11 Emotional Advertising Examples Most Used by Brands - Creatopy (2023)

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Everyone knows that emotional marketing is difficult to do right. Marketers tend to focus on conversion rate, impressions, bounce rates, and bids, and we forget about the emotional appeal in the advertising.

According to the research from PsychologyToday, people respond to the emotional part of the ads a lot more than the text itself.

On the other hand, ads that convey strong emotions often go viral and produce awesome results. The study from HubSpot revealed that the most-shared ads relied on emotional content, including happiness, friendship, and inspiration.

In particular, Mariano Rodriguez from LawRank pointed out that “If you want to make people share and buy, improve your PPC campaign through the use of emotional advertising. This is an effective way to drive your campaign goals”.

How to create emotionally charged ads?

Most PPC specialists are using the standard formula while creating ad copy. It includes three points: keywords, CTA, and unique selling points. Fortunately, Google gives more space for creating expanded text ads where you can adopt emotional ad copy and build meaningful connections with potential clients.

Here are some tips on how to make emotional ads:

  1. Check what your competitors are running – especially if you spotted them using emotional marketing. You can take over their ideas and make them even better. To spy on your rivals, use SE Ranking Competitor SEO/PPC Research tool.
  2. Make a list of the benefits your product provides. You can create a customer survey to see what they truly believe the benefits are. You can use the JotForm Survey Maker or Survey Anyplace to get the exact results.
  3. Connect emotional benefits with an image. The image should reflect the emotional values of your statement. Use our platform to make a banner simple and easy.

Emotions are one of the main reasons why people prefer using products of a certain brand. To encourage people to buy from you, use the following emotional trigger examples in your advertising:

1. Instant Gratification

People often expect instant gratification in many aspects of their lives, even if they are negative. The sense of urgency in your message always makes people get this right now. It is important to include words like today, now, within 24 hours, instant access, etc. These are important aspects of emotional advertising.

Don’t make your audience wait – just give what they want. You can give a discount or run a giveaway. Just give them a chance to win.

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Here is a good example of this practice from Lavent Law who persuades people to call them to get their money if they are injured in an accident:

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2. Happiness

Many brands want their customer to associate their brand names with smiling, laughing, and positivism. Based on this study, the New York Times’ most-shared articles were positive and had emotional appeal. When creating emotional ads, keep in mind that positive advertising can help you get more engagement and increase sharing.

For example, Coca-Cola’s “Choose Happiness” promotion in 2015 was a powerful example that encouraged consumers to share happy memories and experiences that make them feel happy that summer.

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3. Fear

Fear is a good marketing tool to make people loyal to a brand, a product, or a service. Fear makes people investigate some areas carefully, and showcase warns of dangers that we can lose something if we don’t take measures. Fear helps us grow and prevent people from bad behaviors like alcohol, drug abuse, and smoking.

For example, the World Wildlife Fund uses fear in advertising to increase awareness about the harmful effects of global warming. The image clearly shows that climate change will change you and your descendants if you don’t take action to keep it.

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4. Trust

Nowadays, trust is one of the most effective triggers in emotional advertising, and many brands try to jump on the trust board in their ads. Before customers trust and buy from you repeatedly, you should persuade them to trust you by using emotional appeal advertising.

  • Try to be open and transparent with your customers. Everything should be visible in public view.
  • Show testimonials on your landing page and links to your reviews on third-party sites like Yelp, TripAdvisor, etc.
  • Reduce consumer risk. You can offer a 100% money-back guarantee, free trial, 100% satisfaction guarantee, etc.
  • Stay human. Show real human faces and links to their social profiles on your website to prove that they are members of your team.
  • Show authoritative brands you used to work with and the awards you have won.
  • Be specific. Display numbers, figures, stats, and facts about your brand.

Take a look at The Law Offices of John Rapillo as an example. They promote trust in their clients.

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5. Sadness

Using negative emotions like sadness helps you deliver a sense of empathy or compassion. Many brands have noticed the effectiveness of using emotional content that creates public awareness of social issues like violence, gender equality, poverty reduction, immigration, and others.

It is essential to keep the balance when creating such kind of ads. You don’t need to upset your audience and evoke negative feelings made by your brand. Conversely, these emotions should motivate people to act and donate money to improve the situation.

For example, Children of the World promoted the Help Me Read This campaign to improve child literacy in New Delhi.

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15 Compelling Advertising Techniques That Work

6. Anger

Using anger in emotional advertising makes people upset or annoyed about things like politics, environmental issues, political candidates, etc. Anger evokes a negative emotion that can cause negative associations.

