11 Emotional Advertising Examples Most Used by Brands - Creatopy (2023)

7 minutes read

Everyone knows that emotional marketing is difficult to do right. Marketers tend to focus on conversion rate, impressions, bounce rates, and bids, and we forget about the emotional appeal in the advertising.

According to the research from PsychologyToday, people respond to the emotional part of the ads a lot more than the text itself.

On the other hand, ads that convey strong emotions often go viral and produce awesome results. The study from HubSpot revealed that the most-shared ads relied on emotional content, including happiness, friendship, and inspiration.

In particular, Mariano Rodriguez from LawRank pointed out that “If you want to make people share and buy, improve your PPC campaign through the use of emotional advertising. This is an effective way to drive your campaign goals”.

How to create emotionally charged ads?

Most PPC specialists are using the standard formula while creating ad copy. It includes three points: keywords, CTA, and unique selling points. Fortunately, Google gives more space for creating expanded text ads where you can adopt emotional ad copy and build meaningful connections with potential clients.

Here are some tips on how to make emotional ads:

  1. Check what your competitors are running – especially if you spotted them using emotional marketing. You can take over their ideas and make them even better. To spy on your rivals, use SE Ranking Competitor SEO/PPC Research tool.
  2. Make a list of the benefits your product provides. You can create a customer survey to see what they truly believe the benefits are. You can use the JotForm Survey Maker or Survey Anyplace to get the exact results.
  3. Connect emotional benefits with an image. The image should reflect the emotional values of your statement. Use our platform to make a banner simple and easy.

Emotions are one of the main reasons why people prefer using products of a certain brand. To encourage people to buy from you, use the following emotional trigger examples in your advertising:

1. Instant Gratification

People often expect instant gratification in many aspects of their lives, even if they are negative. The sense of urgency in your message always makes people get this right now. It is important to include words like today, now, within 24 hours, instant access, etc. These are important aspects of emotional advertising.

Don’t make your audience wait – just give what they want. You can give a discount or run a giveaway. Just give them a chance to win.

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Here is a good example of this practice from Lavent Law who persuades people to call them to get their money if they are injured in an accident:

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2. Happiness

Many brands want their customer to associate their brand names with smiling, laughing, and positivism. Based on this study, the New York Times’ most-shared articles were positive and had emotional appeal. When creating emotional ads, keep in mind that positive advertising can help you get more engagement and increase sharing.

For example, Coca-Cola’s “Choose Happiness” promotion in 2015 was a powerful example that encouraged consumers to share happy memories and experiences that make them feel happy that summer.

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3. Fear

Fear is a good marketing tool to make people loyal to a brand, a product, or a service. Fear makes people investigate some areas carefully, and showcase warns of dangers that we can lose something if we don’t take measures. Fear helps us grow and prevent people from bad behaviors like alcohol, drug abuse, and smoking.

For example, the World Wildlife Fund uses fear in advertising to increase awareness about the harmful effects of global warming. The image clearly shows that climate change will change you and your descendants if you don’t take action to keep it.

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4. Trust

Nowadays, trust is one of the most effective triggers in emotional advertising, and many brands try to jump on the trust board in their ads. Before customers trust and buy from you repeatedly, you should persuade them to trust you by using emotional appeal advertising.

  • Try to be open and transparent with your customers. Everything should be visible in public view.
  • Show testimonials on your landing page and links to your reviews on third-party sites like Yelp, TripAdvisor, etc.
  • Reduce consumer risk. You can offer a 100% money-back guarantee, free trial, 100% satisfaction guarantee, etc.
  • Stay human. Show real human faces and links to their social profiles on your website to prove that they are members of your team.
  • Show authoritative brands you used to work with and the awards you have won.
  • Be specific. Display numbers, figures, stats, and facts about your brand.

Take a look at The Law Offices of John Rapillo as an example. They promote trust in their clients.

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5. Sadness

Using negative emotions like sadness helps you deliver a sense of empathy or compassion. Many brands have noticed the effectiveness of using emotional content that creates public awareness of social issues like violence, gender equality, poverty reduction, immigration, and others.

It is essential to keep the balance when creating such kind of ads. You don’t need to upset your audience and evoke negative feelings made by your brand. Conversely, these emotions should motivate people to act and donate money to improve the situation.

For example, Children of the World promoted the Help Me Read This campaign to improve child literacy in New Delhi.

