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Emotional Advertising and Social Media
Queens University - Film 240

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  1. 1. EmotionalAdverstising & SocialMedia THE KEY TO CONSUMER CONNECTIONS By Jennifer Bouman Canva stock photo
  2. 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. 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. 4. Instagram photo owned by author Meaningful  Messages
  5. 5. Humour Instagram photo owned by author Humour
  6. 6. Retrieved via https://flic.kr/p/6uHz7S 47% of global respondants stated that humorous messages resonate most with them
  7. 7. Family Retrieved via Flickr https://flic.kr/p/ocAgkd.  Canva filter added to adjust colour.
  8. 8. Family themes resonate well globally, particularly within Latin cultures. Instagram photo owned by author
  9. 9. Instagram photo owned by author Fear
  10. 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. 11. Real Life Scenarios Canva stock photo
  12. 12. Real-life situations appeal to 4 in 10 respondants in all age groups Canva stock photo
  13. 13. Retrieved via https://flic.kr/p/fofN3i Celebrities
  14. 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. 15. LIKES 1500 Meaningful messages = online discussions and social media shares Canva stock photos
  16. 16. Canva stock Photo Socialmediaisusedtopromotebrands andbuildconsumerrelationships.
  17. 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. 18. 3 L O V E M A R K B R A N D S HALLMARKS Mystery Intimacy Sensuality Canva stock photos
  19. 19. Loyalty Beyond REASON Retrieved via Flickr. https://flic.kr/p/s5gYs3. Canva photo filter added.
  20. 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. 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. 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