprise is also an element in ads that attracts views and engagement just like this Sandy Hook Promise ad, based on the Sandy Hook Elementary School shooting that occurred in 2012.

Sandy Hook Promise Evan

4. Angry/Disgusted

While negative emotions are less common in viral content than positive ones, it doesn’t mean that they can be any less effective. According to a study, viral success can happen when negative images add elements of anticipation or surprise. In addition, offering a resolution makes the ad less disheartening for viewers and may create a sense of urgency that prompts them to take action.

You may be familiar with the Save the Children’s ad about the Syrian crisis. It went viral on social media as people reacted to the harsh conditions that the children were shown to be in.

Save the Children Most Shocking Second a Day Video

Disgust can also be a way to get people’s attention although one should be careful because it might scare people away! In this NYC Health Anti-Soda Ad, a man is shown drinking actual fat to show the unhealthiness of sugary beverages.

NYC Health Man Drinking Fat