“You can sell anything with puppies, kids and a nice cleavage” they say. But can you? Is it true? Let’s find out together: here are the top 10 things that elicit emotions based on multiple years of emotion focused ad-research at Synetiq.
1. Me
Humans are egoistic creatures, we always look for our reflection in the world. It is also true for ads - the more familiar a face the better, if it comes to the protagonists.
2. Faces in my face
We also love human faces, especially when they express intense emotions. Smiles or tears, it does not matter, but realistic ones are always better.
3. “Nation-specific” or “patriotic” things / core cultural values
Culturally close things also move emotions on a great level. We love serious or even silly “patriotic” things, old habits, and even awkward customs. We love to appear as a nation, but only if it is a pompous occasion or somewhat funny (not grotesque) - but we don’t understand irony well. Also we respect traditions and core cultural values like the land, nation etc.
4. Lovebrands
If you are a lovebrand, I have good news. Showing your logo or product can elicit positive emotions on its own. So do not spare the time from it, and keep it in the limelight.
5. Surreal/surprising situations
Viewers love unexpected turns of events. Though understanding and welcoming them usually costs some negative resonation, in the end the investment pays back and many times an emotional peak occurs.
6. Discomforts
It is a growing trend to make viewers frustrated by discomforting sounds, life-situations or faces. If your brand has a strong connection with the solution, discomforting viewers is always a good choice to start with, as it can enhance the appreciation for the “happy end” very much.
7. Positive words
Using positive words may seem like a cliche at first, still subconsciously have an instant effect on viewers appreciation. Verbalizing the brand along these “magic words”, like delicious, free or smooth is always a good idea.
8. Food
Tasty-looking food can win appreciation. Mind the perspective though. Showing it from too close or from a strange perspective (etc. from below) can elicit the opposite effect.
9. Dogs and kids
I have started with dogs and kids, so let’s finish with a big reveal. Emotionally we do not resonate with neither of them very much. People will say it so consciously, because who is dare to say any bad about kids or puppies. But emotionally lower intensity resonation is granted from the general audience. So be careful with cliches. Still, copies featuring them might be memorable if the characters are integrated well in the concept.
10. Nice cleavage
The promise of sex, even some mild teaser (like unbottoning shirts), clearly turns on the audience. Both men and women. But you may guess who resonates with such scenes better? Still, this is a shaky ground as consciously both groups will deny their emotions and favour, especially women.
Written by Peter Fulop
