‘Emotional’ ads will lead to more sales, study suggests
Television advertisements which elicit a strong emotional response will deliver an increase in sales, a new study by Professor Karen Nelson-Field, commissioned by ThinkTV, has suggested.
The findings, which come as part of the Benchmark Series for ThinkTV by Nelson-Field, revealed ads which generate a strong reaction – be it positive or negative – create 16% more attention than those ads which create weak reactions.
It’s important to note that literal marketing people will skip quickly through this and think this means emotional and emotive.
Humour and silliness is still the number 1 thing that gets attention, and sadly is lacking from many ads at the moment.
If I see this sad sad tone descriptor in another brief: A wry smile, but not slapstick….
This means ‘don’t be too funny, I don’t want to stand out and get facebook complaints from a bunch of humourless whinging mums in the outer suburbs’.
Don’t listen to the whingers, marketing people. Just be memorable, not everyone is gonna like it. But enough people will. It sure beats another boring, very forgettable, inoffensive manifesto ad that NO ONE notices.
Thanks for the breaking news, Captain Obvious
Problem being, cliches kill emotion stone dead, and advertisers love cliches. Think people dancing with joy because of the product. Cringe. Showing people being emotional does not trigger emotion.