Whether promoting a product, an event, or a person, an advertising campaign is most effective when it appeals to emotion rather than to reason.
Nowadays we are confronted with advertising campaigns where ever we look and whatever we listen to. Thus it is important for companies to find out whether a product, an event, or a person should be advertised using a campaign that appeals to our emotion rather than to reason. Most people react to emotion rather than to reason when confronted with commercials because in a world with an overwhelming quantity of impressions commercials that appeal our emotion are the ones we will longer remember.
It is important for an advertising campaign to stay in the users mind for as long as possible, because usually when you watch a commercial you don't stand up immediately and go to the next shopping district to buy the chewing gum that was just advertised. If the commercial reaches you in an emotional way, may it be funny or dramatic, you will more likely remember it the next time you're in the shopping mall and then buy the product because you want to feel the same way like the man did in the commercial.
Another example where appeal to emotion is effective and important is when a person gets advertised. The first impression is always the most important impression we get. If a new comedian gets a commercial on comedy channel for 20 seconds and if it's the case that these few seconds don't impress you emotionally, you are likely to not watch his show on Friday night. The other way around: If these 20 seconds blow you off, you will not only stay home on Friday night to watch the show but also call your friends and watch the show together, and the advertising campaign was a huge success.
On the other hand, commercials that appeal to reason are not doomed to be unsuccessful, they can still be effective, especially when the product that was being advertised is more expensive. When you are about to buy a new car, you would probably buy the car that has the details you wish for, for example low fuel consumption. In this case the commercial that speaks emotionally to you won't be the one that is most effective because even though you might love the new Ford Mustang commercial, you will buy the new Volkswagen because it consumes only half as much as the Mustang does.
In sum I would say that an advertising campaign that appeals to your emotion is more effective when it gets down to everyday consumption goods like chewing gum, food or clothes but as soon as the decision to buy the promoted good involves a mayor sum of money, the campaign that appeals to reason will take the lead.
Nowadays we are confronted with advertising campaigns where ever we look and whatever we listen to. Thus it is important for companies to find out whether a product, an event, or a person should be advertised using a campaign that appeals to our emotion rather than to reason. Most people react to emotion rather than to reason when confronted with commercials because in a world with an overwhelming quantity of impressions commercials that appeal our emotion are the ones we will longer remember.
It is important for an advertising campaign to stay in the users mind for as long as possible, because usually when you watch a commercial you don't stand up immediately and go to the next shopping district to buy the chewing gum that was just advertised. If the commercial reaches you in an emotional way, may it be funny or dramatic, you will more likely remember it the next time you're in the shopping mall and then buy the product because you want to feel the same way like the man did in the commercial.
Another example where appeal to emotion is effective and important is when a person gets advertised. The first impression is always the most important impression we get. If a new comedian gets a commercial on comedy channel for 20 seconds and if it's the case that these few seconds don't impress you emotionally, you are likely to not watch his show on Friday night. The other way around: If these 20 seconds blow you off, you will not only stay home on Friday night to watch the show but also call your friends and watch the show together, and the advertising campaign was a huge success.
On the other hand, commercials that appeal to reason are not doomed to be unsuccessful, they can still be effective, especially when the product that was being advertised is more expensive. When you are about to buy a new car, you would probably buy the car that has the details you wish for, for example low fuel consumption. In this case the commercial that speaks emotionally to you won't be the one that is most effective because even though you might love the new Ford Mustang commercial, you will buy the new Volkswagen because it consumes only half as much as the Mustang does.
In sum I would say that an advertising campaign that appeals to your emotion is more effective when it gets down to everyday consumption goods like chewing gum, food or clothes but as soon as the decision to buy the promoted good involves a mayor sum of money, the campaign that appeals to reason will take the lead.