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Brands that use this emotion want to stimulate people to solve important questions and reconsider their perspective. They want to show people the overall situation and show positivity to change it for the better.

For example, the Always’ Like a Girl campaign uses a famous offense to catch more attention and encourage women to share their stories and the difficulties they face and play sports.

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7. Belonging

Every person wants to belong to a group, a community, a family or a social network. The feeling of belonging helps customers satisfy their key psychological needs. Many companies use this emotion to make customers feel part of a particular group.

Especially, it is widely used in sport. It is a great place to show the feeling of belonging in action. The Rapha Cycle Club (RCC), a membership organization, is a great emotional appeal example. They offer people to ride with RCC members each week in your city and travel the world for RCC hangouts and meetings.

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8. Guilt

Martin Lindstrom noticed in this article that guilt is the most puritanical among all our emotions that became an emotional consumer pandemic in the 21st century. People are easily influenced by messages that make them feel guilty. Many nonprofit organizations use this trigger in their advertising campaigns. They can be very effective and don’t have a negative thing. The Sears Craftsman is a good example. The message of guilt positions the brand as the solution to current consumers’ issues.

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9. Values

Values are one of the hottest trends in marketing. Every day people make purchase decisions based on judgments and values. Many promotions are directly connected with the emotional trigger of making the best deal. It can include time, price, and money.

Make sure that values are very subjective, and many companies do their best to boost the perceived value of their products. Once you understand your target customers’ values, you can create the best compelling and targeted ads.

For example, Citywide Law Group promotes the message “If you have been injured, you shouldn’t pay until we win” which is effective in arousing the feeling related to value.

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10. Leadership

Consumers want to be the first to try new products or services. Brand promotions appeal to the emotional trigger related to leadership and make their target customers feel like they are first for this audience.

Do you remember the famous Nike’s campaign “Just Do it”? It is a great example that demonstrates the emotional trigger of cultural leadership.

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11. Pride

This emotion is intended for all consumers who want to look smart and be proud of making a good choice. They want to be proud of purchasing organic food, a bestselling book, or any money-value purchase. It is difficult to use this emotion because each person has different needs and desires, and you need to do in-depth marketing research to support your offering with solid arguments.

Here is how Amazon Flex proposes to its customers to earn a good wage when delivering parcels with Amazon.

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Bottom Line

Using emotions in your ads directly affects the buying process of a target audience. There is an old expression: “people buy emotionally, then justify logically”. No matter what you choose: happiness, fear, belonging, or trust – the emotional triggers should resonate with your target consumers. Including facts and enough information about your products can increase the chance of purchase.

I hope the emotional advertising trigger examples mentioned above will help you motivate your customers to take action and become a global leader in your industry.


What is an example of emotional advertising? ›

For example, Coca-Cola's happiness campaign, 'Choose happiness' in 2015, is one of the best emotional advertisements. It shows that the company wants consumers to share their happy memories.

What are the 6 types of emotional appeals in advertising? ›

An emotional advertising appeal depends more on feelings and perceptions than logic or reason to provoke action.
  • 1 Personal Appeal. ...
  • 2 Social Appeal. ...
  • 3 Humor Appeal. ...
  • 4 Fear Appeal. ...
  • 5 Sexual Appeal. ...
  • 6 Romantic Appeal. ...
  • 7 Endorsement Appeal. ...
  • 8 Youth Appeal.
Nov 10, 2017

What emotions does Coca Cola use? ›

If we compare the ad campaigns of both brands, it's easy to notice that Coca-Cola always refers to friendship, family hearth, joy, and happiness. They always aim at the same spot. Pepsi's marketing campaigns don't appeal to our emotions as much.

What are the 10 advertising appeals? ›

The various types of advertising appeals are rational appeal, musical appeal, sexual appeal, humor appeal, emotional appeal, scarcity appeal, and fear appeal.

How does Nike use emotional branding? ›

Nike's advertising rarely mentions its products. Instead, Nike campaigns invoke the right emotions through carefully crafted content that tells meaningful stories. The narrative tells a story of inspiration that anyone who puts their mind to it can overcome the challenges and be a winner.

How does Apple use emotional marketing? ›

Apple's Emotional Right Space

Apple not only understands emotions, they use emotions as the beacon to guide their strategy and marketing. Apple has identified its emotional 'Right Space' – the core emotions it wants every customer to feel across every single touch point with which they engage.

