In this paper, we illustrate how emotion-based advertising can be highly effective, but only within a strong and consistent brand framework.
Three things we cover in depth:
- Brands need to have a range of distinctive iconography or assets that are consistent, engaging and understood so that they reinforce the stories and emotional stimuli in advertising.
- Ensure that emotion-based advertising links the brand through association with the cues - needs, functions, situations, sounds, sights or smells - that are most relevant in the key moments.
- Effective use of emotion means having stories that are relevant to people's motivations and goals, so that they associate the brand with the things that matter most to them.
This topic is further discussed in our supplementary paper on this topic, Emotion, Attention and Memory in Advertising.