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Related articles:

20 Powerful Advertising Appeals You Can Use in Your Campaigns

Creative Advertising Meets Pop Culture: Creative Ads That Pop

15 Compelling Advertising Techniques That Work

6. Anger

Using anger in emotional advertising makes people upset or annoyed about things like politics, environmental issues, political candidates, etc. Anger evokes a negative emotion that can cause negative associations.

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Brands that use this emotion want to stimulate people to solve important questions and reconsider their perspective. They want to show people the overall situation and show positivity to change it for the better.

For example, the Always’ Like a Girl campaign uses a famous offense to catch more attention and encourage women to share their stories and the difficulties they face and play sports.

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7. Belonging

Every person wants to belong to a group, a community, a family or a social network. The feeling of belonging helps customers satisfy their key psychological needs. Many companies use this emotion to make customers feel part of a particular group.

Especially, it is widely used in sport. It is a great place to show the feeling of belonging in action. The Rapha Cycle Club (RCC), a membership organization, is a great emotional appeal example. They offer people to ride with RCC members each week in your city and travel the world for RCC hangouts and meetings.

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8. Guilt

Martin Lindstrom noticed in this article that guilt is the most puritanical among all our emotions that became an emotional consumer pandemic in the 21st century. People are easily influenced by messages that make them feel guilty. Many nonprofit organizations use this trigger in their advertising campaigns. They can be very effective and don’t have a negative thing. The Sears Craftsman is a good example. The message of guilt positions the brand as the solution to current consumers’ issues.

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9. Values

Values are one of the hottest trends in marketing. Every day people make purchase decisions based on judgments and values. Many promotions are directly connected with the emotional trigger of making the best deal. It can include time, price, and money.

Make sure that values are very subjective, and many companies do their best to boost the perceived value of their products. Once you understand your target customers’ values, you can create the best compelling and targeted ads.

For example, Citywide Law Group promotes the message “If you have been injured, you shouldn’t pay until we win” which is effective in arousing the feeling related to value.

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10. Leadership

Consumers want to be the first to try new products or services. Brand promotions appeal to the emotional trigger related to leadership and make their target customers feel like they are first for this audience.

Do you remember the famous Nike’s campaign “Just Do it”? It is a great example that demonstrates the emotional trigger of cultural leadership.

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11. Pride

This emotion is intended for all consumers who want to look smart and be proud of making a good choice. They want to be proud of purchasing organic food, a bestselling book, or any money-value purchase. It is difficult to use this emotion because each person has different needs and desires, and you need to do in-depth marketing research to support your offering with solid arguments.

Here is how Amazon Flex proposes to its customers to earn a good wage when delivering parcels with Amazon.

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Bottom Line

Using emotions in your ads directly affects the buying process of a target audience. There is an old expression: “people buy emotionally, then justify logically”. No matter what you choose: happiness, fear, belonging, or trust – the emotional triggers should resonate with your target consumers. Including facts and enough information about your products can increase the chance of purchase.

I hope the emotional advertising trigger examples mentioned above will help you motivate your customers to take action and become a global leader in your industry.

FAQs

What is an example of emotional advertising? ›

For example, suppose you're launching a commercial about adopting dogs from a local shelter, and you're using compassion to appeal to your target audiences. You can attach a snippet of a dog running to its owner or pictures of smiling puppies in the advertisement to engage viewers and helped illicit those emotions.

What are the 3 most common uses of emotion in advertising? ›

The study from HubSpot revealed that the most-shared ads relied on emotional content, including happiness, friendship, and inspiration.

What companies use emotional advertising? ›

15 examples of Emotional Marketing
  • Always #LikeAGirl Campaign. ...
  • Gillette's “Perfect Isn't Pretty” Emotional Advertising Campaign. ...
  • P&G “Thank You, Mom - Strong” ...
  • Gatorade's “The Boy Who Learned To Fly” ...
  • Airbnb's “Let's Keep Traveling Forward” Campaign. ...
  • Lysol “Protect Like A Mother” ...
  • Lean Cuisine #WeighThis Campaign.
6 Feb 2020

How is emotion used in advertising? ›

Emotional advertising can be used to elicit an emotional response such as happiness, fear or anger in a consumer, which means the ad has a good chance of being remembered. Used effectively, emotional advertising can lead to more social shares and product purchases.

How does Nike use emotional marketing? ›

Nike's advertising rarely mentions its products. Instead, Nike campaigns invoke the right emotions through carefully crafted content that tells meaningful stories. The narrative tells a story of inspiration that anyone who puts their mind to it can overcome the challenges and be a winner.