What are the 10 common strategies employed in emotional regulation? ›

Meta-analytic research has outlined ten (10) common strategies employed in emotional regulation, namely:
  • Rumination.
  • Distraction.
  • Acceptance.
  • Problem solving.
  • Behavioral avoidance.
  • Experential avoidance.
  • Expressive suppression.
  • Reappraisal.

What are the 8 advertising techniques? ›

20+ Commonly Used Advertising Techniques
  • Technique #1: Color Psychology.
  • Technique #2: Composition.
  • Technique #3: Rule of Thirds and The Golden Mean.
  • Technique #4: Focal Point.
  • Technique #5: Visual Path.
  • Technique #6: Typographic Composition.
  • Technique #7: Repetition.
  • Technique #8: Body Language.
Aug 30, 2019

What are the 3 emotional appeals? ›

Ethos, Pathos, and Logos are three strategies commonly employed when attempting to persuade a reader. Pathos, or the appeal to emotion, means to persuade an audience by purposely evoking certain emotions to make them feel the way the author wants them to feel.

What emotional needs does Nike satisfy? ›

The Nike brand emotionally connects with its customers' inner sense of strength, determination and achievement.

What emotional need does Toyota seeks to satisfy? ›

As a mobility company, Toyota believes that when people are free to move, anything is possible. This vision is built on an understanding that mobility goes beyond physical transportation to include the human need to be moved and engaged emotionally.

Which brand uses emotional appeal? ›

Coca-Cola is one of the many brands that connect emotionally with consumers thanks to that feeling. For example, Coca Cola's “Choose Happiness” campaign was a great case in which it is shown how to use emotions to connect with the public.

What are the 7 types of advertising? ›

The 7 Types of Advertising & How They Are Helping Businesses
  • Social Media Advertising.
  • Paid Search Advertising.
  • Print Advertising.
  • Broadcast Advertising.
  • Out-of-Home Advertising.
  • Mobile Advertising.
  • Direct Mail Advertising.
Oct 10, 2022

What are the 9 advertising techniques? ›

So here are some very common and most used techniques used by the advertisers to get desired results.
  • Emotional Appeal. ...
  • Promotional Advertising. ...
  • Bandwagon Advertising. ...
  • Facts and Statistics. ...
  • Unfinished Ads. ...
  • Weasel Words. ...
  • Endorsements. ...
  • Complementing the Customers.

What are the 9 types of advertising? ›

ADVERTISEMENTS: Nine types of advertising media available to an advertiser are: (1) direct mail (2) newspapers and magazines (3) radio advertising (4) television advertising (5) film advertising (6) outdoor advertising (7) window display (8) fairs and exhibition and (9) specially advertising!

How does Adidas use branding? ›

Nowadays they use their brand name wordmark as the logo, stylized as “adidas” in all small letters. This has been the most prominent logo since 2005. You can find combinations of these three logos across the many products that the company manufactures.

How do brands create emotional connections? ›

Creating an unbreakable emotional bond

Brands need to apply the same principles they would apply to fostering any relationship. This involves focusing on good listening skills, offering connection, showing they share the same values, being financially empathetic, trustworthy, and fun.

How do brands sell emotions? ›

Emotional branding is the process of forming a relationship between a consumer and a product or brand by provoking their emotions. Marketers achieve this by creating content that appeals to the consumer's emotional state, ego, needs, and aspirations.

Which brands have a greater emotional connection to their consumers? ›

By portraying a personality that customers can connect with, companies are able to create deep, intrinsic relationships. Apple, Amazon, Target, Nike and Patagonia are some of the top brands that have successfully established emotional connections with their leagues of customers.

What are emotional products in marketing? ›

Emotional marketing refers to marketing and advertising efforts that primarily use emotion to make your audience notice, remember, share, and buy. Emotional marketing typically taps into a singular emotion, like happiness, sadness, anger, or fear, to elicit a consumer response.

Where are emotional appeals commonly used? ›

Emotional appeal is often effective in advertising for a few different reasons. Foremost, using emotional appeal can make a brand or product more relatable by connecting the viewer to the brand or product on a more personal level.

