Role of Emotions in Advertising

The world (government) that we live in is made of the people, by the people, for the people. This simple but powerful statement that we have learned in our beautiful old school days is not merely for understanding the nations political background but also for understand the much complex, interrelated and interdependent society at large. When we talk about society, what we understand by this is not just the place where we live and the people with whom we live but also the relationship that we share with them. This bonding may be good or bad, strong or weak, but gives us a reason to look ahead at tomorrow and if nothing else to live for tomorrow. If this scenario changes then we will loose the actual motive of being alive and will become purposeless. This bonding that we share amongst ourselves is about our feeling about each other. We become emotional when something bad happens to our loved ones or for the people that we know. This bonding makes us stand strong and face any problem and sometimes makes us weak and compels to act in an odd way which is difficult to understand.

This is the cord which when struck by any marketer (by finding reasons to celebrate or to get together like valentine day, father day, mother day, teacher day and many more) compels us so called the 21st century customer who is knowledgeable and has multiple options available at its fingertips to behave in a different way. Take an example of any baby product, be it a baby food or clothing or cleansing product or medicines or bathing products or anything else. All parents want the best for their child be it their first or second or even tenth. If one carefully looks at today’s advertisement then they will understand that one thing is common in all of them and that is the emotional touch or silent question that would leave the viewer with a ?????????.

This behavior is triggered from the sense of having the best and nothing else for me and my family (here I am talking about only the feeling and not the reality). With this reference let us understand how this is been used well in the financial industry. The ad will talk about everything that one desires to accomplish but faces obstacles in their way to obtain what they wish (like, wish karo toh dish karo: one of the players in the satellite cabling industry). So the ad will talk about Parents who can’t afford child’s education, a widow who cannot give her daughter a grand wedding, a brilliant student who cannot go abroad for higher studies. Have you noticed how increasingly banks and other financial institutions are plying on our most vulnerable bits?

All banks ads have today realized that all customers have hearts and not only checkbook.

With whatever money a customer has, he feels he is a king and needs to give in trusted hands. So the emotional trust is required to prove that we are part of you, we know you and we are looking for trust by serving you.

But one slight caution that I would like to mention over here that any organization should not over do anything. The recent example of this can be seen as the advertisements of TATA group companies. The use of the word TATA (actually a brand today rather then just a word) is been increasingly used in almost all its product advertisements. Which I feel is a bit overdone like, Voltas a TATA product or Tanishq by TATA. Over here they are showcasing the core values for which the group is known for i.e. trustworthy, helpful, generous etc. And the Indian consumer however mature will still hold strong on its forefather values, values that they have lived with, values which teach them to love, believe, trust and honor things. The modern Indian consumers who are MODERN in their sense of behavior, shopping, understanding, learning / unlearning, views, principles, knowledge, judgment etc. will still stand strong on their core values and believes. This would have raised alarms for the modern marketer as it is very important to sell everything which is being produced. This values / emotional bonding will help us live and let live.

So, Happy Selling





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Chaitanya Damle

I am the free bird in a cage with a dream to expand the cage to fit the entire world in or to shrink the entire world to fit in it.

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