What are some examples of emotional appeal? ›

Shortlist: Top Appeal To Emotion Fallacy Examples

Young lovers are trespassing and kissing on a balcony but the security guard leaves them alone because they look so happy. A soft drink company doesn't promote their product's taste or nutritional value. Instead, they say that the drink will make you feel happy!

What is emotional advertising appeal? ›

advertising messages, usually based on imagery rather than information, which attempt to achieve the advertiser's objectives by evoking strong emotionsl feelings (fear, anger, passion, etc) rather than by a rational appeal. See: Rational Appeals in Advertising.

What are emotive words examples? ›

Emotive Words
  • Adjectives - appalling, wonderful, magical, and tragic.
  • Abstract Nouns - freedom, pride, justice, love, and terror.
  • Verbs - destroyed, vindicated, saved, betrayed, and adored.
  • Emotive Adverbs - angrily, defiantly, proudly, and beautifully.

Where are emotional appeals commonly used? ›

Emotional appeal is often effective in advertising for a few different reasons. Foremost, using emotional appeal can make a brand or product more relatable by connecting the viewer to the brand or product on a more personal level.

How do brands use emotions? ›

Emotional branding is the process of forming a relationship between a consumer and a product or brand by provoking their emotions. Marketers achieve this by creating content that appeals to the consumer's emotional state, ego, needs, and aspirations.

What is an example of emotional value? ›

unity—community, inclusiveness, cooperation, valuing our interdependencies, tolerance—acknowledging the dignity of all, respecting the rights of others, refusing to hate, being open to other points of view, responsibility—care for yourself, care for others, care for the future, and.

What are emotional products? ›

The consumer at times, is driven by emotions while buying certain products. In such cases, the consumer does not bother to make intelligent or right decision. He is generally carried away by emotions. Emotionally, the buyer develops a sort of affection towards the product.

What is emotional advertising called? ›

What is emotional marketing? Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.

Why is emotion good in advertising? ›

Connecting to your audience using emotional advertising is important. Whether you're pulling at their heartstrings or making them laugh, this makes your brand more memorable. Your audience is more likely to trust you if you appeal to their emotions because it makes your brand more relatable.

How does Adidas use emotional branding? ›

Through storytelling, Adidas have not only established their emotional connection with their customers, but have also begun to help consumers feel better about themselves, thanks to the positive connections that are being built between the brand, and the people who purchase their products.

What emotional needs does Nike satisfy? ›

So, when it comes to Nike, the answer to our third question is emotions related to victory, success, morale, self-improvement. This is a great example of a good commercial that invokes strong emotions but doesn't take a lot of money to make.

Why Nike is the best brand in the world? ›

One reason Nike continues to hold the top spot is that it continues to innovate its product lines, most significantly the controversial Nike Vaporflys, a shoe that has dominated the international athletics arena in recent years, with athletes wearing them claiming 31 of the 36 podium positions in the six world marathon ...

What are the 3 emotional appeals? ›

Ethos, Pathos, and Logos are three strategies commonly employed when attempting to persuade a reader. Pathos, or the appeal to emotion, means to persuade an audience by purposely evoking certain emotions to make them feel the way the author wants them to feel.

Which of the following is an emotional appeal? ›

Pathos is an emotional appeal used in rhetoric that depicts certain emotional states. Some examples of "pathos" charged words include: strong, powerful, tragic, equality, freedom, and liberty. These words can be used in a speech to intensify an emotional appeal to an audience.

What is emotional appeal in creative writing? ›

Emotional Appeal Definition. A common question in literature is, "What is an emotional appeal?" An emotional appeal is a mode of persuasion that relies on descriptive, sensory language and imagery to evoke an emotional response and convince an audience of an argument.

What are the four emotional appeals? ›

And right there, you have the four Emotional Magnets: Safety, Value, Experience, and Achievement. I find it helpful to remember the acronym, S.A.V.E. for the four emotional needs (probably because they literally saved my life).

What is emotive language in advertising? ›

Emotional marketing uses language with emotional appeal to get customers to like, remember, buy, or share their message, products, or services. Emotive language motivates consumers to respond, usually by focusing on generating a single emotion.

How do you use emotional language? ›

Emotive language is the term used when certain word choices are made to evoke an emotional response from a reader. Emotive language often aims to persuade the reader or listener to share the writer or speaker's point of view, using language to stimulate an emotional reaction.