How do you control your emotions 11 strategies to try? ›

Here are some pointers to get you started.
  1. Take a look at the impact of your emotions. Intense emotions aren't all bad. ...
  2. Aim for regulation, not repression. ...
  3. Identify what you're feeling. ...
  4. Accept your emotions — all of them. ...
  5. Keep a mood journal. ...
  6. Take a deep breath. ...
  7. Know when to express yourself. ...
  8. Give yourself some space.
Apr 28, 2020

What are the 7 strategies for effective emotional regulation? ›

Let's look at 7 strategies that can help to manage emotions in a healthy and helpful way.
  • Identify and reduce triggers. ...
  • Tune into physical symptoms. ...
  • Consider the story you are telling yourself. ...
  • Engage in positive self-talk. ...
  • Make a choice about how to respond. ...
  • Look for positive emotions. ...
  • Seek out a therapist.
Jun 22, 2021

What are the 5 emotion management strategies? ›

Here are five strategies to develop your ability to regulate your emotions from psychologist and researcher James Gross of Stanford University.
  • Situation selection. ...
  • Situation modification. ...
  • Attentional deployment. ...
  • Cognitive reappraisal. ...
  • Response modulation.
Apr 26, 2021

What are the 4 P's of advertising? ›

The four Ps of marketing is a marketing concept that summarizes the four key factors of any marketing strategy. The four Ps are: product, price, place, and promotion.

What is the best example of emotional appeal? ›

Examples of appeals to emotion. An example of the appeal to emotion is the following argument: “They're saying that what I did was a crime, but I'm not guilty, because if I am then I'll have to spend many horrible years in jail”.

What are the six basic emotional categories? ›

Ekman proposed seven basic emotions: fear, anger, joy, sad, contempt, disgust, and surprise; but he changed to six basic emotions: fear, anger, joy, sadness, disgust, and surprise.

What are the examples of the types of emotional appeal? ›

25 Types of emotional appeal advertising
  • Happiness. Customers who experience happiness while viewing an advertisement may make a purchase to continue feeling positive. ...
  • Sadness. ...
  • Humor. ...
  • Anger. ...
  • Compassion. ...
  • Fear. ...
  • Adventure. ...
  • Music.
May 17, 2021

What are the 5 emotional needs? ›

A summary of the five critical needs .
  • Respect. · Treated with kindness. · Treated with courtesy. ...
  • Acceptance. · Feelings, opinions and. ideas are valued. ...
  • Importance. · Feeling appreciated. · Feeling useful. ...
  • Security. · Feeling cared for. · Feeling safe and. ...
  • Inclusion. · Feel connected to others. · Be part of something meaningful.

What are the 3 main emotional needs of everyone? ›

The SDT reduces basic human needs down to just three: autonomy, competence and relatedness: autonomy is defined as the desire to self-organise behaviour and experience; competence means having an impact on and attaining valued outcomes; relatedness is the desire to feel connected to others, to give love and care and be ...

What are the 4 basic emotional needs? ›

There are four basic needs: The need for Attachment; the need for Control/Orientation; the need for Pleasure/Avoidance of Pain; and the need for Self-Enhancement.

Which is an example of a customer's emotional buying motive? ›

He doesn't really feel hungry at all, dinner is supposed to be in three hours, but he takes a big bite and thinks, “yes, that's exactly how I imagined it!” He doesn't necessarily need to eat right now, but he went ahead and purchased anyway. That is an example of an emotional purchase.

What are examples of emotional buying motives? ›

Emotional product buying motives include the following:
  • Pride or Prestige: ...
  • Emulation or Imitation: ...
  • Affection: ...
  • Comfort or desire for comfort: ...
  • Sex appeal or sexual attractions: ...
  • Ambition: ...
  • Desire for distinctiveness or individuality: ...
  • Desire for recreation or pleasure:

What are the emotional needs of customers? ›

An emotional need is how the customer wants to feel about their experience. They'll feel like they've received poor service when they experience negative emotions, such as frustration, concern, or a sense of being unwelcome.

What companies use emotional advertising? ›

15 examples of Emotional Marketing
  • Always #LikeAGirl Campaign. ...
  • Gillette's “Perfect Isn't Pretty” Emotional Advertising Campaign. ...
  • P&G “Thank You, Mom - Strong” ...
  • Gatorade's “The Boy Who Learned To Fly” ...
  • Airbnb's “Let's Keep Traveling Forward” Campaign. ...
  • Lysol “Protect Like A Mother”
Feb 6, 2020

Which 5 advertising appeals are most commonly used? ›

The most common advertising appeals include use of fear, humor, rational, sex or bandwagon propaganda.
  • Fear as a Motivator. ...
  • Humor Creates Emotional Connections. ...
  • Rational Appeals to the Practical Side. ...
  • Sex and Sensuality Sell. ...
  • Fear of Missing Out.

