Emotional Advertising

  • Introduction

  • Happy

  • Sad

  • Afraid

  • Angry

  • Conclusion


Studies have shown that people actually rely on emotions above information to make decisions. To make people feel something often makes them want to purchase more than giving information on the product.


“Emotions don’t hinder decisions. They constitute the foundation on which they’re made!”


You may not know it, but making people feel something is one of the easiest and best ways to promote what you have to offer. Emotion is something everyone feels - in different ways. Each and every single person reacts to emotion in different ways, too, so it’s important to remember that emotional advertising/content may not work as effectively as your regular content, but it’s good to experiment.

So what are the best emotions to use during advertising and marketing?


Positivity has actually been shown to increase sharing and engagement. The more positive a post is, the more likely it is to receive a higher amount of shares. 

Of course, everyone’s happiness stems from different things. It’s tough to pinpoint one happiness factor that will make everyone out there happy, but if you can at least make the majority of your audience happy, your content will work. Even focussing your images and videos on groups of happy people, works.


It immediately makes people feel positive and happy and therefore is making them feel something


It’s all about making your content undeniably happy and positive. Positivity goes a long way and it uplifts many people’s days! The more you can make people happy, the more engagement and potential sales you’re going to receive due to the nature of it.


Making an advert or content sad may seem like a weird concept, but really it is probably one of the best concepts. The sadder your content is, the more people you’re going to touch and therefore reach. People remember adverts that made them cry or feel emotional/sad.

A lot of the time, sad or emotional advertising goes around the basis of being seemingly inspirational or just touching. People will take notice in adverts or content that is emotional, it’s just human nature to feel drawn towards real life emotions that some people can resonate with.


People will feel sympathy and hopefully, inspired


Of course, don’t make all your content sad. It’s important to remember if you’re going for this approach it needs to be executed well and not come across as demeaning or belittling. It needs to be just right; emotional, touching and inspiring.



When fear is instilled in us, we react. We react in a way that is to ensure we survive, or we have a higher chance of surviving.


Essentially, fear creates urgency


It creates a sense of importance to do, change or buy something that will put an end to the fear and prevent something from happening. In this sense, advertising that instills fear can work very effectively. You’re essentially scaring readers; whether it be through possible consequences, side effects, so on and making them wonder what prevention they can use or take.

Scare tactics are seen quite often in advertising and it’s simply a way to inject urgency into people to save themselves or do something to benefit themselves.


Anger may be an emotion you did not ever think to touch upon, but it can work in some situations. It can be something that makes people angry and you give them a solution so they feel less angry and feel as though they’re helping, for example Save the Children adverts. 

Introducing anger into your adverts and content can potentially open people’s eyes to what happens and make them want to take action to stop certain things.


It can re-adjust people’s perspectives on life or certain aspects of life and encourage them to make a change


Anger will only really work in some situations so it’s important to evaluate your advertisements or content and see if anger will really work effectively alongside the overall message you’re trying to inject.


Emotion is a big part of everyone’s life. Everyone feels emotion, and everyone reacts to emotion. Showing emotion in your marketing and being authentic will work effectively as people enjoy authenticity - people enjoy realism and real marketing.

It’s important to get a grasp of your marketing strategy and the different content you’re going to post before deciding on whether to inject a proper emotion or not. Emotional advertising or content will only truly work if you put a lot of effort into it and if the emotion truly does work alongside the content well, or if it seems out of place. You also need to think about what you want your readers to do at the end of consuming your content and if the emotion fits the outcome.


Making people feel something is one of the easiest ways to make people feel connected to you or feel obliged to take an action


When people are touched and moved by an advert or content, they remember it - meaning they’ll more than likely remember you.