Human Emotion is based on happiness, sadness, surprise, and anger/disgust. This is how brands use emotion to create a bridge of connectivity with their audiences:
-HAPPY
Who doesn’t want to feel the rush of happiness? Well, that’s why brands want to be associated with smiling and laughing customers which have shown to increase sharing and engagement. A study showed that the most shared New York Times articles were the ones that consisted of feel-good emotions.
-SAD
We always want to be happy and feel the rush and motivation. But it’s as important to have those moments where the heartstrings are tugged and pulled. You know what I’m talking about. The ones where you’re working on an assignment and you suddenly see something that makes you ball your eyes and instantly changes your perspective on your priorities in life. This is especially popular during the Olympics; for the Sochi Olympic games in 2014, P&G showed the unconditional support from mothers that lead their kids to get to such a high-level competition.
-AFRAID/SURPRISED
Fear is a natural instinct, it’s what kept our ancestors from being eaten alive and it’s one that still helps us survive from danger.
Fear creates an urgency for change. To do something or change something before something bad happens. Or in some cases to purchase something to avoid the worst. As Don Draper said in a Mad Men episode, “Advertising is based on one thing: happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You’re okay.”
– Angry/Disgusted
The majority thinks anger is best avoided, and a lot of times that’s true; it holds a lot of negativity. But can anger become a positive thing in some cases? When it comes to times of injustice or seeing another human being hurt, anger can be a wake-up call to trigger a reaction to make a wrong, right.
Always Like a Girl campaign, which won an Emmy, a Cannes Grand Prix award, and the Grand Clio award, uses a famous insult to grab your attention.
Watch the famous ad here: https://www.youtube.com/watch?v=XjJQBjWYDTs