Why do companies use emotional appeal in advertising? ›

Your audience is more likely to trust you if you appeal to their emotions because it makes your brand more relatable. It means that they're more likely to engage with your brand, resulting in stronger customer loyalty even after you've closed the sale.

What is advertisement class 11? ›

An advertisement is a kind of public announcement asking for or offering services or buying and selling property, goods, etc. or giving information about missing persons, pets, etc. It is a potent medium deliberately used to influence the minds, tastes, and even motives of the masses.

What are the 7 functions of advertising? ›

The 7 marketing functions
  • Promotion. Promotion fosters brand awareness while educating target audiences on a brand's products or services. ...
  • Selling. ...
  • Product management. ...
  • Pricing. ...
  • Marketing information management. ...
  • Financing. ...
  • Distribution.
Jun 22, 2021

What are the 5 M's of advertising? ›

The five elements need to be considered as assets which the organisation has committed to its current marketing strategy and they include Manpower (Staffing), Materials (Production), Machinery (Equipment), Minutes (Time) and Money (Finances). The model itself can be used in a number of different ways.

What are the 10 types of media? ›

Here is the essential information about the main types of mass media and their political contents.
  • Newspapers. The core of the mass media of the departed twentieth century was the newspaper. ...
  • Magazines. ...
  • Television. ...
  • Public Broadcasting. ...
  • Commercial Radio. ...
  • Music. ...
  • Films. ...
  • Books.

What are the 6 ms of advertising? ›

In Marketing, the 6Ms may be defined as: Market, Message, Media, Money, Manage, and Measurement.

How many types of advertisements are there Class 11? ›

It is of two types, i.e. commercial advertisement and social advertisement.

What are some examples of emotional responses? ›

They include sadness, happiness, fear, anger, surprise and disgust.
  • Sadness. An emotional state characterized by feelings of disappointment, grief or hopelessness. ...
  • Happiness. A pleasant emotional state that elicits feelings of joy, contentment and satisfaction. ...
  • Fear. ...
  • Anger. ...
  • Surprise. ...
  • Disgust.
May 17, 2019

What is emotional example? ›

Feelings include both emotional experiences and physical sensations. For example, we might say we're feeling hungry, feeling tired, or feeling itchy even though these are not emotions. But we can also feel emotions—for example, we may feel upset, angry, or sad.

What is an example of an emotional appeal? ›

Then, there is the appeal to emotion. We all get uncomfortably sad and want to help this sweet starving orphaned six-year-old girl. We don't want her to do die of starvation, we wish that her parents hadn't died, and we wish that she wasn't homeless.

What are the 8 different types of advertising? ›

The 8 main types of online ads include product listing ads, display ads, demand-side platform ads, affiliate ads, native ads, social media ads, video ads, and email ads.

What are 10 types of emotions? ›

The patterns of emotion that we found corresponded to 25 different categories of emotion: admiration, adoration, appreciation of beauty, amusement, anger, anxiety, awe, awkwardness, boredom, calmness, confusion, craving, disgust, empathic pain, entrancement, excitement, fear, horror, interest, joy, nostalgia, relief, ...

What are 12 emotions? ›

c, The 12 distinct varieties of emotional prosody that are preserved across cultures correspond to 12 categories of emotion—Adoration, Amusement, Anger, Awe, Confusion, Contempt, Desire, Disappointment, Distress, Fear, Interest and Sadness.

What are the 10 positive emotions? ›

Dr. Fredrickson identified the following as the ten most common positive emotions: Joy, Gratitude, Serenity, Interest, Hope, Pride, Amusement, Inspiration, Awe, Love.

What are the 4 types of emotional? ›

There are four kinds of basic emotions: happiness, sadness, fear, and anger, which are differentially associated with three core affects: reward (happiness), punishment (sadness), and stress (fear and anger).

What are 16 emotions? ›

They used the algorithm to track instances of 16 facial expressions one tends to associate with amusement, anger, awe, concentration, confusion, contempt, contentment, desire, disappointment, doubt, elation, interest, pain, sadness, surprise and triumph.

What are the four emotional appeals? ›

And right there, you have the four Emotional Magnets: Safety, Value, Experience, and Achievement. I find it helpful to remember the acronym, S.A.V.E. for the four emotional needs (probably because they literally saved my life).

How are emotions used in advertising? ›

By sharing realistic situations that are upsetting or unacceptable, advertisers can make a point. Negative images and stories that are then turned into action items can get consumers to make choices about their buying habits.


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