{"id":16152,"date":"2023-05-05T11:18:29","date_gmt":"2023-05-05T11:18:29","guid":{"rendered":"https:\/\/incivus.ai\/?p=16152"},"modified":"2024-04-08T09:49:42","modified_gmt":"2024-04-08T09:49:42","slug":"emotional-profile-of-mothers-day-ads","status":"publish","type":"post","link":"https:\/\/incivus.ai\/emotional-profile-of-mothers-day-ads\/","title":{"rendered":"Emotional Profile of Mother\u2019s Day ads"},"content":{"rendered":"

Emotional appeal has been recognized as an effective marketing strategy that resonates with customers on a personal level. As social beings, we all crave connection and meaning, which is why emotional advertising has the potential to create a long-lasting impact on viewers. By tapping into consumers’ emotions, advertisers can build brand loyalty and increase the memorability<\/a> of their message.<\/p>\n

One of the key elements of an emotional ad is to establish a strong link between the product and the consumer. This means creating a narrative that is relatable and resonates with the target audience. For instance, the 2022 Vicks Vapor Rub<\/a> launched across India ad featuring a transwoman who owns an orphanage, effectively captures the essence of the mother-child relationship. Although the product placement is not explicitly shown until the very end, the ad creates a lasting impression by invoking the familiar feel and scent of Vicks, thereby linking the product to the emotions of the audience.<\/p>\n

The Google #HeyMom advertisement<\/a> which gained widespread attention in 2020, depicts children calling out “Hey, Mom!” for even the smallest of tasks, such as running out of toilet paper, getting a bruise on their arm, or asking them curious questions like where dirt comes from. The ad culminates in an exhausted mother saying “Hey, Google! Call Mom,” emphasizing the never-ending nature of motherhood. Again, the product placement is towards the end of the ad yet making a strong connection between the product showcased & the viewer.<\/p>\n

Furthermore, emotional ads tend to have a higher recall value, meaning that viewers are more likely to remember the message conveyed in the ad. This is because emotional ads engage both the cognitive and affective components of the brain, creating a deeper level of processing and encoding of the information presented. Consequently, emotional ads are more likely to be shared and discussed among viewers, leading to greater brand awareness and exposure.<\/p>\n

A study published<\/a> by Prof. Nicole Pereira suggests creating a link in consumers mind between the memories left by advertising the product and the brand. When marketing a product, the key is to focus the attention on the brand which is critical in maintaining a lasting impression in the mind of the consumer and it will have the potential to affect the behaviour of the consumer. If a strong link hasn\u2019t been created, the investment in marketing and content development will be wasted.<\/p>\n

We selected 4 different ads that tugged on emotional play and evaluated them on Incivus, an AI-powered Creative Effectiveness Tool for marketers that helps to identify the most effective ad before it goes live. One of the creative variables that the tool focuses on is emotions, i.e., emotions evoked by the Ad copy, Music and the Human characters in the ad.<\/p>\n

1. Babyshop\u2019s emotional tug:<\/h2>\n

The ad shows a mother\u2019s worries while raising her child during the pandemic. The visuals, which have a contrast of hard facts and the happy faces of children who learn to make friends and have fun against all odds, paired with the formal yet emotional ad copy evoke the feeling of happiness and gratitude in the viewer. The rock music used in the ad evokes a calm, chilled and yet romantic mood in the viewer, reiterating the feeling of happiness it evokes by the ad copy and visuals. The characters emote a contrast of neutral and happy emotions in the ad, bringing a smile to the viewer\u2019s face. Most baby product ads evoke the emotion of happiness or love in the viewer to associate a positive brand image with the product, which will induce purchases.<\/p>\n