Emotional Advertising and Social Media Queens University - Film 240

1. EmotionalAdverstising
&
SocialMedia
THE KEY TO CONSUMER CONNECTIONS
By Jennifer Bouman
Canva stock photo

2. Emotional response to
advertising, as opposed to logic
and information, is what
motivates consumers to
purchase a product
Retrieved via Flickr; Credit: Mark Lythgoe & Chloe Hutton / Wellcome Images.

3. THE EMOTIONAL SELL
"People make decisions with
their hearts, information is
secondary".
"Stand out from the crowd"
"Have confidence in the future"
"Enjoy a sense of well-being"
Canva stock photos

4. Instagram photo owned by author
Meaningful
Messages

5. Humour
Instagram photo owned by author
Humour

6. Retrieved via https://flic.kr/p/6uHz7S
47% of global respondants
stated that humorous
messages resonate most
with them

7. Family
Retrieved via Flickr https://flic.kr/p/ocAgkd. Canva filter added to adjust colour.

8. Family themes resonate well globally,
particularly within Latin cultures.
Instagram photo owned by author

9. Instagram photo owned by author
Fear

10. Class
Reunion
Planning
FEAR
APPEAL
Influences consumers
to remove the threat
https://flic.kr/p/9AnG8J
https://flic.kr/p/pKtZZ
https://flic.kr/p/ikgdsi

11. Real Life
Scenarios
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12. Real-life situations
appeal to 4 in 10
respondants in all
age groups
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13. Retrieved via https://flic.kr/p/fofN3i
Celebrities

14. USING CELEBRITIES TO ESTABLISH
EMOTIONAL CONNECTIONS
Strategy utilized since the '30's, when Babe Ruth
was used to promote a soft Drink called "Red
Rock Cola".
Provokes emotional response such as: desire,
adventure, sex appeal and popularity.
Brands need to utilize someone that personifies
they message they are trying to convey
Consumers want to look like, perform like, and
live like these famous people.
Research shows sales increases of
approximately 4% when a celebrity is signed.
Brand examples of success using this strategy
are: Nike, Pepsi, CoverGirl and Proactive.
Retrieved via Flickr https://flic.kr/p/zfx7os

15. LIKES
1500
Meaningful messages =
online discussions and
social media shares
Canva stock photos

16. Canva stock Photo
Socialmediaisusedtopromotebrands
andbuildconsumerrelationships.

17. Lovemark Brands are those that
consumers develop a deep
connection with, that they
can't live without.
Social Media helps to foster
this attachment by owned
adverstisement, and promotion
by admired public figures.
Retrieved via Flickr https://flic.kr/p/p3UoQp

18. 3
L O V E M A R K
B R A N D S
HALLMARKS
Mystery
Intimacy
Sensuality
Canva stock photos

19. Loyalty
Beyond
REASON
Retrieved via Flickr. https://flic.kr/p/s5gYs3. Canva photo filter added.

20. A
PERFECT
MATCH!
W I T H A C O M B I N E D
I N S T A G R A M F O L L O W I N G O F
1 0 6 . 3 M I L L I O N , A N D
P R O F I T S I N T H E M I L L I O N S
O F D O L L A R S F O R T H E I R
M U L T I P L E B R A N D S O F
C O S M E T I C S A N D F A S H I O N ,
T H E S E S I S T E R S H A V E
M A S T E R E D T H E A R T O F
C R E A T I N G A N E M O T I O N A L
C O N N E C T I O N W I T H
C O N S U M E R S V I A S O C I A L
M E D I A . Retrieved via https://flic.kr/p/BoCqn8

21. Beverage Industry. 105.8 (Aug. 2014) : 24. A work of heart:
consumers want an emotional connection from brand
marketing.
Turri, Anna ; Smith, Karen ; Kemp, . Journal of Electronic Commerce
Research; Long Beach14.3 (2013): 201-214. Developing affective brand
commitment through Social Media.
Bradic, L. (Sept. 30, 2015) Celebrity Endorsements on Social Media are
Driving Sales and Winning Over Fans.
https://socialmediaweek.org/blog/2015/09/brands-using-celebrity-e
ndorsements/
Greenman, A. (Sept. 10, 2014) 10 Of The Most Successful Celeb Endorsements
Of All Time.
http://www.therichest.com/rich-list/most-influential/10-of-the-most-succes
sful-celeb-endorsements-of-all-time/
Fulgoni, G. (Dec 2014) Journal of Advertising Research. “Omni-Channel”
Retail Insights and The Consumer’s Path-to-Purchase. How Digital Has
Transformed The Way People Make Purchasing Decisions.
Seiter, C. (Mar 4, 2014, Apr 26, 2016) The Science of Emotion in
Marketing: How Our Brains Decide What to Share and Whom to
Trust.
https://blog.bufferapp.com/science-of-emotion-in-marketing
Matrix, S. (2016) Module 2, Lecture 1: Promotional Media. Advertising
Strategies.
Matrix, S. (2016) Module 2, Lecture 2: Promotional media. Public Relations.
Citations

22. Schaefer, Kayleen. (Oct 21, 2016). Kylie Jenner Built A Business
Empire Out Of Lip Kits and Fan Worship. Vanity Fair.
http://www.vanityfair.com/style/2016/10/kylie-jenner-lip-kits-s
eed-beauty-colourpop
Oakley,T.(Sept11,2014). TheGrowthOfFearAppeals InAdvertising.
https://themarketingagenda.com/2014/09/11/the-growth-of-fear-appeals-in-advertis
ing/
Anita Whiting, David Williams, (2013) "Why people use social media: a
uses and gratifications approach", Qualitative Market Research: An
International Journal, Vol. 16 Iss: 4, pp.362 - 369
Loyalty Beyond Reason. http://www.lovemarks.com/learn/about/
Media Entertainment. (Oct 19, 2015). Ads With Impact: What
Messages Speak Loudest To Consumers?
http://www.nielsen.com/ca/en/insights/news/2015/ads-with-impa
ct-what-messaging-themes-speak-loudest-to-consumers.html