How do you express your emotions in writing? ›

5 Ways to Process Your Emotions Through Writing
  1. Write about experiencing the feelingin third person. ...
  2. Write about yourmemories. ...
  3. Give the emotion to a character. ...
  4. Write about your feelings regularly. ...
  5. Write about your emotion like you're writing a children's book.
4 Sept 2016

Which emotional appeal was used by the speaker to catch the attention of the audience? ›

Pathos - The Emotional Appeal

Pathos is to persuade by appealing to the audience's emotions. As the speaker, you want the audience to feel the same emotions you feel about something, you want to emotionally connect with them and influence them.

What is the role of emotional appeal in persuasive speaking? ›

A speaker's emotional appeals play an important role in persuading the audience. Emotional appeals – often called motivational appeals – are intended to make listeners feel sad, angry, guilty, fearful, reverent, or the like. Effective persuasion often requires emotional appeal.

What is brand appeal? ›

Brand Appeal is the power of attract, please, stimulate and interest both prospects and repeat customers. This differentiation strategy is used by outstanding entrepreneurs and successful companies to amaze people and turn them to loyal customers.

What are some examples of advertising? ›

Print Advertising: Newspaper, magazines, & brochure advertisements, etc. Broadcast Advertising: Television and radio advertisements. Outdoor Advertising: Hoardings, banners, flags, wraps, etc. Digital Advertising: Advertisements displayed over the internet and digital devices.

What are emotive words examples? ›

Emotive Words
  • Adjectives - appalling, wonderful, magical, and tragic.
  • Abstract Nouns - freedom, pride, justice, love, and terror.
  • Verbs - destroyed, vindicated, saved, betrayed, and adored.
  • Emotive Adverbs - angrily, defiantly, proudly, and beautifully.

What is emotional advertising appeal? ›

advertising messages, usually based on imagery rather than information, which attempt to achieve the advertiser's objectives by evoking strong emotionsl feelings (fear, anger, passion, etc) rather than by a rational appeal. See: Rational Appeals in Advertising.

What is emotional words propaganda? ›

EMOTIONAL WORDS: Words such as luxury, beautiful, paradise, and economical are used to evoke positive feelings in the viewer. REPETITION:The product name or keyword or phrase is repeated several times.

What is an example of brand advertising? ›

Some of the most famous brand advertising examples include Coca-Cola, as they involve strong emotional associations and consistent brand identity that we recognize over years. As we can see, the task of brand ads is not to sell the product as fast as possible but to create a strong brand identity.

How do you use emotional language? ›

Emotive language is the term used when certain word choices are made to evoke an emotional response from a reader. Emotive language often aims to persuade the reader or listener to share the writer or speaker's point of view, using language to stimulate an emotional reaction.

How do you express your emotions in writing? ›

5 Ways to Process Your Emotions Through Writing
  1. Write about experiencing the feelingin third person. ...
  2. Write about yourmemories. ...
  3. Give the emotion to a character. ...
  4. Write about your feelings regularly. ...
  5. Write about your emotion like you're writing a children's book.
4 Sept 2016

What is emotional writing? ›

In sum, emotional writing means to get the audience immersed. Well set up protagonists are key to doing just that! Furthermore, don't tell your audience how they should feel; show them the circumstances and let them decide how they WANT to feel.

Why is emotion important in marketing? ›

Emotional content connects to consumers' personal experiences and people often better remember ads or stories that relate to their own experiences. Companies may create narratives that appeal directly to specific perspectives and feelings so when people recall these emotions, they associate them with a specific brand.

What is emotional benefit in marketing? ›

Emotional benefits provide customers with a positive feeling when they purchase or use a particular brand. They add richness and depth to the experience of owning and using the brand.

What are the 9 types of propaganda? ›

There are nine different types of propaganda that include:Ad hominem, Ad nauseam, Appeal to authority, Appeal to fear, Appeal to prejudice, Bandwagon, Inevitable victory, Join the crowd, and Beautiful people.

What are the 8 advertising techniques? ›

So here are some very common and most used techniques used by the advertisers to get desired results.
  • Emotional Appeal. ...
  • Promotional Advertising. ...
  • Bandwagon Advertising. ...
  • Facts and Statistics. ...
  • Unfinished Ads. ...
  • Weasel Words. ...
  • Endorsements. ...
  • Complementing the Customers.

What are the 5 advertising techniques? ›

20+ Commonly Used Advertising Techniques
  • Technique #1: Color Psychology.
  • Technique #2: Composition.
  • Technique #3: Rule of Thirds and The Golden Mean.
  • Technique #4: Focal Point.
  • Technique #5: Visual Path.
  • Technique #6: Typographic Composition.
  • Technique #7: Repetition.
  • Technique #8: Body Language.
30 Aug 2019

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