As part of our takeover for International Women’s Day, we’re shining a spotlight on the talented female voices within JAA. Today, Media Assistant Tash Smith explores the fascinating intersection of advertising and emotion, delving into the psychological tactics that capture our attention and influence our decisions. Discover why some adverts resonate with us long after we’ve seen them, while others fade into oblivion.
Advertising & Emotion
Advertising constantly surrounds us, but why is it that some ads stick with us more than others? Why can we remember the ‘Bear and the Hare’ advert that aired over 11 years ago, but not whatever John Lewis put out for Christmas 2024? The answer lies within the psychology of emotion.
Why do ads make us feel?
Emotion has a profound impact on the brain, influencing our decision-making processes in a far more powerful way than logic and reason. Advertisers can utilise this to ensure their brands and products are front-of-mind. But how does this work from a psychological perspective?
Every second of the day, our senses take in around 11 million pieces of information, although we are only consciously aware of about 40 of these. This means our brains are wired to constantly filter out most stimuli, deciding only what our brains believe is important. If a stimulus triggers a strong emotion, it instantly becomes front-of-mind, and we pay attention.
The Brain’s Response: More Than Just a Thought
Research conducted by the London Business School found that emotional ads are much more likely to be remembered than those targeting the logical/rational part of our brains. Brain imaging studies constantly show that emotional content activates different regions in the brain compared to rational or cognitive stimuli. Emotional ads activate the brain’s deeper, more instinctual areas, creating stronger and longer-lasting connections within the mind of the consumer.
Tugging at the Heartstrings: A Spectrum of Emotions
A key example of emotional stimuli is babies. It’s impossible to ignore them in an advert. This is because we’re hardwired from an evolutionary perspective to find them adorable, eliciting positive emotions. In turn, ensuring we take care of babies and continue the human species.
However, adverts don’t necessarily need to elicit positive emotions to be successfully engaging. Research has shown ads that evoke a strong fear or sadness response share the same heightened level of engagement and long-term memory response as ads that make us happy. In-fact, some research has suggested ads that highlight fear and urgency, such as health risks and civil unrest, can be even more effective in prompting action.
The JAA campaign that springs to mind, drawing on these emotional stimuli, is RSPCA’s For Every Kind. Combining sadness, adorable animals, anger for how they are treated, but also joy – the TV advert featuring singing animals performing Aretha Franklin’s iconic hit to call for Respect. The Ad Awareness increased dramatically during this campaign period to 16.4%, and has remained higher even after the brand campaign ended (source: YouGov). Consideration, which is notoriously difficult to move, rose to 30.2% at the end of the campaign. Meaning an increase of 775,000 people who would consider donating to the cause.
Age-Old Emotions: How We Respond Changes Over Time
Interestingly, age plays a role in the way we respond to emotional content. Research has shown older adults are significantly more likely to remember emotional adverts, whilst younger adults may pay more attention to the product or discount code. However, this goes out the window when younger adults are reminded of the finite nature of time (‘YOLO approach’). They are significantly more influenced by emotional content than that discount code.
Emotion Will Always Be Advertising’s Superpower
To create truly impactful advertising, brands must harness the power of emotion. Ads that tap into the audience’s psychological and emotional core are more likely to cut through the noise, capture attention, and leave a lasting impression. Whether through joy, nostalgia, fear, or urgency, emotional triggers play a critical role in shaping consumer memory and decision-making.
By strategically leveraging these stimuli, brands can ensure their messages stick, increasing both engagement and conversion. While factors like age may influence how we respond to emotional content, the undeniable truth remains – emotionally driven ads have the strongest potential to resonate and drive action.
