Associating feeling with brands
Historically, people have
recognized six core emotions: happy, surprised, afraid, disgusted, angry, and
sad.
However, in 2014, the Institute
of Neuroscience and Psychology published research stating that the distinction
between four of these emotions were based on social interactions and
constructs. Instead, human emotion is based on four basic emotions: happy, sad,
afraid/surprised, and angry/disgusted.
Based on these four categories,
let’s look at how brands are using emotions to drive connection and
awareness:
1) Happy
Brands want to be associated
with smiling, laughing, happy customers, and positivity has been shown to
increase sharing and engagement. A study in 2010 of the most-emailed New York Times articles found that emotional articles were
shared more often, and positive posts were shared more than negative
ones.
The most-shared ad of last year
-- and of all time -- was Android’s Friends Forever,
showing clips of unlikely and undeniably cute animal friends.
When
Coca-Cola recently changed its tagline from “Open Happiness” to “Taste the
Feeling,” it maintained its focus on happy images of people connecting and
engaging one another, such as the below ad showing the bond between siblings.
2) Sad
Those ads have turned me into a
blubbering, emotional wreck. There’s nothing like a good cry at work on a
regular basis to make your desk neighbors question your stability.
In the past few years, as brands
have recognized the popularity of emotional content, more and more companies
have focused on creating inspirational and moving ads.
MetLife Hong Kong produced this
heartbreaking ad featuring a daughter who describes all the things she loves
about her dad, yet the story breaks down when she also describes all the ways
he lies to her.
3) Afraid/Surprised
Fear is a natural instinct --
one that helps us to react appropriately to threats to increase our chance of
survival.
Fear creates urgency and prompts
us to take action; to change or more importantly for this story, buy something
that will prevent terrible things from happening.
A
lot of scare-vertising tactics can be seen in commercials to prevent drunk
driving and cigarette smoking. The World Wildlife Fund is one brand known for
its controversial and fear-inducing imagery.
4) Angry/Disgusted
Most people think that it is
best to avoid anger -- it’s a negative emotion that will cause negative
associations. But in some cases, anger can wake people up and spur action. We
become angry when we see another person hurt or an injustice. Disgust and
frustration can cause us to reconsider our perspective and ask important
questions.
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.
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