It was observed that as far as ads are concerned, people are more driven by emotions rather than by logical reasoning. Studies said that advertisements that connected to the audience emotionally made more business than that made deep logical sense. More clearly saying, people mostly rely on emotions rather than information- and this emotional response to ads is counted as greater than any other content or ad. Usually, since old times, marketers have recognized six core emotions- happy, afraid, surprised, disgusted, sad, and angry. The distinguishing feature that is seen between these emotions is based on how people interact socially. Marketers have been using these emotions lately to drive people to make purchases. Here we will discuss how brands are using these emotions to connect to their customers driving them to make business. Happy Big brands are using emotions such as laughing, happy, rejoicing characters in their advertisements to rise sales. The most shared and profitable ads in the past one year included happy people or cute animals that shared happiness and smiles using the products or services. In addition, when Coca-Cola recently changes its tagline from “Open Happiness” to “Taste The Feeling”, the brand maintained its focus on happy feelings and increased engagement with the customers. Sad As the emotional content gained popularity in the recent past years, more and more brands are moving towards ads that connect people emotionally. The most popular ad that grabbed attention recently was the one made by MetLife Hong Kong describing how a little girl loves her father also saying how he lies to her all the way Surprised/ Afraid Fear and surprise are natural instincts and can create a feeling of urgency. These feelings make us take actions instantly so that we take immediate actions to save ourselves. Some brands use scary emotions to aware drivers of the consequences of cigarette smoking and drunk driving. Despite being effective, these ads can be emotionally disturbing sometimes and therefore must be designed and created with care. Disgusted/ Angry Anger is a negative emotion and it is best to avoid that. However, in certain conditions, anger can make people wake up for a cause and take immediate action. Frustrations, anger, and disgust are the elements that can make people reconsider the situations and make them think to offer a different perspective. Ads such as Save the Syrian Children raise both disgust and anger towards war. It makes people aware the negative impacts of war on the civilians, especially the children. Storytelling is another strategy that marketers use for social media marketing. As the element of emotions can be perfectly applied connecting to the audience ultimately converting them into customers. The explosion of social channels and people’s engagement with them also made it easy for brands to connect emotionally with people through storytelling. This storytelling technique works well if they closely relate to the issues people generally face. These stories connect with people emotionally by providing solutions to the struggles people face also offering how the brand can make things easy.
